Google Ads For Pharmacies: 6 Tips To Drive ROI Right Now
If you’re running Google ads for your pharmacy, you’re already at a huge advantage over companies that don’t use digital advertising. But even if you’ve set up a Google ad campaign, there’s still room in your strategy for improvement.
Running an effective Google Ads campaign can be hard. You’re busy helping customers, and a lot of you probably don’t have the time to devote to learning all the ins and outs of writing and managing an ad.
We want to help you get the most out of your advertising dollars, so we put together some tips to help drive ROI from your campaigns.
The Benefits Of Google Ads For Pharmacies
A lot of pharmaceutical companies are missing out on the benefits of Google Ads, and that’s a mistake.
There are many benefits to investing in Google Ads for pharmaceutical companies. It’s true that Google Ads can be competitive, but when it’s done right, you can generate more traffic, build your reputation, and ultimately increase sales.
Depending on the keywords you choose, your campaign can help you target customers at any stage of the buying cycle. Whether they’re just starting their research or ready to buy immediately, Google Ads can help you get in front of them with strategic ads.
It’s also a great way to reach people who are researching diseases or seeking treatment options online. By offering people a way to find information about their condition and what therapies are available for them, your company can make an impact on people’s lives simply by providing the information they need.
More traffic means more opportunities to convert visitors into paying customers and raise brand awareness so you can continue attracting new visitors in the future. You also get valuable data about how your website is performing, which helps you improve your SEO and other metrics over time.
Google Ads is a great investment for any business—but especially those in the pharmaceutical industry.
- Increase Visibility: With Google Ads, you can make sure that your website will be among the top search results. This will significantly increase the chances of people finding you while they search for the services you offer. Additionally, when potential users see your ads repeatedly, they will remember your brand and become more familiar with it.
- Get More Sales: When people see that your ad is always among the top results, they will start associating your brand with quality and reliability. This means that when they need someone who offers products and services, they will think about you first. When people see your brand name frequently, they will assume that other people trust you too and that this trust is justified by quality products or services.
- Build Your Reputation: Online reputation is really important for any kind of business these days. Potential clients do not only look at the quality of the work or professional portfolio
#1 Google Ads Tip For Pharmacies: Choose The Right Keywords
If your pharmacy is running Google Ads, you’re probably drowning in data. You can look at your search queries report to see exactly what keywords people are searching for when they find your ad. But how do you know which keywords are worth it? How do you know if you should be spending more on the keywords that are driving the most conversions, or if you need to up your bids on the keywords that result in the highest revenue?
In short: It depends on what goal you care about most. If a keyword is driving lots of clicks but no sales, maybe it’s not as important as a keyword that drives fewer clicks but more sales. On the other hand, maybe those clicks add up to big profits in the long run.
Short-tail keywords have a higher search volume and cost less per click, but you will be competing with larger companies who have bigger budgets. If you use these words, your ad may not show on the first page of search results and could get lost among other ads.
Long-tail keywords are more specific and therefore easier to rank for and cheaper to buy. They also attract users closer to the bottom of their sales funnel, which means they are more likely to convert into customers. And if you do well with your long-tail ads, it is possible that Google will recognise your ad as relevant and move it up to the top of the results.
Tools like Google Keyword Planner will help you discover new keywords that are most relevant to your business.
#2 Google Ads Tip For Pharmacies: Competitor Bidding
If you’re in a competitive niche, there’s no better way to capture your competitors’ customers then bidding on their brand names in Google Ads. It’s a tried-and-true technique that works like gangbusters.
A competitor bid is an ad that specifically targets competitors’ search terms. It often looks similar to, or even identical to, the original company’s website, but with prominent links leading back to your own site. This tactic has become increasingly common as more and more brands try their hand at paid ads on Google.
A surprising number of advertisers don’t take advantage of this opportunity. It’s a strategy that can be surprisingly effective, but it does require some finesse.
