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Inactive & disapproved but I’ve made the necessary changes – I think
Posted by on August 11, 2021 at 2:03 pmMy Google ads have been disapproved due to a change in policy regarding the offering of addiction services. We’re a psychotherapy practice and addiction counselling is one of the services we offer. I tried filling out a Google form to get certified but the forms I find seem to be related only to pharmacies. I scrubbed any mention of the word addiction from the site and I’m still disapproved (the ads themselves never mentioned addiction). I set up a new ad, reworded an old one (as advised by someone in support) – still disapproved.
It’s gone to appeal now, but I’m anxious about getting knocked back again and we’re losing a significant amount of traffic with our ads not running.
Any ideas? Am I missing something?
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1 Reply
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I run a psychotherapy ad account too. I’ve found this field is heavily regulated and most of the words you use, be it “addiction” or “mental health” will trigger a flag from Google. Even the word “treatment” gets flagged and sometimes, disapproved.
The keywords you choose should not make the user feel that you “know” they are in need of a mental health specialist. Or that you know something about their health in general.
I’ve found that using empathic words or empathic tone don’t trigger any flags . For example “we care”, “don’t suffer”, “we understand”, “therapy available”, etc. Although this makes your ads more general and less targeted for sure.
All in all, testing your ad copies will lead you in the right direction. Try words that may be in a “gray” area, not too specific not too general, and build your way from there. If you are using RSAs, check the “view assets details” tab, there you will see which headlines and descriptions are disapproved. That might lead you in the right direction too.
Also negative keywords are your friends in this case, add any keyword that you don’t want to bid for. Therefore you are targeting the right audience without the use of headlines or descriptions that raise a red flag.
I would like to hear what others have done for this kind of healthcare campaigns.
Hope this helps!
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