Advertising on Google for health insurance providers just got more complicated. Starting on June 2, 2021, Google will only allow ads from government exchanges, first-party providers and licensed third-party brokers who complete the new third-party certification program.
In order to help ensure a safe and trustworthy experience for users, Google will now require any advertisers for health insurance to complete a third-party certification process. This certification program, provided through third-party vendor G2, requires health insurance advertisers to 1) identify themselves as a health insurance provider, 2) certify that they are permitted to lawfully promote and sell health insurance in their locations of business, and 3) confirm whether or not they are registered to promote and sell Affordable Care Act-compliant health plans.
The certification must be completed for each state in which you wish to advertise, and the certification program charges a fee based on how many states for which you would like to apply.
If you are a licensed health insurance broker, this means you must now complete the new certification process in order to advertise on Google.
Your organic listings on Google search engine results pages might not be as affected; however, any paid advertising campaigns, including search, display, shopping and video, will be restricted to only certified health insurance brokers, first-party providers and government exchanges starting on June 2 of this year.
Be sure to complete your G2 health insurance provider certification process now to prevent losing traffic and placement due to the Google policy update. Applications opened on May 3, 2021, and must be completed by June 2, 2021 in order to still be able to serve your ads.
You can get more information about the advertising policy update here.