When it comes to digital marketing, few industries face as unique a set of challenges as those within the cannabis and CBD sector. With the ever-present constraints of advertising restrictions, particularly Google Ads policies, businesses need to adopt innovative and adaptable strategies.
This article offers a practical roadmap, guiding you through the intricacies of Google Ads and the potential of SEO, to ensure your cannabis business successfully navigates the complex terrain of search marketing.
Tapping into Google Ads
Entering the arena of cannabis and CBD marketing brings with it a one-of-a-kind cluster of conundrums. At the forefront is Google’s stringent “no drugs” policy, making it seem like traditional search marketing is off-limits for businesses connected to the industry. However, beneath the surface, there are creative strategies that can be employed to navigate these restrictions.
Google’s firm stance extends beyond the direct sale of cannabis, casting a net over related professionals and organizations as well. Lawyers, healthcare providers, educators, job recruiters, and more find themselves caught in this catch-all policy. Frustrating? Yes. But insurmountable? Not exactly.
A key point to understand is that certain terminologies will trigger Google’s filters almost immediately. Words like cannabis, marijuana, THC, buds, and their many synonyms can land you in hot water. To maneuver through these restrictions, you need to play the linguistic chess game. Using alternate terms like ‘green,’ ‘alternative therapies,’ ‘flowers,’ or ‘Bill C-45’ can help bypass the barriers. The goal is to be creative without being too obscure.
Yet, it’s critical to remember that Google’s scrutiny is ongoing, and it’s not a question of if your ads will be flagged, but rather when. So, when you get the green light, utilize that opportunity to its fullest, maximizing your reach.
However, constantly attempting to slip past Google’s filters has its risks. If your ads are disapproved repeatedly, Google could ultimately ban your URL or domain. To mitigate this risk, many businesses resort to creating specific landing pages under different domains to direct their ads, providing a buffer between Google’s watchful eyes and your main website.
This buffer operates like a protective layer. By channeling ad traffic to a separate landing page, you essentially put a degree of separation between your main website and Google’s advertising policies. So if Google disapproves of your ad, the landing page takes the hit, keeping your primary domain safer from potential penalties or bans. In this way, your core online presence remains intact, and you can continue to reach out to your audience, even if the landing page faces repercussions.
It’s also important to note that relying solely on Google Ads might not be the best strategy, considering the associated risks. This is why diversifying your digital marketing efforts and investing in SEO, content marketing, and other organic strategies can provide a more stable and long-term solution to drive traffic and grow your business.
Unlocking the Power of SEO
Switching gears to another important aspect of search marketing: SEO, or Search Engine Optimization. Even with the complexities of Google Ads, SEO offers an equally, if not more, effective means to reach your potential customers.
Understanding the nuances of SEO is essential for any business, but it’s particularly important for the cannabis and CBD industry, given the obstacles it faces.
How to Conquer with Organic Content
Keywords play an integral part in SEO strategy. While it’s necessary to steer clear of specific cannabis-related keywords in Google Ads, SEO allows more freedom. However, remember to choose your keywords wisely, focusing on those with high search volume and relevance to your products or services.
Content is the cornerstone of good SEO. Providing valuable, unique, and engaging content to your audience not only builds trust and authority but also increases your chances of higher search engine rankings. This can be achieved through blog posts, how-to guides, case studies, and more, making sure to incorporate your chosen keywords naturally.
On the technical side, your website’s structure can significantly impact your SEO performance. Ensure your site is easy to navigate, mobile-friendly, and has a fast load time.
Link building, another vital component of SEO, refers to the process of acquiring hyperlinks from other websites to your own. A website with a lot of high-quality backlinks will generally rank better. Collaborate with influencers, bloggers, and news sites related to the cannabis and CBD industry to build your backlink profile.
And don’t forget about internal linking, hyperlinks that send your audience to another page on your website. These links are in your control and offer plenty of benefits in boosting SEO and helping your visitors navigate your site.
How to Conquer with Organic Content
Keywords play an integral part in SEO strategy. While it’s necessary to steer clear of specific cannabis-related keywords in Google Ads, SEO allows more freedom. However, remember to choose your keywords wisely, focusing on those with high search volume and relevance to your products or services.
Content is the cornerstone of good SEO. Providing valuable, unique, and engaging content to your audience not only builds trust and authority but also increases your chances of higher search engine rankings. This can be achieved through blog posts, how-to guides, case studies, and more, making sure to incorporate your chosen keywords naturally.
On the technical side, your website’s structure can significantly impact your SEO performance. Ensure your site is easy to navigate, mobile-friendly, and has a fast load time.
Link building, another vital component of SEO, refers to the process of acquiring hyperlinks from other websites to your own. A website with a lot of high-quality backlinks will generally rank better. Collaborate with influencers, bloggers, and news sites related to the cannabis and CBD industry to build your backlink profile.
And don’t forget about internal linking, hyperlinks that send your audience to another page on your website. These links are in your control and offer plenty of benefits in boosting SEO and helping your visitors navigate your site.
Give Google Maps a Go
Despite Google’s restrictions on cannabis-related posts, Google Maps presents a different opportunity. Harnessing its power can help your business stand out in local search results.
Your Google Business Profile serves as your business’s digital storefront, providing potential customers with vital information such as your location, opening hours, and contact details. To maximize its impact, ensure that your profile is complete, accurate, and optimized.
Here’s a concise checklist for creating an effective Google Business Profile:
- Confirm your business information (name, address, and phone number)
- Specify your operational hours accurately
- Include a detailed business description
- Categorize your business appropriately
- Add high-quality photos of your business
- Encourage customer reviews and respond to them
- Regularly update your profile with new information or changes
Remember, local search visibility can translate into foot traffic and sales, making it a big aspect of your SEO strategy.
Final Thoughts
Search marketing in the cannabis and CBD industry may seem like navigating a minefield, but it’s a worthwhile endeavour. Between creative workarounds for Google Ads and effective SEO strategies, there are numerous ways to reach your target audience. As the industry continues to grow and evolve, so too will the strategies to market within it. Embrace the challenges, and remember, each hurdle you overcome brings you one step closer to success.
Ready to turn your digital marketing challenges into opportunities? With DriveTraffic’s tailored strategies and industry-specific knowledge, we’ll help you navigate the world of Google Ads management and SEO, optimizing your online presence and reaching the right audience. Don’t let the unique complexities of the cannabis industry hold you back. Instead, let’s leverage them to grow your business. So, why wait? Book a call with us today and boost your business like never before.
- About the Author
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!
