Last year, Google banned addiction treatment centers from using its AdWords Advertising platform. Now, after an extended review process, the company has once again given the green light to drug and alcohol programs. What made the largest advertising provider ban a $78 million segment of the market, and what has changed since the ban was implemented?
Why Did Google Ban Rehab Facilities?
Last September, Google suspended addiction treatment and rehab centers from advertising on websites, search pages and apps because a few unscrupulous providers gave the entire industry a bad name.
The prohibition came after The Verge, an American tech publication, released a lengthy expose on rehab centers that took advantage of Google’s advertising space to target vulnerable addicts. It was a devastating move. Addiction treatment centers relied on Google, which accounts for 42 percent of the entire US digital ad market, to find new clients.
In January, Google expanded the ban to cover the entire globe. Providers were still able to promote their services on Facebook, but they lost access to a $35 billion per year advertising platform.
Now that they’re back in the good graces of Google, treatment centers can once again look forward to healthy ad revenues. That being said, renewed access comes with a price.
What’s Changed?
Starting in July, rehab centers will once again have the opportunity to spread their message through AdWords. That’s good news, but they’ll find that things have changed since last year, and they might not like Google’s new policies.
For one, the rules have become tougher. Treatment providers will now have to pass criminal background checks, show that they’re licensed to treat people for substance abuse disorders and prove that they carry valid insurance. Finally, they’ll have to submit “written policies and procedures” demonstrating a commitment to industry best practices.
The vetting process will be overseen by LegitScript, a Portland-based company that already verifies online pharmacies and supplement providers. The final step is certification by Google itself. The review process isn’t free either. Initial verification costs almost $1,000 and renewal comes with a price tag of $2,000 per year.
Are the New Rules Good for Treatment Centers?
The industry’s leading associations, the National Association of Addiction Treatment Providers and the National Center on Addiction and Substance Abuse, have all given their seal of approval to the new rules. But why? Don’t they make it tougher for rehab facilities to advertise?
Yes and no. By tying certification to advertising, Google is giving treatment centers an incentive to raise their standards, and that’s not a bad thing. In the short term, companies will have to jump through more hurdles and pay more money in order to make their voice heard. In the long run, the stricter rules help legitimate treatment centers, who no longer have to compete with bad actors and their dubious practices.
In other words, Google is doing its part to clean up the industry and, therefore, reestablish trust with potential clients. That may compel more people to look for treatment programs, and from now on, Google Certified rehab centers will stand out from the crowd.
How to Get Ahead in the New World of Online Advertising
With the repeal of the ban, treatment facilities must once again put serious thought into their digital marketing strategies. And this time around, they’ll have to put greater emphasis on quality and legitimacy. In addition to raising their standards and going through the certification process, they should:
– Improve their Website Design: These days, sites should be responsive, which means they should work on mobile devices as well as desktop and laptop computers. In the new mobile-first world of digital marketing, responsive site design is no longer optional; it’s essential to success.
– Optimize their Website Content: Keywords are still important, but SEO optimization goes far beyond inputting the right phrases into ads and web copy. If you want to rank well on the search engine results page (SERP), you’ll also need to develop high-quality content (video, text, audio) that both attracts and holds people’s attention.
– Focus on Traffic Generation: It’s not just about attracting tons of visitors to your site; it’s about attracting the right kind of visitors, the ones who will eventually turn into leads. In the rehab business, that means people who are actively looking for help overcoming their addiction or family members who want to find solutions for their loved ones.
In addition to using the right keywords, it’s good to know what social media platforms your target audience is likely to use and what kind of content will appeal most to them.
– Track Lead Conversions: If you’re not yet tracking every interaction with your site, you should be. You want to ensure that you’re getting the results you expect and not wasting money on outdated strategies. And these days, powerful software lets you manage leads and conversions at an increasingly granular level.
– Connect with Influencers: The new Google certification will go a long way towards establishing trust with potential clients, but influencers can also help. It takes time and resources to build relationship with key players, but it’s well worth the expense. If you can tap into their following and take advantage of the trust they’ve established with their supporters, you’ll be far ahead of the game.
Where to Start
Marketing takes time, money, and know-how. Now that Google has added a certification process to the mix, it will take even more effort and resources.
Still, the change is good for clients and providers alike. By weeding out the unscrupulous actors, it will be easier for people seeking help to connect with legitimate addiction treatment centers, which will become more visible as the field becomes less cluttered.
You can start by reaching out to a digital growth agency that has experience promoting addiction treatment centers. At National Positions, we’ve spent years helping rehab facilities reach potential clients and we always stay on top of the latest industry trends.
Follow our blog to get updates on Google’s certification process and general marketing info. If you have additional questions or want to hear about other digital marketing options for your addiction treatment center, you can also contact us to speak with a real person!
