PROJECT STEPS
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FIRST ATTEMPTS AND MISTAKES
Our client, an alcohol and drug addiction treatment and rehabilitation clinic, is located in Lviv and has been operating for 5 years. They have an accessible and comprehensive website containing descriptions of the addiction types they work with and treatment methods.
The client worked with other PPC specialists who made multiple attempts to launch Google Ads, however, the client’s Google Ads account got blacklisted immediately after the launch or 1-2 days after it.
Google healthcare and medicines policy restricts advertising for recovery-oriented services for drug and alcohol addiction.
2. РРС & DEV PANEM BRAINSTORMING
Panem PPC and development experts gathered for a session and had a long and productive brainstorming. As a result of the research, it was confirmed that Google scans not only keywords and text ads, but also the sites linked to them. And, since the site contains comprehensive information on the types of addictions, their complexity, symptoms, and treatment methods, Google blocks the ads after scanning it.
Possible solutions:
- reducing the amount of information about addictions on the website (this option was immediately rejected)
- looking for ways to bypass the site scanning system
Together with our developers, we prepared technical tasks for developing an experimental intermediary site. We planned to run ads using keywords related to addiction treatment. However, it was important that the site didn’t contain any mention of addictions and treatment to avoid getting blocked by Google.
Here’s what the mobile version of this website looks like:
*Address
**Resense Clinic in Lviv provides professional assistance.
***Our patients recover and find a sense of life.
****Free consultation. Anonymous help 24/7
*Contact us now
**Treatment: telephone numbers
***Rehabilitation: telephone number
****Our website (button)
The site includes direct ways to contact the clinic and the button leading to the site with detailed information. When scanning this intermediary site, the system doesn’t see any restricted words or images.
Тобто тут розміщені прямі контакти для звернення, а також є кнопка для подальшого переходу на сайт, де уже є детальна інформація, описи та фото. Але при скануванні даного сайту модерація не знаходить заборонених слів та зображень.
3. THE LAUNCH
The time came to check how our idea would work in reality.
We started with creating a new Google Ads account.
Search campaign: We set up a classic search campaign, grouped keywords by semantic affinity, distributed them into ad groups, and selected the phrase match modifier. We chose the Maximize Clicks bidding strategy with a limited budget.
Here are the results of the first month of advertising:
Some essential ad metrics:
As you see, the ads weren’t blocked or restricted.
Conversions:
During the first month, the ads received 16,652 impressions and generated 1,855 site visits, with an average cost per click of 11.82 UAH. We received 184 conversions (phone calls, Viber, and Telegram) with a cost per conversion of 119 UAH.
Performance Max campaign (with audience): Next, we set up Performance Max as a display ad campaign, distributing ads according to audiences, keywords, interests, and competitors’ sites.
Here are examples of banner ads:
Results after thirty days after the launch:
Cost per conversion: 68 UAH. The advertising ran without any restrictions or getting blocked.
We have been working with this client for three years. During this time, there haven’t been any bans, emails from moderators, or ads getting blacklisted. Using this approach, we launched advertising for three more similar rehabilitation centers. Everything works smoothly and without any troubles.
CONCLUSION
There are many confusing aspects and pitfalls related to the ad verification process by Google. Everyone who has tried to launch Google Ads for restricted or partially restricted products or services knows this very well. Indeed, this process can take more time and resources than expected, and not everyone can handle it (first of all, this applies to those trying to set up advertising for their business on their own).
Taking into account the above facts and that Google’s verification process becomes more severe with every year, and the results may not be stable, we recommend you not to waste your precious time and money and entrust the promotion of your business to experienced specialists.
The Panem PPC team is always at your service.
