Publication date: 31 Oct 2024
In 2024, Google has made several significant updates that affect the traffic attraction and promotion strategy for ads and websites. These changes affect both ranking algorithms and ad serving tools in general. This update has also directly affected the algorithm for handling gambling and betting ads. This is important to keep in mind in order to adjust your approaches, find new ways to upload ad campaigns and maximize results.
On 3S.INFO, we covered Google’s major updates for 2024, discussed their impact on traffic, and added important changes to regulate gambling ads in certain GEOs.
The way to get on Google’s search results: Core Update and Spam Update
In early March 2024, Google released some of the most important updates (there have been several since then) that are directly focused on improving the quality of search results. The updates are designed to minimize spam in search, produce more quality content that is ranked based on user interests and reviews, among other things.
What kind of content will be prioritized in Google search?
Prioritizing unique and expert content is one of the most important aspects of what the service will intentionally bring to the top of search results. In addition, Google’s well-known E-E-A-T algorithm comes into play, according to which the platform ranks content by giving it a score in terms of transparency, trust, and so on. Consequently, the lower the quality of the content, the lower the ranking of the site. However, not everything is so clear-cut, because there is always a way to circumvent any update, and this case is no exception. So, for example, if you search for sites related to gambling in Google by keywords, then one way or another they will appear in the search, but not in such quantity and have their ranking in the category of “useful content”. Initially, the user will not see mirror sites with various links, as before, but the official casino site, catalogs with reviews and selections of casinos or informational content dedicated to the gambling industry with native advertising of the site.
The category of content created only with the help of AI should also be mentioned. It will also have a low ranking on the platform.
To emphasize the main point, Google’s focus is on providing users with content that ranks in the search engine primarily in terms of uniqueness and quality of content, rather than clickbait. Sites with screaming headlines and spammy content may rank lower in the results relative to useful sites.
How does this affect gambling ads? Based on the new service policy, the previously used “advanced results” option is now limited, which creates certain difficulties for launching advertising campaigns. Recall that this option allowed advertisers to place additional information about the product (its USP) in the search results, which was an additional incentive for the user to follow the link to the site. Therefore, this feature is limited to gambling advertisers in all GEOs (current country laws and gambling regulations are not taken into account).
How Google labels spam: Spam update 2024
Quality and uniqueness are clear, now let’s move on to spam content and define the criteria by which it is labeled. Google presented three basic rules for labeling a site as “spam”: “Unacceptable use of an expired domain”, “Unacceptable content scaling” and “Abuse of the site’s reputation”. All of these points are aimed at working more deeply with media content, analyzing it, and taking action against malicious sites. As mentioned above, all violators will occupy the last lines in the search results or will be restricted from being displayed to the user at all. Let’s analyze each rule in more detail:
- Drops are domains with expired registration period. It often happens that the user buys on the stock domains (drops), which have a relatively good reputation in the algorithms of Google, but were taken away from the owner due to irrelevant use or expiration date. The webmaster usually places on it content irrelevant to the name of the domain, such as a site with casino ads. Google automatically elevates this site in search because of the domain. In the new realities, this mechanism will be limited. At the same time, drops can also be purchased, this has not yet been sanctioned. If the user buys a trustworthy domain and places useful content on it, he can avoid blocking and ranking restrictions.
- Unacceptable content scaling is when a user creates a large number of similar pages to push them to the top and game the ranking algorithm. Now the service will carefully filter such sites, using the familiar E-E-A-T. After the maintenance of this update, many sites were restricted or blocked altogether. However, for now, mirror sites or sites that contain the necessary keywords (gambling or betting content or the names of the brands themselves) will still rank well enough in search.
- Abuse of the site’s reputation is the placement of any material (links, banners, affiliate links, announcements) on trusted sites that does not correspond to its subject matter. The user publishes pages that do not belong to them but have nothing to do with them.
Use of artificial intelligence to improve Google search
In May 2024, Google rolled out an update that improved its AI-based algorithms to more accurately determine users’ search intent and deliver personalized results.
Users are now able to get better search results based on long-tail queries. Most sites that use structured data saw an increase in visibility conversions, as the service was better able to identify and display relevant information directly in search results.
The update also impacted the role of content marketing, with an increased focus on creating unique content that answers specific user questions.
Google mobile search features
In July, Google updated its mobile search algorithms to make the mobile search experience more convenient and productive.
- 3S.INFO has a description of the features of Google Play and other stores where apps can be uploaded in 2024.
As a result, Core Web Vitals have been improved and become even more critical to mobile ranking, incentivizing advertisers to improve load speed and interactivity.
There has also been a focus on improving mobile readability. Sites with easy-to-read text and images adapted for mobile devices saw a significant increase in traffic.
Work on the site’s adaptability to the mobile version “mobile-first” has been optimized. This has already become a prerequisite for successful attraction of traffic and development of advertisers.
How to work with the new interface of Google Ads?
