PPC for CBD – Is It Possible?

There is a wide range of markets specifically for CBD—from youth to seniors; CBD has reached a broad spectrum covering all ages. Even your beloved pets can benefit from the popular cannabis products.


But in a seemingly vast arena that is advertising CBD products, how does your CBD cannabis company stand out from your competitors using your annual marketing budget?


You need an effective strategy, which includes adopting CBD marketing trends such as pay per click advertising or paid search.


Read more to know how to execute your CBD marketing strategy and make your CBD business a top-of-mind choice for consumers. Learn more about our articles on advertising CBD on Google from our articles on “Google Ads CBD“.

Is CBD Pay Per Click Advertising Allowed?

Is CBD Pay Per Click Advertising Allowed?

Before diving into the tricky world of CBD brands advertising, we recommend knowing the legalities that come with it.


While the use and sale of CBD products have been approved in certain states in the United States, you may not be able to promote the product on your landing page directly online.


Under its cannabis advertising policy, Google cannabis advertising includes CBD in its list of unapproved pharmaceuticals and supplements in their Google ads policies. Whether your cannabis company is in a state where CBD is declared legal, advertising the cannabis product is still unauthorized under the CBD Google Ads Policy.


The advertising promotion can be carefully worked on through CBD AdWords, with crucial ads measures needed for your landing page.


Regarding social media advertising, leading social networks such as Facebook mirrors the same policy as Google ads —but with little ease.


For years, CBD Facebook Ads Policy classified CBD as an unsafe substance and is included in its prohibited content for people. In 2019, Facebook allowed CBD companies to advertise without mentioning “CBD” in the ad to people, even in the UK. The scope involves all brands’ images, videos, and landing pages.


CBD ads on Facebook 2022 policy is now more relaxed, as the platform allows hemp-based topical products. Facebook is clear on its guidelines that ingestible CBD is still banned on Facebook.


However, as advertisers begin posting their CBD campaigns, there are still reports of ad rejections. This resorts to advertisers strategically rebranding their design materials, such as landing pages, in a way where CBD products are not easily detected. If caught, their ads and accounts could be permanently banned from advertising on Facebook. 

What is PPC?

If you’ve heard a lot about PPC for CBD marketing but it is still quite unclear, here’s a brief introduction about the model ad profile.


PPC advertising is an approach that places payment for every clicked ad. It allows target visitors to check your site upon seeing sponsored ads on search results, websites, and social media pages.


One of the most popular forms of PPC is search engine advertising. It allows ad placement bidding among advertisers through bidding on specific keywords related to your business.


If you adopt the right PPC strategy for your CBD, you can enjoy a return on investment (ROI) and much more.


Statistics show that the traffic derived from PPC efforts may convert 50% better than organic site visitors, at least for roofing contractors. If a couple of dollars of investment can bring in a single hundred-dollar sale, you know you are on the right path to gaining more profit.

How to Use Google Ads to Promote CBD Products Indirectly?

To set things straight, Google does not allow direct promotion of CBD on its platform. But marketers have found a way to indirectly promote CBD without facing penalties.


Here’s how advertisers work around the tricky situation: Create an account with Google AdWords.


Sign-up for Google AdWords specifically for your CBD products and services only. This protects your other non-CBD products against potential consequences.


Are you wondering why you can still see CBD ads on various platforms, such as Amazon? The answer lies most likely in how they apply strategies to an indirect approach.


Some applications pass while others don’t. To ensure higher chances of getting your account approved, avoid words that trigger Google to suspect your ad.


Content with CBD claims and other references should be shelved. Avoid selling your CBD products on your page’s metadata as well.


If you need help with how this works, consider getting a CBD digital marketing company to help you navigate this tricky situation.


CBD marketing specialists know the right plan and use the most effective tool to have your account approved.

What are the Consequences of Cloaking Your CBD Landing Page in Ads?

What are the Consequences of Cloaking Your CBD Landing Page in Ads?

One of the techniques used by marketers is link cloaking—an approach where web developers use URLs and content for search engines and direct them to a different type of content.


