Google PPC advertising experience

As Google has lifted ban on gambling PPC advertising in the UK, the decision was quick - to give a try.
Here's a quick report on my recent experience with google.

I went through all of the red tape on setting up a portal specifically for white listed sites in the UK. The requisites required me to spend a lot of time on new properties. When my portal Casino bonus codes was approved, I set up a campaign. I am familiar with the keywords I was targeting. I set up the main keywords and the long tail keywords I was hoping others would miss. However it looks that no one is missing anything. It's not the 90's, PPC is an art and the advertisers know what's going on.

My conclusion is that the cost of acquiring a player on PPC (to a Portal) is too cost prohibitive. The average bid per click, for a medium competitive term was about 20-70 pounds. I don't know what your click to deposit ratio is, but these numbers are no where near profitable even for an online casino.

Maybe, directing a campaign directly to a casino you could work something out to come ahead, or at least knock off the increased cost as marketing.

PPC for a portal, not worth it on my expertise level (average).

Regardless of the outcome, I know that re-evaluating potential advertising streams is important. Organic search is still my main source of traffic.