Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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5 Challenges for Advertising Healthcare on Google

5 Challenges for Advertising Healthcare on Google | Online Reputation Management for Doctors | Scoop.it

With 3.5 billion Google searches made every day, there’s no question that businesses need some sort of presence on the world’s most popular search engine to succeed online.

 

And the most efficient way to ensure you have a presence on the search engines is with paid advertising. Advertising healthcare on Google, however, comes with its own set of challenges.

1. You cannot promote certain services and products

The first challenge for healthcare marketers is that certain products and services cannot be advertised at all. For example, Google does not allow advertisements for CBD oil.

 

In some cases, products and services will only reach a limited audience, rather than an ad getting banned altogether. And you can only advertise certain products and services—including pharmaceuticals and addiction treatment centers—in select countries with a special certification from Google.

2. Can’t use certain phrasing

Aside from the products and services you cannot promote, healthcare marketers also must avoid certain phrasing in Google Ads. These phrasing concerns apply to both the ad copy—what appears in the Google search results—and the landing page copy—where people land when they click on the ad.

 

In some cases, Google rejects or takes down advertisements it deems to be against their policies, all of which are outlined here.

 

For example, a low-testosterone clinic would have to be very careful phrasing their advertisements, as Google may consider an ad or associated landing page to be banned adult content. 

3. Must use certain phrasing

Healthcare advertisers must also include certain types of phrasing in advertisements. You cannot guarantee specific results from a product or from your services. On a landing page, when displaying testimonials or before-and-after pictures, it’s important to use phrasing such as “Results vary and are not guaranteed.”

 

Another thing to include on any landing page is ad copy that actually matches or lines up with the landing page copy. Google’s sophisticated algorithms can quickly detect that an ad for vein services leads to a landing page without any information about veins whatsoever. 

4. No retargeting

Google does not allow healthcare marketers to retarget prospective patients with advertising.

 

This means that, if someone visits your website or clicks on your ad, hospitals and practices cannot use display advertising (ads that appear on other sites) to lure that person back in—all due to potential patient privacy concerns. (However, there are other ways to 

That’s why it’s so important to design a landing page for conversions, so that people who click on your ad have an easy way to fill out a form (or call) and express interest in your services. 

5. Competition

When our agency first got started over a decade ago, digital marketing for healthcare was a fairly niche expertise. Today, we are still leaders in our area—but the competition has gotten tough.

 

When you’re advertising on Google Ads, you’ll have to bid strategically, take advantage of negative keywords (the keywords you DON’T want to rank for), and use advertising best practices to get potential patients to visit your landing page and convert. 

Work with a Google Premier Partner

When you work with a Google Premier Partner for your campaigns, you’re partnering with experts who don’t just employ a “set-it-and-forget-it” mentality with your Google Ads. They’ll constantly optimize to get you ahead of the competition and help your landing pages convert. 

 

Better yet, partner with Healthcare Success to work with a healthcare digital advertising agency that knows the challenges specific to healthcare. Call 800-656-0907 for more information.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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Why Medical Marketers Need to Understand the Differences Between Google and Facebook Advertising

Why Medical Marketers Need to Understand the Differences Between Google and Facebook Advertising | Online Reputation Management for Doctors | Scoop.it

The internet has profoundly changed the way that people seek out medical information, manage their health, and make decisions about treatment. Medical organizations hoping to attract new patients must meet users on platforms where they spend the majority of their time. These days, that means running digital ad campaigns on Google and Facebook.

 

On the surface, Facebook and Google may seem similar, but consumers actually use them in different ways and for different purposes. Generating a solid ROI requires a solid understanding of each platform, both in terms of their unique roles in the patient path to treatment and how to leverage their targeting capabilities in order to reach the right patients at exactly the right moment.

Facebook Advertising

When it comes to Facebook ads, medical marketers should take advantage of the platform’s immense size and rich data set to reach broad, but targeted audiences. With 2.01 billion monthly active users spread across the globe, the platform comfortably boasts the largest captive audience of any online community or service.

That said, Facebook advertising can be a tricky thing to do well. Search engine advertising is centered around keyword targeting — i.e., users type in queries related to whatever it is they’re searching for, making it relatively easy for marketers to identify relevant prospects. Facebook requires a different approach entirely. Because users aren’t actively searching for information like they would on a search engine, targeting is based on user demographics and demonstrated interests. By first determining the characteristics of their ideal audience(s) then crafting their campaigns accordingly, medical organizations can push highly relevant content into the feeds of prospective patients. Remember that Facebook users are inundated with huge volumes of content on a daily basis, so personalization is key.

Google Advertising

According to Search Engine Watch, Google now processes more than 40,000 searches per second — that’s over 3.5 billion searches every single day! As SEW points out, when you consider that every single one of those searches is “a user looking for something to meet a specific need,” it becomes clear why keyword targeting and bidding are such important tools in the medical marketer’s toolbelt.

 

However, the advantages of Google’s keyword targeting are something of a double-edged sword — while the platform allows medical organizations to reach patients actively searching for solutions they offer, the level of competition for their attention is incredibly high. As such, medical marketers need to think outside the box in order to keep costs down and conversions high.

 

Moreover, they need to understand how different types of search queries indicate intent. This understanding allows them to serve the right materials/message to the right patient at exactly the right moment in order to increase their conversion rate and ROI.

At the end of the day, both of these platforms represent a massive opportunity for medical brands to reach new prospective patients at minimal cost. However, success is never guaranteed. Building, implementing, and maintaining a solid ad campaign requires a great deal of research, care, and attention in both the short and long term. That said, when executed correctly, the potential returns are well-worth the extra effort.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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