Meta Ads Compliance: How To Run Cannabis Ads WITHOUT Getting Banned
Summary
TLDRThe script discusses marketing strategies for cannabis-infused beverages, emphasizing the importance of compliance with advertising policies. It highlights the distinction between educational CBD promotion and direct product sales, noting Google's strict hemp-only policy. The speaker showcases examples of successful brands, emphasizing the need for educational first contact before purchase. The script also introduces a beverage designed to offer relaxation and euphoria without the downsides of traditional cannabis or alcohol, positioning it as a healthier alternative for consumers seeking an enjoyable experience.
Takeaways
- 🌿 The product being sold is a cannabis-infused drink, highlighting the importance of advertising compliance.
- 📚 The policy allows for advertising educational CBD content that leads to additional information, but no direct mention of THC or CBD on the landing page.
- 🔍 Google's advertising policy is strict, allowing only hemp-related content and no mention of THC or marijuana.
- 🚀 Elon Musk's platform is more open, accepting ads for CBD and THC products.
- 📈 Brands like WYLD are successful by focusing on hemp in their advertising and directing traffic to educational landing pages.
- 🏃♂️ The 'Off Field' brand uses clever marketing to appeal to runners, emphasizing the benefits of microdosing.
- 🍾 The product aims to mimic the effects of alcohol, providing a quick onset and short duration, unlike traditional cannabis edibles.
- 💡 The key selling point is a beverage that makes you feel better without the negative side effects typically associated with alcohol or cannabis edibles.
- 🔬 The advertisement focuses on the science behind the product, positioning it as a healthier alternative to alcohol.
- 🌐 The strategy involves driving traffic from Facebook to a specific funnel that emphasizes hemp and CBD, avoiding direct mention of THC.
Q & A
What is the product being sold in the script?
-The product being sold is a beverage containing microdoses of cannabis, specifically THC and CBD.
What is the core conversation about in the breakout stage?
-The core conversation is about advertising compliantly for cannabis-related products, discussing the difference between compliant and non-compliant ways of advertising.
What does the policy say about advertising educational CBD products?
-The policy states that you can advertise educational CBD products that lead to additional information with essentially two clicks to buy.
What restrictions does Google have on advertising cannabis-related products?
-Google restricts advertising to only hemp products, with no mention of THC, marijuana, or any other cannabis-related terms.
What is the recommended approach for advertising on Facebook?
-The recommended approach is to make the ads educational and informational, leading to a landing page that first educates before mentioning the product.
What is the significance of the term 'microdosing' in the context of the product?
-Microdosing refers to the small, precise doses of THC and CBD in the beverage, intended to provide a controlled and mild experience.
How does the product differ from traditional cannabis edibles in terms of onset and duration?
-The product has a faster onset of 5 to 10 minutes and a shorter duration of about 1 hour, unlike traditional edibles which can take 30 minutes to 1 hour to kick in and last 4 to 6 hours.
What is the main goal of the brand's advertising strategy?
-The main goal is to position the product as an alternative to alcohol, providing a feeling of euphoria without the negative side effects associated with traditional cannabis edibles.
What is the founder's name and where is he from?
-The founder's name is Aaron Nosich, and he is from West Florida.
What is the unique selling proposition of the beverage according to the founder?
-The unique selling proposition is that the beverage allows consumers to feel better without feeling worse, offering an enjoyable and fun experience without the negative effects of traditional alcohol or cannabis consumption.
How does the brand plan to overcome the negative experiences associated with traditional cannabis edibles?
-The brand plans to overcome this by educating consumers about the differences in their product, which has a faster onset, shorter duration, and avoids the conversion to 11-hydroxy THC, which is associated with the heavy feeling and negative side effects of traditional edibles.
Outlines
🌿 CBD Advertising Compliance
This paragraph discusses the nuances of advertising CBD products, emphasizing the importance of compliance with advertising policies. The speaker explains that while educational CBD ads are permissible, direct promotion of THC or CBD on landing pages is not allowed. The policy allows for hemp product advertisements but prohibits any mention of THC or CBD on the landing page. The speaker suggests strategies to navigate these restrictions, such as directing traffic to a separate, compliant landing page. Examples of successful brands like 'wyl.d' are highlighted, showcasing their approach to advertising and the importance of an educational first step before leading to a product page. The paragraph also touches on the strictness of Google's advertising policies, contrasting it with the more lenient approach of other platforms.
