With the ever-expanding online landscape, digital marketing has become essential for CBD companies. Google, being one of the largest search engines and advertising platforms, is a prime destination for promoting such products. However, the question remains: Can you promote CBD products on Google?
What are Google’s Advertising Policies for CBD Products?
Most CBD marketers have expressed disappointment about the many advertising restrictions on major digital platforms like Facebook and Instagram.
Google, too, has been a tough nut to crack for CBD advertisers, maintaining a policy that prohibits CBD advertising on its platform. Despite the passage of the 2018 Farm Bill, several states have yet to develop an excellent regulatory framework for hemp-derived CBD.
While Google has a restrictive stance on CBD products, intriguingly, CBD ads can still be found in search results. So, what’s Google’s standpoint on CBD ads? To help you get an answer to that question, let’s look at what is is permitted and what’s off-limits in CBD Google ads.
What’s Not Allowed in CBD Google Ads?
Google has announced plans to allow ads for certain CBD products starting January 20, 2023 However, while the platform’s historical strict policies on CBD advertising are being relaxed, but not all CBD products are allowed.
Google’s advertising policies, as outlined in its “dangerous products or services” guidelines, explicitly prohibit the promotion of products and services that have the potential to cause harm, damage, or injury.
More specifically, Google identifies certain products and services as inherently dangerous and strictly disallows their promotion on its platform. These prohibited categories include:
- Substances that can change mental state or induce “highs”: Google categorically restricts the advertising of substances such as marijuana, cocaine, heroin, cocaine substitutes, and crystal meth, all of which can alter one’s mental state or induce euphoric effects.
- Content instructing about producing, buying, or using recreational drugs: Any content that provides instructions or guidance on the production, purchase, or use of recreational drugs is strictly prohibited from being promoted on Google’s advertising platform.
- Products or services aimed at facilitating recreational drug use: This category encompasses advertisements for items like bongs, pipes, cannabis coffee shops, and any products or services designed to facilitate or enhance recreational drug use.
- Ads that claim the health benefits of CBD products without credible medical research: While Google does not allow the promotion of CBD products as a whole, it takes an even stricter stance against advertisements that make unsupported health claims about CBD. If an ad suggests health benefits without reliable medical research to substantiate those claims, it is likely to be disallowed.
Risks of Non-Compliance with Google’s CBD Advertising Policies
By now, you’re probably eager to learn how to advertise your CBD products on Google. The good news is that it can be done successfully with the right approach. However, it’s essential to proceed with caution and full compliance to avoid the potential risks associated with violating Google’s policies on CBD ads.
Before delving into the strategies for advertising CBD on Google, it’s crucial to understand the potential consequences of attempting to circumvent Google’s ad policies. Here are some of the risks you expose yourself to when trying to bypass these policies:
- Account Closures: Google takes policy violations seriously, and one of the most severe consequences is the closure of your advertising account. This means you could lose the ability to run any ads on Google, not just CBD-related ones.
- Damage to Your Brand: Attempting to advertise CBD in a non-compliant way can damage your brand’s reputation. Customers value transparency and credibility, and any association with illicit or misleading practices can harm your brand’s image.
- Flagging of Your Billing Information: Google may flag your billing information if you repeatedly violate their policies. This can lead to difficulties in creating new accounts or running ads in the future.
How To Advertise CBD Oil On Google(Hacks And Alternatives Revealed) – Best Advertising Methods!
How to Navigate Google’s Terms When Promoting CBD Products
As mentioned earlier, Google’s advertising policies do not allow for the direct promotion of CBD products on its platform. Nevertheless, CBD ads can sometimes be found on platforms like Amazon and various PPC (Pay-Per-Click) ad networks.
This implies that Google can still be a valuable avenue for CBD marketers, provided you understand the strategies and techniques required to navigate the landscape effectively.
Here’s a comprehensive guide on how to promote CBD products while adhering to Google’s terms and avoiding potential pitfalls:
Create a Dedicated Google AdWords Account for CBD
To safeguard your other advertising efforts and products from being adversely affected, it’s advisable to create a separate Google AdWords account exclusively for promoting your CBD products or services. This separation helps mitigate any risks associated with CBD advertising. It ensures that your entire account isn’t compromised if issues arise.
