Google Allows To Bid On Gambling Terms | IXGAMES
Google AdWords is about to change, as the site recently announced a modification of its policy towards gambling. Affiliates of internet gambling sites can now bid on popular industry terms, such as *online poker,* according to a press release distributed Friday by Income Access. The opportunity, for the moment, is limited to the United Kingdom. Operators in the industry, have been allowed to pursue pay per click (PPC) advertising since November of 2008. Now – gambling affiliates will be able to take part as well, likely bidding up prices of popular search terms related to online poker and online casinos. Several of the world’s largest internet gambling companies, such as William Hill, Sportingbet, 888, and Party Gaming, are all traded on the London Stock Exchange. None of the four caters to the U.S. market. Google gives advertisers access to click stats and conversion rates. However, because affiliates must use third party online poker sites in order to validate that a player is properly tracked, conversion rates are sometimes difficult to quantify. 
According to The Telegraph, in order for an operator to be able to advertise with Google, it must be registered with the Gambling Commission or the European Economic Area “provided they are registered with their national regulator.” The advertisements will not appear in search engine filters that regularly block out inappropriate content.