Betfair wants to make the most of paid search initiative

The giant international betting exchange Betfair became one of the first online gambling firms to seek an agency to handle its paid search account this week, following Google's decision to liberalise its UK gambling advertising rules, reports the marketing trade publication Revolution.

The company has let it be known that it is in the market for a specialised agency to handle its likely substantial paid search account ahead of an anticipated flurry of pitches in the gambling sector.

Industry observers and analysts are predicting strong support from gambling companies for the Google UK liberation, which could bring the massive search engine up to GBP 300 million in additional revenues.

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