Google Advertising

Optimizing for the Health Vertical

As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.

Identifying Your Goals

The first step to making your campaign successful is identifying exactly what you're trying to accomplish. Common goals for pharmaceutical advertisers include:

	•	Driving prescription orders
	•	Encouraging patient compliance
	•	Increasing brand awareness
	•	Educating diagnosed patients
	•	Reaching the undiagnosed population
	•	Educating physicians

Once you have a concrete plan in place, identify a clear metric for success. If you're trying to reach undiagnosed patients, your metric might be X number of self-assessment test takers.

Targeting Your Audience

The major challenge of keyword selection is defining your audience precisely.

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If you're trying to reach patients, undiagnosed or newly diagnosed, include the following:

•	A comprehensive list of brand, symptom, condition, treatment, and disease management keywords.
•	Similar afflictions: for heartburn, include acid reflux.
•	Group keywords carefully and run them with the appropriate ad text. For example: "Could Your Heartburn Really be Acid Reflux?"

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If you're trying to educate physicians, include the following:

•	Generic names instead of trade names. For example: with the keyword Nexium, include esomeprazole magnesium.
•	Relevant medical association names, such as American Gastroenterological Association

TIP: Editorial Guidelines

Ensure that the messaging in your ad text and website is FDA compliant, as Google cannot accept responsibility for violations.

Driving Conversions

Use your ad text to drive conversions.

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If the goals is to drive prescription orders, include:

•	"Include a Free Trial Coupon"
•	"Use our Physician Locator"

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If the goal is to reach the undiagnosed or newly diagnosed populations, include:

•	"Take Our Self-Assessment Quiz"
•	"View Our Gerd Webinar"

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Mirror Off-Line Marketing Efforts

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Consumers may be less savvy, so avoid jargon in ad text. Also, focus on the solution you are providing, as well as what you can offer right away.

TIP: Other Good Calls to Action

- Learn More Now
- Ask Your Doctor
- Evaluate Your Symptoms
- Read Testimonials
- Manage Symptoms

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