Google CBD Advertising: Policies and Best Practices
CBD has emerged as a prominent wellness product, gaining immense popularity in recent years.
As consumers seek natural remedies for various ailments, the CBD market has grown exponentially and so have the amount of brands using Google CBD advertising to grow their businesses.
For CBD businesses, advertising plays a crucial role in reaching your target audience and promoting your products effectively.
Among the various advertising platforms, Google Search Network stands as a powerful tool for advertising CBD by driving traffic and generating leads.
However, advertising CBD on Google has been a complex journey due to its association with cannabis and legal restrictions.
In this article, we will delve into the world of Google CBD advertising, exploring the updated policies, successful case studies, and best practices for navigating this ever-evolving landscape.
Understanding CBD Advertising on Google Search
Google’s relationship with CBD and Hemp advertising has been fraught with challenges.
However, our cannabis SEO agency has cracked the code and is able to advertise CBD and Hemp products on the Google search network since 2018!
In the past, Google had stringent policies that prohibited the promotion of CBD-related products due to their association with cannabis and potential legal concerns.
This created a significant barrier for CBD businesses looking to tap into the vast audience base on Google’s Search Network.
However, in response to growing public acceptance and the legal landscape surrounding CBD, Google has made significant changes to its advertising policies, offering new opportunities for CBD advertisers.
Updated Policies on Google CBD Advertising
Recently, Google has revised its advertising policies to accommodate the burgeoning CBD industry.
Today, CBD advertising is now allowed on the Google Search Network under specific conditions. These changes come with a clear distinction between CBD and THC products.
While CBD derived from hemp with less than 0.3% THC is now permitted, THC-rich products remain strictly prohibited.
This differentiation is a crucial step to ensure that CBD products with no psychoactive effects are promoted while maintaining compliance with legal regulations.
What About Hemp Advertising on Google
Apart from CBD products, the advertising of hemp-related items has also witnessed policy updates.
Hemp, being a non-psychoactive variety of cannabis with diverse industrial applications, can be promoted on the platform.
Google now allows businesses to advertise hemp-derived products such as textiles, paper, and health supplements.
However, it is essential to adhere to the guidelines set by Google to avoid potential advertising disapproval.
Hemp advertisers must also ensure that their products comply with the legal definition of hemp in their respective regions.
LegitScript May Solve This Issue For Some CBD Advertisers
LegitScript is a verification and monitoring service that assesses the legitimacy and compliance of healthcare-related businesses, including CBD companies.
It was introduced by Google as a requirement for CBD companies seeking to advertise on the Google Ads platform.
LegitScript’s role is to ensure that advertisers in the healthcare space, including CBD businesses, adhere to relevant laws, regulations, and advertising policies.
For CBD companies that want to advertise on Google, partnering with LegitScript is a crucial step in the process.
Google requires CBD advertisers to be certified by LegitScript to run ads promoting CBD products on its platform.
LegitScript is a verification service required by Google for CBD companies looking to advertise on the Google Ads platform.
To register withLegitScript, CBD businesses must go through a rigorous evaluation process to demonstrate their compliance with relevant regulations and advertising policies.
While LegitScript certification can open the door for CBD companies to advertise on Google, it also comes with limitations, including stringent requirements, limited geographical coverage (USA only, for now), certification costs, and no guarantee of ad approval by Google.
CBD companies should carefully assess the implications of partnering with LegitScript and be prepared to meet the necessary compliance standards to advertise CBD on Google successfully.
You May Not Need LegitScript to Advertise CBD on Google!
As mentioned earlier, we have found a way to successfully advertise CBD Google in the USA, UK, Canada, and several EU countries for clients who were not registered with LegitScript!
Through our relationship with ColaDigital.ca, a leading CBD marketing company and our “brother” SEO agency, our CBD Google Ad managers can manage compliant Google search advertising for your CBD company.
Advantages of Advertising CBD on Google
Advertising on the Google Search Network with Google CBD Advertising offers numerous benefits for brands.
With billions of searches conducted on Google daily, businesses can reach a vast audience actively seeking information related to CBD or those at the bottom of the funnel who are ready to buy CBD now.
The platform’s robust targeting options allow advertisers to precisely target their audience based on demographics, interests, and search behaviour, thereby maximizing the impact of their ads.
Moreover, Google’s advanced analytics tools enable CBD advertising agencies like ours to measure the performance of your campaigns and make data-driven decisions.
3 Key Challenges Faced by CBD Advertisers on Google
While advertising on Google offers significant advantages, CBD brands also encounter unique challenges. Here are 3 key challenges brands face when using Google CBD Advertising.
1. Compliance with Ever-changing Policies
Given the evolving nature of CBD regulations, keeping up with Google’s policy updates can be demanding.
Advertisers must constantly monitor changes and ensure their campaigns align with the latest guidelines.
Failure to comply with Google’s policies may result in ad disapproval or even suspension from the platform, negatively impacting a brand’s online visibility and revenue.
2. Competition in the CBD Market
The CBD market is becoming increasingly saturated, making it challenging for businesses to stand out amidst fierce competition.
