How to Choose Meta & Google Agency Accounts for iGaming Businesses
Introduction to the Agency Account Management of iGaming
Advertising within the iGaming industry involves much more than campaign creation and budgeting. Companies running their activities in online betting, online casinos, poker, and other related industries need to know about platform policies, local regulations, licensing, and security of accounts.
There are Meta and Google platforms of advertising available for companies. But, advertising for the gambling industry has some special restrictions and it depends on the type of advertising product and target country.
And here the professional services of an advertising company come into play. The right partner will help a company to learn about the platform restrictions, manage the authorized account access, organize billing and campaign monitoring.
So, when choosing Meta & Google Agency Accounts for iGaming, a business needs to pay attention not to less restrictive accounts but to some other aspects.
What Are Meta & Google Agency Accounts for iGaming?
Account management in an agency setting means overseeing the advertising activity through platform authorised access and management via account management.
With Meta, for instance, companies can collaborate with their advertising partners via Meta Business tools; with the appropriate permissions granted, an agency can manage the advertising assets assigned to them.
In Google, the most common approach to managing multiple clients' advertising accounts is via Google Ads Manager Accounts (formerly called My Client Center or MCC).
Such approaches may be used in:
Campaign management.
Managing multiple advertising accounts.
User permissions organisation.
Campaign reporting and tracking.
Billing and budget management.
Collaboration between businesses and their advertising partners.
It should be noted that an agency's access is not advertising certification. The presence of an agency or a manager account does not necessarily mean that the iGaming company is entitled to advertising.
Important Factors to Consider Before Choosing an Agency Account Provider
It is necessary to choose a dependable Meta Agency Account Provider wisely. Here are the aspects to pay attention to prior to starting collaboration.
1. Legitimate Business and Transparency
First, check whether the provider is a legitimate business entity that has contact details, an official website, and service documentation.
Inquire about its expertise in managing controlled advertisements campaigns as well as the understanding of iGaming regulations.
A professional provider must describe its services, responsibilities of the advertiser, and the platform approvals needed.
Be skeptical about providers that guarantee account approval, unlimited advertising opportunities, or continuous delivery of campaigns.
2. Account Ownership and Access
Account ownership is one of the most crucial points to consider.
It is necessary to know whether the advertising account belongs to your business or if it is provided via the authorised agency structure.
Determine who will control administrative access, business details, campaign data, and access deactivation.
For example, an iGaming company must understand the ways it can check its campaigns' performance even if it switches advertising partners.
Stay away from any unauthorized account sharing, purchased or rented accounts.
3. Billing Transparency
Advertising costs and agency management fees need to be differentiated.
Before engaging, ask the agency for an in-depth written statement on:
Advertising costs.
Management fees.
Taxes, if any.
Billing modes.
Fees per cycle.
Refunds and adjustments.
Extra service costs.
In case of a $10,000 monthly advertising budget from the company, it needs to know the amount set aside for advertising on platforms and the amount for management fees.
It will be wise to demand invoices and transaction records for better bookkeeping.
4. Customer Service
Good communication enables companies to handle campaign changes, policy updates, billing issues, and other related matters in the best way possible.
Ensure that the provider gives you the option to have your account manager, periodic reporting, meetings, and customer support processes.
Know the procedures for handling ad disapprovals, policy communications, and extra documentation requests.
5. Security and Access Permissions
Ad accounts include vital business information, consumer data, payment details, and history.
Professional providers will ensure that security procedures such as two-factor authentication, individual access rights, limited permissions, and regular access reviews are applied.
Do not give out personal log-in information and ensure that unauthorized individuals do not have access to business accounts.
Meta Agency Accounts: What Businesses Should Understand
Meta ad channels include Facebook and Instagram. This type of ad can help to achieve brand awareness, audience engagement and other marketing goals, depending on an advertiser’s eligibility and campaign category.
Nevertheless, there are certain limitations to the ads regarding online gambling and gaming.
Here is what you need to know:
Certain online gambling and real money gaming ads should be pre-approved by Meta.
Ads should follow applicable local regulations.
There are age-based targeting limitations.
Creative and landing page should meet platform requirements.
An approval of one advertising activity will not imply an approval of every product, brand and market.
There is a Meta agency partner that can help with your campaign management, paperwork and communication on the platform's requirements. Yet, the agency is not allowed to substitute Meta's approval procedure.
Make sure that your provider understands Meta’s policies regarding online gambling and gaming before choosing it.
Official reference: Meta Advertising Standards.
Google Ads Agency Account Management: Requirements and Considerations
The advertising format that Google Ads offers includes Search, Display, and YouTube campaigns. Nevertheless, there are certain additional eligibility criteria in relation to gambling advertisements.
Google policy on Gambling and Games outlines the criteria that outline gambling products that can be advertised, eligible countries, and certification requirements.
Some key issues to be aware of include:
Google Ads certification: The gambling advertisers, who are eligible according to the policy, need to have the proper Google Ads certification to advertise regulated gambling products.
Local licensing: The companies need to have the appropriate licenses for the markets in which they are planning to advertise.
