Prior to rolling this out to all social casino operators, a beta test will be taking place for several months for a select few. When you submit your application to Google to run social casino PPC campaigns, there are a handful of requirements you need to fulfill:
You need to be either a social casino operator or a marketing agency working on their behalf. Unfortunately, affiliates are not yet allowed to run campaigns.
You are an existing AdWords customer and your account in good standing.
Your landing pages, apps and in-game ads must not promote or link to any real-money gaming offering.
Connected to this, your website must clearly be a social casino brand and not offer real-money gaming.
You need to explicitly and clearly identify to potential players that your site is a social casino and, as such, there’s no chance of winning real money or prizes. You also need to point out that winning in the game does not mean that it can be replicated with real money.
This is an excellent opportunity for social casino brands to reach traffic in the US, Western Europe and the Asia-Pacific region. Players on smart phones and tablets can be targeted as well as desktop users. In addition to AdWords Search and Display Networks, Google is also giving operators access to YouTube and AdMob.
If you need support with using the PPC channel for your social casino brands, don’t hesitate to get in touch with our social gaming acquisition team to find out more about the incredible opportunity of running paid search campaigns.