🍹 The Future of CBD Beverages
The speaker in this paragraph delves into the potential of CBD-infused beverages, comparing their effects to those of alcohol. They describe the experience of consuming a CBD beverage, noting that it provides a clear, elevated, and calm feeling without the negative side effects often associated with alcohol, such as depression. The goal is to create a beverage that enhances well-being without causing adverse effects. The speaker introduces their product, emphasizing its quick onset and short duration, similar to alcohol but without the hangover. They also discuss the challenges of competing against established substances like alcohol and the need to overcome negative perceptions associated with edibles. The paragraph concludes with an invitation for the audience to try the product and share their experiences, highlighting the founder's vision and the company's commitment to providing a healthier alternative to traditional intoxicants.
Mindmap
Keywords
💡Microdosing
💡CBD
💡THC
💡Compliance
💡Hemp
💡Landing Page
💡Educational Advertising
💡Facebook Ads
💡Product Positioning
💡Nanoemulsion
💡11-Hydroxy THC
Highlights
Discussion on advertising compliant and non-compliant methods for micro-dosed cannabis drinks.
Policy clarification on advertising educational CBD that leads to additional information with two clicks to buy.
Google's strict policy on advertising only hemp products without THC or marijuana.
X wide open for advertising with no restrictions on THC or CBD.
Importance of starting with educational information about CBD before leading to product pages.
Demonstration of a compliant landing page design for Facebook traffic with educational focus.
Brand example: W YLD with a focus on hemp in advertising and a strong educational landing page.
The concept of 'micro-dose runners high' as a marketing strategy for a cannabis beverage.
Branding and marketing strategies that avoid direct mention of THC until the product page.
The unique selling proposition of the beverage: quick onset and offset without the heaviness of traditional edibles.
Comparing the beverage's effects to alcohol, aiming for a similar euphoria without the downside.
The founder's vision for a beverage that makes people feel better without feeling worse.
The beverage's potential as an alternative to alcohol, providing a way to enjoy without negative effects.
Aaron Nosich, the founder, introduces the science behind the beverage and its competition with alcohol.
The ad structure focusing on education and compliance for Facebook advertising.
The strategy of information-based funnels to drive traffic to landing pages with educational content.
Ketamine's growing trend and its potential for compliant advertising as an information-based product.
Transcripts
and so this is what we're selling it's
literally micro do cannabis in a drink
and what this core conversation on the
breakout stage is going to be it's going
to be talking about the ads cuz there's
a compliant way of doing this and
there's a non-compliant way of doing
this essentially here's what the policy
say the policy say you can advertise
educational CBD that leads to additional
information essentially two clicks and
buy that's the simplest way of
articulating it you can advertise hemp
products but you can't articulate
anything on the landing page as it's THC
or CBD there's a couple ways around this
I'll show you as we get into the landing
pages and the last thing on Google
Google is only hemp no THC no marijuana
no nothing only hemp on Google probably
one of the strictest right now but I
believe they're going to start adapting
especially when the dollars are starting
to flow and then on X wide open Elon
want your money spend it he's going to
very much accept it here you can see
it's pretty straightforward can CBD
boost my
energy when CBD doesn't work so it's a
very educational informational forward
that's is how to start it and you can
see even on the link learn. brand so
this page this Lander you don't want it
running to the homepage it has to run to
an off its own landing page that's just
for Facebook traffic or just for Google
Traffic platform into what learn first
that's the easiest way to move forward
with it and so it goes to even more
compliant so there's going to be tons of
this tons of these examples and I'll
have a link for it one of the largest
Brands wild if you walk into any uh pot
shop any CBD Place wild you'll see this
brand w yld d beautiful brand gorgeous
done and they talk about hemp right on
the ads but again you see what they're
running to learn learn learn learn has
to be first it has to be educational
first cuz Facebook's going to scrape
that so I'm going to go to the landing
page just next three
to this is where it lands so it adds
directly to a page like this simple it's
beautiful but look at all the buttons
view details I can't even buy it just
yet then I get to product page the only
mention the first time of CBD is on the
can at the product page that's
essentially two to three Clicks in
that's the biggest learning that you
guys got to get away
from great brand good insights and then
next is this is one one of my favorites
coming from somebody that enjoys running
they had a huge play on words called off
field so they're playing with the
runners High okay well done so you have
the off field and they're talking about
the world's first micro do runners High
we know what they're talking about we we
know what the micro do high is and that
that branding that style it's so well
done this video is just essentially like
