Promotion of medical centers, clinics through contextual advertising should give a result - bring customers. Regardless of the profile, features of the medical institution, at least 3 factors must be taken into account:
- the main target action is a call;
- limitation;
- high price.
In some cases, they can be bypassed.
The main target action is a call
Most people call, even if on the official website of the medical clinic and center:
- all necessary information for the patient is given;
- you can make an appointment online.
That is why it is necessary to provide the opportunity to call.
Tip: it is good if there is one phone number on the website. Even if the medical clinic is a network of cents. This makes it easier to evaluate the effectiveness of contextual advertising.
Limitation
Google has implemented a strict promotion policy in the field of medicine. For example, it is forbidden to promote the services of drug centers everywhere, except:
- USA.
- Australia.
- New Zealand.
- Ireland
Note: Ads may be blocked in all of these countries. The website of the drug center will also fall into disrepute. Therefore, it makes sense to use preland.
High price
The price of an ad on a medical topic is always high. The price tag is rising due to intense competition. Proper configuration and management of contextual advertising will cut off unnecessary traffic. In order to capture a customer, it is important to lay down a number of additional costs.
The preparatory stage of launching contextual advertising of medical centers and clinics
Preparing contextual advertising means setting a goal. For example, the campaign budget is $1,500. You need to reach 15 customer visits per day with a conversion price below $5.
It is important to define the target action. Most often it is a call. That is why it is so important that the number of the medical institution is visible.
Great plus — enable call tracking . Thanks to it, the analysis of the effectiveness of contextual advertising will become better. This is very important for the most expensive medical services. For example, narcology.
Stages of promotion of a medical clinic and center through contextual advertising
There are 4 main stages of contextual promotion that apply to medical topics:
- Null.
- First.
- Second.
- Third.
Each of them has its own goals and characteristics.
Zero stage
A plan is drawn up, which will be used to launch the advertising campaign of the medical center or clinic. Along with it:
- a weekly list of tasks for the coming month;
- list of UTP;
- project passport.
If the medical clinic or medical center was advertised earlier, it must be taken into account. You can't just turn off the old ad and run the new one. It is introduced gradually. Otherwise, the profit of the medical institution will go down sharply.
When one part of a new campaign is ready, it is given the green light. Only after that they turn off the old one.
The first stage
At the first stage, the foundation of the entire promotion project is laid. Therefore, it is important to set up web analytics as accurately as possible, connect call tracking, if it has not been done yet.
The first stage is the optimization of existing advertising campaigns, the initial launch of a new wave of ads. Plus collecting traffic data for analysis.
The second stage
At the second stage of promotion through contextual advertising, it is necessary to determine which campaigns:
- work more efficiently than others;
- give an opportunity to go to the price of advertisements set by the project.
The number of patient requests may be less than in the project. The main thing at the second stage is to find ads that:
- work;
- provide stable traffic of the required value.
The best result is from ads that promote services that a medical clinic or medical center offers on a regular basis. In the long run, the effect is much better than with the contextual promotion of one-off promotions.
The third stage
At the third stage, you need to complete two global tasks:
- scaling of existing advertising campaigns;
- development and optimization of those ad packages that did not bring an effect at stage #2.
The goal is to achieve the planned number of conversion actions.
Strictly active advertising campaigns of a medical institution cannot be scaled:
- the price of ads will increase due to competition or optimization costs;
- the growth of patient appeals will decrease.
It is important to run additional campaigns. Achieve greater reach while keeping the cost of the target action.
The duration of the third stage of contextual advertising for the promotion of the website of the clinic, medical center can be any. It is necessary to conduct an analysis of efficiency: make corrections, take into account the change of seasons, the actions of competitors.
Semantics of contextual advertising of medical centers and clinics
To promote medical institutions with the help of contextual advertising on the Internet, it is necessary to collect the semantic core .
All features of the center and clinic help to do this:
- Name.
- Services. Procedures, tests and equipment.
- Medical problems.
- Brand.
- Personal brand. It is relevant if well-known doctors are promoted, whose patients travel even from the other end of the city or country.
- General medical keys.
- Location. From the city to the street or metro station.
Competitors' websites are analyzed. Note: You can use any keys that work.
In order for the collection of semantics for contextual advertising to give a good result, you cannot guarantee 100% treatment, promise a lot, call for volunteers for medical research.
How to write an ad to promote a medical center or clinic
List of UTPs:
- Compared with competitors.
- Complete with a call to action. But be very careful not to get banned.
It is important to choose the most effective UTP options. Make most of the ads with them. Local medical centers and clinics must specify the district, the nearest streets, and the metro.
Advertising settings
The main conversion is given by calls. That is why the emphasis on call tracking in connection with analytics and advertising systems is important.
If a medical center or clinic operates locally, it makes sense to pay the maximum for ads that will have a greater effect. This will help collect all the traffic.
Shows are adjusted based on the time of day. According to contextual advertising to clinics, medical centers most often call from 10:00 a.m. to 12:00 p.m. Narcological medical facilities are visited in the evenings.
Nuances of mobile promotion of medical centers and clinics
At Google, contextual advertising is perfectly adapted to smartphones. This is a huge plus for the medical field. Most people solve all treatment-related issues when the phone is at hand.
The site of the center, clinics come on the way home or to work, during a break, when an urgent problem arises. Therefore, it needs to be adapted for mobile devices. It is important that the phone number is available as much as possible. Preferably, one click at a time.
Call-only is a good alternative. This is when a call (callback) button appears immediately in the ad (without going to the medical institution's website).
What you need to know about the local promotion of a medical center, clinic
If, due to high competition, the services of a medical institution are needed in a certain radius, geotargeting should be set as tightly as possible. It is important to allocate the advertising budget based on the distance from the patient to the center or clinic.
If a person is within the city limits, ads at the standard rate are suitable. When it is in the area, you need to add 20% to the cost. If it is as close as possible, 1.5 times the budget allocated for the ad is spent.
Advice that will definitely come in handy
There is a possibility that Google will tighten the requirements for ads related to the field of medicine. Remarketing has already been banned. That is why, even after the launch of advertising campaigns of medical sites, clinics, it is necessary to constantly monitor compliance with the requirements of the search engine in order to quickly make corrections.
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