Upcoming Google updates on Healthcare and Medicines policy

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Come October 10, 2023, digital marketers should be aware of two significant updates that Google will be introducing to its Healthcare and medicines policy:

  1. Refinement of Prescription Drug Sale Policy: Google aims to enhance clarity by updating the title and language of its Prescription drug sale policy. Importantly, this change won’t affect how Google enforces the policy.
  2. Modification for Telemedicine in France: The specifics regarding the Healthcare and medicines policy for France will undergo a change, allowing telemedicine providers, certified by LegitScript, to advertise their services in France.

The revised language on the Healthcare and medicines policy page will read as follows:

Prescription Drug Services Overview:
Google maintains a strict approach to advertisements related to online prescription, dispensing, and sale of drugs. Businesses that fall under this include, among others, online pharmacies and telemedicine services.

The assessment of such advertisements will be based on various factors, from ad content, linked site or app, to the nature of services/products offered. In ensuring user safety, Google exercises utmost caution, especially for pages linking or referencing content that may facilitate online drug sale or prescription.

Eligible Countries for Promotion:
Only specific countries, including but not limited to Australia, Austria, Brazil, Canada, China, Czechia, Denmark, France, and more, are eligible for promoting services tied to prescription drugs. For a detailed list and specifics, refer to the country-specific section of the Healthcare & Medicines policy.

Keyword Bidding:
Certified advertisers can bid on keywords with prescription drug terms in select countries like Australia, Austria, Canada, Czechia, and others.

Certification Process:
To advertise prescription drug services, advertisers must secure a certification from Google. The certification requirements, however, differ from one country to another. Ensure you’re familiar with the nuances of each country you’re targeting.

France’s Updated Policy on Telemedicine:

Product: Prescription Drug Services
Status: Allowed (with restrictions)

Telemedicine providers with a stamp of approval from LegitScript’s Healthcare Merchant Certification and Monitoring Program can now advertise their services in France. However, there’s a catch: ads, landing pages, and keywords must steer clear of promoting prescription drugs directly.

For more details on securing a LegitScript certification or Google certification, reach out to us!

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Exposing the bogus nature of PPC guarantees: Why they’re a scam

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In the world of digital marketing, promises of guaranteed leads from PPC agencies have become all too common. “We guarantee 60 new leads in the first month or your money back!” Sound familiar?

However, upon closer inspection, it becomes clear that these guarantees are nothing more than smoke and mirrors. Let’s uncover the truth behind PPC guarantees and explain why they’re simply bogus.

One-size-fits-all approach: PPC guarantees often come with a one-size-fits-all approach, treating every health and wellness business as if they were identical. The reality is that each business has unique goals, target audiences, and challenges. How can a cookie-cutter strategy deliver tailored results? It simply can’t. A successful PPC campaign requires a customized approach that aligns with your specific business needs.

Ignoring market volatility: The digital landscape is volatile, and market conditions can change in an instant. Guaranteed leads fail to account for these fluctuations and the unpredictable nature of the health and wellness industry. Promising a fixed number of leads overlooks the external factors that can influence results, rendering these guarantees nothing more than wishful thinking.

Quality vs. quantity: While a high number of leads might sound impressive, the focus should be on quality rather than quantity. Generating a large volume of leads is meaningless if they fail to convert into paying customers or loyal clients. True success lies in attracting qualified leads who genuinely resonate with your business. Guaranteed lead numbers often sacrifice quality for the sake of inflated figures.

Unrealistic expectations: It’s important to recognize that no agency can predict the future or control consumer behavior. Promising a guaranteed number of leads sets unrealistic expectations for both the agency and the client. When reality falls short of these lofty promises, disappointment and frustration are inevitable. It’s essential to approach PPC campaigns with a realistic outlook and focus on achievable goals.

Lack of accountability: PPC agencies that offer guaranteed leads often have fine print and ambiguous terms and conditions that protect them from being held accountable. When the leads fail to materialize, agencies can conveniently shift blame to external factors or claim that the client didn’t meet certain criteria. Guarantees create a lack of transparency and leave clients feeling cheated and powerless.

Focusing on long-term growth: The pursuit of guaranteed leads often overlooks the bigger picture of long-term growth and sustainability. A successful health and wellness business requires a strategic marketing approach that nurtures relationships, builds brand loyalty, and establishes a strong online presence. Short-term guarantees distract from these vital aspects and hinder a business’s potential for long-term success.

Lack of flexibility and adaptability: Successful PPC campaigns require continuous optimization and adjustment based on real-time data and market trends. However, guaranteed lead promises can limit an agency’s flexibility and prevent them from adapting strategies as needed. This lack of adaptability hampers campaign performance and prevents businesses from capitalizing on emerging opportunities.

It’s time to debunk the myth of PPC guarantees and embrace a more realistic approach to digital marketing. Guarantees are simply not feasible in an ever-changing digital landscape with unique businesses and fluctuating market conditions. Instead, focus on partnering with a trustworthy and transparent agency that prioritizes tailored strategies, continuous optimization, and honest reporting. Choose a path built on trust and proven expertise to drive meaningful results for your health and wellness business.

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Open beta for Microsoft Doctor and Clinic ads

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Microsoft has recently announced the initiation of an open beta phase for their doctor and clinic ads, paving the way for expanded opportunities in the healthcare sector. As the company aims to deliver targeted advertising to potential patients, this innovative solution is designed to connect individuals with medical professionals and local clinics.

