Perhaps you have been keeping up with the myriad of changes Google has begun to implement. The news about the Google updates will continue to trickle our over the next months.
We want to make you aware of the information as PUMC receives it and analyzes the impact on your website and any clients with PPC. Starting this month, paid advertisement will be most affected but organic search results will be impacted also.
A summary of the most important Google changes are:
Policy Violations (All text in italics is directly from Google)
Google policy violations are broad and impact content on your website.
“In September 2021, Google will introduce a new strike-based system to enforce against advertisers who repeatedly violate Google Ads policies. We will begin implementing the strike-based system on Sep 21, 2021, with a gradual ramp up over a period of 3 months.”
“To help ensure a safe and positive experience for users, Google requires advertisers to comply with Google Ads policies. As a part of the Google Ads enforcement system, Google will begin issuing strikes to advertisers, which will be accompanied by email notifications and in-account notifications to encourage compliance and deter repeat violations of our policies.”
“…After each strike the account will be put on a temporary hold for 90 days unless the appeal is successful. After the third violation the Google Ads account will be suspended.”
- We are also seeing ads being flagged when the website contains the use of filler names such as Botox Cosmetic and other popular dermal fillers and injectables – not just on the ad landing page but anywhere in the website.
We are continually monitoring as this week have seen ads in our client accounts with policy violation flags of restricted medical content, restricted drug terms, speculative and experimental medical treatment, and health in personalized advertising. We have appealed each instance of these flags and all so far each have failed to pass Google’s review. Of concern to PUMC is the unclear violation of Restricted Drug Terms
- “Restricted medical content” which may be a veiled reference to any partial nudity in before and after photos found on some client websites. Google has not clarified that photos of this nature could be the cause of this violation specifically, but the link to the full policy does mention photography of this nature. It may simply be that the photos are missing the caption “personal results may vary”.
PUMC is a Google Partner. We have asked our Google Representative for additional assistance but are not hopeful of a clear resolution as this is a national policy change rollout. For example, changes may need to be made to your website content, or landing pages made just for Google Ads on a separate domain may need to be made to comply with Google’s new policies to prevent ad stoppage starting in September when the strike system starts.
- Google is also conducting an on-going process and all advertisers to be verified this year through early next year according to Google. The legal business name must be named in the account and an authorized business representative must have a payment profile and be set up as the primary user. Google will ask for a driver’s license or other government photo ID for the business representative. The name on the license must match exactly the name in the payment profile and business representative section.
Some accounts will be asked for a W9 form. The name on the form must match exactly the name in the account. Once verified the business or personal name will appear under the ads when they show.
Some of you have already been set up as personal accounts. PUMC will contact each client to inform you of what will be required to. assist to set up a new payment profile with an organization name and then new Google verification completed.
For a full list of Google Ads policies see: Google Ads Policies
Rest assured we have expressed our displeasure with these policies that are impacting our industry. PUMC will continue to monitor the policies and work to help our clients to avoid any strikes.
PUMC is a pioneer using Google ads in aesthetic practices advertising and has amassed a large amount of intelligence. We are working proactively to work with and anticipated Google’s PPC and organic rule changes and updates. Please be reassured, we are preparing to protect and enhance your digital marketing assets and will continue to provide you with important advisories.
Look for a special update on how your PPC and organic marketing will be affected and the steps PUMC is recommending keep you ahead in Google marketing.
If you have questions before hearing from PUMC.
Please write: PUMCweb@pumc.com