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.
Tailoring Audiences for CBD Google Ads Campaigns
A. Identifying High-Intent CBD Audiences: Who’s Searching for CBD?
When it comes to advertising CBD, targeting the right audience is crucial for maximizing conversions and minimizing ad spend. The CBD consumer base is diverse, ranging from wellness enthusiasts to people looking for natural alternatives for pain relief, anxiety, or skincare solutions. Tailoring your audience based on their specific needs, habits, and legal locations will yield better results than broad targeting.
Some high-potential CBD audience segments include:
1. Health-Conscious Consumers:
People seeking natural, plant-based alternatives to pharmaceuticals for general wellness. These individuals are often looking for products like CBD oils, tinctures, or edibles to support relaxation, stress relief, and sleep.
2. Athletes and Fitness Enthusiasts:
This group is increasingly turning to CBD products for post-workout recovery, pain management, and inflammation relief. Targeting this audience with products like CBD-infused topicals or CBD recovery drinks can be highly effective, especially when combined with fitness-related content or partnerships.
3. Skincare Enthusiasts and Beauty-Conscious Shoppers:
The rise of CBD-infused skincare products has created a strong niche audience that is particularly interested in natural ingredients. These users are searching for solutions like “CBD face creams for anti-aging” or “hemp-based moisturizers,” making them ideal for campaigns focused on beauty and skincare products.
4. Pet Owners Seeking Natural Remedies:
As CBD for pets grows in popularity, pet owners searching for natural remedies for their pets’ anxiety, arthritis, or joint pain are becoming a valuable segment. Keywords like “CBD for dogs with anxiety” or “CBD oil for pets” can target this niche effectively.
By identifying the specific sub-niches within the broader CBD market, you can tailor your messaging and ad creatives to speak directly to their unique concerns, making your ads more relatable and likely to convert.
B. Audience Segmentation: Narrowing the Focus for Maximum Impact
Google Ads offers advanced audience segmentation tools that allow you to reach highly specific groups based on their online behaviors, interests, and demographics. For the CBD industry, it’s crucial to segment your audience in ways that align with your product offerings and the legal restrictions in place. Here are some practical approaches:
1. Demographic Targeting:
If your product caters more to specific age groups, genders, or income brackets, you can narrow your targeting to match. For example, if you’re selling premium CBD skincare products aimed at an affluent audience, targeting users in the 30-50 age range with higher income levels may yield better results than broader age brackets.
2. Interest-Based Segmentation:
Use interest categories such as “Wellness Enthusiasts,” “Natural Health,” “Alternative Medicine,” or “Fitness Buffs” to find users already interested in topics related to your CBD products. By aligning your ads with their interests, your products will feel more relevant and less like a random pitch. For example, targeting people with an interest in “natural stress relief” can make your CBD products more appealing.
3. Behavioral Targeting:
This involves targeting users based on their previous behavior—whether they have shown an interest in wellness, health, or natural products. For example, users who frequently visit sites about alternative medicine or yoga may be more inclined to try CBD products. Use Google’s affinity audience segments to target people based on these behaviors.
4. Custom Intent Audiences:
With custom intent audiences, you can go a step further by creating custom lists of people who are actively researching products similar to yours. For example, you can create an audience segment targeting users who’ve searched for specific terms like “best CBD oil for anxiety,” “CBD for joint pain,” or “full-spectrum CBD vs isolate.”
C. Retargeting: Reaching Customers Who Showed Interest in CBD
Retargeting is particularly effective in the CBD industry, where customers may need multiple touchpoints before making a purchase. Consumers often want to research CBD, check out reviews, and compare brands before buying. By using retargeting, you can ensure your brand stays top-of-mind during this decision-making process.
1. Dynamic Remarketing:
Dynamic remarketing allows you to show customized ads to people who’ve visited your site but didn’t convert. For example, if a visitor browsed your CBD skincare page but didn’t make a purchase, you can retarget them with ads that showcase your top-selling skincare products or offer a limited-time discount. Dynamic ads can automatically pull product images and pricing, making them personalized and highly relevant.
