Google AdWords has proven to be a great medium for driving leads, but not without challenges. Those challenges often stem from the sensitive nature of the procedures aesthetic practices offer (and Google’s policy team). Testimonials, before & after photos, and expectations for any kind of result need to come with copious disclaimers.
Your aesthetic practice needs to have a thorough process for ensuring both your ads and landing pages are set up to not get flagged as “Adult” or disapproved because of nudity or unrealistic expectations. Even with this process in place, you’ll likely still run into issues because Google is not perfect and is often inconsistent with their policy enforcement. When these situations arise it’s absolutely critical to a have a Google representative you can call on, and this is something only certified Google Partners, like TRBO, can do.
What’s the Latest Roadblock?
One issue that we’ve recently seen arise is not related to disclaimers, but simply the use of branded keywords. This isn’t really “new,” but never really enforced in the past. We’re seeing name brands such as Botox, Kybella, and CoolSculpting being flagged for “containing trademarked terms.” We’ve been running these ads for years and never once saw this designation. The ads technically are “approved” but they do not show up because of the trademarked keywords.
We’ve only seen this issue arise with new campaigns. Older clients who have been running ads around Botox, Kybella, and CoolSculpting for months or years have yet to be affected by this apparent policy shift by Google.
What’s the Solution?
Google is asking for trademark verification by completing this form. Prior to doing so, I think it’s important to contact the business owner to confirm the correct person Google should be reaching out to. In this case, we’re talking about Botox, Kybella, and CoolSculpting, which are all Allergan products. Therefore, it’s crucial to not only have a Google partnership but a partnership with the trademark owner, which in this case is Allergan (which TRBO is).
Preventing Further AdWords Roadblocks
TRBO strives to continuously improve our processes for every single tactic to get better results for our clients. There’s no other agency as committed as we are to the most cutting-edge technology, services, and support. This translates to unparalleled results for our clients. Of course, Google is always there to throw a wrench in our efforts, so having an agile agency to work with to cut through the BS and solve problems is a huge benefit to your aesthetic practice.
If your aesthetic practice is running into issues with Google AdWords or would simply like to generate leads with AdWords then we can help! You can drop us a line here or call TRBO directly at 877-673-7096 x2.