In a crowded and increasingly competitive sector, healthcare marketing can be challenging enough as it is, without constantly changing pay-per-click advertising rules! PPC has advanced significantly even in the last six months, so if your campaigns are no longer quite hitting the mark, it’s time to ask yourself the following:
1. Are you bidding on an excess of keywords?
It’s tempting to think of every possible keyword that relates to your healthcare offer in a bid to catch all possible business. However, only 6% of keywords result in conversions – and those that don’t will eat your budget. As the list gets bigger, your campaign also gets more complex. Fix it by pinning down just 10 keywords that make sense to your clinical service offer, or which are likely to generate you the most profit. As your ads start to perform with these, you can slowly grow your keyword list.
2.Are you writing far too many adverts?
No healthcare business needs more than 10 ads per ad group; simplicity rules with AdWords. Yes, you’ll need multiple ads per ad group, but you’ll need to strike a healthy medium between your data and ads. Ultimately you need to set up enough ads to give you useful data in a short period of time. Then, you can use the data to create fresh ads on the basis of what worked. Test just two to four adverts in a single ad group at a time.
3.Are you failing to use anything other than AdWords?
Yes, Google is all-important for search, but smart healthcare providers are also advertising on social media platforms and other search engines, such as Bing. The latter has less competition, so can be cheaper and provide a stronger return. Facebook allows excellent targeting for your products or services, and LinkedIn allows you to market your healthcare offering to business professionals.
4.Are you over-relying on click performance?
Yes, the cost-per-click (CPC) and click-through-rate (CTR) are important campaign success indicators – but it’s equally as important to know what people are doing on your site after they click on to it. Are they converting and resulting in sales? A useful metric to use is Cost-Per-Acquisition (CPA), which helps to assess profitability and assess whether the right people are landing on your page and interacting with it.
5.Are you guilty of overusing Dynamic Keyword Insertion? (DKI)
This tool is great to share particular messages based on defined searches, and it can create fantastically personalised headers for your target audience. However, get it wrong and you will pay for clicks that don’t convert and ads that simply don’t make sense. Most healthcare marketing campaigns are better focused around carefully crafted adverts rather than worrying unnecessarily about DKI. And if the route is right for your clinic, hospital or agency, then it’s vital to be savvy and strategic about ad production to ensure your copy is meaningful.
These five AdWords errors are common, and just a little effort and time to rethink your approach will reap dividends. Of course, with a busy healthcare business to run, it can be very difficult to find the time to become an AdWords expert, which is where Medico Digital comes in. We are an experienced healthcare marketing agency that can help you to optimise your digital strategy delivery and allow you to focus on caring for patients and service users.