Healthcare Marketing: Are your Google Ads Putting the Cart Before the Horse?
Are you spending £100s or even £1,000s on Google Ads?
Does your healthcare business see good returns on this investment?
With the healthcare industry spending more on advertising than any other industry, it surprises me to see how many of them are doing it the wrong way round.
The internal conversation goes something like this:
Mr Owner: “We need to get traffic to our website so we can generate more patients.”
Marketing manager: “Why don’t we create Google ads to drive instant traffic to our website? This will get us more patients.”
Mr Owner: “Great, let’s do that.”
The challenge with this scenario is that what you are effectively doing is paying to send traffic to your website that clearly can’t handle turning them into patients.
I like to use the analogy of you wouldn’t pay good money for leads and then pass them onto your worst sales person to close.
You should only ever send paid traffic to pages on your website that have already proven to convert.
If your website converts at 0.5% then so will your paid traffic.
By increasing your conversion rate and understanding what pages convert you will have a greater ROI from your paid traffic.
You can see in the above image that if you increase your conversation rate by only 0.5%, you can increase the number of patients by 20% and your cost of acquiring a customer have been reduced by 16.5%.
I think you will agree that these are some good improvements, also it is more cost effective to increase your conversion rate than it is to spend more on ads to get that extra 20% in patients.
How to drastically reduce your cost per patient
Don’t get me wrong, I like Google Adwords and it comes in handy for many different reasons, however, if you are trying to acquire more patients I don’t think this is best way to do this.
Your patients do their own research and when they are in research mode they will not respond to your Google ads as these are all about making a sale.
If your healthcare website answers the questions your patients have when they do their research, then you will attract more of them to your website. Creating content is much more cost effective than a Google AdWords campaign.
By doing this you can build trust by being helpful and these prospecting patients are more likely to buy from you in the future.
If you would like to learn more about how your patients are behaving online then why not read our healthcare marketing study.
Before you start with a Google AdWords campaign to promote your healthcare business think about how your website converts. Focus more on creating a user experience that will convert site visitors into leads.
Create content that attracts your patients at every stage of their research and analysis which content converts best.
Then and only then pay to send traffic to your website. If you are currently doing a Google Adwords campaign, take a look at the pages on your site that the traffic is going to and seek ways to improve them.
Only send paid leads to pages that you know convert.
Now it’s your turn
I would be interested to know your views on your Google AdWords campaigns. Do you see good results?
Introduce yourself in the comments below.