Google is making changes to its terms of service that will make it easier for online gambling companies to market to consumers. The search engine giant previously banned internet gambling companies from advertising in the US. But that’s all about to change, and it could help lead towards an increase in gambling revenue.

What’s the Big Deal?

Search engine marketing is big business. Many companies, not just in the gambling niche, buy Google ads to market their products and services. Google receives billions of searches everyday.

When you search for, say, “used cars,” you’ll notice sponsored and organic ads. The sponsored ads cost money, but they help drive traffic to a website. So, for a business, Google ad marketing can help boost massive traffic to a website, which in turn might lead to an increase in sales.

When it comes to the online gambling industry, the more ads placed on Google, the more traffic the gambling sites that pay for the ads will receive. So, if you operated an internet casino and wanted to get word out about your casino, you might want to use Google ads to reach gamblers so that your online casino will get higher placement in Google searches.

In the past, however, Google has banned online gambling ads in the United States due to the country’s stringent laws on internet gambling. That’s made it difficult for some online casinos to reach American consumers.

What are the New Google Ad Rules?

Google recently made some changes to its policy which will benefit online casino operators. Beginning in the first quarter of 2020, the search engine plans to uplift the online gambling advertisement ban in the United States.

Currently, Google allows sports betting ad placements in New Jersey, Nevada, and West Virginia. But the Northern California based multi-billion-dollar company will let online gambling operators throughout the US have free reign to advertise beginning next year.

Google allowed ad placements for online sportsbooks in June. But there was one stipulation: the ads must be placed by operators of the licensed, legal sportsbooks within the state. So, an internet casino in, say, England, wouldn’t be allowed to market a sportsbook on Google to New Jersey residents.

The new Google policy change, however, allows all legal gambling operators in the Garden State to advertise towards locals. And the same can be said for internet casinos in all 50 states starting next year.