Question

My client wants to use the Google Display Network for remarketing to site visitors and for custom intent display ads for bankruptcy law services. However, bankruptcy is a prohibited category. Has anybody tried a different display network that might work?  

Answer 1

Bankruptcy? You're going to struggle with most networks I think, especially the large ones. You could always try to run it through a DSP, open network all SSPs and hope some approve it.  

Comments

@putto, thanks for the advice. Have you had a good experience with Criteo or another platform?  

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@algicide Ha I used to work at Criteo. It can work very well, their algorithm is great. It is pretty much a black box though. I've used a variety of DPSs incl AppNexus, The Trade Desk, DBM etc. You really need to know what you're doing with those though as it's very easy to burn lots of money with little return.  

Answer 2

Remarket via FB

Answer 3

Your right. GDN won't allow this. DV360 does though.  

Answer 4

I have a client in this space. You aren't able to advertise bankruptcy/debt (particularly in the ways noted in the following policy) since November/December. Google has simply been cracking down on this more recently. This includes all platforms, YouTube/GDN/Search/etc. There *are* certifications for some countries in which you may be able to get around this.  
https://support.google.com/adspolic...hl=en

Answer 5

People are definitely running bankrupcy display ads. Here's an example.  

Comments

@algicide it’s remarketing that’s the issue

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@eastern yup it's a privacy thing. The list in conjunction with language in the ad or landing page

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Same reason we can’t remarket medical stuff

Answer 6

Depends where. Again, if it’s the USA and a certification has been filed, it may be doable. I’m in Canada and we don’t have this option available to us currently so the ads are disapproved/flagged immediately. That said, some ads get through and then are disapproved later. Been watching this for a good 4 months now haha it’s a tricky one.  

Comments

Thanks for your comments @comstock10. It is tricky, but that's what makes our jobs challenging.  I was reading the certification policy and it says that "Google allows ads promoting debt services only if the advertiser and provider of these services is an approved non-profit budget and credit counseling agency, as defined by 11 U. S. Code § 111. " I'm sure bankruptcy attorneys wont qualify for that. Are you looking into other non-Google options to run ads for your client?