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CBD brands are allowed to advertise their products across Google and popular social media platforms. However, brands need to make an effort. Are you looking to advertise CBD products on Google? This is the guide for you. Read on to learn more about CBD and Google ads.

CBD Ads on Google & Social Media Platforms: Things to Know

Posted February 27th, 2022 by teseo & filed under CBD Marketing.

In an ideal world, most online advertising campaigns of CBD brands would use a balanced mix of paid social, paid search and programmatic ads to attain their campaign goals. Unfortunately, in the real world, brands are not able to rely on anything except programmatic ads. However, CBD brands still need to create ads for CBD business and try for the approval of those ads on social and search platforms.

Here’s what you need to know about creating and getting the ads approved by varied digital platforms.

Are CBD brands allowed to advertise on Google, Instagram & Facebook?

Facebook and Google are the foremost social and search advertising platforms and they account for approximately 60% of digital advertising dollars spent in the United States. However, CBD brands do not account for even half that amount but only some of it.

The problem with these platforms is that they don’t let CBD brands to openly advertise their products, even though hemp-deprived CBD was legalized in the 2018 Farm Bill. That said, the platforms do accept a specific and small subset of ads explained below.

What kind of ads are allowed on Google?

Google’s polices clearly state that they don’t allow promotion of certain products or services that cause harm, damage or injury. Under recreational drugs, the platform bans advertisements for substances that change the mental state for the purpose of recreation and this includes marijuana and other such substances. The platform also doesn’t allow ads for products or services that facilitate recreational drug use, such as bongs, pipes or cannabis coffee shops.

However, Google does allow brands to run ads for hemp-deprived CBD products that depend on hemp keywords.

What kind of ads are allowed on Instagram & Facebook?

The advertising policies of Facebook and Instagram states that they prohibit content that facilitate the promotion of illegal products or services. Adverts that are targeted to minors must not promote services, activities or products that are unsafe, illegal or inappropriate. Facebook also has additional policies that pertain to unsafe supplements and drugs. But CBD ads typically tend to get rejected under illegal products or services even though the products are legalized in most states in the USA.

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However, the policies and rules are slowly changing. Today, CBD ads are allowed to run on Facebook if they’re ads for CBD business that are selling CBD topicals. This change in policy is fairly new and previously, CBD topicals were also banned.

Ways to enhance your chances of getting your CBD ads approved by Facebook & Google

There’s no guarantee your ads will get approved but you can make the effort to increase the chances of their approval. You can also collaborate with a professional CBD digital marketing agency experienced in running ads on Google and social media platforms. While you are looking for the right partner, these methods should help to enhance your approval chances.

    • From your ad creative, you need to remove all the hemp and CBD keywords and replace them with euphemisms, such as plant-based remedies.
    • You can design a gated landing page that is specific to your campaign. The page must omit the references to hemp and CBD, but include a CTA that drives potential customers to your website. You can use this page as a landing page for the campaign.
    • If your ad campaigns are still rejected, you can eliminate all links to your website and leave a stand-alone page that doesn’t have any connection to your main page. You must not mention hemp or CBD and submit the campaign.
    • If your ad campaigns are approved, you must wait for two days before introducing links through to your website via the gated landing page.

    So, these are a few of the best practices that you can follow for running ads for CBD business on Google and across popular social media platforms. You can also take help from a professional agency to ensure your ads don’t get rejected.

    Can You Advertise CBD on Google?

    If you own, manage, or market a CBD business, then you probably want to advertise it, and since the Google ad network is the world’s largest ad network, it’s probably top of your list.

    Like any other business, you want to go advertise where the eyeballs are.

    However, due to the unique legal status of cannabidiol or CBD products in most countries, it is difficult to know what is and isn’t allowed to be advertised across the Google advertising network.

    Hopefully, this article can give you some clarity.

    Does Google allow CBD ads?

    The short answer is no.

    The long answer is it’s complicated.

    CBD can be advertised on the Google display network, Google ads, and Google shopping ads only if it contains CBD oil derived from hemp and not cannabis.

    This is because cannabis is federally illegal in the united states but legal in certain states. In Canada, it is legal but not in the UK.

    This also means that one of the biggest obstacles if you want to build up a global CBD business, is having to work out the regulations in each different country that you want to sell into.

    You also need to be careful not to advocate in your promotional materials for the health benefits of your products in the USA, or you may run foul of the federal trade commission (FTC) or the food and drug administration (FDA).

    If you do make claims, then you have to be sure that you can back them up with credible medical research.

    How to put CBD ads on Google

    If you have weighed up the risks but want to try advertising on Google anyway, then you need to proceed with caution. Google has huge power to block your domain, flag your billing information, and even prevent you from setting up a new account if they cancel your other ones.

    If you want to go ahead and advertise your CBD products on the Google advertising network, then follow these steps:

    • The first step is to create a new Google Ads account to use specifically for advertising your CBD product. If you run into problems, then it won’t affect your other Google Ads campaigns.
    • Once your account is set up, you can then set your budget and location and set up a campaign using the ‘paid search ads’ option.
    • The next step is to select relevant keywords for your product, such as “CBD, “CBD oils,” hemp,” etc. And then enter a cost-per-click bid for each keyword.
    • Now comes the tricky part. When you create and write an ad, make sure that you avoid promoting your CBD product directly , or you will get caught out by Google’s terms of service. It is better to just use a more vague description of your product. For example, focus on the benefits of it without naming it.
    • The final step is to create a specific landing page that your ad will take consumers to. Just like the ad itself, don’t overtly promote your CBD product on the landing page either – instead, make it an information page that users can then click thru to your product pages.

    That’s how you put CBD ads on Google. There is a chance that this will still upset the Google ‘gods,’ but if you follow these steps, then you are technically not violating their terms of service.

    Is there a better way?

    If you want to avoid these problems, then yes, there is a better way to still get traffic from Google. And that is through an aggressive content marketing campaign that employs highly informative and engaging quality content that is optimized to rank highly in search results. For example, you could hire a CBD content writer to write a blog that covers CBD topics to help inform your audience about the industry and your products. Focusing on your CBD SEO can pay large dividends over the long term if you do things right.

    This way, you will drive lots of traffic to your website without the risks.

    The bottom line

    Advertising CBD on Google is not allowed if the oil is made from cannabis, but technically ok if it is made from hemp. This ambiguity makes it risky to invest in Google advertising campaigns as you risk getting banned from Google.

    Cannabis is a huge, growing industry. People want to find out more about your products, so a much better option is to invest in website content so that it ranks high in organic search results, which will lead to an increase in traffic and, at the same time, avoid all of the risks of paid advertising

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