Health & Wellness Industry Knowledge Center
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Tips for Success: Health & Wellness Product Sellers

Make the most of AdWords with customized tips designed to help healthcare product sellers boost traffic, increase sales, and improve return on investment.


In this tips section we'll cover:


Account structure: Let your website be your guide

An organized account structure is key to running targeted campaigns and reaching the right audience. If you sell a broad range of products, your website's menu or sitemap can be the best guide for structuring your AdWords account. Using your website as a blueprint, you'll have an easier time making changes, choosing specific keywords, monitoring your success, ensuring that your entire inventory is covered, and allocating your budget effectively.

For example, if you sell vitamins and supplements, sports nutrition products, and diet pills on your website, try creating separate campaigns for each of these product categories. Then, break each category down into specific product lines with ad groups. This will allow you to create more relevant ad text to attract more qualified clicks.

Ad groups: Keep them tightly themed

Once you've determined your campaigns and ad groups, it's time to think about your keyword lists. With AdWords search campaigns, the general rule of thumb is to group keywords based on the same product in the same ad group. This allows you to tailor your ads to the keywords that trigger them, increasing the likelihood that users will see their search query in your ad title or text.

For example, if you sell vitamins and supplements, you could structure your ad groups like this:

Online pharmacies: Can I see some ID?

If you're an online pharmacy or an affiliate of one, your AdWords account must be associated with a valid PharmacyChecker ID. Also, make sure your ad text and keywords follow Google's online pharmacy policy.

Your brand: What's in a name?

Is your brand well-known? Have consumers heard of your products? If so, use this to your advantage by creating distinct ad groups or campaigns with brand- and product-related keywords and ad text. For example, if you sell Acme wheelchairs, you could organize your keywords and create ad text like this:

Acme Wheelchairs
Wide Selection of Acme Wheelchairs
Low Prices! Browse Acme Chairs Now
www.AdWordsExample.com

Make sure branded terms in your ads comply with Google's trademark policies.

Ad text: Include your strongest keywords

Use clear and explicit language to describe your products in your ad text. If users don't know what they can find on your site, they'll be less likely to click on your ad. Help them make the connection by placing your highest-traffic keywords in your ad text or title. Remember that any keywords you use in any part of your ad text are automatically highlighted in bold type when a user enters them as part of their query, so be sure to include specific keywords that are most likely to convert.

Calcium Supplements
Get Your Calcium with Our Quality
Supplements. Order Now for 10% Off
www.AdWordsExample.com

Ad appeal: Write effective ad text

Some ads are more effective than others, and often it can come down to style. Think about your own online experiences. Have you ever clicked on a sponsored link? If so, what drew you to that particular ad? Perhaps you recognized a brand name that convinced you of the particular seller's quality. Or maybe a well-crafted ad gave you enough confidence to click the mouse and explore a new site. Try the following to boost your ad's appeal:

  • Capitalize the first letter of each word
  • Use correct spelling and grammar
  • Avoid excessive punctuation and incoherent abbreviations
  • Intercapitalize the Display URL (AdWordsExample.com rather than adwordsexample.com)

Also, include a call-to-action, a motivating phrase that tells potential customers what action you wish them to take once they reach your site. For example, "Order today," "Buy online now," or "Ask about our special" can all work as effective calls-to-action. Phrases that highlight special deals or sales can be especially helpful in capturing user attention. Avoid generic call-to-action phrases, such as "Click here," that could apply to any ad, regardless of content.

Ad testing: Take ad variations for a spin

Create multiple ad variations for each of your ad groups. Each variation can highlight a different incentive, such as savings, free shipping, or a low price guarantee. Optimized ad serving will do the work for you: Your ads with higher historic clickthrough rates (CTRs) and Quality Scores will enter the ad auction more often than other ads within the ad group. This way, you can experiment with different ad text messages to find the one that brings the most customers to your site.

Google's content network: Go beyond search

A great way to expand your reach while still promoting your products to a targeted audience is with Google's content network, an extensive network of high-quality news pages, health-specific websites, and blogs. It's a cost-effective way to show your ads on a wide variety of sites that your target audience visits each day. By showing your ads on both search and content pages, you'll reach your potential customers at all points of the buying cycle, from creating awareness of your products to closing the cycle with a conversion. And with the range of available ad formats – text, image, Flash, and video – you can appeal to potential customers in a unique and eye-catching way.

Create a separate, content network-only campaign for the ads you want to show on the content network. This way, you can allocate your budget with more precision and test out new ideas without affecting your search campaigns. AdWords looks at the overall theme of your ad group to determine if your ad relates to a particular site, so be sure that each of your content network ad groups focuses on a specific topic and audience.

Get more optimization tips for the content network.

Placement targeting: Handpick websites for your ads

If you're already showing your ads on Google's content network, consider creating a placement-targeted campaign. This allows you to handpick your audience by selecting specific sites in Google's content network to display your ads. Try showing your ads on websites people visit when researching health, wellness, and fitness issues, such as these content partners:




Learn more about the content network, find additional partner sites, and read about advertisers' success on the content network website.

Your landing page: Deliver on your ad's promise

Studies show that visitors decide whether to leave a website within seconds, so it's important that your landing page delivers on your ad's promise. Send your visitors right to the source: the page featuring the product listed in your ad. For example, if your ad promotes a certain type and model of heart monitoring equipment, be sure to link to a landing page dedicated to that specific model. Include a detailed description of product features and benefits, as well as provide a clear path to purchase – an online shopping cart or a phone number.

Track performance: Google Analytics and conversion tracking

Your website is crucial to driving business, so chances are the following questions have kept you up at night:


  • Where are my visitors from, and how did they reach my site?

  • What do people do while on my site? Where do they spend the most time?

  • How can I generate more conversions from my landing page?

  • Which of my AdWords keywords and ad texts are most effective?

  • How does my site compare to others in my industry?
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Don't just guess! Find answers with Google's free tools, designed to help you gain customer insight and achieve a higher return on investment. To measure your AdWords campaigns' quaness, use conversion tracking to learn which of your keywords and ad variations lead to online sales. Also, try Google Analytics, a powerful tool that integrates with AdWords and tells you everything you want to know about how visitors find and interact with your site. With a variety of useful data delivered in a number of formats, Analytics helps you focus your marketing resources, improve site navigation, and increase ROI. You can easily visualize and track the performance of all of your online advertising initiatives, including search campaigns, emails, and banner ads.

You can even use the Analytics benchmarking service to compare your metrics to those of other websites related to health and wellness. You can use this data to gain broader context for your site and identify areas for improvement. Some of the available categories include:

  • Nutrition
  • Health Conditions
  • Pharmacy
  • Fitness
  • Beauty & Personal Care
  • Mental Health
  • Medical Devices & Equipment
  • Alternative & Natural Medicine
  • Weight Loss

Remember that your online advertising can drive offline sales as well. Keep track of offline responses by setting up a unique phone number that visitors see when they click on your AdWords ads, or use a unique discount code. You'll know exactly how many of your offline sales are resulting from AdWords and be able to make better-informed marketing decisions.

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