Know Common CBD Advertising Challenges
One common challenge that new CBD marketers encounter is the disapproval of their CBD ads by Google. This typically occurs when Google’s automated system detects certain trigger words or phrases that violate their policies. Examples of such triggers include claims of CBD health benefits or references to selling CBD products in the metadata of your landing page.
Partner with a Reputable CBD Digital Marketing Company
To successfully navigate the intricacies of CBD advertising on Google, consider partnering with a reputable CBD digital marketing agency like CannaMack. These specialized agencies have honed their expertise in CBD and marijuana advertising, staying abreast of the ever-evolving landscape of restrictions and changes in Google ad policies.
This includes:
Certification from LegitScript. Before launching any CBD ads on Google, advertisers must obtain certification from LegitScript. This step is crucial to ensure that advertisements come from safe, legal, and trusted partners. Advertisers should also be aware of the costs associated with CBD certification by LegitScript, which include:
✔ Nonrefundable application fees per product and per website.
✔ Annual monitoring fees per product and per website.
Product Eligibility Criteria. Google allows the promotion of specific CBD products that meet stringent criteria:
✔ Only FDA-approved topical pharmaceuticals.
✔ Hemp-derived CBD products with a THC content of 0.3% or less.
Geographical Restrictions. Advertising is limited to specific geographical areas, including California, Colorado, and Puerto Rico. Moreover, ads will not be displayed to users identified as under the age of 18.
Certification Process Overview. The certification process involves providing detailed information:
✔ Legal business information, including the legal business name and any “doing business as” names.
✔ Product details for each CBD product intended for certification, covering product type, description, manufacturer, brand name, Universal Product Code (UPC), product image, and list of ingredients.
✔ Submission of product samples for third-party testing as part of the application process.
Make sure to contact your trusted CBD digital marketing agency to stay compliant within the outlined parameters. Advertisers like CannaMack can navigate Google’s terms successfully and leverage the platform to promote CBD products effectively.
How to Boost the Chances of Having Your CBD Ad Approved on Google
While no one can guarantee the approval of your CBD ads by Google, there are practical steps you can take to improve your chances:
- Avoid Using CBD and Hemp-Related Keywords: When submitting your ad for review, steer clear of using explicit CBD or hemp-related keywords. Instead, employ euphemisms to describe your products, such as “pure plant-based remedies” or “natural wellness solutions.”
- Consider Building a Gated Landing Page: If your initial CBD ad is not approved, consider creating a gated landing page for your campaign. Remove any references to hemp and CBD on this page. This approach may help you get your ad approved while maintaining compliance.
- Remove Website Links from Gated Landing Pages: If your CBD ad is still rejected, eliminate any links leading to your website from the gated landing page. This can further reduce potential policy violations.
- Exercise Caution with Adding Website Links: Even if Google approves your CBD ad, it’s advisable to wait for a few days before adding any links to your website from the gated landing page. This gradual approach minimizes the risk of triggering policy violations.
Empower Your Cannabis Marketing Journey with CannaMack!
To stay ahead of the curve in cannabis advertising, consider enlisting the expertise of a trusted partner like CannaMack, a leading cannabis marketing agency. With our creative marketing solutions, CannaMack is your go-to resource for elevating your cannabis brand’s online presence and driving meaningful results. Contact us today to explore innovative strategies for cannabis advertising on Google.
Key Takeaways
✔ Utilize various social media platforms to connect with your audience, build brand awareness, and drive engagement.
✔ Collaborate with influencers to gain authentic endorsements and reach a broader, engaged audience.
✔ Optimize your online presence with SEO to improve search rankings and attract targeted traffic.
✔ Develop diverse, high-quality content that informs, entertains, and encourages sharing.
✔ Build and segment your email list for personalized, effective campaigns that nurture customer relationships.
✔ Foster customer loyalty by offering enticing rewards, encouraging referrals, and creating word-of-mouth marketing opportunities.
✔ Differentiate your products with unique packaging and maintain consistent branding across all touchpoints.
✔ Enhance customer engagement through immersive VR content, such as virtual tours and educational experiences.
✔ Organize online events and webinars to engage your audience, educate them, and expand your reach.
✔ Forge partnerships with local businesses for cross-promotions and community building.
✔ Develop a user-friendly mobile app to streamline customer experiences and encourage repeat business.
