By Ulises Gil, journalist at G&M News.
Google Ads is a key tool for digital advertising. How is the gaming industry currently using this platform in LatAm? What best practices would you highlight, and what areas could be improved?
Google Ads is an essential platform that allows any business -including those in the gaming industry- to scale and achieve excellent results in the digital space. In Latin America, leveraging Google is fundamental to connecting with high-value users and maximizing growth potential. Regarding best practices, we emphasize the importance of strictly adhering to Google’s policies, which promote responsible advertising and help create a safe environment for users. It’s also crucial for operators to define very clear, measurable objectives for their Google Ads campaigns. This ensures that their investment aligns directly with business goals. One key area of improvement -and a major opportunity- is taking advantage of the support Google can offer. We have dedicated consulting teams that can work closely with companies to optimize their strategies and help them get the most out of the platform. Collaboration and a strong focus on responsibility are essential for sustained success.
What advice would you give to betting companies looking to improve their presence and performance on Google Ads, considering the specifics of the Latin American market?
The main recommendation for betting companies is to focus on brand building. As I’ve mentioned before, a very high percentage of searches on our platforms are directly driven by the user’s favorite betting site or online casino brand. That’s why it’s essential to include YouTube in the digital strategy with Google. This platform allows for different ad formats that help ensure your brand shows up at the right moment, delivering the right message to high-value users. From a performance standpoint, one crucial factor is knowing how to measure success. Having proper website tagging is what will guarantee long-term success in digital advertising campaigns. Accurate measurement is the foundation for optimization and securing return on investment.
Google and G&M News have shared the stage at several events. What’s your take on the value these gatherings bring to the gaming industry and the digital marketing ecosystem?
I believe the events organized by G&M News are extremely valuable for both the gaming industry and the digital marketing ecosystem. These gatherings are essential for professionals to connect, share experiences, and foster networking. What’s most enriching is the opportunity to learn about the latest innovations, not just in the gaming space, but also in digital marketing strategies. The involvement of major players from the marketing and tech sectors is key, as they bring fresh insights, best practices, and data that benefit the entire community. Personally, I really enjoy these events because they allow us to meet passionate, talented people. We firmly believe that, in these forums, “everyone learns from everyone,” which helps drive collective growth across the industry.
You’ve had several opportunities to engage with the G&M News community, speak at their events, and connect with attendees. How would you describe that experience? What stands out about your relationship with this media outlet and its initiatives?
The partnership we’ve built with G&M News is truly remarkable. Their broad regional presence has allowed us to get much closer to both our current and potential clients. We see it as a significant value-add for the gaming community to have a platform where they can engage with us directly, ask questions, and participate live in our talks and presentations. At Google, we always strive to provide timely, insightful information to the industry. That’s why I sincerely hope this partnership with G&M News continues and grows for years to come.