CBD firms that want to be seen typically run into problems since traditional advertising doesn’t like cannabis. Facebook shakes its head. Google shuts the door. However, display inventory goes bad if it is left to gather dust. Programmatic advertising gives you a ladder and a hammer. native advertising for CBD businesses
Let’s get the gears all filthy. Data is what makes programmatic systems work. They gather impressions, put them into neat groups, and offer advertising in a matter of milliseconds. This is like déjà vu and bright lights for CBD marketers. It’s no longer a pipe dream to market to someone who looked at your CBD sleep capsules at 2:00 a.m.
But don’t put on your boots and stomp right in. Blocklists and category exclusions generally get rid of anything that has to do with CBD. Sometimes, even “wellness brands” are drawn into the void. If your campaign doesn’t do well on Google Ads or social media, don’t be surprised. That’s just the old guard holding on to their pearls.
So, what’s the good news? Deals that go straight to the publisher and “open exchange” inventory make things easier. Choozle and VRTCAL are two examples of DSPs (Demand Side Platforms) that are more accommodating to hemp and CBD advertising. Private Marketplace (PMP) deals enable you avoid the big, shaky companies and get closer to publishers that are willing to make money in the green business.
Let’s not beat around the bush: targeting CBD can be hard. Some people waste money showing stuff to cat lovers who only want memes. Why? A lot of platforms don’t allow targeting based on age or interests. Third-party merchants can help bring together people who have showed interest, such those who have visited health forums or read articles about cannabidiol.
Creative is king, but it seems like herding cats. Some terms, like “treats,” “pain,” and “medical,” get you rejected so quickly that you won’t believe it. Change the way you talk about the benefits. “Restfulness” means sleep. Stress turns into “daily calm.” Use pictures of nature. Zen gardens, leafy backgrounds, and calm faces. Like you’re on a surfboard in a hurricane, walk the line of compliance.
Look out for your geos! Some states are cool with CBD, while others are not. Only punch in places that are compliant. Programmatic makes this simple, but you still need to check those zip lists again.
What are analytics? You should get used to them. Limit how often you do it and how much you do it each day. Attribution periods should be shorter since CBD shoppers can be impulsive, but they do research before buying that $70 salve. Change your bids. Try out different headlines and pictures. Get rid of what doesn’t work, even if you think it “should work.”
A little war story: I saw a client spend $4,000 in two weeks before realizing that half of the clicks came from international gamers who would never buy. Scrub, rinse, and retarget.
Problems? A lot. But programmatic for CBD is like the Wild West, where things are changing all the time. For smart marketers, it’s a way to get results that no billboard, bus ad, or crying social campaign can match. Get braver, get more focused, and keep avoiding the landmines.