Google Ad’s healthcare policy impacts the way medical practices can run paid search campaigns. This article serves as a comprehensive guide, offering actionable guidance on how to create compliant healthcare ads so you can avoid disruptions to your digital health marketing projects.
Google Ads Healthcare Policy Overview
Healthcare and medicine Google Ads guidelines address the sensitive nature of subject matter of medical content online and categorize healthcare ads as “restricted content,” as misleading claims can have dire consequences on public health.
This section is an overview of the google ads medical policy and outlines the need for careful consideration when advertising healthcare-related products or services. It also shares what you can do to obtain the certification requirements for advertising healthcare content following the google ads health policy.
Google Ads Restricted Medical Content and Ad Copy Compliance
Google’s policies hold that advertisers meet quality standards, such as maintaining image and video quality in ads. If ads are found to contain low-quality or inappropriate images, or content that promotes prohibited products they have a decent chance of being rejected. Healthcare ads face another layer of scrutiny as restricted medical content google ads, or restricted drug terms google ads must be advertised by the criteria provided, following appropriate laws and industry standards.
Time and money are resources needed to build a campaign complete with strategy, messaging, images for landing pages, etc. All of that goes to waste when a big campaign is ultimately rejected by Google’s moderation structure. Or your medical practice could have its Google ad accounts suspended to even further hinder your ability to compete in the market. You can avoid this by becoming well versed in how to meet all protocols related to healthcare ad campaigns, ensuring ad copy compliance with the google ads medical policy.
Certifications for Healthcare Advertisers
The specific types of certifications Google Ads help vet the sources of medical advertising by establishing credibility. For example, healthcare professionals may pursue certifications such as Certified Coding Specialist Physician-Based (CCS-P) or Certified Patient Care Technician (CPCT).
Other healthcare-related certifications are available to professionals in the industry, such as LegitScript. Certifications in healthcare marketing and communications can provide the knowledge needed to effectively promote healthcare services, including the promotion of services like telemedicine providers, medical devices, and pharmaceutical products. An added benefit of fulfilling the certification requirements is how it elevates professionalism and commitment to ethical practices in the healthcare advertising industry.
Common Reasons for Restrictions on Google Ad Copy for Healthcare Clinics
Understanding the grounds for declined ads is instrumental for compliance and helps you avoid potential issues that could lead to ad disapproval or limitations. Here are examples of restrictions related to healthcare advertising:
- Including Google Ads restricted medical content – Google Ads medical policy has strict guidelines regarding the promotion of certain online pharmacies and pharmaceutical manufacturers, medical products, treatments, or procedures. Advertisements for experimental or unproven treatments, prescription drugs without proper authorization, or claims seen as misleading can all result in ad disapproval.
- Brand names and active ingredients – Google Ads medical policy restricts the use of prescription drug brand names or active ingredients in advertisements.
- Misleading or exaggerated claims – Healthcare advertisers must avoid making false, misleading, or exaggerated claims about the effectiveness or benefits of their products, procedures or services. For example, healthcare ads cannot promise clinical outcomes.
- Lack of necessary certifications – As mentioned earlier, certain healthcare advertisers must obtain specific certifications, such as the Google Ads certification, to meet the requirements for advertising certain medical content. Health insurance providers must also be certified.
- Prescription drug promotion – Google allows ads that promote prescription drugs in the United States, but advertisers need to comply with specific requirements. Advertisers can use certain prescription drug terms in ad text and landing pages, subject to compliance with advertising policies and regulations. Be sure to research restrictions in the country where you plan to advertise.
- Prohibited content – Google prohibits the promotion of unapproved substances, counterfeit medications, and any content that violates healthcare laws or regulations.
- Location targeting – Advertisers are subject to the regulations and restrictions of any regions they wish to target.
- Personalized advertising – According to the personalized advertising policy, any personalized advertising features based on users’ interests and other factors must do so without compromising privacy policies and other applicable regulations. For example, ads cannot directly target prospective patients with specific medical conditions.
Healthcare advertisers can avoid common mistakes by taking the time to become knowledgeable about the Google Ads medical policy and guidelines. Verifying that the medical content they promote is accurate and legitimate, while also avoiding unapproved claims or misleading information also helps to prevent rejected ads.
