As a marketer, dealing with rejected ads can be an exasperating experience. This frustration is particularly prevalent in the healthcare industry, where stringent regulations are in place to safeguard the public’s well-being. Understanding the reasons behind campaign rejections is crucial for healthcare marketers aiming to navigate the advertising landscape effectively. In this article, we will explore five common reasons why medical campaigns are often rejected by Google, providing insights to help overcome these challenges.
Violation of Healthcare Policies and Guidelines:
Google maintains strict standards to ensure the accuracy, reliability, and safety of healthcare-related advertisements. Common violations include misleading claims, unverified treatment information, and promotion of unapproved medications or procedures.
Pro tip : If your business is related to the medical field (e.g., injectables or medical weight loss), you can consider applying for third-party certifications. Although these certifications usually involve an annual cost, they can enhance the credibility of your offerings in the eyes of Google.
Lack of Required Credentials and Verification:
In the healthcare industry, credibility and trust are paramount. Google requires medical advertisers to provide appropriate credentials and verification to demonstrate their expertise. Failure to meet these requirements often leads to campaign rejections. It is essential to showcase relevant licenses, certifications, and affiliations prominently in ad copy and landing pages to establish credibility and ensure compliance with Google’s guidelines.
Pro Tip : Including disclaimers is crucial in healthcare advertising.
- For instance, if you state that a product will provide whiter teeth after a single use, you must include a statement such as “results may vary.”
- Two similar ads promoting the same product may result in one being disapproved due to its language. An example of a disapproved statement would be “Patient lost 10 kgs in 90 days,” while “Patient lost 10 kgs using this product” would be approved. The latter statement simply states that the patient lost weight while using the product, without guaranteeing a specific outcome within a certain timeframe.
- For medical device advertisers, it is important to clearly indicate in ad copy and landing pages that the target audience is healthcare professionals, not patients.
Insufficient Transparency and Contact Information:
Google emphasizes the importance of providing accurate contact information to help users easily reach out for further information or support. Campaigns lacking clear and readily accessible contact details are prone to rejection.
Pro Tip : Include phone numbers, email addresses and/or physical addresses to meet Google’s transparency requirements.
Inadequate Website Quality and User Experience:
Google places great emphasis on the quality and user experience of websites associated with medical campaigns. Websites that are slow to load, difficult to navigate, or lack sufficient content often face rejection. Marketers must optimize their websites to ensure a seamless user experience, including mobile responsiveness, fast loading times, and valuable, informative content.
Pro tip : If landing pages or linked pages contain content that search engine algorithms may find problematic, ad disapproval may occur. Simple adjustments, like removing main header or footer navigation and providing a link to the homepage, can help address this issue. Online pharmacies must possess Google or approved third-party certifications to run ads.
Banned Words on Landing Pages:
The presence of banned words or phrases is not limited to ads alone. Landing pages linked in the ads must also adhere to the restrictions. It is important to thoroughly review landing page content to ensure no banned content is present.
Failure to Comply with Local, National, and International Regulations:
Medical advertising is subject to a myriad of regulations, varying from country to country. Failure to comply with local, national, and international healthcare regulations can result in campaign rejection. Marketers must thoroughly research and understand the legal requirements specific to their target audience and geographic locations.
Pro tip : Care should be taken with the imagery used in ads, particularly with photography, as certain visuals may be flagged as “adult content.” Illustrations tend to have a higher chance of approval compared to photos in display ads