2. Time-Sensitive Retargeting:
Since CBD products are often consumed on a regular basis, it’s effective to retarget customers based on their purchase cycle. For instance, if a user bought a 30-day supply of CBD oil, you could retarget them with a reminder to replenish their stock just before their current product runs out. This approach not only boosts repeat sales but also builds customer loyalty.
3. Cross-Selling Retargeting:
If a customer has shown interest in a particular product, like CBD oils, you can retarget them with complementary products. For example, if they purchased a CBD tincture, you could show them ads for CBD gummies or topicals, encouraging them to explore your full range of offerings.
D. Geo-Targeting and Local Audiences: Focusing on Legal CBD Markets
Due to the varying legality of CBD across different regions, geo-targeting plays a critical role in reaching the right audience. You need to focus your ads on states, countries, or cities where CBD is fully legal and allowed to be advertised.
1. Local CBD Markets:
If you’re a CBD business operating in a legal U.S. state like Colorado or California, you can narrow your targeting to focus on customers within those states. Using location-based keywords such as “buy CBD in Colorado” or “CBD oil Los Angeles” can help you capture highly relevant traffic that is both local and more likely to convert. Geo-targeting these specific areas ensures that you’re focusing your budget on regions where CBD sales are legal and in demand.
2. Excluding Restricted Areas:
It’s equally important to exclude areas where CBD is not legal or where advertising restrictions are in place. Use Google Ads’ geo-targeting feature to exclude regions or countries where you’re not allowed to advertise, such as Idaho or South Dakota. This not only helps you avoid potential legal issues but also ensures you’re not wasting ad spend in areas where you can’t sell your products.
3. Localized Promotions:
If you’re targeting a specific city or state, create localized ads that resonate with those audiences. For example, if you’re targeting New York City residents, you could create ads like “Shop Organic CBD Products Delivered to NYC.” This approach helps make your ads feel more personalized and relevant to local customers, boosting your chances of conversion.
E. Audience Trends: Adapting to the Evolving CBD Consumer
The CBD market is continuously evolving as more people become aware of its potential benefits, and different audiences emerge. For example, the trend of using CBD for mental wellness and relaxation has gained popularity in recent years, creating a new market of consumers seeking non-prescription remedies for stress relief. As these trends shift, so should your audience targeting.
Staying ahead of these trends and updating your audience segmentation is key to reaching new customers as the CBD industry grows. Monitor market developments, customer feedback, and consumer behavior to continuously refine your audience strategy and adapt to the changing landscape.
CBD Keyword Research and Optimization
A. CBD-Specific Keyword Research: Targeting High-Intent Searchers
Keyword research is the cornerstone of any successful Google Ads campaign, but in the CBD industry, it requires extra care due to Google’s policies and intense competition. Start by identifying high-intent keywords—those that signal a strong purchasing intent. Examples include phrases like “buy CBD oil online,” “organic CBD tinctures for pain relief,” and “hemp-derived CBD for anxiety.” These keywords indicate that users are not just browsing but actively searching for CBD products.
Given the restrictions on directly advertising CBD products in some regions, you can also target broader wellness-related terms that align with your offerings. Phrases like “natural remedies for stress,” “plant-based skincare,” or “hemp wellness products” can drive traffic while staying compliant. However, it’s important to always review the legalities surrounding these terms in your target locations.
Using tools like Google Keyword Planner, Ahrefs, or SEMrush, you can uncover new keyword opportunities specific to the CBD niche. Look for keywords with a balance of search volume and lower competition to maximize visibility without overpaying for clicks. Additionally, keep in mind that CBD-related keywords may have fluctuating costs due to their popularity and competition.
B. Long-Tail Keywords: Niche Audiences, High Returns
Long-tail keywords are especially valuable in the CBD market. These are longer, more specific keyword phrases such as “full-spectrum CBD oil for chronic pain” or “CBD for post-workout recovery.” While long-tail keywords typically have lower search volumes, they attract highly qualified traffic—users who know exactly what they want. For example, “CBD bath bombs for relaxation” targets users with a clear buying intent and a niche interest, which is more likely to convert than broader terms like “CBD products.”
