Google Ads: How to use it to promote health services in Canadian hospitals? In case you still had any doubts, hospitals can promote themselves through Google Ads. To do so, you must think about the services you want to promote, and how to maintain the loyalty of your patients and new clients. However, you must know the peculiarities of the health-related public. This way, you’ll be able to define good strategies that will help you plan your campaigns correctly.
If you manage a hospital, you’ve come to the right place. Today, we’ll explain how to use Google Ads to promote health services in hospitals.
How to promote in Google Ads for health services in hospitals?
There are many ways to start creating advertising campaigns on Google Ads. In fact, many hospitals do it without having a website, although this practice is not the most recommended.
To promote a hospital’s services through this platform, it is important to build your digital presence by creating a business page. Why? Because a high percentage of patients tend to book an appointment at a hospital from its website.
Also, to register a hospital, you can use Google My Business in order to appear in local searches on Google Maps. In the same way, you can register in the most popular medical directories for the different specialties of the hospital and your country.
What are the steps to carry out an advertising campaign for health services in hospitals?
Google Ads is a valuable tool in SEM, as it can help to get qualified traffic, conversions and increase the visibility of hospitals.
There are many benefits obtained through this platform, and they can be enjoyed with a budget adjusted to your needs.
However, when it comes to running an advertising campaign on Google Ads, there are many factors to control, and it may be difficult to optimize from the beginning.
However, there are steps that can guide you in Google Ads to promote your health services in hospitals with good results:
Establish consistent objectives
As a hospital owner or director, it is important that you set realistic goals before starting any campaign. In the case of Google Ads campaigns, they are of interest because they can be used to target users in the different phases of the conversion funnel. The most traditional phase is based on triggering the last phase of the conversion funnel. That is, when the user is ready to buy or hire a service.
This way you can achieve better conversion rates and fast results. One thing to keep in mind, though, is that competition in the healthcare sector is very high. Also, advertising is paid through an auction and the cost per click can be high.
Strengthen your Inbound strategy
Google Ads is a good tool to reinforce your inbound strategy. Adding keywords to your campaign that are not related to the purchase process, but to the need to buy or hire a certain service, is a good start. As a result, both competition and costs per click are lower.
In this context, campaigns are usually not so aggressive, since they promote and disseminate content that responds to the problems of our target audience. For this, display or video campaigns are usually the best option.
Selecting the right keywords can make or break the success or failure of promoting hospital services in Google Ads. First, it is advisable to start with the “brainstorming” technique. Then analyze each potential word and select the ones that generate the most interest. We can use the searches related to the Google search engine, the keyword planner of Google Ads “Keyword Planner” or other advanced options.
To decide whether a keyword can attract enough attention to promote a hospital’s healthcare services, consider: search volume, intent and competition, and price per click.
Determine your account structure
If you want to work with Google Ads, you must keep in mind the different types of structure levels that are found within an account. Mainly we have the campaigns, and each objective corresponds to a separate campaign. Now, there are several options that can be configured when creating a campaign: the type of campaign, the location to eliminate unwanted clicks, the bidding strategy (automatic or manual), the language, the device and the daily budget.
There are also the ad groups, where the internal structure of the campaigns for the health sector is configured. All according to the topics to be addressed to control the relationship between ads and keywords. The idea is to create topics that can be clearly differentiated. For example, for hospitals, it is important to add the different types of health services and specialties offered.
Set up your campaign
In this step, you must have already complied with the above-mentioned. You must register in the official Google Ads account, or in fact, log in if you have an account.
Then, you must add the daily budget of your campaign, although Google makes an estimate of the coverage you can achieve with the initial budget.
Also, you must define the location of your target audience, choose the network of preference, and add the keywords.
Set the maximum bid you would be willing to pay per click, add the text of your first ad and add the payment information.
Perform A/B Testing
Putting these variants into practice is necessary to optimize your hospital campaigns in Google Ads. The goal is to experiment with calls to action, title, and other key elements.
In each test, you can test two identical ads, except for the version of the element you want to analyze. Suppose there are more than two variants, it is possible to do a second test and then compare the winners.
For an A/B test to be as effective as expected and to be able to draw conclusions, you must wait until both versions receive clicks and a significant number of impressions.
This technique will help you know which health services your audience most demands. This way, you’ll be able to create more attractive Google Ads campaigns.
Conducts an evaluation of results
This is the last step to promote hospital health services. Many people make a big mistake when creating health campaigns on Google Ads. Since when setting up their ads they forget about the account for weeks, even months.
You can’t make the same mistake. Even if you have a well-designed campaign, you must be alert to make the necessary adjustments.
It is not a matter of obsession, but of establishing control moments to inspect how the account is evolving and if there are features that you need to improve on.
However, Google Ads offers many metrics, so it is not so easy to be aware of each one of them. It is advisable to choose the KPIs that best correspond to the established objectives in order to control the level of quality and conversions.
How to be successful with a Google Ads ad for the promotion of health services in hospitals?
With these steps, you already have everything you need to promote health services in hospitals with Google Ads. We know how difficult it is to run a hospital effectively to get the most out of all your resources. That’s why we understand that it can be hard to pay attention to Google Ads campaigns.
At BluCactus we are a digital marketing agency in Mexico. Our team specializes in creating Google Ads campaigns for companies of any size and in any sector. Contact us right now, and we will take care of creating and directing your campaigns to promote the health services available at the hospital you manage. Our commitment is to help you reach your target audience to increase the number of patients.
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