✔ Embrace eco-friendly practices and communicate your commitment to sustainability to attract environmentally conscious consumers.
✔ Boost engagement and brand loyalty by incorporating gamified elements into your marketing strategy.
✔ Use analytics tools to track marketing performance and make informed adjustments.
✔ Collect and utilize customer feedback to improve products, services, and overall customer satisfaction.
1. Leverage Social Media
Leveraging social media is paramount in your
dispensary marketing strategy. Utilize Instagram’s visually appealing platform
to tell your brand story through high-quality images and engaging captions. On
Facebook, run interactive contests and promotions, encouraging user-generated
content.
LinkedIn provides a unique opportunity for B2B networking, making valuable industry connections and partnerships. Tailoring your content and approach to each platform ensures you reach a diverse audience, driving engagement, brand awareness, and, ultimately, more customers to your dispensary.
2. Embrace Influencer Marketing
According to a study, influencers act as brand ambassadors for businesses to drive brand engagement and brand loyalty. Identify and collaborate with cannabis influencers whose values align with your brand. These partnerships can create authentic endorsements, effectively reaching a broader audience.
Measuring the impact of influencer marketing campaigns through tracking metrics such as reach, engagement, and conversion rates allows you to fine-tune your strategy and optimize ROI. As influencer marketing continues to evolve, staying attuned to industry trends and emerging platforms ensures you stay ahead in the competitive cannabis market.
3. Implement SEO Strategies
Search Engine Optimization (SEO) is a cornerstone of dispensary marketing. Optimize your website for local search by ensuring that your location, hours, and contact information are up to date. Create valuable blog content that addresses common questions and concerns among cannabis consumers.
By focusing on long-tail keywords that reflect user intent and preferences, you can target specific niches effectively. The strategic placement of dispensary marketing keywords throughout your website and content, including meta descriptions and headers, can improve your search engine rankings and drive organic traffic to your site.
4. Create Engaging Content
Creating engaging content is vital to connect
with your audience. Develop educational videos and tutorials that inform and
guide customers on product usage, selection, and benefits. Customer
testimonials and success stories provide authentic validation of your products
and services.Incorporating exclusive offers, holiday-themed product suggestions, and information on seasonal promotions in your email or SMS messages ensures that your tailored content reaches your customers effectively.
Shareable infographics, packed with
interesting facts and statistics about cannabis, can attract attention and
increase your social media visibility. By consistently producing diverse,
high-quality content, your dispensary can position itself as a knowledgeable
and reliable source of information.
5. Optimize Email Marketing
Email marketing is a potent tool in your
dispensary marketing arsenal. Building and segmenting an email list allows you
to tailor your messaging to different customer segments. Send personalized and
targeted email campaigns that speak directly to the needs and interests of your
subscribers.
Furthermore, implementing A/B testing for
subject lines, content, and calls to action can help optimize your email
marketing efforts. Consistency in email outreach and engaging, relevant content
is key to maintaining a strong connection with your dispensary’s customer base.
6. Establish Loyalty Programs
Loyalty programs can be a powerful asset in
your dispensary marketing strategy. Designing an enticing loyalty program that
rewards customers for repeat purchases and referrals can significantly boost
customer retention and word-of-mouth marketing. Implementing a point-based
reward system allows customers to accumulate points with every purchase.
Encourage referrals by offering rewards to
both the referrer and the new customer, incentivizing your existing clientele
to spread the word about your dispensary. By consistently communicating the
benefits of your loyalty program and its rewards, you can cultivate a loyal
customer base that returns to your dispensary time and time again.
7. Revitalize Innovative
Packaging and Branding
Innovative packaging and branding play a
crucial role in your dispensary’s marketing strategy. Creating unique and
eco-friendly packaging not only aligns with sustainability trends but also
distinguishes your products on dispensary shelves. Incorporating augmented
reality (AR) elements on packaging can enhance the unboxing experience.
Ensuring consistency in branding across all touchpoints, from packaging to your website and social media profiles, reinforces your dispensary’s identity in customers’ minds. A cohesive brand presence can help customers remember and recognize your products, leading to increased trust, brand loyalty, and sales.
8. Incorporate Virtual Reality
(VR) Experiences
Virtual reality (VR) experiences can set your
dispensary apart from the competition and elevate your customer experience.
