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What are you searching for?
The company lumps drugs and supplements into a single ad category, creating an unwitting bias in favor of pharma.
October 1, 2018
By: Erik Goldman
Editor in Chief
Over the last 18 months, we at Holistic Primary Care have been deeply involved in the process of expanding our online presence, and engaging new audiences with our medical content. Through that process, we’ve had to learn a bit about the arcane arts of search engine optimization and keyword-based online advertising. And recently, as we began using the Google AdSense platform to bring new advertising streams onto our site, we discovered something deeply troubling: the Google AdSense platform does not distinguish between pharmaceutical and dietary supplement ads. The platform enables online publishers like HPC, and others in the field, to filter the ads that Google posts to our website by selecting from a list of categories which Google provides. We, and other publishers, try to select ad categories that are most related to our website’s content. In the realm of healthcare, Google’s ad category list includes a single header for “Drugs and Supplements.” It basically lumps these two industries—and two types of ads—together into a single group. This is extremely problematic for us as publishers of content related to holistic medicine, and also for you as a marketer of non-pharmaceutical products. Why? Because by grouping supplements and pharmaceuticals into a single category, Google is unwittingly—and we believe unintentionally—creating a bias that favors pharmaceutical ads. We discovered this problem earlier this summer, when we began to deploy the AdSense system on our site. Within weeks, we began to see pharma ads—for cancer drugs, psychiatric drugs, immunomodulatory drugs—popping up on the site. Most were only vaguely relevant to the editorial content next to which they appeared. Fortunately, we work with a sharp IT partner, who has the knowledge and skills to dig deeply into the analytics, and the workings of Google’s algorithms. He and his team figured out that because Google lumps “Supplements” and “Drugs” together, the drug companies (or shell websites created by them) are able to buy up keywords relevant to holistic medicine (and, to be fair, nearly all healthcare related topics) and stack the odds that their ads will show up when readers seek information on healthcare alternatives. For example, an online reader searching Google for articles on “probiotics after antibiotics” will likely find her way to HPC’s article on this topic. But the ad next to that article could be an ad for a Proton Pump Inhibitor, or an anti-inflammatory drug for Crohn’s Disease. We have seen this happen many times on our site. Google’s system does allow publishers and website hosts to block individual ads. But this can be very time-consuming; it obliges us to monitor our content and our ads constantly, and then spend time and energy tracking down the sources of each undesired ad and applying the appropriate coding to block each one individually. This can quickly become a game of whack-a-mole, because the pharmaceutical companies can easily create new websites on domain names that seem totally unrelated and independent, through which they can then buy advertising keywords and deploy the parent company’s ads. Industry Impact In addition to being a hassle for us as publishers, we believe Google’s current setup has significant negative impact for any company that advertises dietary supplements or natural products through AdSense. Putting it most simply, the drug companies can outspend you, and Google’s system is set up in such a way that drug ads are likely to show up where your ads ought to be appearing. The grouping of pharmaceutical and dietary supplement ads into a single AdSense category is problematic for several reasons:
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