Understanding the Importance of Medical and Product Claims
Google Ads Policies: A Quick Overview
1. Truthful and Accurate Claims:
All claims must be verifiable and supported by evidence. Exaggerated or misleading information are strictly prohibited and can result in policy violations, restricted or limited ads and possible account suspensions.
2. Substantiation:
You’ll need to provide credible sources to back up any health-related claims. This might include clinical studies, scientific research, or expert opinions. As always, keeping these claims in line on the landing page is essential as well for ad relevancy and quality scores.
3. Prohibited Claims:
Google prohibits ads that promote harmful or dangerous products, make unsubstantiated claims about cures or treatments, or target vulnerable populations. Demographic targeting has been further restricted in Google Ads in 2024 and onwards which applies to ad copy as well.
Writing Effective Ads with Medical and Product Claims
1. Be Specific & Clear:
Clearly define the product or service and its benefits. Avoid vague or ambiguous language that could be misinterpreted.
2. Use Strong Keywords:
Incorporate relevant keywords that potential customers are likely to search for. This will improve your ad’s visibility and relevance.
3. Highlight Unique Selling Points:
Emphasize what sets your product or service apart from competitors. This could be a unique feature, a special ingredient, or a proven track record.
4. Provide Evidence:
If making health-related claims, support them with credible sources. This could involve citing studies, testimonials, or certifications.
5. Use Persuasive Language:
Craft compelling ad copy that resonates with your target audience. Use persuasive language and storytelling techniques to create a sense of urgency or desire.
Product Claim Example of Effective Ad Copy
“Introducing NewDerm: The breakthrough skincare cream clinically proven to reduce wrinkles by 25% in just four weeks.”
Medical Claim Example of Effective Ad Copy
Further Tips For Ad Approval
1. Review Your Ads Carefully:
Before submitting your ads, double-check for any potential policy violations.
2. Seek Expert Advice:
If you’re unsure about the accuracy or appropriateness of your claims, consult with a medical or legal professional.
3. Be Patient:
If your ad is disapproved, carefully review the feedback and make necessary adjustments.
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In conclusion, by understanding Google Ads policies and following these guidelines, you can create effective ads that leverage medical and product claims to drive conversions and build trust with your target audience.
Stay tuned for the next installment of our Google Ads series, where we delve deeper into the nuances of ad policies and ad copy. Until then, happy optimizing!
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