HIPAA (Health Insurance Portability and Accountability Act) regulations restrict the language healthcare marketers can use in their campaigns, in particular in Paid Search orGoogle AdWords. However, in today’s mobile-first world, you must adopt new ad formats, bidding and targeting strategies, attribution and optimization technologies to drive clicks, calls, and customers.
Outside of the HIPAA regulations, there are many other challenges facing healthcare marketers and using Paid Search, most notably that we have witnessed a significant shift in the way consumers interact with healthcare and medicine. In this mobile world, Paid Search needs to adapt to this new Multi-Device world.
In order to remain competitive, Paid Search is a fantastic way of getting your company exposure on Google’s first page. It’s especially useful if you don’t have time for your SEO credibility score to build.
Here are our 10 tips for first-time Google AdWords users. Note it is quicker and just as effective to Google AdWords Express tool to set up you first advert. This tool is easy to use and quick for Google AdWords newbies.
Step 1: Plan – first step in anything is to plan. What keywords or keyword phrases would you like your ad to appear alongside? Think about how people search and ask yourself what long-tail keywords would they use. Your keyword selection will make or break your AdWords campaign. Make sure to take advantage of the Google keywords tool. Before you get started, do a couple of Google searches around your keyword to get a feel for the existing adverts and their positioning. As of early 2016, Ads no longer appear on the right-hand side of Google. Instead, they all appear at the top, as seen in the screenshot to your below.
Step 2: Check out the competition – before you get started, do a couple of Google searches around your keyword to get a feel for the existing adverts and their positioning. As of early 2016, Ads no longer appear on the right-hand side of Google. Instead, they all appear at the top, as seen in the screenshot to your below.
Step 3: Set Goals – what conversion are you looking to get from your AdWords campaign. Make sure that your goal is SMART. This will help you set your budget later.
- S = Specific
- M = Measurable
- A = Achievable
- R = Realistic
- T = Time-based
Step 4: Choose your campaign – based on your goals, choose your campaign type in the Google AdWords tool and start working your way through the wizard.
It is here that you start segmenting your audience, firstly by location, then language. Next, you set your bid type and budget. Put the complete budget here. You will split out by ad group in the next step.
Step 5: Create your ad groups – this is where you can set either more specific targeting around keywords and key phrases. If you are creating multiple adverts for different targets, set up separate Ad Groups. This will make tracking easier later on. Set here the budget for each ad group or target.
Step 6: Write compelling ad copy – next comes the creative step. Take the time to think about your advert’s copy. If it’s not attention grabbing, your target won’t click on it. The Google support tool provides a lot of help here.
We favor the A.I.D.C.A. copywriting recipe tool, which stands for
A – Attention I – Interest D – Desire C – Conviction A – Action
Essentially, if your copy contains these 5 ingredients, it should hit the spot for your target. Here are 5 key secrets to copywriting for AdWords:
- Clear Call-To-Actions – use strong, clear calls to action. This will guide your target to where you want them to end up.
- Benefit driven copy – don’t feature dump. Make sure your copy highlights how your product or service would benefit your target consumer.
- Define your purpose – be clear and specify what your purpose is.
- Simple language – copywriting is writing to sell. Think about how you speak to someone and write the same. Don’t use fancy jargon! Remember you are human and so is the person reading the advert.
- DON’T CONFUSE THE MESSAGE
For each Ad Group or target, Google recommends that you create 2 adverts. This allows the system to automatically test which one works best. Google will then favor your highest performing advert.
You can now make a variety of different advert types. Make sure to choose the right type for you. If you are thinking mobile first, responsive would be the best choice.
Step 7: Landing pages – make sure that your adverts link to compelling landing pages, that relate to the content of the advert and are, most important of all, highly relevant to your target consumer.
Step 8: Provide value – make sure that the advert provides value to the consumer. Whether it be offering some content, or access to an event, make sure that they are given something in return for giving you their contact information. As a marketer, you need to generate leads and ultimately you will want your Google AdWords campaigns to enable you to collect organic data. This will enable you to market to them using multiple channels.
Step 9: Add the human touch – make sure your company contact us pages is clear so that the consumer can reach out to you for more information.
Step 10: Analysis – log into your Google AdWords campaign manager regularly. Check the progress, and make SMART marketing decisions based on the results. If an advert isn’t working, change the copy or check you are targeting the right keywords.
For the latest in healthcare marketing, join us at the Digital Healthcare Transformation Assembly in Dallas, this April >>