Mountain View, CA– Google is making significant changes to their paid advertising that stands to greatly impact pharmaceutical paid search campaigns. These changes come in order to bring about more transparency for users and become more aligned with existing policies. But this transparency also comes with a loss of revenue for Google.
Starting on July 20th of this year, Google will no longer support Boxed Warning Ads in their current form factor. The entire AdWords platform is being updated with new “Upgraded URLs”, which won’t support ads that require multiple destination URLs driving to different landing pages. And the additional line of text that directs users to safety and prescribing information will no longer exist.
Beginning January of 2016, Vanity URLs (customized web address that includes the name of your business for marketing, branding, and SEO benefits), that are often used to direct unbranded ads to brand websites will no longer be permitted. These Vanity URLs are currently an exception to Google’s existing policy around display and final URL domains for pharma only.
Google has a thorough understanding of what the major implications for the pharmaceutical industry are around this change. To help ease this transition, Google will be introducing 3 new options:
1. Company Name.com
2. Company Name
3. Static Text: “Prescription Treatment Website” or “Prescription Device Website”
It’s still very murky on whether these changes to the AdWords campaigns will be detrimental to campaign performances. Regardless, these changes will provide our patients with more transparency than they once were offered. No hidden trickery, and more high-quality information served directly to our patients.