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Whether you sell over-the-counter treatments through a small online shop or market a nationwide network of clinics, staying up-to-date with your industry and customer needs can help you run effective campaigns.
Stephanie, an AdWords optimization specialist, shares some tips on thinking broadly about your business, your customers, and the healthcare space.
Stephanie: Whenever I'm optimizing health-related AdWords campaigns, these are some of the questions I consider (and some tips on answering them):
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How do these products or services fit into the health industry and competitive landscape? What makes this business different from others in the same market?
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Search for your product or service on Google.com. Look at both the natural search listings to the left and sponsored links to the right. Pay attention to different ad text strategies, selling points, and promotions other similar businesses may be using, and think of ways to differentiate yourself. |
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What are the defining characteristics of the target audience? How will people use this product or service?
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Tailor your ad text and campaign settings to your target audience. Use regional targeting to show your ads to the audience you serve, whether it's the entire U.S. or your local community. Also, your ad text should reflect your target customer's wants and needs. If your product or service answers an urgent medical need, try focusing on low prices and fast shipping. If your product or service provides luxury and comfort, try emphasizing quality and value. |
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What's being offered – a wide variety of health, medical, and beauty products? Or just one main product or service? Is it mainstream, or familiar only to healthcare professionals?
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Your customers may use different terms than you use to describe your offerings. Put yourself in their shoes – how might they search for your product or service? Use these phrases as ideas for your keywords to help you connect with all your potential customers.
Also, create a separate campaign for each product or service you provide. Next, organize each of those campaigns into separate ad groups, each focusing on a specific theme. For example, an account for an online drugstore may look like this:
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How do seasonality and other health trends affect this business?
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Join a trade association, subscribe to industry magazines, and consider attending trade shows or conferences. You can also keep up with industry news and the concerns of your customer base by subscribing to health-related RSS feeds and reading wikis, web forums, product reviews, and research findings. Use this information to interpret your campaigns' performance, allocate enough budget for anticipated traffic spikes, plan new campaigns, and write current ad text. |
Want more advice from Stephanie in the next issue? Send your questions to health-newsletter@google.com. For additional tips on how to structure your campaigns, visit the Healthcare Industry Knowledge Center.
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