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Old 12-08-2008   #1
searchengineman
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***BOOOZE**** Google Allows Alcohol in the USA on Search.

Rejoice,

Let the Gold Rush Begin.

Searchengineman.
http://adwords.blogspot.com/2008/12/...ol-policy.html



As many of you know, we're constantly evaluating our AdWords program policies to keep them current and effective. This means making changes from time to time by either adding new policies, such as the endangered species policy, or updating existing policies, such as the Display URL policy.

This fall, we changed our policy around beer, for the first time allowing advertisements of its sale in the U.S. via AdWords. And starting today, in response to advertiser feedback we've received over the years, we'll permit the advertisement of hard alcohol and liqueurs that target the U.S.

To comply with the updated hard alcohol and liqueurs policy, advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages. Ads that directly promote the sale of hard alcohol and liqueurs are still not permissible through our program. In contrast, advertisements for beer may directly promote its sale.

For example, under the hard alcohol and liqueurs policy, you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages. Under the beer policy, you might state a specific sales promotion for a great winter ale.

Hard alcohol and beer manufacturers can now take advantage of online holiday traffic and initiate campaigns that appeal to their target audiences.

Plans to expand this updated alcohol policy to other countries in accordance with local regulations are expected in the coming weeks. For more information about the alcohol policy and other AdWords content policies, please visit our Advertising Policies page.

Posted by Amanda Kelly, Inside AdWords crew
Monday, December 08, 2008 at 1:50 PM

Last edited by searchengineman : 12-08-2008 at 05:24 PM. Reason: editing
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Old 12-08-2008   #2
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

Looks like G is going to be drawing some very fine lines. From above:

Quote:
advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages...you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages
From the alcohol policy:

Quote:
However, ads for hard alcohol and liqueur with the sole purpose of branding may target the U.S.
So, maybe a manufacturer or distributor can use AdWords, while a holiday entertaining site wanting to drive some traffic might not?

Interesting.
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Old 12-08-2008   #3
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

let's be real... G is just a whore
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Old 12-08-2008   #4
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

Slow down folks. Only in the US is drinking taken so seriously. In Europe the legal drinking age is zero
So, Google allows some ads. Good for them. Join the real world. I'm drinking a Martini to Google. And so is my 18 year old daughter
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Old 12-10-2008   #5
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

Beer has always been allowed in Google Canada Adwords, AFAIK.

I suspect anything less would have caused riots, or at least a good hockey game style fistfight...

Having said that, I don't have any current liquor store clients, but I used to, and I'm not sure how valuable this change in policy really is. In practice, most stores either can't or won't mail liquor, etc, (especially across state, country or provincial borders) so it tends to be a local search issue anyway.

This could be useful for recipe sites, breweries, etc, but I don't see it making a big difference to commercial liquor stores and so on, which presumably would be the most profitable bidders.

It's nice in principle that they are loosening up, but I'm not sure it matters much in practice.
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Old 12-10-2008   #6
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

Interesting point Ian... guess it would be a good local feature - though in most of the US there are plenty of liquor stores... so maybe handy for rare blends etc.
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Old 12-10-2008   #7
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

I just googled bombay gin.
Lots of organics, including liquor stores. But no ads. How come?
P.S. actually my current favorite is Hendricks.
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Old 12-10-2008   #8
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Re: ***BOOOZE**** Google Allows Alcohol in the USA on Search.

I just did a quick search and two of the large shopping comparison engines are already flouting the "for the sole purpose of branding" clause with "best value" and "shop for" ads.

Yeah, I know, big G needs the bucks and hasn't a clue to what a couple of its largest advertisers are doing.
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