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Even casino operators shouldn’t fall into the myth that if their product is good, people will eventually find it. They also need other resources.

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Let’s say a casino operator starts by hiring some SEO people and a content writer who writes about new online poker tournaments for the corporate blog… 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 something you’ve done or if it’s due to a change in global market trends.

If you want more people to visit your site or play your online game, there seems to be little you can do:

SEO, content marketing and a working social media profile are not the only options. There is a whole world of paid advertising for casino operators 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 advertising is for everyone.

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Digital marketing spans many domains, of which SEO and content marketing are just a few. Most activities associated with digital marketing are variations of paid advertising.

With paid advertisements for casino owners you pay for ‘digital real estate’, so an advertising space where your advertisements are shown. You buy this space from someone called a “publisher.” A publisher is someone who has one or more sites they want to monetize.

So: publishers have advertising space they want to sell. You have ads you want to run and you’re willing to pay for them.

Both sides of the equation meet 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 choose to show your ads only in a specific country and for a specific device type.

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You can make sure your ads are only visible to your model customers. Or choose to expand into new markets and target groups. Whatever your strategy, you’re in control of what happens to your ads.

At first glance, SEO marketing costs nothing. People just find you and visit your page automatically. All profits from this go straight into your pocket.

We have already mentioned the limitations of SEO marketing. But at the same time, you should not see the money spent on paid advertising as wasted resources, but as an investment. You only include the cost of running the ads in your total budget. If those ads perform well, you’ll earn more from those new people than you spend to attract them.

Here comes the whole topic of marketing campaign optimization. As an industry leader, special tools called ad trackers allow you to learn which segments of your audience respond best to your ads and are therefore worth investing in.

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The first part is complex and varies widely, even within one country. We recently reviewed the legal status of iGaming in the US and found that 7 US states have legalized online gambling and 30 have legalized online sports betting. The US is made up of 50 states, mind you. And “legal online gambling” means that it is only legal for residents to play on state-licensed sites. Gambling on offshore sites is still illegal.

When it comes to compliance policies – well, you just need to read them. And I don’t mean (sky quotes) read them (sky quotes) like you read the privacy policy, but really get information about whether you can do what you want to do.

What I’ve described above is a model designed to introduce you to how paid advertising works. Paid advertising – so paying to get your marketing message out there – visible to the public, can be done in several ways.

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

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We’ve already covered the topic of performance marketing on this blog, so excuse me for summarizing.

In short, performance marketing is any form of marketing aimed at delivering measurable results. Usually it involves running paid advertisements. These ads may appear:

If you advertise using ad networks, you have limited options for traffic targeting. You can generally target your users by:

The advantage is that you have more freedom to advertise your casino. While ad networks still require you to adhere to their advertising policies, they generally take a much more lax approach to igaming ads than the last two previously mentioned.

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Casino advertising offers on Facebook are very restrictive. Basically, you can promote social casinos (casinos that simulate real games but without exchanging money) or land-based casinos without any problem, but if you want to promote online gambling, you need to get written permission from Facebook.

While it sounds like a lot of hassle, in return you get access to a detailed and accurately mapped audience. What the latter means is that you can target your ads with a kind of precision unattainable in ad networks. In addition to the targeting options listed above, you can also target by:

Do you want to promote your casino to young ladies who have visited Las Vegas at least once? you can do that. Don’t forget that your campaign is being closely monitored and if you even step outside Facebook’s allowed limits, you will be banned without hesitation.

Facebook has many optimization algorithms that will help you reach the right people if you feed it with conversion data. The problem may occur with some game offerings. They are dynamic, meaning the matches they advertise should change on a daily basis. In this case, the Facebook algorithms cannot meet the learning curve and thus will not help you with the optimization efforts. Keep this in mind when advertising these types of offers.

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Google requires advertisers to apply for a special license. Again, this may sound like a lot of questions, but both the Google Partner Network (which places your ads on regular pages like a normal ad network) and Google Search give you access to an audience of unparalleled size.

You can of course delegate all your marketing activities to your in-house marketing department, but you can also outsource them.

The way it works is that you create a solution that allows you to manage freelance marketers who promote your casino in exchange for a commission. This solution is called ‘Partner Network’. It is supposed to measure the efficiency of your affiliates and calculate your earnings and their commission.

Ad Tracker can be easily used to build such a network. We went over the detailed setup of building an affiliate network in one of our previous posts. As a result, you can do this effortlessly and still use your ads to track you.

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

You create attractive commission rates for your partners (digital offers usually have much higher commissions than standard offers). You can also create a special deal for customers who come through your partner.

Your partners expect you to provide them with marketing materials (banners and other creative materials) and accurately measure their performance. You can do with it.

Each partner who joins your network (if you wish, you can view it, ask about experiences, etc.) will receive a special link from you (generated by Link. Through this link, they can place it under the ads they pay for. Display. Once a potential customer sees an ad posted by your affiliate promoting your casino, he can click it, if he follows and converts (sign up at your casino, download an app, place your first bet – whatever) . you set yourself as a desired goal), your partner gets a commission and you get a new one without you having to do anything.New customer is found.

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Commission is usually paid once or twice

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