Policy Update Will Impact Health Insurance Advertisers Starting on June 2, 2021
Advertising on Google for health insurance providers just got more complicated. Starting on June 2, 2021, Google will only allow ads from government exchanges, first-party providers and licensed third-party brokers who complete the new third-party certification program.
Health insurance advertisers like independent insurance brokers and agencies must now complete a certification process to advertise on Google, or their ads will not be eligible to be shown.
In order to help ensure a safe and trustworthy experience for users, Google will now require any advertisers for health insurance to complete a third-party certification process. This certification program, provided through third-party vendor G2, requires health insurance advertisers to:
- Identify themselves as a health insurance provider.
- Certify that they are permitted to lawfully promote and sell health insurance in their locations of business.
- Confirm whether or not they are registered to promote and sell Affordable Care Act-compliant health plans.
The certification must be completed for each state in which you are licensed in order to advertise in that state, and the certification program charges a fee based on how many states for which you would like to apply.
To complete the application, you will need your general business information, insurance license information and proof of ACA qualification, if applicable.
You can get more information about the certification program and apply here on the G2 website.
If you are a licensed health insurance broker, this means you must now complete the new certification process in order to advertise on Google.
Your organic listings on Google search engine results pages might not be as affected; however, any paid advertising campaigns, including search, display, shopping and video, will be restricted to only certified health insurance brokers, first-party providers and government exchanges starting on June 2, 2021.
“If you are a health insurance agent in the field today, you need to know about this update and be proactive,” said Rosamaria Marrujo, President & CEO of Trusted American Insurance Agency. “It is a marketing opportunity and a way to stay a leader in our industry.”
Be sure to complete your G2 health insurance provider certification process now to prevent losing traffic and placement due to the Google policy update. Applications opened on May 3, 2021, and must be completed by June 2, 2021 in order to still be able to serve your ads.
If you are unsure how to complete the certification program, or would like help with your health insurance advertising, reach out to the Trusted American Insurance Broker Marketing team. We are here to help you with expert support for all of your independent health insurance agent and Medicare marketing needs.