Develop immersive VR dispensary tours that allow customers to explore your
products and facilities from the comfort of their homes.
Additionally, offering VR-based educational
content, such as tutorials on product usage or the science behind cannabis, can
engage and educate your audience uniquely. By investing in VR technology, your
dispensary not only stands out but also provides a memorable and informative
experience that can leave a lasting impression on potential and existing
customers.
9. Host Virtual Events and Webinars
Virtual events and webinars are valuable
additions to your dispensary marketing strategy. Organize online product
launches and tastings to introduce new offerings to your audience, providing an
interactive platform for customers to ask questions and engage with your team.
The virtual nature of these events enables you
to reach a global audience, expanding your dispensary’s reach beyond your
physical location. By creating engaging and informative virtual experiences,
you can foster connections, educate customers, and drive interest in your
products and services.
10. Collaborate with Local
Businesses
Collaborating with local businesses can
strengthen your dispensary’s community presence and expand your reach. Forge
partnerships with complementary local businesses, such as wellness centers,
yoga studios, or organic food stores, to create cross-promotional
opportunities.
Building strong relationships with other
businesses fosters a sense of community and trust, positioning your dispensary
as an integral part of the neighborhood and enhancing your reputation among
local consumers.
11. Invest in Mobile App Development
Investing in mobile app development can
significantly enhance your dispensary marketing strategy. In fact, in the US
alone, apps drive about 60% of digital media consumption.
With your app, incorporate features like geolocation to help users find the
nearest dispensary location and use push notifications to send timely updates,
promotions, and personalized offers.
Offering exclusive discounts and promotions
through the app incentivizes customers to download and use it regularly. A
well-designed mobile app not only improves the customer experience but also
cultivates brand loyalty and encourages repeat business.
12. Implement Sustainable
Practices and Messaging
Embracing sustainability in your dispensary’s
operations and messaging is a strategic move that resonates with
environmentally conscious consumers. Implement eco-friendly practices, such as
using recyclable packaging materials or reducing energy consumption in your
facilities, and communicate these efforts to your customers.
Building a green reputation for your
dispensary can attract environmentally conscious consumers who appreciate your
commitment to eco-friendliness. By incorporating sustainability into your brand
identity and marketing messaging, you contribute to a more sustainable future..
13. Integrate Gamification in
Marketing
Gamification can inject excitement and
engagement into your dispensary marketing strategy. Integrate gamified elements
into your loyalty program by offering badges, rewards, or challenges that
customers can unlock as they engage with your dispensary. Hosting online
contests and challenges can keep customers entertained and encourage repeat
visits.
Gamification not only adds an element of fun
to the customer experience but also fosters a sense of competition and
achievement, driving greater customer loyalty and participation in your brand.
14. Analyze Data and Drive
Decision Making with Analytics
Incorporating analytics and data-driven
decision-making into your dispensary marketing strategy is essential for
ongoing improvement. Utilize analytics tools to track the performance of your
marketing campaigns, measuring key metrics such as website traffic, conversion
rates, and customer engagement.
With this data in hand, you can make informed
adjustments to your marketing strategies, optimizing them for better results.
Regularly analyze customer behavior and preferences to fine-tune product
offerings and promotions. By consistently monitoring your marketing efforts
based on data insights, you can ensure that your dispensary remains competitive
and responsive to changing consumer trends.
15. Encourage Customer Engagement with a Dynamic Feedback Loop
Implementing a customer feedback loop within
your dispensary marketing strategy can provide valuable insights for continuous
improvement. Encourage customers to leave reviews, provide feedback, and
participate in surveys. Collecting this data allows you to identify areas of
strength and areas that may need improvement, enhancing overall customer
satisfaction.
Addressing customer concerns and acknowledging
positive feedback can build trust and loyalty. Additionally, showcasing
customer testimonials and success stories on your website and social media can
serve as powerful marketing tools, influencing potential customers’ decisions.
Navigate Your Dispensary Towards Marketing Excellence with CannaMack!
To supercharge your marketing efforts and stay ahead of the competition, we recommend partnering with CannaMack, the leading expert in cannabis dispensary marketing services. With CannaMack by your side, you’ll harness the full potential of these innovative ideas tailored to your unique needs and see your dispensary’s success soar to new heights.
Don’t wait – contact us to learn more.