These services include:

  • Microsoft Advertising
  • Microsoft Audience Network
  • Microsoft Dynamics 365 Marketing

The search engine giant’s new advertising product comes as part of their broader plan to capitalize on the growing demand for healthcare services. As a result, Microsoft’s advertising ecosystem will now include a dedicated space for healthcare providers, allowing them to reach potential patients more effectively.

During this open beta phase, advertisers will have the opportunity to experiment with the new ad format, which specifically targets users searching for healthcare services in their local area. Through the integration of ad placements within Bing search results, Microsoft’s platform helps users find relevant medical services while providing valuable visibility to advertisers.

The new ad format is designed to be more comprehensive, incorporating key information about the doctors and clinics, such as their name, address, phone number, and specialty. This streamlined approach ensures that users can easily find and contact the medical professionals they require.

Microsoft’s move into the healthcare advertising space is in line with the industry’s growing digital presence. As more and more people turn to online platforms for their medical needs, the company is working to meet the increasing demand for tailored and location-specific advertising.

This open beta phase represents a significant step forward for Microsoft, as they continue to refine their advertising platform to cater to the unique needs of the healthcare industry. By offering healthcare providers a dedicated space to promote their services, Microsoft is demonstrating their commitment to supporting the sector and connecting patients with the care they need.

Good to know. Microsoft suggests the following best practices for running doctor and clinic ads.

  • The open beta is available in United States, Australia, India, Germany, France, Canada, and the United Kingdom.
  • The auction for Doctor and Clinic Ads is independent from Text Ads. You can participate in the Doctor and Clinic Ads auction with the campaign associated to your feed file and also participate in the Text Ad auction with your regular campaigns.
  • The Doctor and Clinic Ads auction is cost-per-click (CPC)-based.
  • Feed automation is supported through scheduling to easily keep up with any changes you make.
  • It’s Recommend that you start with $100–$500 per day.
  • Set location targeting in campaign settings as “United States”, “Canada”, or any other available markets. This will ensure ads are eligible to serve all users searching from within these countries.
  • You can bring your own data in the form of audience lists.
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Microsoft alters multi-channel advertising strategy and ceases bid modifiers for audience ads

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Microsoft has updated its multi-channel advertising approach and will be available to all advertisers starting on February 21st. As part of this change, the bid modifier for audience ads will no longer be displayed in campaign settings. Microsoft explains that instead of manually adjusting participation in the audience network with positive or negative bid modifiers, advertisers just need to set their goals and Microsoft Advertising will optimize their campaigns across channels for maximum efficiency and best return on investment.

Microsoft conducted a study on accounts that combined search and audience traffic and found that advertisers get the most benefit by using both Microsoft Search and the Audience Network. The study showed that people who saw a brand’s ad on both networks visited the website 2.6 times more often than those who only saw the ad on search. Microsoft notes that this increased website traffic leads to higher conversion rates, with users converting 6.6 times more frequently. This emphasizes the significance of utilizing both search and audience together, as reaching the same user through multiple channels can enhance engagement and sales.

Early tests. Microsoft has been piloting the new multi-channel approach over the past year. “After strong beta results, we’re rolling out this experience to all advertisers. Our results show that accounts already using multi-channel management have seen 14% higher conversion rates at 21% lower cost per acquisition (CPA).”

Microsoft’s new features. Microsoft has been working to enhance its advertising platform, with the goal of doubling its ad business to $20 billion, although no timeline was provided. Despite some uncertainty among brands, their FY23Q2 earnings showed a slight decline in advertising spend, but with a 5% increase in ad revenue and a 14% increase in LinkedIn revenue. The many changes and updates made by Microsoft over the last year could have contributed to this growth, and as Google advances automation and limits advertiser control, Microsoft may be seen as a viable alternative for advertisers.

You can read the announcement from Microsoft here.

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In-game ads: effective or annoying?

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In-game advertising is a huge opportunity for brands to reach a vast audience and expand their marketing campaigns beyond traditional media. In 2022, it was estimated that 227 million people in the US played video games and 46% of those were women.

With game revenues projected to reach $285 billion by 2027, it’s no surprise that this is a huge opportunity for advertisers. In-game ads can be effective for promoting almost any product to any demographic since gaming has become a universal pastime. Advertisers can reach new audiences, grow their community, and sell more products or services through in-game ads. Game publishers also benefit from in-game ads as it allows them to monetize their content. Mobile games are the biggest opportunity for advertisers as they represent the largest possible audience and are easy and fast to set up.

In-game advertising can take many forms, such as short videos that play between levels, banners at the bottom of the screen, or branded clothing or vehicles for player characters. This allows brands to target specific audiences by advertising on certain game titles, and tailor their message to reach that exact audience. For example, a brand can reach a very specific audience by advertising on a game that is popular among a certain demographic, such as a game that is popular among a female audience.

In addition, in-game ads can be interactive, which allows brands to engage with players in a more meaningful way. For example, Burger King successfully engaged with players of the game “Elden Ring” by encouraging streamers to only use fire- and flame-based weapons and spells within the game world. This type of engagement can be more effective in reaching and retaining customers than traditional ads.

However, it is important to note that in-game ads should be done in a way that is authentic and true to the gaming experience, in order to avoid annoying players and damaging the brand reputation.

Overall, in-game advertising is a great opportunity for brands to reach a large and diverse audience, and engage with them in a meaningful and interactive way. As the gaming industry continues to grow, in-game ads are likely to become an increasingly important part of the advertising landscape.

Learn more. Read the full article on Search Engine Land.

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