About one in twenty Google searches are healthcare related. Some are simple answers to questions, like “knee replacement process?” Others may be searching for specific services or clinics. The amount of healthcare-related searches presents a huge advertising opportunity for healthcare providers. Unlike the average small business, however, healthcare providers are subject to some niche regulations and challenges. We’ve broken down some of these challenges, and provided some things to keep in mind when designing your healthcare campaign.
The most obvious regulation on healthcare-related advertising is a prohibition on certain products, including some pharmaceuticals, weight-loss supplements, or steroids. CBD oil, for example, is a prohibited product, and cannot be advertised. Prescription drugs cannot be advertised except by Google-certified pharmacies and manufactures. Products like Humira or Lunesta would fall into this category. It’s important to note that prohibited content cannot be featured in ads, keywords, or landing pages. By staying away from these words or getting the proper certification, you can be sure that your ads are approved. For more information on these restrictions, click here.
Phrasing is Important
Like any Google advertisement, the phrasing of health-care ads is important – this is true in both the ad copy, and on the landing page. Because of the sensitive nature of the healthcare industry, some ads may inadvertently violate one of Google’s policies and get taken down. One parameter to keep in mind is that you can’t offer any catch-all guarantees in your ad. In fact, it’s wise to include some sort of disclaimer on your ad’s landing page (“results may very”). Because Google tries to ensure that the landing page is relevant to the ad, try to include some of the same copy in both. Doing this can go a long way in getting your ads to rank higher.
Remarketing is Restricted
One of the most useful tools available to standard advertisers is remarketing. Essentially, remarketing allows you to reach back out to past visitors by placing display ads on other websites they visit. Unfortunately, Google largely prohibits healthcare providers from remarketing their ads. This means that you’re going to have to put a little more effort into sustaining a relationship with potential customers, and getting conversions. Pay extra attention to your impression share. Generating consistent impressions is a good way to keep consumers from forgetting about you. Some consumers, however, are looking for a quick solution to their problem, especially those looking for healthcare. People experiencing an immediate medical issue are not likely to browse around. Set up call extension, location extensions, and sitelink extensions on all your campaigns. This makes it easier for a potential customer to get in touch and generate a conversion. Additionally, have a contact form or call-button readily available on your landing pages. If it is difficult to make contact with you, a potential customer might bounce away from your site and find another provider.
Invest in Videos
Text ads are the bread and butter of Google’s ad services, but the video network is growing larger by the minute, and quality video production can have an impact on the performance of your ads. Try incorporating video into every facet of your ad campaigns – from YouTube ads to embedding videos on landing pages. Viewers tend to engage more with video ads and produce more conversions. Additionally, well-optimized videos on your landing page can help increase your ads ranking.
Work with a Google Partner
Because healthcare advertising has so many extra hoops to jump through, it may be useful to work with a Google Partner to ensure you’re getting the most out of your advertising campaign. Custom Creative is a certified Google Partner with experience in managing healthcare accounts and providing results to our clients. If you’d like more information, get in touch today.