healthcare budget

Healthcare Marketing: Why You Should Increase Your Paid Social Budget

These days, Facebook, Twitter, Instagram and other social media platforms are changing the way patients interact with their healthcare providers. Social media is certainly something that you can’t afford to ignore. Paid social is having a banner year in 2017. Analysts from HootSuite predicted that social ad spending will top $35 billion this year.  Judging […]

google Adwords budget

5 Tips for Boosting Your Healthcare Google AdWords Budget

Google AdWords is a highly-effective tool for healthcare marketing. When executed correctly, a healthcare organization can decrease the cost of leads, gain a deeper understanding of their patients, target a very specific audience, and increase market share.

Merely running an AdWords campaign, though, doesn’t mean you’ll get the results you want. There are many factors that come into play that have a role in generating results. For example, keywords, especially for a hospital, can be costly, so you want to choose carefully to maximize your budget.

Below we have tips to help boost your Google AdWords budget.

Monitor Your Account Regularly

Make use of Google Analytics daily. Using their tools can help you determine which of your keywords do and do not display your ads.

Also, change the view of your campaigns by sorting your cost per conversions from lowest to highest. Maximize the money for campaigns doing well, and decrease, or stop, your unsuccessful campaigns.

Use all match types for your keywords and continuously oversee their effectiveness. One broad match keyword may cost you less, but be receiving little conversions. Through frequent monitoring and adjusting, your Google AdWords campaign can become an effective powerhouse.

Use Targeting

Google allows you to target specific ages, geographic locations, gender, and much more. A thorough study of your target audience for a specific service could greatly increase your conversions, making the most out of your budget.

Track Click Through Rates (CTRs)

It’s important to track the click through rate of your campaigns. You want to make sure one keyword isn’t getting a great deal of search hits, but few CTRs.

By tracking CTRs, you can also figure out which keywords are over performing and which are underperforming.

Fine Tune Campaigns

What are patients truly searching for? Fine tune your campaigns to meet those searches. Most people aren’t Googling “emergency.” Perhaps your facility offers a specialty that others in the area do not. Focus on bringing in new patients by boosting those keywords.

To boost your budget, narrow down your Google AdWords strategy to the few keywords that are maximizing your conversions.

Check Your Google AdWords Budget

Some of the most common mistakes healthcare facilities are making on Google AdWords involve overbidding and underbidding on a keyword. Many times a business will overbid on a term to ensure their ad pops up. While effective in helping you reach PPC goals, it can greatly increase your cost per conversion. Underbidding guarantees a competitor’s ad will outrank your own. It’s important to stay in charge of a keyword, without overspending.

As you can see, Google AdWords is an extremely effective marketing tool, and will continue to be as the digital world maintains its steady progress. With any marketing strategy, consistent overview is important, but it’s imperative for Google AdWords.

Since fine-tuning an AdWords campaign is very time-consuming, your hospital would benefit greatly from hiring a professional to oversee your campaigns, so you can focus on everything else on your plate.

If you are interested in marketing your hospital using Google AdWords, contact Jimmy Warren today.


ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

 

Hospital Marketing: Competing with Smaller Ad Budgets

Social media has leveled the playing field and made it possible for marketers with smaller budgets to compete effectively. There is a lot of talk these days about brands that have large budgets being threatened by competitors with much smaller budgets.  Some believe scale is losing its effectiveness because social media is having a leveling […]

The Healthcare Marketer’s Guide to Image SEO

Keywords, semantic search, meta descriptions. Over the years, you’ve become accustomed to writing for your hospital’s website with SEO in mind. But if you’re not optimizing your images, then you’re leaving rankable assets on the table. The good news is image SEO is fairly simple. Here’s what you need to know.

Should You Go All-in on Brand Marketing?

Healthcare systems across the country seem to be jumping back on the branding wagon. They are hiring marketing vice presidents from consumer brand companies and engaging multinational advertising agencies. The idea is to create a pull strategy that causes consumers to demand your healthcare system. That, in turn, gives you leverage when negotiating insurance reimbursement […]

Online Directories: A Necessary Evil of Hospital Marketing

If we suggested you use a portion of your healthcare marketing budget to take an ad out in the Yellow Pages, you’d think we were crazy—and we would be. After all, the Yellow Pages are no more! But business directories still exist—this time digitally—and they’re just as important to your hospital marketing efforts today as […]

Make Your Community Hospital Standout with Hospital Marketing

How to Make Your Community Hospital Stand Out with Hospital Marketing Running a community hospital in an area dominated by larger hospitals with more brand recognition and bigger budgets can be very difficult. It’s hard to stand out unless you have a convincing brand value proposition, a competitive advantage to exploit, and a smart hospital […]

3 Marketing Secrets Top Hospital Marketing Programs Know

Hospital marketing programs across the country often do things differently. After all, what works for one system will not necessarily work for another. With that being said, there are systems that have the most robust and effective hospital marketing programs in the nation, and they all seem to incorporate the same fundamentals and tricks of […]

woman painting wall - DIY research for your organization

Do it Yourself Primary Research for Healthcare Marketers: Another Favorite Session from SHSMD ’18

Whether it is budget, time, or both, many healthcare marketers do not have the opportunity to attend SHSMD Connections (Society for Healthcare Strategy & Market Development annual conference).  We are fortunate at TotalCom Marketing that we get to attend most years, so I thought I would share highlights from several of the presentations.