Marketing services in the healthcare industry can be an extremely valuable asset to increase your client’s patient influx, if used correctly. There are many different aspects to consider before investing in digital advertisements. What does your ideal audience look like? Where is this demographic spending their time? What websites are they visiting? What social media platforms are they using the most? What product or service are you trying to advertise? Conducting preliminary research to answer these questions is crucial before you can start to see your desired results.
You can use a variety of different platforms to reach your audience. Paid advertisements on social media platforms like Facebook or Instagram, for example, are a great way to connect with potential patients. Google Ads are another way marketers can cast a wider net and reach their audience further. A new development within Google’s advertising platform, a “Performance Max” Campaign, is a dynamic campaign format that incorporates multimedia materials to capture your audience’s attention on the products or services you are offering.
Advertising with Google
Advertising space online is, arguably, dominated most heavily by Google Ads. In fact, studies have shown that Google ads in not only the most popular “Pay-Per-Click” (PPC) network for advertisers, but also that 96% of businesses have invested in the advertising platform. Initially released at the turn of the century- Google Ads hopes to help businesses grow their online presence and reach new potential customers through brief, digital messages. It incorporates demographic research, SEO analysis, and keyword data to generate advertisements designed to reach people that are most likely to utilize the products or services your business offers.
Google Ads Campaign Types
Among the many appealing features Google Ads offers are their campaign types. There are different types of campaigns you can choose from based on your business goals. Local Campaigns, for instance, are best for businesses in a specific area who’d like to bring additional customers into their store. They are best for offline business growth as it promotes a businesses’ physical address in a local area to provide in-store growth.
Video Ad Campaigns, on the other hand, can be used to promote all kinds of business, both on and offline. A Video Ad Campaign shows video advertisements on YouTube or other websites. It can convey a short message, advertise a product, or promote a specific line of service. Video ads can help you to reach the right audience as you can target both a demographic and certain types of online behavior. For example, if you represent a medical practice that specializes in knee surgery, you can curate specific video campaigns about your treatment options to people who frequently research running or exercise videos online.
Performance Max Campaigns
Google’s latest type of advertising campaign, the “Performance Max” campaign, allows advertisers to reach their audience across all of Google’s platforms from a single campaign. Consolidating a multitude of multimedia materials like photos, videos, and taglines- Performance Max campaigns are goal-oriented, dynamic, and may be just what you need to grow your business.
Performance Max Campaigns capitalize on user-convenience as it combines and consolidates an array of different campaign types all in one place. What sets Performance Max campaigns apart from other types of Google’s advertising campaigns is its all-encompassing nature. Video assets can be advertised on YouTube. A collage of photos may come up on a SERP when users search relevant keywords. A clever tagline about your business may appear when someone is searching for it. All of these assets can be created and executed from a singular campaign, as opposed to having these multimedia materials in separate campaign formats. Now, advertisers can discover new audience members, drive conversions, and maximize their online footprint as they have access to advertising space across all of Google’s platforms.
Additionally, you can create “Ad Groups” within the Performance Max campaign to ensure you are honing your products and services to ensure your ads are being seen by the right kinds of people. Make an index of keywords and phrases that you think users might be searching so your website is consistently coming up on a SERP. You can also target user behavior within a Performance Max campaign’s “Ad Group” as well. This means that you can attach links to websites that you think your target audience might be searching for and have a version of your Performance Max campaign shown to them when they visit these links. Performance Max campaigns have revolutionized the adverting experience as marketers can now meet their business goals from a convenient, all-in-one location.
Performance Max campaigns in your marketing strategy
All of this information is extremely helpful during the initial stages of your marketing strategy. Now that you have learned background information about Google Ads, you may have a clearer idea of your business goal. Now, how can you use Google Ad’s Performance Max campaign specifically to create growth for your business?
One main goal for healthcare providers, especially those in specialty practices, is to increase their patient influx. Learning to provide patients with high-quality healthcare is exactly what they spent years in medical school doing. However, even a physician with the most elite skill set and highest quality education may struggle- at times- to reach their audience. This is where medical marketing, specifically on an advertising platform, becomes extremely valuable. Google’s Performance Max campaign, for example, can render unprecedented success as its wide net cast across Google networks reaches audience groups across the internet.
For instance, a vascular specialty practice may partner with a medical marketing agency to increase the number of patients they see in their practice. They have recently started to offer a new line of service for patients with Osteoarthritis of the knee. The service is a minimally invasive procedure called, “Genicular Artery Embolization,” or GAE. Genicular Artery Embolization is extremely appealing to patients with Osteoarthritis of the knee as it eliminates the need for major surgery and alleviates the painful symptoms associated with this condition. After conducting background research, the marketing agency has gathered information about the commonality of Osteoarthritis. More importantly, they find that this specialty practice is one of the few places in the country that offers this highly effective, minimally invasive method of treatment. They decide to launch a Performance Max campaign that utilizes the multimedia assets and “Ad Group” features to advertise the practice’s line of service.
The marketing agency creates graphics, records videos, and writes copy to create the materials for the campaign. Then, they create a “GAE patients” Ad Group within their Performance Max campaign so their ads are being seen by the right people. They conduct keyword research and incorporate these words and phrase into an index so when users search for these relevant keywords, the practice’s advertisements will appear. Phrases like “chronic knee pain,” and “Genicular Artery Embolization near me” are both examples of keyword phrases that might be saved to the Ad Group. They also targeted their audience’s intent to attract the attention of potential new patients. Their research showed that people who showed interest in running and exercise videos could be at higher risk for developing Osteoarthritis of the knee. As a result, the medical marketing agency created a video advertisement for GAE to run on videos about exercise.
This is just one example of how you can utilize Google’s advertising features to create a campaign that maximizes your audience reach and optimizes your presence online. If you’d like to learn more about how to foster growth for your business, follow Infusion Health Corp on Instagram and Facebook!
