Principle #1: Follow the Data Before Making ChangesRUNNER reviewed metrics for hundreds of legacy text ads across multiple Google search campaigns (by “legacy ads”, we mean ads that were created prior to COVID-19). These campaigns focused on various specialities within the healthcare landscape. The campaign legacy ads did not have headlines or description lines that emphasized things like telehealth, COVID-19 patient safety, COVID-19 cleaning protocols, etc In fact, the ads focused on core pain points that existed well before COVID-19. In other words, the core pain points that prompted people to seek help in the first place. The data showed that legacy ad click-through-rates have not been permanently dented by COVID-19. Numerous legacy ads continue to effectively drive site visitors. Moreover, they continue to drive solid conversion activity as well. The legacy ads’ quick return to steady performance told us to stay the course. Sure, we wanted to flex our digital marketing muscles and experiment with new paid search strategies. But the data didn’t always point us in that direction. RUNNER chose to keep numerous legacy ads running as they were, and optimize the dedicated landing pages instead (making campaigns even more effective). (RUNNER has created various ads that DO address specific COVID-19 concerns on a case by case basis. In these cases, the winning formula has been to run new ads in conjunction with existing legacy ads.) The most important thing about the Follow the Data Principle is to look at your data objectively. You may be tempted to change everything about your paid search campaigns (perhaps because other advertisers are changing their campaigns); resist that temptation. What does the data tell you?
Principle #2: Solve Patient Problems In Your MessagingAt the end of the day, Google text ads should always reflect how a medical practice can solve patient problems, backed up by confidently highlighting the reasons why your practice is the right choice. But there’s another element at play — staying true to how your practice solves problems. Be honest with yourself about what you promise based on your internal strengths and weaknesses. Take telemedicine for instance. If your medical practice offers telemedicine and the process is efficient and helpful for patients, then you should absolutely highlight the service in your search ads. However, if you’re still working on issues with telemedicine, wait until it’s ready. Lastly, create messaging that specifically and directly addresses a patient’s problem. Here are some examples:
- Effectively treating chronic back pain
- Back pain relief you deserve
- Comfortable, outpatient addiction treatment