Responding to Restrictions and Appeals
There may be times where you know you have done your due diligence to follow the Google Ads medical policy, but somehow the ads end up rejected anyway. You do have the option to appeal and here are the basics for that process.
Google’s Review and Appeal Procedures
Google provides a review and appeal process when it disapproves ads. Advertisers can submit an appeal by clicking on the “Disapproved” status in the “Status” column of their Google Ads account. This starts the review process, where Google will revisit the ad based and ad text landing page on the appeal.
Step-by-step Guidance for the Appeal Process
To increase the chances of a successful appeal, it helps have all your bases covered and effectively explain why the ad approval should be granted.
- Select the appropriate reason for appeal – Advertisers should carefully select the reason for their appeal. It is essential to address the specific issue that led to the ad disapproval or restriction.
- Monitor the appeal’s status – After submitting an appeal, advertisers can monitor the progress within their Google Ads account so that important communications can be responded to promptly.
Following best practices in the appeals process – as outlined above – can help you recover all the time and money you spent on a campaign your medical practice built according to Google’s standards. Remember that you have the option to appeal, but also remember what you appeal needs to gain the desired outcome.
How Can I Avoid Google Ads Medical Policy Restrictions?
Now that all the rules and best practices have been covered, this next list distills that knowledge base into actionable strategies:
- Familiarize yourself with Google’s policies – Thoroughly read and understand Google’s advertising policies, specifically those related to healthcare and medical content. Also watch for any policy changes or updates that impact compliance.
- Conduct deeper research – Before launching any healthcare ad campaigns, conduct comprehensive research on the specific regulations and restrictions in your target countries or regions. This includes understanding local laws, licensing requirements, and any specific guidelines related to advertising healthcare products or services.
- Promote responsibly – Ensure that all the information in your ads is accurate, honest, and substantiated. Avoid anything that may be construed as false or exaggerated claims about the effectiveness or benefits of your sale of prescription drugs or services.
- Be cautious with keywords and content – Google’s algorithms are programmed to analyze the content of your ads, checking for any potential red flags. Avoid using overly promotional language or questionable phrasing in your ads.
Even with strategies built upon best practices, healthcare advertisers are still obligated to remain vigilant and adaptable, especially staying on top of any Googles policies changes and adjusting your processes accordingly.
Partnering with a digital marketing agency that has expertise in healthcare Google Ads can be a valuable ally in the constant challenge to meet Google’s stringent healthcare marketing standards. Medical marketing experts can provide valuable guidance on navigating Google’s policies, staying compliant, and optimizing your campaigns for maximum effectiveness.
Navigating Restricted Medical Content In Google Ads for Digital Health and Telemedicine
In the ever-changing world of digital health, telemedicine providers face unique challenges with the Google Ads medical policy. Since online channels are increasingly the best way to reach patients, understanding Google’s advertising policies for healthcare becomes essential.
Google has strict policies around personalized advertising and the promotion of medicines, especially important for telemedicine. You’ll need to follow their guidelines on user data, sensitive topics, medical devices, and dietary supplements. Telemedicine providers offering prescription services must be particularly careful with Google Ads policies on medicines to avoid ad disapproval.
To leverage Google advertising successfully, telemedicine providers must ensure their offerings comply with Google Ads health policies. This means strictly following rules for promoting pharmaceuticals and related services. By carefully presenting offerings within Google’s framework, healthcare advertisers can create effective and compliant campaigns.
Summary: Google Ads Healthcare Advertising Policy
The impact of non-compliance with the Google Ads medical policy can be significant. Ad disapprovals or limitations can result in reduced visibility and hinder the effectiveness of advertising campaigns. Non-compliant ads may also face penalties, including account suspension or termination. It is vital for healthcare advertisers to understand and adhere to Google’s policies to maintain a strong online presence and achieve their advertising goals.
Understanding the common reasons for ad restrictions and taking proactive measures to comply with Google’s policies, lays the groundwork for effective and compliant advertising campaigns that reach your target audience and maintain a strong online presence.
Healthcare Advertising Is Complicated – But We have it Down to a Science
As a Google Certified Partner with over 30 years of experience in healthcare, iHealthSpot’s PPC and website design experts are well-versed in Google Ads’ healthcare advertising policy, including their guidelines for search ads. Our team of PPC for healthcare specialists will create effective – and compliant – ads to enhance your visibility and accelerate patient acquisition. Contact us today to learn more.
