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.
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!