Google Ads is one of the leading advertising platforms for healthcare businesses. Thousands of firms use it to reach their audiences online and they can do it for much less than many traditional offline marketing channels.
Whether you’re a healthcare clinic, health insurance provider, healthcare tech company or health marketing company, Google Ads provides the tools you need to reach your audiences online effectively. That includes searches on Google, video advertising on YouTube & network video sites, image ads on the Display network and so on.
So, in this article, I’ve listed some of the Google Ads features for healthcare businesses and how working with a Google PPC expert could be beneficial.
1. Campaign Setup
Setting up new Google Ads campaigns for a healthcare business has several challenges. One of the main ones is that Google policies are stricter for health businesses and sometimes ads get disapproved for minor infringements.
So, it may require help from a PPC expert with experience working with healthcare businesses, to successfully launch your campaigns.
The best campaign for this is usually a Search campaign. And you’re likely to pay from $450 per campaign setup which includes things such as:
– creating a new Google Ads account if you don’t have one already
– setting up a new Search campaign
– research new keywords
– adding negative keywords to block
– implementing conversion tracking to track sales and leads
2. Campaign Management
Managing healthcare campaigns has some challenges. And one of them is the high number of competitors that your ads will have to contend with. There are many advertisers in this space on Google and that pushes up the cost per click and the overall cost of advertising.
The cost of Google Ads management varies and depends on many factors. This includes the experience of the Google Ads expert, your goals, complexity of campaigns and more. However, the fees start from $550 per month and reach thousands for large accounts.
3. Keyword Research
Healthcare is a broad area with many sectors and industries. So, it’s important that you find the right keywords that are highly targeted to your audiences, so you can achieve your goals. And you’ll need to carry out keyword research to set up your campaigns effectively and a PPC expert can help with this.
Google Ads provides the Keyword Planner, a free research tool to help find keywords. And many PPC experts also use third-party research tools to research competitors, to find out what keywords they are using and also to carry out some keyword research.
This work is usually included in the campaign set up, and also throughout the campaign management. So, you’re unlikely to be charged separately for this work.
4. Conversion Tracking Setup
A PPC expert will help to set up conversion tracking for your Google Ads account. This is important because it helps you to see which campaigns, ads, keywords and ad groups are driving leads or sales for your healthcare business.
So, it’s important that this is set up before you even start advertising, to avoid losing important data that would help you optimize your campaigns effectively.
And this can be set up in your Google Ads account. Or you could set it up in Google Analytics and then import the conversion tracking into Google Ads. This has more benefits, and a Google PPC expert will show you how it works and the pros and cons.
5. Remarketing Setup
Google Ads Remarketing is an effective strategy for a healthcare business. This feature allows you to reach out to past website visitors that are relevant for your business. And this is all possible in your account with the Display campaign type that’s available for your business.
A Google Ads specialist will set this up for you and all the relevant audiences that you want to target, from your Google Analytics account.
The cost to set up a Remarketing campaign is like other campaign types and starts from $450 per campaign. But the complexity of the task will determine what the actual costs will be.
6. Analytics Tracking & Reporting
We mentioned conversion tracking above and why that is important for a healthcare business running Google Ads campaigns. And it’s best to set this up in Google Analytics and then import the conversions into Google Ads.
But, you also need Analytics to track other actions on your website from your Google Ads traffic. So, you will see how engaged visitors are and what actions they are taking besides just conversions.
The PPC expert will use this to track your traffic and keep an eye on your key metrics. They will report how this is performing for you and what actions are needed to improve performance.
7. Google Ads Training for Healthcare
Google Ads training is ideal for a healthcare business that wants to manage its own campaigns. This equips you with the knowledge and skills to add and update the campaigns and all features and to optimize them to improve performance.
However, there is a learning curve with Google Ads and not everyone is able to learn it effectively to run great campaigns. And the management and optimization will take up a lot of your time which you could allocate elsewhere.
A PPC expert will provide this training and will focus on the areas where you need the most help and will see the best results. And if you find that learning Google Ads is not working, you can also hire a Google PPC expert to manage your campaigns.
Conclusion
There are many challenges when setting up and managing Google Ads campaigns for a healthcare business. But with help from a PPC expert, this is made a lot easier.
I’m a PPC expert and Google Ads consultant and I’d be happy to help you set up and run great campaigns. Contact me to discuss.
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