How Google ads for dentists will be impacted by the new three-strike policy
“YER OUT!!!”
That could be Google’s call against dentists if they violate the new “three strike” ads policy being implemented on September 21, 2021.
The limited pilot rollout of the program will issue warnings and strikes for violations of three of Google’s existing ad policies — Enabling Dishonest Behavior, Unapproved Substances, and Dangerous Products or Services. These types of digital ads have long been regulated, but Google is now defining a procedure for enforcing them.
As far as dental ppc ads go, the only immediate impact may fall under the Unapproved Substances policy, where Botox treatments happen to fall. Use of that brand name or other related terms (like botulinum toxin) in your dental ppc marketing on Google can get your ad flagged and removed.
If you repeatedly violate the policy, here’s how the strike system will work, as stated by Google:
| Type | Trigger | Penalty |
| Warning | First instance of ad content violating our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies | No penalties beyond the removal of the relevant ads |
| First strike | Violation of the same policy for which you’ve received a warning within 90 days | The account will be placed on a temporary hold for three days, during which ads will not be eligible to run |
| Second strike | Violation of the same policy for which you’ve received a first strike within 90 days of the first strike | The account will be placed on a temporary hold for seven days, during which ads will not be eligible to run. This will serve as the last and final notice for the advertiser to avoid account suspension |
| Third strike | Violation of the same policy for which you’ve received a second strike within 90 days of the second strike | Account suspension for repeat violation of our policies |
If you receive a first or second strike, you will be required to correct the violations and submit an acknowledgement form in order to resume your ads. Strikes do expire after 90 days and your account will be considered in good standing if there are no additional violations.
Google has stated that more policies will be rolled into the three strike system over time, so it’s obviously in your best interest to ensure that your pay per click ads adhere to all of Google’s stated policies.
As a certified Google Ads agency for dentists, Golden Proportions Marketing continually monitors ad content for Google standards compliance, assuring that our clients’ campaigns won’t be disrupted in any way.
If you have concerns about the quality of your Google ads, we’d be happy to review them for you and make sure your campaign will be a homerun and not a strikeout! Contact us today to schedule a call.
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