For niche CBD offerings like pet CBD, consider keywords such as “CBD for dogs with anxiety” or “CBD for cats joint pain.” The more specific the keyword, the less competition you’ll face, and the more likely you are to attract customers who are closer to making a purchase.
C. Implementing Negative Keywords: Saving Money by Avoiding Irrelevant Traffic
Negative keywords are crucial in the CBD industry to avoid wasting your budget on clicks that won’t convert. These are keywords that you don’t want your ads to show up for. For instance, terms like “marijuana,” “THC,” or “psychoactive” could attract users searching for cannabis products that fall outside the legal parameters for advertising CBD.
Additionally, if you don’t sell certain product types (e.g., CBD vapes or THC-infused products), you should add those as negative keywords to avoid showing up in searches for those products. This strategy saves you money by preventing clicks from users who aren’t looking for what you offer, allowing you to focus on high-conversion traffic.
D. Keeping Track of Keyword Performance: Optimize Based on Data
Once your campaigns are live, continuously monitor the performance of your keywords. This is particularly important in the CBD industry, where consumer interests and search behaviors are constantly evolving. Look for which keywords are driving the most conversions and adjust your bids accordingly. Keywords like “best organic CBD oil” or “CBD gummies for anxiety” may show better performance during certain seasons or trends, requiring you to pivot your strategy.
For emerging products, such as CBD-infused beverages or CBD skincare, use keyword trends and search data to adjust your campaigns and capture new market opportunities. Regularly refining your keyword list is key to staying competitive and ensuring that your ads are reaching the right audience.
E. The Importance of Local and Geo-Targeted Keywords for CBD
Given the complex legal landscape for CBD, geo-targeting is not just a bonus—it’s a necessity. Local keywords like “CBD oil near me” or “buy CBD in [city/state]” can be especially valuable if you’re operating in a market where CBD products are legal but restricted to specific areas. Tailoring your campaigns to target only the regions where CBD is allowed can prevent unnecessary ad disapprovals and wasted spend.
For instance, targeting keywords like “CBD oil Los Angeles” or “hemp-based skincare New York” ensures that your ads are only reaching users in compliant regions, allowing you to focus your efforts where they’re most likely to convert. You can also geo-target campaigns to highlight local promotions, events, or shipping incentives to further boost sales in key markets.
F. Seasonal and Trending Keywords: Capitalizing on the CBD Market’s Growth
The CBD market experiences seasonal trends, such as increased interest around the holidays when customers are more likely to buy gifts like CBD skincare sets or wellness products. Keywords like “best CBD gifts” or “holiday CBD bundles” can drive significant traffic during these periods. Similarly, around New Year’s, keywords related to health and wellness goals such as “CBD for stress relief” or “CBD to improve sleep” tend to spike.
Keep an eye on emerging trends within the CBD space, such as the growing popularity of CBD-infused beverages or CBD for fitness recovery, and adjust your keyword strategy to reflect these shifts in consumer interest.
Writing Effective Ad Copy for the CBD Industry
Crafting ad copy for CBD products requires a fine balance between being persuasive, informative, and legally compliant. Given the restrictions on CBD advertising—especially in regions like the U.S.—you need to avoid making any health claims while still enticing customers to explore your offerings. Here’s how you can create compelling ad copy that speaks to the unique needs of CBD customers while adhering to Google’s strict advertising policies.
A. Understanding the CBD Customer Mindset
Before writing your ad copy, it’s crucial to understand the specific mindset of CBD consumers. Many CBD buyers are searching for natural alternatives to traditional medications, wellness products that fit into their holistic health routines, or solutions for stress, sleep, or recovery. They are often cautious, seeking reassurance about product quality, safety, and legality. Your ad copy should speak to these concerns while remaining compliant with advertising restrictions.
