GOOGLE INCREASES RESTRICTIONS ON HEALTHCARE ADS AND WEB PAGE CONTENT
Know what to do to avoid flagged ads and costly content revisions.
By now you should be aware that in the past few months Google and other social media platforms have announced new rules and restrictions on political content and advertisers. But, are you aware that Google has imposed new guidelines for Google Ads (formerly Google AdWords) which specifically affects plastic surgeons, dermatologists and other cosmetic services physicians?
Patients Unlimited Marketing Consultants’ (PUMC) certified Google Ads’ Specialists advise our clients that Google has introduced a number of NEW guidelines that result in ads being flagged (banned) and possibly your entire website being suspended from advertising on Google!
GUIDELINES FOR GOOGLE’S POLICY ON MISLEADING CONTENT
Google’s policies are clear on misleading content, guarantees and claims, specifically time-based claims. PUMC has been advising our clients to steer clear of the following type of content/copy:
- Avoid “absolute wording” which is commonly used on medical cosmetic websites. Google’s list of offending words or phrases is constantly evolving.
- Do not use copy or claims on “anti-aging” on services and products.
- Stay away from using time-based claims.
NEW GOOGLE ADS POLICY ON SPECULATIVE/EXPERIMENTAL PROCEDURES
In the past few months, Google has issued rules that are more restrictive. Some guidelines for advertising on Google are not clear and can vary on a case-by-case basis. Effective September 2019, Google no longer allows ads in its search network and other ad networks for products or services that promote speculative and/or experimental medical treatments.
Google’s ban applies to regenerative medicine, including “stem cell therapy, cellular (non-stem) therapy, gene therapy and similar forms of regenerative medicine, platelet rich plasma (PRP), biohacking, do-it-yourself (DIY) genetic engineering products, and gene therapy kits.”[i]
GOOGLE POLICY ON USE OF RESTRICTED DRUG TERMS AND TRADEMARKS IN CAMPAIGNS
Additional guidelines for Google Ads polices include:
- Google doesn’t allow the use of prescription drug terms in ad text, landing pages, or keywords. For example, to use BOTOX® Cosmetic in an ad you must be licensed pharmacy or re-sale company.
- Trademarked products are another area where Google policy has evolved to ads being banned. This action is in response to trademarked companies’ complaints on the use of their trademark in ads.
Adhere to each of these DON’TS as you create your content.
- Reference banned terms
- Use absolute wording
- Create Ads for regenerative or speculative medical procedures – in fact, you cannot have mention of it on the website
- Use trademarked product or equipment
- Write copy that guarantees or uses time-based claims
- Attempt to correct a Google citation without expert help! You can lose significant income and waste lots of time with false starts.
Last but not least, get ahead of these new guidelines for Google Ads and content. Schedule an Internet Fidelity review/inspection from a Google Certified Partner Company that has the necessary expertise and proven experience with cosmetic services marketing before you invest in advertising. Remember, the devil is in the detail!
Are you having issues with your Ads on Google? Need help? Contact PUMC today.