Hi Mr G, and welcome to the forum.
Here in the UK, all three of the major search engines all allow PPC activity on Gambling-related keywords (those three being Google, Yahoo! and MSN). As i’m unsure as to your location or where you would be looking to target, it’s difficult to determine which PPC strategies would be suitable for you. Where are you located and which markets are you looking to target?
If you do look to use PPC to acquire new visitors to your site, please be aware that it is often very expensive. In Bingo for example, the most searched for keyword is Bingo itself, and you’ll need to pay up to £20 per click just to stay on page 1. After Bingo, each keyword is searched much less often, but is invariably cheaper.
If you do decide to use PPC as a tool, I would advise that you create an extensive long-tail keyword list. Long-tail means keywords which aren’t as popular, but if you get enough of them they could supply a steady supply of traffic. A good example could be;
bingo sign up bonus UK
bingo sign up bonuses
bingo sites with chat functions
bingo websites with chat functions
bingo reveiws (deliberate misspelling)
As you can see, you’d probably need thousands of these types of keywords to get a steady supply of traffic, as they’ll only be searched for a few times per month. But that traffic will be cheap, it will convert quicker that a generic keyword like Bingo, and if you convert a few of those players while keeping your PPC costs low, you will make a profit.
Just be sure to offer the visitors content that will help them convert, and keep an eye on performing vs non-performing keywords, and you should be fine. I’d definately advise reading up on the topic in more detail before diving in, but as there are many ‘free adwords vouchers’ floating round on the net, i’d also recommend just getting your hands dirty and giving it a bash.
Good luck.
Baggsy