H2: How Google Display Network (GDN) Works for Telehealth
Because of the way GDN is configured, it is a great platform for building an audience. Whether you are trying to grow awareness of your telehealth offering or attempting to generate leads, Google Display Network supports an array of ad campaign goals to optimize toward:
- Website traffic
- Product & brand consideration
- Brand Awareness & reach
- App promotion
That said, GDN is not a standalone channel that you can rely on for all your marketing needs. It’s a great channel to have in your overall digital paid media portfolio.
If you’re trying to increase patient adoption of your service or market your device to hospitals and doctors in different parts of the country, GDN can definitely help make those efforts more effective. GDN also provides another channel by which to re-engage potential patients.
Telehealth Ad Formats: Text or Image?
Choosing the right format for your ads will depend on the type of action you’re trying to drive as well as the type of users you’re trying to reach. You can elect to upload your own creatives based on Google’s display ad specs or you can use Google’s responsive ad creator tool. Google’s tool will also allow you to create animated banner ads using HTML5. While Google’s tool may not be the most efficient or effective way to create HTML5 banners, it is free to use and allows you to validate your ads in-platform.
Ad Placements for Telehealth
Depending on what kind of ads you want to run – as well as the context of how you want to reach users – you’ve got several options inside Google’s platform: Gmail, YouTube, in-app, or off the Google platform on a GDN partner site. Placing your ads strategically is dependent on knowing your customer personas and/or segments. Consider the kinds of sites your ideal customer visits online and map this back to your options in GDN.
Contextual Targeting Options for Telehealth
In contextual targeting, you can pick your keywords and website topics. Google uses these to place your ads in the most relevant contexts. From Google’s perspective, it considers page structure, text, link structure and language as factors when placing ads based on the keywords or topics you’ve chosen. This is the main reason that GDN is a great additive in digital marketing but not a standalone solution. The targeting capabilities as-is do not have the direct power of a channel like email where you can message users directly. But before a user is familiar with your brand, reaching them using a platform like GDN is a good way to start the process of becoming recognizable to them.
Bidding Strategies & Targeting
On new display accounts, you’ll want to optimize for clicks. Once you’ve gotten 15 conversions within a month, you can move over to GDN’s expanded bidding options – Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS). Since returns can improve as Google gets more data, you can make a better ROI if you hold back on spend at first then increase ad spend incrementally. If you have a smaller reach, consider putting in frequency caps – this way users won’t get over served with your ads.
From a targeting perspective, you can create “custom intent” audiences by keywords and interests as well as based on location. The targeting you are doing in AdWords should give you plenty of ideas on specific ways to build your audiences for display.
CTA: If you’re trying to figure out how display fits into your digital marketing funnel or how you can leverage GDN, send me a note. I’d love to know more about your telehealth business and how you’re going about building your digital campaigns.