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Understand Google's advertising policies, including ad approval status and account suspension
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Can I bid on branded casino names

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello everyone.

I want to advertise my gambling  aggregator site in uk, Is is allowed to bid on branded keywords like 888 casino, 888 casino reviews etc.

 

Thank in advance for your help.

2 Expert replyverified_user

Re: Can I bid on branded casino names

Top Contributor
# 2
Top Contributor

Hi Nora,

 

Casino and gambling are very sensitive categories to advertise on inside Google AdWords. There are strict policy guidelines which have to be adhered before you think about moving ahead with this particular category. I would straight away refer you to read the Policy first so that you understand the critical subject that you are talking about and then decide whether to go ahead or not: -

 

https://support.google.com/adwordspolicy/answer/6018017?hl=en

 

Pankaj

Re: Can I bid on branded casino names

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thank you pankaj1782,

I have read the policy, but I didn't find anything regarding brand terms.

Re: Can I bid on branded casino names

Top Contributor
# 4
Top Contributor
Hi Nora,

In general, you can bid on Branded terms, however this issue is related to Casinos and Gambling, that's why I recommended to first make sure that you are not in violation and then the rest comes in.

Pankaj

Re: Can I bid on branded casino names

Rising Star
# 5
Rising Star
Hi Nora,

As Pankaj rightly said, since this is a gambling related theme that you are targeting you may face some problems with the Adwords account. If you are already running an AdWords account for a while then I don't think you will be facing any heat over addition of brand terms to your targeting.

If you are looking to target your competitors or gambling related lateral themes in your existing account, you can do (if you are allowed by AdWords) so with ease but do keep in mind that your Quality Score for such keywords and themes is going to be low because of low relevance between your keywords and your landing page.

With low QS, you will record high CPC's and clicks that can cost you much higher than your account average. Other than this, do not use Dynamic Keyword Insertion in your competitor ad copies, rather use generic headlines as DKI will replace the keyword in your ad headline which would show your competitor names with your offers in the description lines, thereby causing a possible violation (if found out) and also lead to low relevance and hence lower QS.

So do keep all of these things in mind before you start targeting such themes and let us know if this helps.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
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Re: Can I bid on branded casino names

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thanks Shashank,

I will consider all you have said. Good point on Dynamic Keyword Insertion.

Thank you!

Re: Can I bid on branded casino names

Rising Star
# 7
Rising Star
Your Welcome Nora!

Do let us know if there are any further queries on this.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"

Re: Can I bid on branded casino names

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭
What about the opposite tactic, adding all the bookmaker names as a negative keywords. Since I am affiliate people who are looking for william hill online casino or 888 online casino will prefer the operator site not an aggregator.

Re: Can I bid on branded casino names

Rising Star
# 9
Rising Star
Hi Nora,

Good question.

This is totally your choice but if you are looking for Quality leads, you should ideally be negating all themes that can be considered as lateral. For your case, if aggregators can lead to you recording irrelevant traffic or leads you can try negating them out.

Once you negate them, you should see a change in your traffic recorded and if the change is something you cannot work with you can revert the changes. But, I think this move should help you record quality traffic and leads. So I would recommend yes, do give this strategy a try and check on your traffic.

Hope this Helps!

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"