For example:
• Health-conscious buyers may be looking for organic, non-GMO CBD products.
• First-time buyers might need assurance on the legality or proper usage of CBD.
• Experienced users may seek high-potency or specific formulations like full-spectrum or isolate CBD.
Tailoring your ad copy to address these needs without making specific health claims is key to engaging your audience.
B. Crafting Headlines That Capture Attention
Your headline is the first thing potential customers will see, and in a competitive market like CBD, it needs to immediately grab their attention. However, with restrictions on making medical or health-related claims, your headlines need to focus on product benefits, quality, and lifestyle integration.
Examples of effective CBD headlines:
1. “Discover Organic CBD Products for Everyday Wellness”
This headline speaks to the increasing demand for organic, clean-label products while keeping the message broad enough to comply with Google’s policies.
2. “Shop Premium Hemp-Derived CBD for Relaxation & Calm”
Highlighting the hemp-derived aspect ensures compliance while still appealing to consumers looking for relaxation without making medical claims.
3. “Explore Our Top-Selling CBD Oils and Gummies”
This straightforward headline promotes product categories, appealing to users who already know what they want. It focuses on top-selling products, instilling confidence in new buyers.
4. “Third-Party Tested CBD You Can Trust”
Quality and safety are top concerns for CBD customers. By highlighting third-party testing, this headline reassures potential buyers that your products are credible and reliable.
C. Writing Persuasive Descriptions Without Making Health Claims
CBD consumers are often looking for solutions to specific problems, such as stress, sleep difficulties, or discomfort. However, to comply with Google’s policies, you need to avoid promising any medical outcomes. Instead, focus on product quality, customer benefits, and lifestyle integration.
Examples of compliant CBD ad descriptions:
1. Highlighting Natural Ingredients and Purity
“Experience the natural benefits of hemp-derived CBD, crafted from organic, non-GMO hemp. Our premium oils and gummies fit seamlessly into your daily wellness routine.”
This description emphasizes the natural and organic aspects of the product, which appeals to health-conscious consumers. It avoids health claims while still promoting the product’s potential lifestyle benefits.
2. Focusing on Product Features
“Our full-spectrum CBD products are third-party lab-tested for purity and potency. Shop oils, gummies, and topicals made from U.S.-grown hemp with no artificial additives.”
By focusing on product features like “full-spectrum” and “lab-tested,” this description builds trust without overstepping Google’s policy on medical claims. It also speaks to the growing demand for transparency in the CBD industry.
3. Promoting Relaxation and Wellness (Without Claims)
“Promote relaxation and balance with our high-quality CBD tinctures. Crafted from organic hemp, our products are perfect for supporting your wellness journey.”
Instead of claiming that the product “reduces anxiety” or “relieves stress,” this copy carefully uses language that suggests relaxation and wellness support without making specific health promises.
4. Customer-Centric Approach
“Join thousands of satisfied customers who trust our CBD products for their daily wellness needs. Enjoy free shipping on orders over $50.”
This approach builds social proof and trust by highlighting satisfied customers. The free shipping offer adds an extra incentive, increasing the likelihood of conversions.
D. Using Clear Calls-to-Action (CTAs) to Drive Conversions
In the CBD industry, CTAs need to be both compelling and compliant. Since CBD is a regulated product, your CTAs should focus on the benefits of trying your product or taking advantage of an offer, without making bold claims about outcomes.
Examples of effective CTAs for CBD ads:
1. “Shop Now for Organic CBD Products”
Simple and direct, this CTA focuses on driving users to explore your product range, with an emphasis on organic products—a key selling point for health-conscious buyers.
2. “Try Our Best-Selling CBD Gummies Today”
Highlighting best-sellers encourages potential customers to try what others have already trusted, offering reassurance to new buyers.
3. “Get 10% Off Your First CBD Order”
Offering a first-time discount is a great way to remove hesitation from potential customers. Many first-time CBD buyers are reluctant to spend due to price, so a discount can encourage conversions.
