SlideShare a Scribd company logo
CBD Paid Media
High-level strategies for your business
The Rundown
1. Google ad strategy
1. Paid social ad strategy
1. Email marketing strategy
1. Recap
2
Google Ad Strategy
3
Google ads and unapproved CBD products
➢ Currently CBD is on
Google’s unapproved
pharmaceuticals and
supplements list in their
Advertising Policy
➢ Google removes most
CBD ads in less than two
weeks. They may also:
○ Flag your billing
information
○ Permanently
suspend your
account
○ Flag your domain to
prevent you from
advertising CBD with
a new account 4
So what can you do?
➢ To combat the stringent
advertising rules, and
protect your account and
website, focus on running
top-of-funnel advertising
➢ The goal is driving email
sign-ups, then sending
transactional email drip
campaigns to sell your
products
5
Google ad Do’s and Don’ts
6
● Use brand-centric messaging
● Use dedicated landing page with
different domain name as main
website (ex. Instapage)
● Drive traffic to gain email leads
● Mention of cannabinoid,
cannabidiol, CBD
● Mention of full spectrum or THC
● Ads promoting specific CBD
products
● Mention of medical claims (ex.
good for dry skin, headaches, etc)
Paid Social Ad Strategy
7
Using paid social ads
➢ Create email-based
lookalike audience list of
your most engaged
customers
➢ Focus on lead generation
ads with educational
content about CBD
without mentioning by
name
8
Using paid social ads (Con’t)
➢ Create landing pages with
educational content that
touches the topic, and
includes expandable
related product lists
below the fold
➢ Create a new funnel with
these captured emails, &
leverage transactional
drip sequences to
retarget visitors with
CBD-specific content
9
PRO-TIP: While your LinkedIn ad can direct to pages that feature topical CBD and ingestible
hemp, your Facebook ad can only feature topical products
Target audiences in LinkedIn by groups and interests
➢ LinkedIn provides
audiences in the health
and wellness space who
may resonate with CBD
as a therapy for their
patients or as part of their
consultations
➢ Targeting these
audiences with long-form
editorial messaging can
create a network of
advocates
➢ You can also leverage
Lead Ads to compile an
email list you can market
to directly through drip
campaigns 10
Build Lookalike Audiences in LinkedIn
➢ Lookalike audiences are
identified using an
existing Matched
Audiences segment, such
as:
○ Website audiences
○ Video ad audiences
○ Lead-gen form
audiences
○ Company lists
○ Contact lists
○ Third-party data
audiences
11
Email Marketing Strategy
12
Use email marketing to nurture conversions
13
Segment and generate personalized
email messaging to drive product
sales & re-engage inactive customers
Connect signup form to
email marketing webhook,
or upload emails to
marketing hub
Send personalized emails to
potential and current
customers and drive
product sales
Recap
14
Google ads
Do
➢ Use brand-centric
messaging
➢ Use dedicated
landing page with
different domain
name as main
website (ex.
Instapage)
➢ Drive traffic to gain
email leads
Don’t
➢ Mention
cannabinoid,
cannabidiol, CBD
➢ Mention of full
spectrum or THC
➢ Ads promoting
specific CBD
products
➢ Mention of medical
claims (ex. good
for dry skin,
headaches, etc) 15
Paid social ads
➢ Create email-
based lookalike
audience list of
your most
engaged
customers
➢ Focus on lead
generation ads
with educational
content about CBD
without
mentioning by
name
➢ Create landing
pages with
educational
content
➢ Leverage these
captured emails
for transactional
drip sequences
16
Email marketing
➢ Segment and generate
personalized email
messaging to drive
product sales & re-engage
inactive customers
➢ Connect signup form to
email marketing
webhook, or upload
emails to marketing hub
➢ Send personalized emails
to potential and current
customers and drive
product sales
17
Thanks!
ANY QUESTIONS?
You can find me at:
Email - rob@crunchylinks
18

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Cbd paid media

  • 1. CBD Paid Media High-level strategies for your business
  • 2. The Rundown 1. Google ad strategy 1. Paid social ad strategy 1. Email marketing strategy 1. Recap 2
  • 4. Google ads and unapproved CBD products ➢ Currently CBD is on Google’s unapproved pharmaceuticals and supplements list in their Advertising Policy ➢ Google removes most CBD ads in less than two weeks. They may also: ○ Flag your billing information ○ Permanently suspend your account ○ Flag your domain to prevent you from advertising CBD with a new account 4
  • 5. So what can you do? ➢ To combat the stringent advertising rules, and protect your account and website, focus on running top-of-funnel advertising ➢ The goal is driving email sign-ups, then sending transactional email drip campaigns to sell your products 5
  • 6. Google ad Do’s and Don’ts 6 ● Use brand-centric messaging ● Use dedicated landing page with different domain name as main website (ex. Instapage) ● Drive traffic to gain email leads ● Mention of cannabinoid, cannabidiol, CBD ● Mention of full spectrum or THC ● Ads promoting specific CBD products ● Mention of medical claims (ex. good for dry skin, headaches, etc)
  • 7. Paid Social Ad Strategy 7
  • 8. Using paid social ads ➢ Create email-based lookalike audience list of your most engaged customers ➢ Focus on lead generation ads with educational content about CBD without mentioning by name 8
  • 9. Using paid social ads (Con’t) ➢ Create landing pages with educational content that touches the topic, and includes expandable related product lists below the fold ➢ Create a new funnel with these captured emails, & leverage transactional drip sequences to retarget visitors with CBD-specific content 9 PRO-TIP: While your LinkedIn ad can direct to pages that feature topical CBD and ingestible hemp, your Facebook ad can only feature topical products
  • 10. Target audiences in LinkedIn by groups and interests ➢ LinkedIn provides audiences in the health and wellness space who may resonate with CBD as a therapy for their patients or as part of their consultations ➢ Targeting these audiences with long-form editorial messaging can create a network of advocates ➢ You can also leverage Lead Ads to compile an email list you can market to directly through drip campaigns 10
  • 11. Build Lookalike Audiences in LinkedIn ➢ Lookalike audiences are identified using an existing Matched Audiences segment, such as: ○ Website audiences ○ Video ad audiences ○ Lead-gen form audiences ○ Company lists ○ Contact lists ○ Third-party data audiences 11
  • 13. Use email marketing to nurture conversions 13 Segment and generate personalized email messaging to drive product sales & re-engage inactive customers Connect signup form to email marketing webhook, or upload emails to marketing hub Send personalized emails to potential and current customers and drive product sales
  • 15. Google ads Do ➢ Use brand-centric messaging ➢ Use dedicated landing page with different domain name as main website (ex. Instapage) ➢ Drive traffic to gain email leads Don’t ➢ Mention cannabinoid, cannabidiol, CBD ➢ Mention of full spectrum or THC ➢ Ads promoting specific CBD products ➢ Mention of medical claims (ex. good for dry skin, headaches, etc) 15
  • 16. Paid social ads ➢ Create email- based lookalike audience list of your most engaged customers ➢ Focus on lead generation ads with educational content about CBD without mentioning by name ➢ Create landing pages with educational content ➢ Leverage these captured emails for transactional drip sequences 16
  • 17. Email marketing ➢ Segment and generate personalized email messaging to drive product sales & re-engage inactive customers ➢ Connect signup form to email marketing webhook, or upload emails to marketing hub ➢ Send personalized emails to potential and current customers and drive product sales 17
  • 18. Thanks! ANY QUESTIONS? You can find me at: Email - rob@crunchylinks 18