According to a study1 the revenue from surgical and non-surgical cosmetic procedures in the USA rose to a whopping 1.6 billion USD. And while this is excellent news for plastic surgeons looking to expand their digital footprint; it also implies that the competition is getting fierce and advertising costs are peaking. Not to mention, the rising average cost per click is not the only challenge faced by the industry. The majority of effort also goes into making sure the advertising infrastructure (including ad copies, content on landing pages, and imagery) for plastic surgeons aligns with Google Ads policies and respects the audience’s right to privacy and data protection.
Our Paid Media marketing strategists have helped some of North America’s top plastic surgeons increase their YoY revenue by devising winning strategies on Google Ads and Bing Ads.
Read on to learn how Wisevu helped their clients evolve with Google’s strict ad policies and guidelines for cosmetic procedures, alongside managing an annual million-dollar portfolio on Google Ad spend.
Broadly, Google categorizes adult cosmetic procedures into two sections that restrict ads from going live:
Typically, a Google ad for a general merchandise store takes up to 24 hours to get reviewed by Google’s Machine Learning ML and AI-enabled systems. In contrast, complex ads like invasive cosmetic surgeries require a complex editorial review. In order to ensure your ad gets approved, our team of experts makes sure we comply with Google Ad’s sexual content policy3 and refrain from targeting minors.
Once the ad gets approved with limitations, it is eligible to show in limited scenarios based on user search queries, their browser’s safe search settings, their age (should be 18+), and local laws where the ad is being served.
Google clearly states that these strongly and moderately restricted business categories are not allowed to run ads on YouTube, Google Display Network and Gmail. Any ad account that is found violating these policies can face account suspension without any prior warning. This is applicable to the account running the ads, and every account that is connected via the same payment method.
Another over-arching restricted advertising category comprises of Speculative and Experimental Medical Treatments. Procedures involving cell therapies, gene therapies, blood transfusions, platelet-rich plasma and stem-cell therapies fall under Healthcare and Medicines category; and advertisers are withheld from marketing these services. However, Google permits advertising for these terms only when they are meant for educative and informative purposes, including academic papers, research, and medical conferences.
Google’s strict rules and advertising policies can seem quite daunting and oftentimes inevitable. Our seasoned Google Ads Marketing Experts for cosmetic and Plastic Surgeons as well as medical spas have acquired the skills and industry expertise over years by carrying out numerous experiments, A/B tests on content & lead generation tactics, and sentiment marketing – all while keeping the target audience’s psychological expectations and behaviour in mind.
Our Marketing Strategists at Wisevu know your competition and industry well enough to help you rise the ROI-driven success ladder.
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