Why Did Google Ban Ads from for-profit Bail Bonds Services?The two main reasons listed by Google for this particular ban are quoted below from their original post outlining this new policy.
- “Studies show that for-profit bail bond providers make most of their revenue from communities of color and low-income neighborhoods when they are at their most vulnerable, including through opaque financing, offers that can keep people in debt for months or years.”
- “We made this decision based on our commitment to protect our users from deceptive or harmful products…”
Bail bonds business owners and agents that have been using the Google Ads platform will have their online visibility and presence adversely affected when the policy goes into effect in July 2018.
Never Put All Your Eggs In One Basket – Especially When Those “Eggs” are Your Marketing Dollars.As many of us know, or should know, it is never a good thing to place all your eggs in one basket. This saying is more relevant than ever, especially when we are talking about your company’s marketing dollars.Google Ads and Facebook ads can have a great ROI for your marketing dollars. This is not something I would dispute. The problem arises when you place the majority of our marketing dollars into platforms you do not own.Please do not misunderstand me, I am not saying do not advertise on platforms that have a broad reach. However, when you place ad dollars on any platform, you should be mindful that the powers that be can change policies at any time and refuse to run those ads even for legal businesses and services.Reactions from people on both sides of the issue have flooded social media. Some people have praised Google for the move, others have cried foul that another legal industry has been booted off the AdWords platform.We have seen agents and companies that have claimed to pay over $20K in the last year on the AdWords platform to promote their service when people are searching online for bail bonds agents to help get their loved ones out of jail.If you are in the bail bonds industry and have been using the Google Ads platform as your primary online marketing channel, it’s time to get in front of this situation now.If you wait until the new Google Ads policy goes into effect, your competitors will already have the jump on you.What can you do to maintain or help increase your service’s online visibility?
Here are the 5 things you should be doing in advance of the Bail Bonds Ad Ban.
- Claim and provide complete information for your Google My Business listing.
- Do the same for your Yelp Business listing.
- Do a citation and directory audit for your business name. Make sure the name, address, and phone number for your business are correct across all listings.
- If you do not have citations or directory listings, now is the time to set them up and make sure they are in order.
- Finally, optimize your website for your local or regional service areas so your company shows up when someone is searching for a bondsman.