Been running some search campaigns for about a month for a product we own. Low budget. I have plans to expand into display as there's a lot of information out there on this particular subject.
However, I just got my remarketing lists disabled because my product in nature is an intimate, personal product and their policy is to shun that kinda stuff as it's too revealing for users.
Here's some of Google's text on the issue:
Personal hardships
We understand that users don’t want to see ads that exploit their personal struggles, difficulties, and hardships, so we don’t allow personalized advertising based on these hardships. Such personal hardships include health conditions, treatments, procedures, personal failings, struggles, or traumatic personal experiences. You also can’t impose negativity on the user.
Advertisers can’t use personal hardship categories to target ads to users or to promote advertisers’ products or services. See below for specific examples of what we don't allow.
Personal health conditions, health issues related to intimate body parts or functions, and invasive medical procedures. This also includes treatments for health conditions and intimate bodily health issues.
Examples: treatments for chronic health conditions like diabetes or arthritis, treatments for sexually transmitted diseases, counseling services for mental health issues like depression or anxiety, medical devices for sleep apnea like CPAP machines, over-the-counter medications for yeast infections (this is us), information about how to support your autistic child.
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So via this disabling, for sure we can't remarket our product to people who've shown interest previously. Kinda sucks, but not a deal-breaker overall.
However, in terms of display advertising. Can I not target people based on things they're reading?
Example: Consumer is reading about yeast infections. Can I do a targeted display campaign around those kinds of keywords? How about doing a custom intent campaign around people who have typed that stuff in before, but never been to my site?
Just wondering if any of you guys have had experience with this kinda stuff and what I need to watch out for in the future. Any advice would be greatly appreciated!
Thanks,
Zach
Maybe wise to not sell to your audience direct through big ad networks, however push more of an educational aspects which you could utilise push or a user to sign up for legitimate documentation and advice which could follow up with direct selling through email.
Depending on the country there are massive legal minefields which is suggested to do your homework to cover yourself, example not mentioning a particular brand/s within your ads as that could lead to government hawking you. Another example from I recall is in France legally you can only provide subscriptions to the delicate medications like ED, contraception pills and more.
Another is to utilise another retargeting ad network that allows your type of product to be advertised.
Maybe find partner sites that you can revenue share or do a homepage take overs if you know their site audience is a match up for your product.