August 30, 2024 saw the long-awaited release of the new interface, which underwent its first redesign back in 2023. This update aims to optimize and systematize all existing products on the platform. All the main tools remain in the same functionality. Users will still be able to promote their business through the service’s advertising office.
In addition, in September, Google updated the functionality of its Advertising Office, adding new options for data analysis and campaign optimization.
New audience segmentation and targeting options are now available to the user. Webmasters can now better understand their audience and customize campaigns. This is also facilitated by the availability of a new reporting form on the impact of creative on the campaign. Optimization or testing has become easier and faster.
The service has added new automation tools, including intelligent bid selection criteria. This option can help increase the effectiveness of advertising campaigns by increasing conversion rates.
Since March 2022, new updates on working with the Google Ads advertising office have affected Russian users, as the service has officially stopped the option to sell advertising. In this regard, users will not be able to perform financial transactions and replenish the balance in the personal account using domestic payment systems.
It is also important to note that users from Crimea, Cuba, DPR, Iran, LNR, DPRK and Syria are unable to use the functionality of Google Ads. This restriction is due to the existence of existing sanctions imposed by the United States (OFAC).
What about display ads on YouTube?
The September 2024 update also affected ads on YouTube. According to the company, Google will impose penalties and restrictions on ads for uncertified and unverified advertisers. To remove the restrictions, you’ll need to earn trust and become a verified user (build audience feedback, farm the account for longevity, avoid bans and publishing banned content, meet demographic criteria, etc.). The restrictions apply to all ads from unverified advertisers on YouTube. Ads from trusted businesses will not be restricted under this policy.
Since September 2024, Google has completely stopped monetizing Russian YouTube channels. Bloggers are forced to look for alternative methods of advertising integration, which may open new perspectives for gambling advertising.
Google’s updated gambling advertising rules by GEO
As of September 30, new updates to the advertising rules in Greece went into effect. In order to run gambling and betting ads, advertisers must first obtain permission from the Hellenic Gaming Commission and complete the standard mandatory “Gambling Application: Single Country License” certification on Google.
Brazil has also published new rules for online sports betting advertisers as of September 30, 2024. According to this update, all affiliates are required to apply for a special authorization for their activities. To do so, they must submit an application to the Brazilian Ministry of Finance (MF). Without this authorization, the operator will not be able to be certified on Google’s website and will be blocked when trying to run promotional activities for its products.
On October 15, 2024, new updates also came into effect in the United Kingdom. An advertiser will be able to run their advertising if they are registered with the Scottish Charity Regulator (OSCR) or the Financial Conduct Authority (FCA). Provided this requirement is met, the Affiliate will be able to advertise lotteries, prize draws and free games. In addition, if the affiliate passes the Google registration and confirms his account with the Gambling Commission, the pool of advertising activities for him will be significantly expanded. Online bingo games, online casinos, sports betting, advertising of gambling sites will be added to the already listed games.
As of August 7, 2024, the changes also apply to Peru. An operator must obtain a license from the Ministry of Foreign Trade and Tourism (MINCETUR) to advertise gambling. Companies with this certificate can advertise online casinos, sports betting, gambling, casino review or selection sites (provided that no gambling activities can be conducted on them themselves).
For Bulgaria, the news is not so favorable and is mainly related to changes at the legislative level of the region. Thus, as of May 18, 2024, companies are prohibited from advertising any content that can be attributed to the gambling category (online games, online casinos, gambling information courses, betting for money).
In Germany, as of September 25, 2024, companies (this list includes only operators and brokers) that want to target this GEO with gambling advertising must apply to the Gemeinsame Glücksspielbehörde der Länder (GGL) and obtain the appropriate license – permit. It should be noted that Google will limit the acceptance of certification applications from companies that wish to advertise gambling related services but do not meet the requirements for obtaining the above license. Such actions will also affect service aggregators that place unverified links to various gambling-related resources on their sites. As of September 25, Google will withdraw certification from such companies and ban the possibility of targeting in this GEO.
In Poland, as of May 24, 2024, advertisers will need a license from the Ministry of Finance to conduct gambling advertising activities. Currently, this will affect the advertising of sports betting and online lotteries. Once licensed, you will also need to complete the “Gambling Application: Single Country License” on Google.
In Ukraine, the Ukrainian Gambling Council (UGC) sent an official request to Google to remove restrictions on advertising activities for licensed operators and casinos. Here everything is more than logical: no advertising, the official operators of the region do not make enough profit, so the percentage of tax deductions is also low. In addition, UGC requested permission to officially advertise gambling on Google (this can include online casinos, sports betting, offline casinos and mobile applications for gambling). Remember that currently only lotteries are officially allowed to be advertised in this region.
As we can see, Google is constantly working on analyzing and auditing the situation in all its projects and releasing stable updates aimed not only at regulating prohibited or unhelpful content, but also at obtaining new advanced opportunities to attract traffic. The new pool of changes provides advertisers with a set of tools to use when they find ways around restrictions. Timely study of Google’s updates and algorithms gives webmasters a head start and tips on finding a solution to promote gambling ads with minimal drawdown.
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