As a marketer, one of the most frustrating things to deal with is having your Google Ad Campaigns rejected. It can be incredibly challenging in the healthcare industry, where there are strict regulations to protect the public. Here are 5 reasons why your medical campaigns are being rejected by Google.
5 Reasons Your Healthcare Ads Are Disapproved
- You are using banned words, products, or services.
Google has a banned word list that applies heavily to drugs and medication. Pharmaceutical companies and online pharmacies are the only people to whom the banned word list does not apply. Only online pharmacies can advertise prescription medicines or prescription services. So, doctors and healthcare clinics cannot.
- You are missing a disclaimer.
Disclaimers are essential in healthcare advertising. You cannot guarantee anything; if you claim results that may not be true, you need to include a disclaimer where necessary. For instance, if you say that a product will give you whiter teeth after one use, you must include, “results may vary.”
- Your landing page content also includes banned words.
If the ad doesn’t contain the flagged words, it doesn’t mean you are safe. Landing pages linked in the ad also cannot have banned words or phrases. Be sure to proofread your landing pages top to bottom to catch any possible banned content.
- Watch out for HIPAA violations.
HIPAA (Health Insurance Portability and Accountability Act) violations are serious. Google won’t allow ads that imply knowledge of personally identifiable or sensitive information. As a result, you cannot retarget in the healthcare market.
- Be careful with what you say!
Aside from avoiding the banned words list. Verbiage is the number one priority to ensure your ads are approved. The ad cannot claim to cure diseases or conditions, and you cannot make any false claims. The ads must be truthful and provide accurate information.
For example, two ads can be made advertising the same product but one may be banned due to the language. A disapproved statement would be “Patient lost 25 lbs in 90 days,” but “Patient lost 25 lbs using this product” would be approved. This is because you cannot guarantee an outcome in a certain amount of time, that gives false hope for the product. The second phrase just states that the patient lost 25 lbs while using the product. Therefore, it would be approved. You can review the Google Ads policies if you need clarification on whether your ad meets the guidelines
Running medical advertising campaigns can be challenging, but it is possible if you follow the guidelines. You cannot use certain products or services, be careful with phrasing and what you say, include disclaimers where necessary, and avoid HIPAA violations. By following these guidelines, you can ensure that the ads are approved, reach your target audience, and help you build a trustworthy reputation in the healthcare industry.