Meaning cloaking hides the true identity of a website by pretending to be content different from what users intended to click on.


However, because of its deceptive nature, this black hat SEO approach violates Google’s Webmaster Guidelines.


Cloaking is usually practiced for websites with shady or illegal products and services. 


Because CBD is among the products banned for promotion under search engines, some CBD marketers tend to resort to this approach.


However, you need to prepare for the downside of this move.


Here are the risks if you choose this strategy.

Violates search engine rules. As mentioned, Google bans this type of strategy. If search engines prove that you have been using cloaking software for your campaigns, there are chances that your account may get banned.
Against user experience. Users need to get to the answers they need quickly and consistently.


However, it can be frustrating if a link directs them to different content. It also delivers a bad user experience. It also makes users mistrust your website, which drives away the potential lead.

Negatively impacts SEO. Cloaking is bad news for SEO. Your website may be permanently banned from the search engine index. It is also possible that your page will no longer appear in search results, leading to a dramatic traffic crash.

Frequently Asked Questions

Can You Do PPC for CBD?
Yes, it is possible to execute a PPC strategy for CBD. With the proper knowledge and tools to pull off a campaign under search engine regulations, you can still make your CBD brand shine without turning into shady tactics.
Can You Do Google Ads for CBD?
Google does not allow CBD promotion as an advertisement on its platform. Placing a CBD ad for Google will likely be disapproved and may put your website at risk of being penalized.
How Long Does it Take for PPC to Work?

The result of PPC takes time to come in. You need time to see whether it is working well on your campaign.


On average, PPC’s outcome begins to surface after three months. The first months cover the data you acquire from your ads and adjust your bidding strategy, targeting, and keywords according to the insights.

You must observe the trends within these months, noting what pulls traffic from what doesn’t.


The information you gather helps shape your future marketing decisions and the results of your long-term PPC strategy.

How Do I Advertise my CBD Business?
Now that you learned about how CBD PPC works in digital marketing and its risks, it’s time to identify ways to promote your CBD product.

What is the best way to advertise your CBD business? What is the best way to maintain a clean reputation away from violations of search engine guidelines?


Here’s how you can keep your CBD business thriving amidst limitations.

Boost your SEO strategy. SEO is the best and most effective way to build your business organically.


The SEO result does not come overnight. It can be tedious if you don’t have the proper knowledge and tools. But it is helpful to note that it pushes your CBD brand to your target market without making a considerable investment.


If you are unfamiliar with this area, the best way to penetrate this strategy is to hire an SEO specialist who is well-versed in practicing proper SEO guidelines.


An expert knows how to veer away from campaigns that may trigger an investigation from Google and can execute plans without your brand getting banned.


Focus on helpful content. Turn visitors into loyal audiences by providing compelling content about CBD.


A well-planned content calendar increases your engagement with your target customers as you lead them to take positive action toward your brand.


Serving great content also makes you a credible and authoritative source in the industry.

Remember, be conscious of choosing the right keywords for your CBD brand and use the proper terms in accordance with ethical guidelines imposed by search engines.


Try influencer marketing. Influencers play a crucial role in pulling the target audience to your site. Tapping into influencers such as bloggers and content creators can boost your business’ mileage, especially in untapped markets that you might have been missing. 


With their credible reviews and endorsements, your brand gets the spotlight you need to bolster your digital marketing presence.

Use email marketing. The good old email remains to be one of the most effective strategies there is. By 2025, the projected number of email users will be 4.6 billion, proving that email is here to stay.


Emails provide content through monthly newsletters. It is also a vital avenue to share added information about your CBD products and new offers and discounts that may entice your subscribers.


Email marketing promotes a relationship with your audience that is consistent and up-to-date.

SEO for CBD Marketing

SEO is the best and safest way to promote your products if you run a CBD business online.


It brings organic visitors, builds customer loyalty, and gives benefits in boosting your ranking in search engines.


This reliable and more cost-effective approach may give slow results at the onset, but it can deliver rewarding outcomes if you are persistent and dedicated.  

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