a a psychedelic view of them pouring
some instant mix that is THC CBD and so
I think they did an incredible job so
you'll see this is the landing page for
them
specifically as they start to scroll
they tell you what it is and you'll see
right here on the can it'll show it
quickly oh it'll come back to me
there'll be a can at the bottom and it's
hidden and I would even say it's getting
a little bit little bit sketchy
here 5 mgram with the THC on the
side right on the product
page again beautiful brand a lot of
money being invested in this space
I I pay attention to these guys a lot
and so then we'll get into our brand
this is what we this is the next one we
run so this is going to be three videos
that first video is going to be a minute
long about a minute and 25 seconds I
want you guys to pay attention to what
it is that we're saying and how we're
positioning
it I heard descri today as light one is
Chill feel in about 5 to 10 minutes and
get this feeling of relaxation Clarity a
little bit some excitement some uh some
Euphoria uh and it's but it's chill it's
anything you normally be able to do uh
when you're completely s over you can be
doing on a one bre but then you can
stack it if you want if you want to have
a deeper more uh elevated experience you
take two three four I actually think
people are going to be drinking two to
five per sitting uh is going to follow a
very similar path to alcohol I believe
uh you know alcohol hit you in about 5
10 minutes it goes away in about 1 hour
bre follows that same curve which is
distinctly different most edible or
Canabis experiences if you eat an edible
it can work up and around and down takes
about 30 minutes to 1 hour to hit it's a
4 to 6 hour experience you're actually
creating a separate chemical called 11
hydroxy THC in your stomach when you
have a gummy or a cookie or a brownie or
whatever when you're using breeze it's
nano MiFi THC mean it's not digesting in
your stomach the same way so it's not
converted into 11 hydroxy Le Hydrox is
that heavy feeling that sitting and wav
that just kind of overwhelms you a lot
of people get their anxiet and paranoia
that we experiences from that uh this
bypasses that this is 5 to 10 minutes in
1 hour out you get this very clear
elevated Happy Feeling uh calm uh you
don't feel delirious and out of control
if anything you feel more conscious but
you still feel it it's not like uh I've
had some of these dreams that are just
like maybe something's happening but I
have no clue uh you'll feel it it's it's
undoubtedly there it's just not uh
overtaking uh you so I think that
feeling is understanding I really hope
that you get the opportunity to try it
we're trying to build a beverage that
will let you feel better without feeling
worse I think that this is what Society
needs I think this is what culture needs
and I think we've done it uh I just want
to help give people a real alternative
that can give them a way to feel better
without feeling worse a way to uh enjoy
and have more fun uh without without
feeling bad without poisoning themselves
and and then run away so I hope you try
it if you have tried it please let us
know what you think I'll share some
testimonies with other people and what
their experience has been like but in
the meantime have fun stay elevated and
I'll see you soon so that weird looking
guy is actually our founder who created
it his name is Aaron nosich out of West
Florida the mustache just kills me every
time I see this and every comment is
basically talking about what is this
mustache what are you doing here but it
this this angle this entire ad was
structured specifically to talk about
the science because the thing that we're
competing against I'll go even deeper on
this on the main stage we're not
competing against marijuana we're not
competing against hemp we're competing
against alcohol the feeling that alcohol
gives you on initial consumption is a
feeling of euphoria except that downside
of depression is right when it hits
after so if we can ride that and how
many of you guys have tried an edible
and it's been a terrible experience you
Tred an edible you're like why the [ __ ]
am I doing this I'm still high it's
miserable that that's the biggest thing
we have to overcome because when you try
the product like this it really does it
makes a major impact on this so this is
this one ad structure is educational and
Facebook loves this type of stuff we
drive to this is our funnel this is a
Facebook specific funnel so we don't
mention anything with uh THC in it it's
all hemp it's all CBD and so this is our
our landing page it's a unique it's a
different experience uh completely so
generally speaking the initial strategy
of the flow that we wanted to do is
information to information two clicks in
you to landing page or homepage same
thing for topical so this is just going
to be a hemp infused cream information
all the way to more
information mudat it's not
it's not necessarily a new Tropic or
it's not necessarily anything that or it
is a new Tropic it isn't against rules
but they get really into the anxiety CU
they're competing against coffee and so
this is one that they push the angle a
little bit more aggressive than most um
but they have incredible ads and they
really go after this this anxious
feeling overall even so much so as
ketamine Legion is a one of the largest
growing West Coast and Middle America
Trend right now but ketamine strategy or
ketamine approach can be ran compliantly
on ads especially as an information
based
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