Bigmouthmedia has sounded a cautious welcome to the news that Google is set to make a dramatic u-turn tomorrow when it lifts its ban on paid search advertising for gambling websites in the UK.
The decision, which overturns the search giant’s policy of refusing to carry AdWords advertisements for gambling operations such as online bingo and casino sites, is expected to presage an online gold rush as bidders hurry to tap into a potentially lucrative new sales vertical.
In addition to opening up a new keywords bidding war, the move could also have a substantial impact on Yahoo. The search engine has until now profited from the PPC revenue from gambling advertisers barred from using Google, but with the field now open stands to lose a considerable chunk of its turnover.
“This is another sudden change that has taken most of the sector by surprise. It will certainly lead to a big switch in the way that advertisers and agencies manage search engine optimisation campaigns for gambling sector clients and opens up a potentially lucrative new vertical for the industry,†said Lyndsay Menzies, Managing Director of bigmouthmedia UK.
She continued, “While many will welcome the addition of a new and highly competitive advertising platform for gambling advertisers, it remains to be seen what impact the move will have on other services. Competition is good for business, and it would be a great shame if this were to further weaken Yahoo’s hold on the market.â€
When it first introduced the ban 16 months ago, Google was heavily criticised by gaming and gambling companies for not providing them with evidence that its users wanted the ban. The company, which claims that the change has been under review for some time, says that it consulted the Gambling Commission prior to changing its policy.
