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5 Key Points of the Updates to Google’s AdWords Policy on Rehab Marketing

Did you know that addiction recovery is a $35 billion a year market? There are many great rehab centers out there that can help with addiction recovery. But this industry boom has also attracted quite a few rehab centers only motivated by money.

To fight these predatory businesses, Google AdWords policy has changed for addiction recovery. But what are these changes, and is it still possible to promote your rehab business? Here are the five key points you need to know about these changes.

1. Why Did Google AdWords Policy Change?

So, why did Google institute this change to their AdWords policy? Well, after the Affordable Care Act passed, addiction couldn't be a pre-existing condition for insurance. In turn, this fostered more coverage for rehab treatments, thereby increasing funding.

But this increased funding attracted some unsavory individuals who created fake "rehab" facilities. These profit-driven businesses often lacked accreditation, qualified staff, and proper billing practices.

To fight these shady businesses, Google AdWords policy was changed. Now, only certified, credible treatment options can bid on addiction keywords. 

2. Only Some Keywords Are Affected

The number of ads for rehab-related searches has reduced, but not all keywords have changed. The word "rehab" has severe restrictions, but "addiction" and "treatment" are more lenient. And "counseling" hasn't changed at all.

Long-tailed searches and geo-related searches are also unaffected. Additionally, specific types of abuse are fair game, but not "substance abuse" itself.

3. LegitScript Certification

Google has employed a certification process through company LegitScript so that legitimate rehab businesses are able to bid on these words once more. LegitScript checks that your business is transparent, compliant with the law, and uses the best medical practices by licensed professionals. If you pass their certification process, you can resume advertising on Google.

The application fee itself is $995 and there is a $1,995 annual fee. With this high price, you'll have to really consider if new clients will outweigh the cost.

4. Not All Rehab Services Can Get Certified

A major drawback of certification is that only certain types of rehab groups can apply. Even if you have a legitimate business, certain types cannot get certified.

Clinical treatment groups, mutual support forums, and crisis hotlines are eligible. But sober living environments, affiliate agencies, and non-U.S. facilities are not.

5. Is Certification Worth It?

Because of the high price of certification, you'll need to really consider if it's worth it. You'll gain more visibility, but if the potential profit is less than the cost, it's pointless. And there's no right or wrong answer for if certification is right for you.

Remember to consider that this process has severely cut down on competition. That means fewer people to compete with each auction, which lowers the keyword price. Also, fewer ads appear with each result, so yours is likely to stand out and give you a good return on your investment. 

Need Help With Rehab Marketing?

The new Google AdWords policy can be hard to navigate, and you may not be sure what's the right option. That's why you might want to consider outsourcing your marketing campaign.

Consider hiring The Drug Rehab Agency for all your rehab marketing needs. Contact us today and learn how we can help you gain Google visibility and so much more.