Before proceeding with any marketing strategies, it’s critical to ensure full compliance with local laws regarding CBD, especially in the United States, where legal regulations around CBD products vary widely and can have serious consequences if not followed.
Get the Legal Stuff Out of the Way: Navigating Google Ads Policies for CBD
Before you dive into launching a successful Google Ads campaign for your CBD business, let’s tackle the not-so-fun, but absolutely crucial, legal stuff. Google has strict rules when it comes to advertising CBD products, so knowing how to work within these guidelines is key to ensuring your ads don’t get disapproved or your account suspended.
Location, Location, Location: The Importance of Geo-Targeting
Since CBD regulations vary by location, geo-targeting is your best friend. Target regions or states where CBD is legal, and exclude those where it’s prohibited. This simple step will prevent your ads from being shown in areas where CBD advertising could get you into trouble. Bonus: it also helps you focus your ad spend on the areas where you’re more likely to convert.
Google’s Evolving Stance on CBD: What’s Allowed Now
As of January 2023, Google permits the promotion of topical, hemp-derived CBD products with 0.3% THC or less and FDA-approved pharmaceuticals containing CBD. However, there’s a catch: you must be LegitScript certified. This means your products undergo third-party testing and verification to meet Google’s standards.
Compliance is Key: Navigating the “Dos” and “Don’ts”
Even with LegitScript certification, smart wording is crucial.
- Avoid prohibited content: Google still prohibits unproven health claims. Steer clear of phrases like “cures anxiety” or “treats pain.”
- Focus on general wellness: Instead, emphasize benefits like “supports relaxation,” “promotes skin health,” or “enhances well-being.”
- Be transparent: Clearly label your products as hemp-derived and avoid any misleading language.
Remember, non-compliance can lead to ad disapproval or even account suspension.
Securing a CBD-Friendly Payment Processor
A compliant Google Ads campaign is only half the battle. You also need a payment processor that supports CBD transactions. Many popular processors still shy away from CBD, so explore specialized options like Square or PaymentCloud that cater to high-risk industries.
Stay Updated: Google’s Policies are Dynamic
Google’s advertising policies are subject to change. Stay informed by regularly checking these resources:
- Google Ads Help Center: Search for “CBD” or “hemp” for the latest guidelines.
- LegitScript Website: Learn about the certification process and requirements.
- Industry Blogs: Follow reputable marketing blogs that provide updates on Google Ads policies.
By staying informed and compliant, you can successfully navigate the world of Google Ads for your CBD business.
Case Studies: CBD Companies using with Google Ads
Case Study 1: A CBD Skincare Brand Expands into New Markets
Company Background:
HempGlow, a boutique CBD skincare brand based in Colorado, specializes in organic, hemp-derived skincare products aimed at consumers seeking natural wellness solutions. With the growing demand for CBD beauty products, HempGlow wanted to reach a larger, national audience, but they struggled to break through with traditional advertising due to restrictions on CBD ads.
Challenges:
• Google Ads restrictions on CBD products made it difficult for HempGlow to promote their products directly.
• Intense competition in the wellness and skincare space.
• Limited awareness of their brand outside their local market.
Strategy:
1. Creative Positioning:
HempGlow rebranded its ads to emphasize its hemp-derived, organic ingredients rather than CBD. They focused on keywords like “natural skincare” and “organic hemp creams,” allowing them to advertise without violating Google’s restrictions on CBD products.
2. Geo-Targeting and Compliance:
HempGlow restricted their Google Ads campaigns to states where CBD was legal, using Google’s geo-targeting tools to ensure they weren’t wasting ad spend in regions with legal restrictions.
3. Educational Content:
They also created educational landing pages on the benefits of hemp-based skincare, which didn’t violate Google’s terms by making medical claims. These pages provided informative, research-backed content, positioning HempGlow as a trusted resource for wellness-conscious consumers.
4. Ad Extensions:
By utilizing ad extensions like customer reviews and product ratings, they were able to build credibility and trust, showcasing how their hemp products were helping people achieve glowing skin.
Results:
• HempGlow saw a 50% increase in sales within the first three months of launching their Google Ads campaign.
• The targeted ads helped them break into new regions, increasing brand awareness across the U.S.
• The educational approach helped the brand establish authority in the hemp skincare market, with a 25% increase in website traffic coming from new visitors.
Key Takeaway:
By focusing on compliant language, targeting CBD-friendly regions, and using creative positioning to highlight the benefits of hemp without explicitly mentioning CBD, HempGlow was able to grow their sales significantly and expand their market reach.
Case Study 2: A CBD Oil Retailer Drives Online Sales
Company Background:
GreenLeaf Naturals is an online retailer of high-quality, lab-tested CBD oils. They target consumers looking for natural remedies for stress and sleep support. Although GreenLeaf Naturals had a solid reputation, they were struggling to drive consistent online sales through organic traffic alone.
Challenges:
• Google’s restrictions on advertising CBD oils made it difficult to promote their top-selling products.
• Competition in the CBD oil space is fierce, with many brands vying for the same audience.
• Customers were hesitant to make a purchase due to a lack of trust in the growing CBD market.
Strategy:
1. Workaround via Hemp Focus:
GreenLeaf Naturals crafted ad copy and landing pages focused on their “hemp-derived wellness oils” instead of explicitly stating CBD. They positioned their products as natural, plant-based alternatives for general wellness rather than making specific health claims, keeping their ads compliant with Google’s policies.
2. Audience Segmentation and Remarketing:
They used audience segmentation to target users searching for natural remedies, stress relief, and sleep support. By creating multiple ad groups targeting these specific interests, they were able to deliver personalized ad copy and landing pages that resonated with different customer needs.
3. Dynamic Search Ads and High-Converting Keywords:
GreenLeaf Naturals incorporated dynamic search ads that automatically matched relevant search queries to their products. They also focused on long-tail keywords like “organic hemp oil for stress” and “best hemp oil for sleep,” helping them stand out in a crowded market while driving higher-intent traffic.
4. Leveraging Display Ads for Retargeting:
To recapture visitors who didn’t convert on their first visit, GreenLeaf Naturals launched retargeting campaigns through Google Display Ads. They showcased special offers, free shipping, and user testimonials, creating urgency for potential customers who had already shown interest in their products.
Results:
• The use of dynamic search ads and audience segmentation led to a 35% increase in conversion rates over three months.
• Retargeting campaigns brought back hesitant buyers, resulting in a 30% reduction in abandoned carts.
• GreenLeaf Naturals increased their online sales by 45% and significantly boosted customer lifetime value by turning one-time buyers into repeat customers through targeted remarketing.
