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Even casino operators should not fall for the myth that if their product is good, people will search for it on their own. They also need other tools.

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Let’s say a casino operator starts by hiring some SEO people and a content writer who writes for the company’s blog about new online poker tournaments… and nothing changes.

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People are still visiting your website, traffic is fluctuating, and it’s hard to tell if it’s because of what you’ve done or some change in global market trends.

If you want more people to visit your site or play your game online, there seems to be nothing you can do:

SEO, content marketing, and a functional social media profile aren’t your only options. There is a whole world of paid advertising for the casino operator that:

So, in this article I’ll introduce you to the world of paid advertising: what it is, the best channels to reach the people you want, and whether paid ads are for everyone.

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Digital marketing consists of many domains, SEO and content marketing being just a few of them. Most activities related to digital marketing are variations of paid advertising.

With paid advertising for casino owners, you pay for “digital real estate”, that is, advertising space on which to display your ads. You have purchased this space from someone called a “publisher”. A publisher is someone who has one or more sites that they want to monetize.

So: publishers have ad space that they are willing to sell. You have ads you want to display, and you’re ready to pay for them.

The two sides of the equation converge on a platform often referred to as an ad network. It acts as an intermediary between a publisher and you: the advertiser. The inventory they sell can be tailored to your needs: You can decide to only show your ads in a specific country and for a specific type of device.

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You can make sure that your ads are only seen by your model clients. Or choose to expand into new markets and audiences. Regardless of your strategy, you have control over what happens to your ads.

On the surface, SEO marketing costs nothing. People just find you and visit your page on their own. All the profits they generate go directly to your pocket.

We have already mentioned the limitations of SEO marketing. But also, you should not think of the money spent on paid advertising as wasted resources but as an investment. You’ll only count the costs of running your ads into your overall budget. If those ads do well, you’ll earn more from the new people you receive than you spend attracting them.

Here is the complete topic of marketing campaign optimization. With special tools, called ad trackers, being the industry leader, you can learn which audience segments respond best to your ads and are therefore worth investing in.

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The first part is complex and varies a lot even within the same country. We recently covered the legal status of iGaming in the US and found out that 7 states in the US have legalized online gambling and 30 have legalized online sports betting. The United States is made up of 50 states, yes. And ‘legal online gambling’ means that it is only legal for residents to gamble on state-licensed sites. Gambling on offshore sites remains illegal.

When it comes to compliance policies, well, you just have to read them. And I don’t mean that (air quotes) read them (air quotes) as if you read the privacy policies, but actually find information about whether it can do what it claims to do.

What I described above is a model that should familiarize you with how paid advertising works. Advertising pays, therefore paying to post your marketing message, for the public to see, can be done in a number of ways.

Of course, these strategies are not mutually exclusive, depending on your ambition (and the size of your marketing spend), you can gather new customers using the three strategies mentioned above.

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We’ve already covered the topic of performance marketing in this blog, so please excuse me for being brief.

Simply put, performance marketing is any marketing that focuses on delivering measurable results. Often this involves running paid ads. These ads may be displayed on:

If you are advertising through ad networks, you have limited traffic targeting options. Basically, you can target your users like this:

The benefit is that you have more freedom to advertise your casino. Ad networks, while still requiring you to adhere to their ad policy, generally have a more lenient approach to gambling ads than the last two mentioned above.

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Advertising for casino offers on Facebook is more restrictive. In other words, you can promote social casinos (casinos that simulate real games but no money exchange) or land-based casinos without any problem, but if you want to advertise online gambling, you must get Facebook’s written permission.

While this may seem like a hassle, in return, you get access to a broad and accurately mapped audience. The last part means you can target your ads with a kind of precision that isn’t available with ad networks. In addition to the targeting options mentioned above, you can also target by:

Do you want to promote your casino to young women who have been to Las Vegas at least once? You can do it. Just remember that your campaign will be closely monitored and if you deviate even for a moment from what is allowed on Facebook, you will be banned without hesitation.

Facebook has many built-in optimization algorithms that can help you reach the right people if you feed it conversion data. The problem can appear with some igaming offers. They are dynamic, which means that the contests they advertise have to change on a daily basis. Facebook’s algorithms in this case will not complete the learning periods, so they will not be able to help you with optimization efforts. Please keep this in mind when advertising these types of offers.

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Google requires gambling advertisers to apply for a special license. Again, this may seem like a lot to ask, but both the Google Partner Network (which places your ads on normal pages like a standard ad network) and Google Search give you access to an unrivaled audience size of nearly anything.

Of course, you can delegate all your marketing activities to your internal marketing department, but you can also outsource them.

The way it works is that you create a solution that allows you to manage independent sellers who will advertise your casino for a commission. This solution is called ‘partner network’. You need to measure the efficiency of your partners and calculate their income and commission.

The ad tracker can easily be used to create such a network. We covered the detailed setup of creating a partner network together in one of our previous posts. The bottom line is that you can do this intuitively and still use it to track your ads.

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You need to attract partners to do the marketing work for you. Sometimes all you need is to put an appropriate message on your website.

Set up attractive commission rates for your partners (digital offers often have higher commissions than standard offers). You can also prepare a special offer for any customer that comes through your partner.

Your partners expect you to provide them with marketing materials (banners and other creative) and accurate estimates of your performance. You can do that with .

Every partner that signs up to your network (you can check them out if you want, ask them about the experience, etc.) will get a special link from you (the link will generate . They will put this link under the ads they will pay to display. When a potential customer sees an ad placed by your partner and advertises your casino, they may click on it If you follow up and convert (sign up to your casino, download the app, place your first bet, whatever) you set yourself as your desired goal) , your partner gets a commission and you get a fresh new customer doing nothing.

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Commissions are generally paid once or twice a year.