With more companies entering the industry, the fight for consumer attention intensifies.
CBD advertisers must adopt creative and strategic approaches to differentiate themselves from their competitors.
3. Ensuring Accurate Product Information
Accurate and transparent product information is vital to gain consumer trust in the CBD market.
Advertisers must carefully verify and update their product descriptions and claims to comply with Google’s requirements.
Providing clear and honest information about CBD products not only enhances customer confidence but also contributes to building a positive brand image.
6 Best Practices & Ad Content Guidelines For CBD Advertising on Google
To create compliant CBD ads on Google takes a lot of experience and a lot of past mistakes.
It’s best to trust your CBD Google advertising to an experienced
CBD marketing agency like ColaDigital.ca or us, their partner in CBD advertising, DankRank Cannabis SEO.
After years of trying to crack the code to compliant CBD advertising on Google, we’ve leaned that CBD companies or their advertising agency must adhere to the following guidelines and best practices:
1. Compliant Language and Claims
One of the fundamental requirements for CBD advertising on Google is the use of compliant language and claims.
Advertisers must avoid making medical claims or unsupported health benefits in their ad copy.
It is essential to present factual information about CBD products while focusing on their potential wellness benefits.
2. Disclosure Requirements
Transparency is key when advertising CBD products.
Advertisers must clearly disclose any potential risks or side effects associated with CBD consumption.
By providing comprehensive information, businesses can build trust with their audience, promoting responsible CBD use.
3. Targeting and Audience Segmentation
Identifying the right audience for CBD products is crucial for the success of advertising campaigns.
Google’s advanced targeting options allow advertisers to reach users based on demographics, interests, and search behavior.
For CBD brands, understanding their target audience’s preferences and pain points is essential for tailoring ads that resonate with potential customers.
Additionally, geo-targeting can be employed to focus on specific regions where CBD products have higher demand and legality.
4. Utilizing Ad Extensions for CBD Products
Ad extensions are valuable tools that enhance the visibility and relevance of ads.
CBD brands can use sitelink extensions to direct users to specific product pages, enabling them to showcase a variety of CBD offerings.
Callout extensions allow businesses to highlight unique selling points, such as free shipping, discounts, or certifications.
By leveraging ad extensions effectively, CBD advertisers can provide users with more information upfront, increasing the chances of click-throughs and conversions.
5. Incorporating Relevant Keywords and Negative Keywords
Effective keyword research is fundamental to ensure that ads appear in relevant search queries.
For CBD advertising on Google, it is essential to identify high-intent keywords related to CBD products.
Additionally, using negative keywords helps exclude irrelevant searches, thereby optimizing ad spend and ensuring that ads reach the most qualified audience.
Negative keywords could include terms like “marijuana,” “THC,” or “psychoactive,” which might attract users looking for products unrelated to CBD.
6. Landing Page Optimization
Creating informative and compliant landing pages is essential for improving the performance of CBD ads.
Landing pages should provide accurate product information, relevant content, and a seamless user experience.
Advertisers must ensure that their landing pages comply with Google’s policies to avoid potential ad disapprovals.
Additionally, landing pages should be designed with user engagement in mind, making it easy for users to find the information they need and take desired actions, such as making a purchase or signing up for a newsletter.
Future Trends and Predictions for CBD Advertising on Google Search Network
As the CBD industry continues to grow and gain acceptance, regulations and advertising policies are likely to evolve.
Google may introduce more refined guidelines for CBD advertisers to ensure responsible and compliant marketing practices.
Advertisers should stay informed about these changes to adapt their strategies, or hire an reputable CBD advertising agency to manage their campaigns and maintain a competitive edge.
Market Projections for CBD Products
The CBD market is projected to witness substantial growth in the coming years.
As consumer demand increases, more businesses are likely to enter the market, intensifying competition on Google’s advertising platform.
Advertisers must be prepared to invest in strategic advertising campaigns to stay ahead of the curve and capture the attention of potential customers.
Emerging Advertising Platforms and Opportunities
As the CBD market expands, new advertising platforms and opportunities may arise.
While Google Search Network remains a powerful tool, CBD advertisers should be open to exploring emerging channels to reach their target audience effectively.
Programmatic display advertising , Native/Sponsored Content advertising, influencer marketing, and affiliate marketing could present additional avenues for CBD brands to showcase their products and build brand awareness.
Can You Advertise CBD on Google? YES!
Advertising CBD on the Google Search Network presents a unique set of opportunities and challenges.
With Google’s updated policies and clearer distinctions between CBD and THC products, CBD brands can now leverage the platform to reach their target audience effectively.
By adhering to best practices, maintaining compliance with regulations, and optimizing their campaigns, CBD advertisers can make the most of the advertising potential that Google offers.
As the CBD industry continues to evolve, it is crucial for businesses to stay informed, adapt their strategies, and embrace responsible and informative marketing practices for the benefit of consumers and the industry as a whole.
By combining creativity, compliance, and data-driven strategies, CBD brands can build a strong online presence, connect with their audience, and contribute to the growth and acceptance of CBD products worldwide.