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CBD Paid Media Slideshare

Summary

We created a slidedeck full of our high-level strategies for running CBD paid media ads your business.

Summary

We created a slidedeck full of our high-level strategies for running CBD paid media ads your business.

Slide 1 – CBD Paid Media High-level strategies for your business

Slide 2 – The Rundown

  1. Google ad strategy
  2. Paid social ad strategy
  3. Email marketing strategy
  4. Recap

Slide 3 – Google Ad Strategy

Slide 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

Slide 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

Slide 6 – Google ad Do’s and Don’ts 6

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 full spectrum or THC
  • Ads promoting specific CBD products
  • Mention medical claims (ex. good for dry skin, headaches, etc)

Slide 7 – Paid Social Ad Strategy

Slide 8 – Using paid social ads

  • Create an email-based lookalike audience list of your most engaged customers
  • Focus on lead generation ads with educational content about CBD without mentioning by name

Slide 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
    • 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

Slide 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

Slide 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

Slide 12 – Email Marketing Strategy

Slide 13 – Use email marketing to nurture conversions

  • 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

Slide 14 – Recap

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 full spectrum or THC
  • Ads promoting specific CBD products
  • Mention medical claims (ex. good for dry skin, headaches, etc)

Slide 16 – Paid social ads

  • Create an 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 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
    • 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

Slide 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

Slide 18 – Thanks! ANY QUESTIONS? You can find me at: Email – [email protected]