As the healthcare industry becomes more saturated, competition for new patients is increasing rapidly. This, coupled with research indicating that 9 out of 10 potential patients are unwilling to travel for more than 45 minutes for an in-office visit, has made acquiring new patients through paid search efforts more difficult than ever. That is why it is crucial to have a properly developed paid search account structure—to make sure the budget is spent properly.
We go over five critical things to do when setting up paid search campaigns for patient acquisition:
1. Create Campaign Sets with Several Conditions
When targeting smaller areas such as a radius around a location or a DMA, it’s preferable to break out the paid search campaigns by locations. This allows for more controlled budget management, more targeted and effective marketing strategies, and more personalized ad copy.
In addition to breaking out campaigns by location, it’s also beneficial to break them out by device. When breaking out campaigns by device you have the power to set a specific bid at the device level, instead of relying on the base bid plus a bid adjustment for the other devices. This makes it easier to control your CPCs by device as they can vary significantly based on competition. This will also allow you to stay competitive in the smaller target location. A device specific campaign can be created by setting a campaign level -100% bid adjustment on the devices that should be excluded from that campaign.
2. Use One Keyword per Ad Group Approach
Creating single keyword ad groups is a simple but powerful way to increase ad relevance and quality score. By only having one keyword (or 2 plus plural form) per ad group you can write highly targeted ad copy that is specific to the term instead of writing broader ad copy that can apply to multiple keywords. This approach will almost always result in better click-through-rates (CTRs) and naturally better ad relevance, which ultimately leads to a higher quality score and lower CPCs.
3. Leverage City Related Keywords
Part of a local strategy is to use city related keywords to ensure you are capturing an audience that is looking specifically for care in the area you service. Even though they have less volume, this type of keyword usually comes with higher conversion rates because of how targeted they are. Often, they end up being among the top performing keywords in an account.
To use this approach, combine the top performing keywords with all city names within your targeted area and use modified broad as your match type to increase reach. In our experience city keywords are very targeted, so it’s a safe play to use modified broad, as long as you include negative keywords.
4. Create Powerful, Location Driven Ad Copy
Your campaign’s ad copy should be driven by location, but it should also contain offers, benefits, USP (Unique Selling Proposition) and of course, a call-to-action. Make sure to include city or state names whenever you can because this is ultimately what the user is looking for and it will likely make your ad stand out. The city or state names should ideally go in the first or second headline, as these are more prominent and readable compared to descriptions. Another way to get a quick win is to use city or state names as ad paths. Additionally, a great way to showcase offers, benefits and USP’s in ad copy without sacrificing any space in the headlines or descriptions is to add these as ad extensions. Callout extensions and structured snippet extensions can be used to add benefits and promotion extensions for any offers.
5. Test, Measure and Adapt
This cannot be stressed enough. Keep an eye on the relevant key performance indicators. These would consist of CTRs, CPCs, average position, quality score, conversion rate, and cost per conversion. By implementing the outlined strategy CTRs should rise, leading to a higher quality score that will ultimately result in a better position and/or cheaper CPCs. This should also lead to a better conversion rate and a lower cost per conversion, due to the lower CPCs.
If your company would benefit from having a trusted marketing partner to pinpoint cutting-edge solutions that drive higher sales, with minimal effort, click here to schedule a free consultation.