4. “Learn More About Full-Spectrum CBD Benefits”
Instead of a direct product purchase CTA, this softer approach invites users to educate themselves about full-spectrum CBD. It’s a great tactic to guide those who are still researching, building a relationship that can eventually lead to a sale.
E. Staying Compliant While Building Trust in CBD Ad Copy
The CBD industry is highly regulated, which means your ad copy must avoid making direct medical claims about what CBD can do. However, you can still build trust with potential customers by emphasizing quality, transparency, and customer experience.
Tips for compliant yet persuasive copy:
1. Focus on Quality Assurance:
Highlight third-party testing, lab certifications, or organic farming practices. This reassures customers that your products are safe and reliable.
2. Promote Transparency:
Avoid vague or exaggerated claims. Instead, be clear about what’s in your products, how they’re made, and where they come from. For example, “U.S.-grown, non-GMO hemp” adds a layer of credibility.
3. Use Customer Testimonials Carefully:
If including customer testimonials, ensure they do not make medical claims. For instance, a testimonial saying, “I feel more balanced after using this CBD oil,” is acceptable, while “This CBD cured my anxiety” would violate ad policies.
Maximizing CBD Campaigns with Ad Extensions
In the CBD industry, where product transparency, customer trust, and compliance with regulations are paramount, ad extensions become a key tool in delivering detailed, relevant information directly within your Google Ads. By making strategic use of ad extensions, CBD businesses can overcome challenges like customer uncertainty, market saturation, and compliance issues, while driving both online and in-store sales.
A. Sitelink Extensions: Directing CBD Consumers to What They Need
Sitelink extensions allow you to add extra links beneath your ads, guiding potential customers to the most relevant pages on your site. For a CBD business, this can help streamline the purchasing journey, educate your audience, and highlight product variety, all while remaining compliant with ad policies.
1. CBD Product Category Pages:
Direct traffic to specific product types to capture high-intent shoppers. For example, use sitelinks like “Shop CBD Oils,” “Explore CBD Gummies,” or “CBD Capsules for Wellness” to drive users to the exact product category they’re looking for. This strategy can reduce friction in the customer journey, making it easier for users to find the CBD product that meets their needs.
2. Educational Content for First-Time Buyers:
Many consumers are new to CBD and seek information before making a purchase. Use sitelink extensions to lead these users to educational pages on your website. Examples might include links like “What is CBD?” or “CBD Dosage Guide,” giving them the information they need to feel confident in their purchase decision. This is particularly important in a market where trust is a deciding factor and can also help position your brand as an authority.
3. Compliance and Trust Signals:
Highlighting sitelinks that showcase your compliance and commitment to quality is essential in the CBD space. Direct users to pages like “Third-Party Lab Results” or “Our Hemp Sourcing Process” to build trust with consumers who are concerned about product quality and safety. This kind of transparency can differentiate your brand from competitors who may not emphasize their compliance as clearly.
B. Callout Extensions: Highlight the Unique Qualities of Your CBD Products
Callout extensions allow you to add brief snippets of text to emphasize specific features or benefits of your CBD products. These are particularly effective for addressing the unique concerns of CBD customers, such as product safety, legality, and quality.
1. Trust-Building Features:
In an industry where product quality varies widely, using callout extensions to highlight key selling points is crucial. Phrases like “Third-Party Lab Tested,” “CO2 Extraction Method,” and “100% Organic Hemp” can reassure consumers that your products are safe, pure, and compliant with regulations. Consumers are more likely to choose a brand that emphasizes these quality controls, especially in the sometimes murky world of CBD products.
2. Product Benefits Without Health Claims:
Callout extensions can be used to highlight product benefits, as long as they are compliant with Google’s policies. For example, instead of saying “CBD for Anxiety Relief,” you could use callouts like “Supports Relaxation” or “Promotes Wellness.” These phrases suggest the benefits of CBD without making direct health claims, keeping your ads compliant while still showcasing what your products offer.
