Pay per Click

Google Ads Introduces New Policies for Certain Types of Medical Ads

Google is introducing a new policy to prohibit ads for unproven or experimental medical techniques.

Examples of such techniques, as stated by Google, include stem cell therapy, cellular (non-stem) therapy, and gene therapy.

This new policy will prohibit ads selling treatments that have no established biomedical or scientific basis.

In addition, ads for treatments with insufficient formal clinical testing will also prohibited, even if they’re rooted in basic scientific findings.

Google explains why this policy change is being implemented:

“… we have seen a rise in bad actors attempting to take advantage of individuals by offering untested, deceptive treatments. Often times, these treatments can lead to dangerous health outcomes and we feel they have no place on our platforms.“

Experts in the field, such as the International Society for Stem Cell Research, support Google’s new policy saying it’s a “much-needed and welcome step to curb the marketing of unscrupulous medical products.”

Google will continue to allow advertisements for research happening in this space, such as clinical trials and ads for research findings.

This policy will continue to be evaluated and further updates may be made in the future as new findings come to light.

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Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads Introduces New Policies for Certain Types of Medical Ads How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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