With 4,497,420 searches made every single minute, Google Ads is the cornerstone of most Pay Per Click advertising campaigns.
But mastering PPC can be a struggle, and healthcare advertising brings its own challenges, especially in the medical sector.
If Google’s PPC service for your medical device company ads are falling flat, don’t despair.
Read on for 9 reasons why the Google Ads for your medical device company aren’t working, and what to do about it.
Medical Device Ad Keywords
Unrelated keywords or ones with low search traffic bring down your quality score. If you’re not getting relevant results, then it’s time to review these keywords.
Limit your ad groups to no more than 20 keywords. Otherwise, you risk your ad copy and keywords becoming unrelated.
Pause keywords that aren’t converting or are irrelevant. Use Google’s Keyword Planner to get new keywords with higher search traffic, or try other services like Ubersuggest.
Remember that all matches are not created equally. If you want to generate impressions, use broad match. If you want to boost conversions, phrase and exact matches are the way.
You’re Directing to the Home Page
A mistake relating to post-click landing relevance is to direct your users to your homepage. Direct users to specific pages on your site, never your homepage.
This is a common mistake among e-commerce businesses in all industries. Although users can get to the relevant page from your homepage, it still damages your quality score. And making users click on any more links than necessary makes for bad user experience. Instead, link to the specific pages you want your users to visit.
Google doesn’t let healthcare markets retarget potential patients with advertising. This means that if someone clicks your ad or website, you can’t use ads on other websites to get them to return.
This all stems from concerns over patient privacy and confidentiality concerns. So, you need to be aware of this and use other options. A Google Ads strategy for a medical company that includes retargeting is destined to fail.
…So Landing Pages Must Convert
This is why you need to design your landing pages for conversions. You can’t retarget, so you need to make it very easy for visitors to fill out a form or contact you to express their interest.
Whether you are online, printed, or both, continuity is key.
If you promise a 25% discount on your ad, are you following through on your landing page? If not, it’s a turn off for users and comes across like false advertising – a fatal blow in the medical industry. Users are more likely to get angry, bounce off your page, and lose trust in your brand and business.
To improve your shot at getting visitors to convert the first time, think of your landing page as an extension of your ad. Your ad is, in a sense, a summary of what search engine users should see on your page.
Not Using Negative Keywords
A lot of the time, your ads can show for medical keywords that are close to the keywords you’ve bid for. But you must specify what keywords you don’t want to rank for, as well.
These should be keywords that are opposite to what your brand and company stand for. You avoid these keywords because people who search for these keywords are unlikely to complete the actions you want them to.
For example, if you offer paid medical device trials, you don’t want to rank for ‘free trials’. This is a waste of your ad budget since users that are searching for free trials are unlikely to pay for yours.
You’ll be paying for clicks that aren’t generating conversions, which damages your conversion rate.
Not Using Certain Phrases
As a medical device company (or any business in the healthcare sector), you must include certain phrasing in your ads.
You probably already know that you can’t promise specific results from a service or product.
When you display reviews, before-and-after pictures, or testimonials you need a disclaimer. Something along the lines of ‘results can vary and are not guaranteed’.
Another thing you want to do on your landing page is have ad copy that matches with the landing page copy. Google’s algorithms are smart. They can figure out if an ad offering glucose monitoring systems leads to a landing page with no information about diabetes. And they’ll penalize you for it. While landing page copy doesn’t need to, and shouldn’t, duplicate the copy of your Ad, it does need to match for keywords and intent.
Not Making the Most of the Search Terms Report
The search term report provides visuals for the search queries that trigger your ads. The reports base this off your targeted keywords and should be checked every day.
You’ll be able to see what users are searching for. It will also provide information on any gaps between your keywords and the actual search phrases. It also lets you see if your keywords are bringing in irrelevant traffic, which raises your CPC and reduces your conversion rate.
You’ll also want to use the Search Term Report to expand your keyword selection. This allows you to increase your relevancy for specific searches you want to target. The higher the relevancy, the lower the cost of your CPC.
Not Using Extensions
Ad extensions help users navigate your site and complete an action with ease. They also make your ad bigger. The larger your ad, the more space you’re taking on the search pages, the greater the chances of users noticing your ad and clicking on it.
Familiarize yourself with the types of ad extensions available. Then add them wherever you feel it will suit your business. An almost always applicable option is a callout extension.
Some examples of a callout extension are:
- 60-day guarantee
- Free click and collect
- Next day delivery
- Free shipping
- 24/7 customer service
- Price matching
Not Testing Ad Positions
Ranking as the top result all the time will depend on your campaign goals. If you want to generate impressions and improve your branding, being at the top will help, of course.
If you’re looking to push conversions, 3rd or 5th might actually be the best place to rank. This means a cheaper ad might end up giving better results for this goal than a more expensive one.
If you want to adjust your add positions, look at your CPC bids. Play around with these until you find the sweet spot hitting between the 3rd and 5th ranking places.
Mastering Medical Device Company Ads
As you can see, PPC can be tricky, particularly for a medical device company.
If you want to succeed, you need to make sure you follow all of Google’s rules for medical advertising and prepare to work around the limitations they create. By avoiding common PPC mistakes, you will be able to build a campaign that generates the outcomes you want in no time.
If you want to level up your digital advertising strategy contact us for a consultation today.
At Collide, we generate high-quality web traffic for your business, whatever the size.
Have you tried Google Ads on your business before? What was your experience like? Let us know in the Comments below!