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Consider this typical healthcare marketing scenario: As a member of your company's B2B marketing team, you have experience with many marketing channels: email and content marketing, trade shows, organic searches, etc. However, you want to add paid search marketing to your list of accomplishments—and fast! As leaders of the new digital age, healthcare marketers are more prepared than ever. But with all the changes, they do still make mistakes. Maybe you're a rookie or a guru, but either way, check out this list of common PPC mistakes and how to avoid them.
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What Is Paid Search?
Paid search is a marketing tactic in which companies pay every time someone clicks on their sponsored ads (or sponsored listings, organic results, or natural search results). It is the practice of purchasing keywords related to products or services and then displaying ads next to them. It's also known as Pay Per Click (PPC).
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Companies need to be paid search because it's difficult for brands to break into the top rankings without it. It's also about making sure you know who your target market is before you start investing in creating content for them.
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7 Common Paid Search Mistakes In Healthcare
Poor Keyword Matches
Google's primary goal is to increase value for advertisers by showing users relevant and accurate content. Because of this, it is rapidly changing the way it interprets keyword searches.
So what was created just a year ago varies today, moving from simple to goal-based models? So, if the marketing agency is unaware of the changes to the platform and how Google is interpreting your campaign setup, you're wasting a lot of time.
It's also essential to keep optimizing your keywords, Leslie adds because 15-20% of new searches come in every day that you would be unaware of if you hadn't followed them.
“We are constantly refining, building this robust list. It’s a never-ending process as people are changing search behaviors. What may have worked for a while may not now as it’s in a constant state of flux, so our clients need people chasing this every day.”
Leslie, Senior Media Strategist, Healthcare Success
Lack Of Extending Ads
You can make your ad more effective by including an extension like an address. This will help people find you faster, especially if they're interested in finding a local business. Make your ads up-to-date with contact information such as a phone number and website URL, so that people can easily contact you when they need to.
Poor Construction Of Ad Copies
Ad copies can oversee over time easily. Hence, ad testing is sometimes overlooked in the overall PPC strategy.
“We often see poorly constructed ad copy, not giving enough love to Ads, testing regularly, updating them over time, basically not following best practices,”
Negative Keywords Are Not Used/Inserting New Keywords
Negative keywords are keywords that you don't want to appear in search results. Make sure you have a solid list of negative keywords and continue adding to them. As match types (keyword match types in Google AdWords) change a lot, it is important to have a credible negative keyword list in place.
While Google still relies on keywords, Google is constantly updating its match types and algorithms to become closer to the goal-based model. Therefore, to better optimize your search, keep these changes in mind to avoid irrelevant search engine result pages (SERPs).
“It can be your only line of defense against irrelevant searches coming in,”
Not Dictating Your Brand
In our constant quest to dominate your site, offering your brand prices makes it easy to identify and protect. Unlike organic search, it also helps you track your business, upcoming events, and more.
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Not Evaluating Bidding Strategies
Setting your main goal can be the most difficult first step. Do you want to be the first on the site? Are you focused on improving your conversion and conversion rate? Are you aiming for more clicks? Proof of compensation? These are all bidding strategies.
The good news is that you don't have to buy an entirely new solution with each new campaign. Our offering capabilities, multiple quotation points, and agile testing
strategies allow us to continually refine and customize our service offerings for you.
Ignoring Devices, & Trens In Ad Schedules
To get the most out of digital advertising, measure your results and adjust your bids based on geographic location, frequency, and device. As you begin to see trends/correlations over time, you will have the insight to back off or double.
The key is to have an agile team that dynamically adjusts digital spending when needed. We recommend that you check your statistics regularly. The frequency depends on the amount of traffic.
If you're part of a leading healthcare organization, have you taken steps to ensure your campaigns are on the cutting-edge? With PPC, there are lots of little things you can do to nudge your optimization in the right direction.
We're here to help. Our Team is built on a foundation of experience, creativity, and passion and we're ready to show you how the right PPC team can have a HUGE impact on your marketing strategy.
We focus on healthcare marketing strategies that provide the biggest impact. Our solutions are alive with b2b healthcare industry email lists so you can discover your audience and spend less time on busy work. Reach us today to get started today!