AdWords
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Understand Google's advertising policies, including ad approval status and account suspension
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Remarketing Audiences and the Wine Retail Industry

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi there,

 

This might be a bit of an open-ended question, but I wanted to give it a shot.  At this time (in the United States) Google's policies permit the creation of Adwords ads that promote alcoholic products provided they adhere to certain rules.  However, currently, I know that when it comes to targeting ads to remarketing audiences, this is not allowed and alcohol falls under the same category as pornography and other "adult" products.

 

Is there a specific reason that remarketing policies should be stricter in this regard?  Or is this another example of where newer features are curtailed in the wine and spirits industry at first, and then eventually rolled out in time?  

 

I know in the last few years we've seen the policies around wine/spirits shift.  No alcohol was permitted on Google Product Listing Ads until 1.5-2 years ago, but now it's a staple of my clients' (wine retail businesses in US) marketing strategies.  Naturally being able to create a remarketing audience and advertising to it, has a lot of value to us as well.  

 

I wanted to write this post to see if anyone has insights they can share!

 

Thank you,

James

Re: Remarketing Audiences and the Wine Retail Industry

Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆
As far as I understand that Google considers that as a sensitive information that your ads can't indicate the knowledge of it.

Re: Remarketing Audiences and the Wine Retail Industry

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hey James,

I don't have the answer to your question, but I think you might be able to help me out (if you would be so inclined).

I am in Canada and can't seem to find ANY advertisers that sell alcohol on their sites using Google Product Listings however, as far as I can tell from what I have read, this is allowed. When it comes to you utilizing this product for wine retail business, are you actually promoting the sale of the liquor, or just alcohol related products sold at wineries etc?

Hoping you can provide some insight.

Thanks!

Gabi