Using these popular health care keywords in your health care marketing campaigns is a vital first step to driving traffic, impressions, and conversions, but it is hardly the only step. Here are some additional techniques and strategies to optimize your health care marketing efforts.
With regard to your pay-per-click marketing campaigns: Aside from expensive keywords, there are a number of challenges the health care advertiser should be wary of. Using words like “drugs” or “prescriptions” in your PPC campaign, for instance, could trigger Google’s automatic disapproval system. Not only will your ads get pulled, if you’re an agency operating on behalf of health care clients, this can make your agency look bad (Google will most likely notify you and your client of your misstep).
And if expensive keywords are the symptom, competition is the disease. One Google study found that one in 20 Google searches are health related. Compounding the difficulty is the fact that Google has buckled down severely on health care remarketing tactics, and has all but eliminated the use of provocative display ads. With all these hurdles, health care advertisers need to be smart to reach their target audience in a cost-effective way.
It’s a point we harp on ad nauseam here at WordStream, but it’s essential to optimize your health care marketing campaign for mobile. Google research shows that over 50% of health care administrators use their smartphones while making purchase decisions. Industry experts suggest that consumers may be self-conscious about publicly researching their maladies on desktops, and therefore prefer the discretion of mobile. Having an aggressive mobile strategy can help you capitalize on that phenomenon.
Similarly, spare no expense on video production. Giving a doctor in your client’s practice some face time to explain certain procedures and products can go a long way in earning your audience’s trust. Spread videos across every aspect of your marketing strategy—from YouTube ads to landing pages to email blasts.
Speaking of landing pages, a final word: include as much explanatory copy on your landing pages as you can. Not only are text-heavy landing pages helpful for SEO, but consumers need the additional help when making complicated medical decisions. Longer-form landing pages tend to be more conversion-friendly in the medical field, so don’t let them fly blind. Head to the WordStream blog for more health care marketing tips and tricks.