Geographical limitations: The certification and eligibility criteria vary by country and thus do not guarantee eligibility in other markets.
Destination requirements: There are certain requirements for destinations such as the information about responsible gambling, age warning, terms and conditions, and licensing (where relevant).
Account management: Google Ads Manager Accounts are suitable for agency that can manage their clients' accounts. It does not necessarily mean that linking will give them administrative control of the account.
A reputable provider should address all of these issues before suggesting any marketing approach.
Businesses should review the latest Google Ads Gambling and Games Policy before launching campaigns.
Questions to Ask Before Working With an Agency Account Provider
Before signing any agreement, raise questions regarding how the provider conducts their operations and takes responsibility for the same.
Are you formally registered as a business, and can you furnish the business information?
How do you ensure that advertising access is possible using the official platform tools?
Who owns the advertising accounts and the business information?
How much are your account management fees and payment structure?
Do you have any experience with iGaming advertising compliance?
How do you ensure platform certification and license documentation?
Do you offer us the chance to review reports and performance on our campaigns?
In case we end the agreement, what will be our access rights?
How do you conduct account security and permission management?
How do you handle disapproved and review campaigns?
Provider Evaluation Checklist
Use this checklist to compare potential advertising partners.
Evaluation area | What to verify |
Business legitimacy | Registration and contact details |
Industry experience | Relevant iGaming experience |
Platform access | Official and authorised access |
Account ownership | Clear ownership arrangements |
Billing | Transparent invoices and fees |
Security | Two-factor authentication and permissions |
Compliance | Knowledge of platform policies |
Licensing | Documentation and regional eligibility |
Reporting | Regular campaign reports |
Support | Defined communication process |
A provider that cannot clearly explain these areas may not be suitable for a regulated advertising partnership.
Advertising Compliance and Regulatory Responsibilities
Compliance must play an integral part in any iGaming marketing campaign.
Businesses need to realize that platform policies and gambling legislation are distinct requirements. Compliance with one does not necessarily mean compliance with another.
Prior to running a campaign, please ensure the following:
Relevant gambling licences: Verify whether the business is legally authorized to provide and market their products in the particular territory.
Platform authorization: Acquire the required Meta permission or Google Ads certification if required.
Territorial restrictions for advertising: Find out whether the specified product or promotion is allowed in the chosen country/region.
Promotional messaging about responsible gambling: Provide age restrictions and relevant information about responsible gambling where necessary.
Privacy policy: Comply with relevant data protection and privacy legislation when handling customers' data.
Creative compliance: Refrain from making false statements, using inappropriate wording for the promotions, or targeting underage audiences.
The legislative requirements may vary widely across different jurisdictions and evolve over time.
Common Mistakes to Avoid When Selecting an Advertising Partner
Picking a provider based only on prices or statements will lead to additional operational and regulatory risks.
These are some of the frequent mistakes that must be avoided:
Thinking that it is guaranteed: No provider can give guarantees about platform approval or advertising.
Not caring about ownership of an account: Always be aware of the owner of your advertising tools and accounts.
Neglecting information about payments: Unclear payments can cause disagreements.
Failing to take into account regional limitations: An ad that is allowed in one country might be banned in another one.
Using login data instead of proper account access: Use legitimate access to an account.
Confusing agency access and authorisation: Agency access is not equal to platform authorisation.
Picking without checking experience: Always consider the experience of the provider with regulated advertising processes.
Conclusion: Making an Informed Agency Account Decision
Partner selection for Meta & Google Agency Accounts for iGaming goes beyond the comparison of the accounts access, price or any other campaign management capabilities that such a service may offer.
One should be concerned about such issues as legitimacy of the business, who owns the account, how transparent the billing process is, the technical support offered, security measures, and knowledge of the advertising regulation.
A good partner will be able to distinguish between account management, account permission and license. He or she will provide documentation and will have transparent communication along with responsible campaign management procedure.
Finally, effective Agency Account Management for iGaming begins with legitimate account access, regulatory considerations, and proper advertising expectations.
Frequently Asked Questions (FAQs)
1. What are Meta & Google Agency Accounts for iGaming?
These are authorised advertising account management arrangements where agencies assist eligible iGaming companies to manage campaigns, permissions, billing, reporting and advertising activities on Meta and Google networks.
2. What should I consider when selecting a trustworthy Meta Agency Account Provider?
Consider the provider's business credibility, industry experience, account access terms, billing policy, security measures, as well as the knowledge of Meta gambling advertising policies.
3. Does the use of an agency account ensure the approval of iGaming ads?
No. Access via the agency does not ensure campaign approval. The advertisers have to comply with the policies and requirements of the particular platform.
4. What is Google Ads Agency Account Management?
This is the process of managing client Google Ads accounts using authorised account access; usually it's done using the Google Ads Manager Account. Agencies may manage campaigns, track performance and create reports without being automatically recognised as owners of each client account.
5. What documents might iGaming businesses need for advertising?
Depending on the platform and advertising market, businesses may need gambling licenses, business details, domain ownership documents, identification papers of the advertiser and specific platform certification/authorisation.
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