Google’s housing, employment and credit (HEC) update goes into effect October 19th, 2020. This policy will impact senior living provider’s ability to use certain zip code targeting criteria in paid campaigns.
To prepare for Google’s HEC update, your senior living marketing team must ensure each of its campaigns comply with Google’s policy changes prior to October 19th.
Beyond ensuring compliance, what tests or possible solutions are available to senior living providers that are losing zip code targeting? Continue reading to learn the tests we’re performing/recommending and how your community can prepare for the policy update in October.
Senior living marketing teams have no choice but to transition from zip code targeting to other methods to obtain location tracking insights. With close to a month to prepare, providers don’t need to panic. There are several tests being conducted by our team to proactively respond to the removal of zip code targeting. Learn two of the tests that we believe will be beneficial to senior living marketing teams:
Radius targeting: The geographic area covered by this targeting option varies by the location and service line of the senior community. Typically, radius targeting covers 10-20 miles depending on whether the location is in an urban or rural area. Keep in mind, there are a multitude of variables that factor into the radius that can be targeted in a campaign.
City targeting: Targeting a specific city or town to target within location targeting is also possible. If a city target is densely populated and casts too large of a net over an area, radius targeting can be implemented to drill down to a smaller radius, such as a suburb or township. For example, if the city is New York City or San Francisco, city targeting wouldn’t be ideal for senior living marketing teams. For cities or towns that are smaller than populated urban cities, city targeting is an effective way to send a targeted paid ad campaign.
The removal of zip code targeting is concerning for many senior living providers and the importance of targeting options leaving Google’s platform should not be understated. It’s still too early to gauge the potential impact of zip code targeting being restricted from Google Ads on October 19th. Staying proactive to changes and restrictions is the best way for senior living marketing teams to prevent ad campaigns from being paused.
There isn’t a 1:1 replacement for zip code targeting, but our team is hard at work to craft a solution. We’ll continue to provide alternatives to Google Ads in upcoming blog posts related to the HEC policy update and will report our findings with radius and city targeting in the coming months. If your senior living marketing team has any questions about Google’s housing, employment and credit policy, contact our team. We will be happy to answer any questions and will help your community prepare for these changes.