Google recently announced policy updates which will directly affect how senior living providers reach prospective residents in the U.S. and Canada with paid campaigns. Google enacted advertising policies for over a decade that prevented advertisers from targeting users based on their identity, beliefs or sexuality. The latest update announced for October 19th extends this commitment even further.
When Google Ads account managers log into their dashboard, they will notice a notification like the example below.
What should senior living marketing teams know about this policy change, and why is the latest update unlike previous policy changes? We provide insights. Continue reading to learn:
On October 19th, Google will update its advertising policies and with it, will introduce new targeting restrictions based upon housing, credit and employment sectors when placing ads within its network. From that point on, ad campaigns will no longer be able to target or exclude users based on the following criteria:
While these new restrictions pose an immediate challenge to senior living marketing teams, this shift isn’t unprecedented. On July 1st 2019, Facebook rolled out new targeting restrictions for housing, credit and employment ads to comply with the 1968 Fair Housing Act.
These changes aren’t designed to penalize advertisers. Rather, it is a safeguard to protect users from being targeted or excluded from seeing ads based on sensitive demographic information that is unlawful and discriminatory. Google has worked closely with the U.S. Department of Housing and Urban Development (HUD) to ensure these changes are rolled out appropriately.
One specific distinction between this Google Ads Policy change from others is how Google will penalize advertisers that don’t comply.
With previous Google Ads Policy updates, advertisers that didn’t comply to the changes in time would see the scope of campaigns limited. This will not be the case when the housing, credit and employment policy update goes live on October 19th. Senior living marketing teams that do not comply with this policy change in time will see every campaign with that criteria paused indefinitely, or until the changes are implemented.
Google is taking this policy change seriously and senior living organizations must approach it with the same urgency. Senior living providers that want to continue using Google’s platform to advertise to prospective residents will need to update each one of its campaigns so they do not violate this policy. While this announcement gives senior living marketing teams less than two months to implement these changes, our team encourages providers immediately update its campaigns to ensure they are compliant with this new policy.
In the coming weeks, we’ll share strategies and tactics to help senior living marketing teams navigate this new Google Ads Policy. Additionally, we’ll provide alternative channels to help providers supplement its paid campaigns on Google.
If your community has additional questions about this policy, or if it isn’t sure whether its ad campaigns are in violation, contact our team. We’re assisting client partners to make sure their campaigns fall within compliance, and will be happy to help your community.