Google’s HEC Policy is Here: How Senior Living Providers Ensure Compliance

Google’s housing, employment and credit (HEC) policy goes into effect today in paid media campaigns. The demographic targeting restrictions in Google’s HEC policy now directly affect how senior living providers reach prospective residents. If your senior living marketing team hasn’t yet adjusted to the new HEC policies, we’ve got you covered.

Continue reading to learn the following:

  • What senior living providers should be doing to ensure HEC compliance
  • The consequences of not being HEC compliant
  • Links to previous posts and resources in our HEC series to help senior living marketing teams respond to Google’s HEC policy

Steps Senior Living Marketing Teams Must Take to Ensure HEC Compliance

To be certain that your senior living community is compliant with Google’s HEC policies, quickly check to see that the following steps have been taken:

  • Accept Google’s updated terms of service/policy agreement.
  • Review any open items that may be flagged and remove any targeting criteria that falls under the HEC policy. This includes location targeting for zip codes, demographic targeting for age and gender and more.
  • Notify your internal team or agency of record to see that all HEC policy changes are implemented.

Once your organization has reviewed each of the steps above, it can continue to run paid campaigns on Google Ads.

Consequences and Penalties for not Being Google HEC Policy Compliant

It’s important to mention, for senior living providers that are not compliant, Google will pause/suspend each active campaign until the necessary changes are made. Prior to Google’s HEC policy, if an advertiser’s campaign failed to comply with an advertising policy, Google would limit the scope of the campaign, but not shut it off entirely.

Going forward, senior living marketing teams that are not compliant will not be able to create new campaigns or run existing campaigns on Google altogether until the items that are flagged are addressed and the new restrictions are in place.

Resources to Leverage Paid Media Channels and Help With HEC Compliance

In addition to ensuring ongoing Google Ads campaigns are fully compliant, senior living providers are looking into alternative paid channels in response to HEC policy targeting restrictions. Whether your community is finalizing additional paid channels or hasn’t heard of Google’s HEC policy until today, we’ve compiled resources from our HEC policy series to help senior living marketing teams navigate these changes and drive qualified leads. Check out the links below, which will be updated as upcoming posts are published in this series:

What senior living providers should know about Google’s HEC policy – Learn essential information and context surrounding Google’s HEC policy including the exact targeting criteria no longer available for senior living in Google Ads.

What is offline conversion tracking and why is it important for senior living? – Offline conversion tracking helps to limit the disruption of the HEC policy update. Learn the benefits of importing datasets from Google Ads into a CRM or other data source and gain a better understanding of the leads being generated.

Google terminates zip code targeting: How senior living marketing teams can prepare– Senior living providers have no choice but to transition from zip code targeting to other methods to obtain tracking insights. Learn two tests that are beneficial to senior living providers in light of Google’s HEC policy.

The benefits of Microsoft Advertising campaigns for senior living– Microsoft Advertising provides several strategic advantages for senior living providers. Learn several compelling benefits to this channel and how it poses fewer restrictions than Google for similar ad performance.

How senior living marketing teams capture custom audiences with search retargeting – Search retargeting via programmatic display helps community’s find users with intent that wouldn’t have found your community otherwise. Learn additional benefits of this tactic.

How does site conquesting via programmatic work and why does it matter? – Targeting your competitor’s audience helps your community establish your brand as a serious alternative worth investigating. Learn how this tactic drives new audiences to your website.

What is a lookalike modeling CRM and why should providers use it? – Finding additional qualified users before they find you helps communities establish a brand image. Learn additional ways this programmatic display tactic can be leveraged.

How does a custom audience push help providers target ideal users? – Expanding the reach of an audience without displaying it to users that aren’t relevant to the message ensures that the right message is delivered to the ideal audience. Learn how this is possible and an approximate cost that senior living providers can expect.

Contact Our Team of Paid Experts to Overcome Google HEC Challenges

Though the restrictions posed by Google’s HEC update present an immediate challenge to senior living marketing teams, the right combination of channels and tactics can help community’s tip the scales back in its favor. If your team has any questions about HEC compliance, or wants to implement some of the tactics shared above but isn’t sure where to start, contact us. Our team of experts will be happy to help your community navigate this policy while getting your brand in front of qualified audiences.

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