Are you a medical or mental health practice looking to launch a successful Google Ads or PPC ads campaign? If so, you may want to pay attention to these five common PPC mistakes many organizations make. Knowing what to avoid can help you create an effective campaign and maximize your ROI.In this blog post, we’ll discuss the top 5 mistakes medical professionals make with their PPC and Google ads content and offer advice on how to avoid them.

What Are PPC And Google Ads?  

PPC (Pay-Per-Click) is an online advertising model where the advertiser pays the publisher (usually a website owner) when the ad is clicked. Google Ads is a platform that allows businesses to create, run, and manage their PPC campaigns. It is an effective way to get your message out to a targeted audience, as you only pay when someone clicks on your ad.

Google Ads (formerly known as Google AdWords) is a program run by Google that allows businesses to create online advertisements that appear in Google’s search results and other partner websites. Google Ads are designed to help businesses reach their target audiences, generate leads and increase sales.

With the Google Ads platform, businesses can create ads on the search engine results page (SERP) when users search for specific keywords related to the business’s products or services. Ads can also appear on websites and apps that are a part of the Google Ads network. With Google Ads, businesses can create ads for YouTube, Google Maps, Google Play, and other Google-owned properties.

5 Mistakes Medical Professionals Make When Running Search Ads  

If you’re thinking of optimizing your PPC ads for search engines, make sure to avoid the following mistakes,

1) Not Knowing Who Your Target Audience Is  

One of the medical professionals’ biggest mistakes with PPC marketing is not knowing their target audience. Without understanding your audience, you’re essentially throwing your money into the ad auction without any idea if your ads are reaching the right people. This can be detrimental to your ad spend, as you’ll be paying for clicks from users who aren’t likely to convert into customers.

Fortunately, Adwords has a feature called location targeting that allows users to choose the geographic areas where their ads will run. Health-related organizations can use this feature to their advantage by targeting video ads to locations based on how far people are willing to travel for services or to drive business to an underutilized satellite program.

There are three types of location targeting available in Adwords: radius targeting, zip code targeting, and targeting based on average household incomes. Medical practices can use these options to tailor their PPC advertising campaigns to reach specific demographics in their area.

For example, if your organization specializes in pediatric care, you may want to do an online advertising model targeting households with young children. Or, if you’re looking to increase awareness for a new service, you may want to target users within a certain radius of your location.By knowing who your target audience is and using location targeting in your PPC campaigns, you can increase the likelihood of reaching users who are more likely to convert into customers. This can result in a more effective and efficient use of your advertising budget, ultimately leading to more conversions and a higher return on investment. Don’t make the mistake of not knowing who your target audience is — take advantage of Adwords’ location targeting, and start reaching the right people today.

2) Not Having A Clear Call To Action  

One of the health-related organizations’ biggest mistakes with their PPC campaigns is not having a clear call to action. Your ad may have great copy and a strong message, but users may not take action without a clear next step.

Make sure your call to action is strong and compelling to avoid this mistake. Use action verbs like “schedule,” “register,” or “subscribe” to encourage users to take action. Tap into their emotions by using phrases like “don’t miss out” or “get started today” to create enthusiasm. Adding a sense of urgency with phrases like “limited time offer” or “act now” can also motivate users to act quickly.

But the call to action isn’t just about creating urgency and enthusiasm. You also need to show value behind the action. For example, if you’re promoting annual checkups, explain the benefits users will receive by taking action. If you’re offering a discount, highlight the savings users can expect. And if you’re looking for sign-ups, explain what users will receive by signing up.

Another way to make your call to action stand out is by evoking curiosity. Give users a high-level overview of what your medical practice does and the results you get, without giving away too much information. This can encourage users to click through to your landing page to learn more.Remember, a clear call to action can make or break your PPC campaign. So take the time to create a compelling call to action that encourages users to take action and ultimately boosts your ad performance.

3) Not Using Negative Keywords  

Negative keywords are critical to PPC marketing, especially for medical practices. In a nutshell, negative keywords allow you to exclude specific words or phrases from your PPC campaigns, which helps prevent your ads from appearing in irrelevant search engine results pages or on unrelated websites or videos.

Negative keywords are essential because they can help you save money and avoid wasting ad budget on irrelevant clicks. For example, if you are a medical supplier promoting medical equipment, you may want to exclude negative keywords such as “cheap” or “free” from search ads to prevent people who are not interested in purchasing, from clicking on your ad.

To add negative keywords to your campaigns, you can go to your Google Ads or Bing Ads account and navigate to your campaign’s settings. From there, you can select “Negative Keywords” and input the words or phrases you want to exclude from shopping ads.

It’s important to note that various search engine marketing campaigns contain different types of negative keywords. For example, broad match negative keywords will prevent your ad from appearing when a search query includes any of the words you specify. Exact match negative keywords, on the other hand, will only prevent your ad from appearing when a search query matches the exact phrase you specify.For Display ads and Video campaigns, a maximum of 5,000 negative keywords is considered. Also, for Display campaigns, a set of negative keywords will be excluded as an exact topic.

4) Bidding On Too Many Keywords  

One of healthcare’s biggest mistakes with PPC is bidding on too many keywords. While casting a wide net and targeting as many keywords as possible may seem like a good idea, overbidding can greatly drain your advertising budget.

To avoid this, it’s important to take steps to ensure that your bidding strategy is aggressive enough to keep your ads in high-performing positions, but not so aggressive that it eats up your budget too quickly. Paying for ads that don’t convert is a major budget drain, so it’s important to focus your bidding strategy on scoring the first position for keywords that have had a good conversion rate.

One technique to score competitive spots without setting the baseline campaign budget too high is bid stacking. This involves placing multiple bids for the same keyword to ensure your ad shows up in different ad auctions at different times.However, manual bid management can be daunting, especially if you have a large number of keywords and ad groups to manage. That’s why leveraging the experience and expertise of dedicated PPC managers can be so helpful. They can help you optimize your bids to maximize your ad budget while minimizing waste.

5) Not Tracking Conversions  

One of the most critical components of any digital marketing strategy, including health related PPC campaigns, is tracking conversions. Conversion tracking helps businesses understand how effective their campaigns are in terms of driving actual results. It involves using analytics tools to track various user actions, such as making a purchase, submitting a form, or calling the business. By monitoring these actions, businesses can see which campaigns, ad groups, keywords, and search engines generate the most conversions and which need improvement.

Failing to track conversions can lead to a host of issues, including an inability to measure ROI accurately. If businesses don’t know which campaigns generate conversions, they won’t be able to allocate their ad spend effectively, potentially wasting money on underperforming campaigns. Furthermore, without conversion tracking, businesses may miss out on valuable insights into their target audience or ad group’s behavior, preferences, and needs, which could help them optimize their PPC campaigns.

Medical practices must use analytics tools such as Google Ads or Bing Ads to track conversions effectively, which can provide detailed reports on campaign performance and conversion rates. By using Google Analytics and setting up conversion tracking, businesses can gain valuable insights into the effectiveness of their PPC ads and make data-driven decisions about their online advertising campaigns.

In summary, conversion tracking is a crucial part of any healthcare PPC advertising campaign, and businesses that fail to do so risk missing out on valuable data and insights. By using analytics tools to track conversions, businesses can better understand their target audience, optimize their ad spend, and make informed decisions about their PPC marketing strategies.Have you tried using PPC for your medical practice? Let us know in the comments below.

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