3. Promotions and Incentives:
Attract customers with promotions that drive urgency and value. Use callout extensions for offers like “Free Shipping on CBD Orders Over $50” or “15% Off First Order.” Special offers can sway cost-conscious shoppers or first-time CBD buyers who might otherwise hesitate due to the price or unfamiliarity with the product.
C. Structured Snippet Extensions: Show Off Your CBD Product Range
Structured snippets allow you to list categories of products or features under a specific header, which is especially useful in the CBD industry where consumers often have preferences for different forms of CBD (e.g., oils, capsules, topicals). This extension can also help emphasize the breadth of your offerings, making your brand more appealing to diverse customer needs.
1. Highlight CBD Product Types:
Use structured snippets to display your range of products, such as:
• CBD Oils
• CBD Gummies
• CBD Topicals
• CBD Capsules
This gives users an at-a-glance view of what you offer, ensuring that they can quickly identify if you have the products they’re looking for. For businesses with extensive product lines, this is a quick and compliant way to showcase your diversity.
2. Key CBD Benefits (Without Making Health Claims):
Another option is to list general benefits associated with CBD use under a header like “CBD Benefits” while staying compliant. You could include snippets like:
• Promotes Relaxation
• Supports Better Sleep
• Eases Discomfort
• Natural Stress Support
This offers a broader understanding of how your products fit into wellness routines without overstepping Google’s restrictions on medical claims.
D. Call Extensions: Provide Immediate Access to Information for CBD Buyers
Call extensions allow you to add a phone number to your ads, making it easy for customers to get in touch with your business directly from their mobile devices. This is particularly valuable in the CBD industry, where consumers often have specific questions about the legality, safety, or usage of CBD products.
1. Customer Inquiries on CBD Usage:
Many potential CBD buyers, especially first-timers, may have questions about dosage, product types, or legality. Using a call extension with a prompt like “Call Us for Expert CBD Advice” can give hesitant customers the confidence they need to proceed with a purchase. It also opens a direct line of communication for answering compliance-related questions, which can prevent misunderstandings and build trust.
2. Consultation for Premium Products:
If you offer premium or high-potency CBD products, some consumers may prefer speaking to a representative before making a purchase. A call extension labeled “Speak to a CBD Expert” could connect potential customers with a knowledgeable representative who can explain product details and make recommendations based on the customer’s specific needs.
E. Location Extensions: Drive Foot Traffic to Your CBD Store
If your CBD business has a physical storefront or operates in a legally compliant dispensary, location extensions are a must. These extensions show your address alongside your ad, helping users find your store quickly—critical for driving in-person sales in regions where CBD is legally sold.
1. Attract Local Customers in Legal CBD Markets:
Use location extensions to capitalize on searches like “CBD store near me” or “buy CBD oil locally.” Showing your address directly in the ad makes it easier for local customers to visit your store, especially if they prefer purchasing CBD products in person rather than online.
2. Drive Foot Traffic with In-Store Promotions:
Promote in-store-only deals or events using location extensions. For example, “Visit Us for 10% Off In-Store” or “New CBD Products Available Locally” can encourage customers to come in and shop, driving higher foot traffic to your location.
F. Price Extensions: Increase Transparency with Clear CBD Pricing
Price transparency is especially important in the CBD industry, where consumers often compare brands and are wary of overly expensive or deceptively cheap products. Price extensions allow you to show your product prices upfront, ensuring that customers know what to expect before they click.
1. Highlight Starting Prices for Popular CBD Products:
Use price extensions to show the starting prices for your best-selling products. For example, you might list:
• CBD Oils – From $29.99
• CBD Gummies – From $19.99
• CBD Topicals – From $24.99
This transparency can build trust and encourage users to click, knowing they’re getting a fair deal.
2. Promote Discounts and Special Offers:
If you’re running special offers, highlight these through price extensions to entice shoppers. For example, if you have a discount on a specific product, you can show “Was $39.99 – Now $29.99,” giving users a clear reason to click through and explore your sale items.
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.