Getting Started with AdWords
Congratulations on your decision to run paid ads for your telehealth business. If you’ve never personally set up an AdWords account, don’t worry. The first thing you need to do is set up a Gmail account. From there, you can access Google AdWords. Once you’ve done this, don’t opt-in to the wizard that guides you through setting up your ads. Click the link that says you’re experienced – this will allow you to set up your keywords, campaigns and ad groups in a much more efficient and cost-effective way.
Use Google Keyword Planner to research your keywords (you’ll have to create a test campaign before you get access to this). Make a test campaign and then you can get into Keyword Planner. Once you’re in, you can research keywords based on monthly search volume, competition and search volume by location. Other resources you can use to get keyword or topical ideas include UberSuggest, SEMRush, and other SEO/PPC tools like Moz or Ahrefs.
Bidding on Brand Terms
The best way to ensure you’re always at the top of the Google SERP is to buy your brand keywords – while this may seem counterintuitive because of what you’ve heard about SEO, it’s actually a solid strategy. The reason for this is that Google keeps taking back real estate from organic results for its paid sections. Your ad will show above all the noise. If you are ranking organically, you’ll have that driving traffic to your site as well – but the organic results now begin in the middle to the bottom of page 1. And something important to note, if you aren’t bidding on your brand terms. It is likely that someone else is. All keywords are fair game on the search engines.
Exclude certain types of keywords so that your ads won’t appear for search terms that suppress conversions or are irrelevant. Often, people think of negative keywords in terms of things you wouldn’t want to associate with your brand – political affiliations, adult themes or irrelevant things like YouTube or Craigslist. But a good strategy for negative keywords should also seek to filter out poorly qualified traffic or traffic whose intent isn’t aligned with your marketing goals. Filter out traffic aimed at finding jobs, education or training. This will ensure that users searching these types of phrases find your organic page and not your paid ads.
Types of Keyword Targeting: Exact Match, Phrase Match, Broad Match
How you define your keywords within the AdWords platform will have a significant impact on the way your ads appear for various searches.
For example if you’re a telehealth company that markets an app that connects doctors and patients, you might enter keyword phrases like online doctor or online doctors visit app.
Phrase match is a fairly specific type of keyword protocol. If you enter these keywords using “ ” – Google interprets this through phrase match protocol. If you took your keywords above and entered them as “online doctor” and “online doctors visit app,” your ads would show for phrases entered in this particular order with close variants included but not synonyms.
Exact match keywords are the most restrictive type of keyword setup. If entered using brackets – [online doctor] – the searches you appear for would have to match exactly.
Broad match is the least restrictive way to set up keywords. In this scenario, the keywords would be entered with no symbols, just the words. Broad match queries will include synonyms and close variants of your keywords.
Broad Match Modified (BMM) keywords would be entered like +online +doctor and +online +doctors +visit +app.
In this scenario, you’d appear for a search like “find an online doctor” or “app for doctors visit.” BMM is a great way to capture more natural or longtail queries because your keywords can trigger ads even if the query doesn’t fit the criteria for phrase match or exact match. This is increasingly important with the rise of connected car and connected home voice assistants.
The most critical part of your ad is the headline. Your ad should get a user’s attention and, ideally, drive the click. Google AdWords ad specs outline the parameters for character length and the components of your ads. Subsequent sections of the ad that follow your main headline should add value and context for the reader so that you give them more reasons to click. Think of these as a way to sell benefits rather than list off features. Your landing page is a great place to get specific about all the in’s and out’s of your telehealth offering. Your ads exist to drive the click.
CTA: If you’re looking for help setting up your PPC marketing program, send me a note. This is one of my agency’s specialties when it comes to digital marketing, and we’ve worked with companies in the healthcare space to improve their results in paid media including Google AdWords and display campaigns among others.