Running an online advertising campaign is an effective way to gain new clients for your clinic and increase new patients. Growing your clinical business through organic means, such as search engine optimization, can be challenging.
It’s slow, requires persistence and has an extremely long sale funnel. On the other hand, a paid marketing campaign can boost your brand, without having to rely on organic growth; and at the same time, attract new customers and increase sales.
Considering that you are spending for the advertising campaign, you want to ensure that you get bang for your buck and actually generate sales. So, here are 5 tips to improve your clinical marketing campaign.
Better Control of your Keyword Target
You don’t have as much control over the keyword targeting as you think.
For example: you may have selected several keywords for your campaign:
Each of the keywords you have selected follows the iceberg format, since they are under the broad match type. This means Google is not just targeting ‘health clinic’ or ‘emergency care’ – it is targeting a range of keywords under the selected keywords.
For every keyword you select, there can be as many as 10 – 100 other similar keyword phrases that are being targeted. And, herein lies the problem. The 100 other similar keyword phrases will not have the same conversion power as the targeted keyword.
+Broad +Match +Modifier: Your ad is only shown to close variations of keyword phrase
“Phrase Match”: Your ad is shown to search phrase with a close match
[Exact Match]: Your ad is shown for the exact keyword phrase and nothing else
By having better control of your keywords, you better optimize your keyword strategy and ensure that only those keywords which convert are targeted.
Track the Metrics
Running an advertising campaign is not enough. You must constantly refine it to increase traffic, conversions and sales for your clinic.
There is a host of metrics you have access to, through the Adwords Dashboard and Google Analytics. You gain information regarding which keywords get maximum clicks, bounce rate, session duration, and conversion.
By gauging this data, you can assess:
Which keywords allow your ad to show on the first page?
Which keywords are giving you maximum clicks and traffic?
Which keywords are giving you maximum bounce rate?
Which keywords are leading to conversions?
Through this, you can make further adjustments to your ads.
If your ad is not appearing sufficiently, the copy and the landing page need to be changed to include the keywords better.
If a particular keyword is getting you maximum clicks, you need to leverage it more.
If a particular keyword is getting you high bounce rates, you need to remove it.
This is why it is crucial to track and analyze the data from your ad campaign.
Crack the CTA Thermometer
Your marketing campaign criss-crosses across mediums (video, display, text ads, etc.) and platforms (social media, email marketing, search engines, etc.).
Not everyone comes to your clinical website with the same conversion intent. You can identify their conversion intent from the platform and medium.
For example, display and video ads will bring people with a cold conversion intent. They’re interested, but they will not be quick to convert. On the other hand, the search platform tends to have a warmer conversion intent.
Cracking the CTA thermometer essentially means that you identify which medium and platform brings you the warmest conversion intent.
Sweet Spot for your Budget
There are two levels of budgeting for your ad campaign: micro budget and macro budget.
Total Campaign budget
Between the micro and macro budget, you need to find that sweet spot which brings your campaign the maximum value. This requires a lot of trial and error. However, the benefit is that you get bang for your buck.
For example, if you discover that 20 clicks bring you a sufficient number of leads, then you adjust your budget to ensure you only get 20 clicks and not more.
Refine the Copy
Your ad copy plays two crucial factors.
Keyword Optimize your Ad Copy
Quality Score is a rating given to your ads on Google Adwords. It affects the percentage served (how often your ad is shown in comparison to the competitor’s), average position (how your ad ranks in comparison to others), and if the ad appears on the first page.
One of the most effective ways to improve the ad’s Quality Score is to have keywords implanted in the ad copy.
The ad copy, which includes the headline and the description, has to convince the user to click on the ad. You do this by making an offer or providing information or a service. There are several tricks to writing good ad copy for Google, which we won’t cover in this post. Whatever the ad copy, you should give the user what they are searching for.
Running a marketing campaign for your clinic is a smart business move, however, you want to make certain that your ad is doing well. Utilize these tips to your benefit. You are spending money and hence, you need to ensure that every measure is taken to enhance your marketing campaign.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.