See more: trademarks in Google Ads
#3 Google Ads Tip For Pharmacies: Choose The Right Ad Types
Google offers many different ad types, and it is incredibly important to choose the right ones for your business.
The six main types are search, display, shopping, video, universal app, and Gmail. Let’s look at each one in more detail so you can decide which will help you achieve your goals.
Responsive Text Ads: Responsive text ads automatically optimise themselves based on what audience they’re shown to. They allow you to include multiple headlines and descriptions, which get combined in a way that makes the most sense for each audience member’s search query. These ads are designed to make the most of screen space, so they’re great for mobile users.
Display Ads: Google display ads use images and text to target potential customers as they browse websites or apps in the Google Display Network. This network includes over 2 million sites, reaching 90% of all internet users worldwide. You can craft a display ad using an image that fits with your brand identity and links back to a landing page with more information about what you do or a way for people to schedule a free consultation with you. Display ads are especially useful when it comes to reaching new customers but also work well as part of a retargeting strategy.
YouTube video ads: These are very similar to display ads—they’re visual, they can include images or videos in addition to text, and they aren’t typically used for generating direct sales or leads but rather for increasing awareness about your brand. The major difference between display ads and YouTube video ads is where they appear; YouTube video ads are shown on YouTube pages, while display ads can be shown on any web page
Shopping Ads: Shopping ads provide information about the products your business offers by showing an image of the product, its name and price, a link to your website where customers can purchase the product, and additional information like customer rating or promotions. If you have an ecommerce store or have products available for sale through a third-party marketplace like Amazon or eBay, shopping ads
Gmail Ads: Gmail ads show up in a special tab within someone’s Gmail account when they open their email. These ads differ from other types of display ads because the viewer is already engaged with the content of the ad they’re in their inbox! The point of these ads isn’t necessarily to drive immediate sales it’s more about staying top-of-mind and reminding people that you exist.
#4 Google Ads Tip For Pharmacies: Setup Conversion Tracking
If you’re running Google Ads and not tracking conversions, you’re throwing your money away.
Conversion tracking is the only way to know if your ads are working. Without it, all you can do is guess. You need to know what’s happening after people click on your ad so you can make informed decisions about how to improve your results. And without conversion tracking, you won’t have any of that information!
By default, Google Ads only tracks clicks and impressions. That’s not enough information to know if your ads are successful! When you track conversions, Google Ads can show you which ads are bringing people to your site who actually convert instead of just clicking through and leaving right away so you can optimise your ad campaigns based on what actually works for your business.
There are many different types of conversions: sales, email sign-ups, phone calls, and more. You can track all these things with Google Ads and see how well each ad campaign is performing for each type of conversion. If one campaign isn’t getting as many sales as another, then maybe it needs some tweaking before investing more money into it.
#5 Google Ads Tip For Pharmacies: Use Negative Keywords To Eliminate Waste
Negative keywords are a powerful tool for Google Ads.
They allow you to exclude words and phrases that you don’t want to trigger your ad. This prevents your ad from showing up at the wrong time, which is important because every click of an ad costs money. It also prevents your ad from showing up in front of someone who probably won’t convert, which means it won’t work as well for you.
Negative keywords can be used to prevent your ads from showing up for searches that are too broad or too narrow for the product or service you sell, phrases that people might search for when they’re not ready to buy, or even searches related to products that are similar but not identical to yours.
It’s important to review the incoming search queries and add negative keywords to your campaign to prevent wasting budget on irrelevant searches.
#6 Google Ads Tip For Pharmacies: Optimise Your Landing Pages
For your company to succeed in Google Ads, you must put your ads on the highest-quality landing pages that can convert visitors into customers. It’s a simple concept, but one that many marketers overlook or simply don’t know how to do.
So what makes a landing page effective? An effective landing page is one that provides relevant information about what the user was searching for in the first place—in other words, it’s an extension of the ad itself. That way, users can continue exploring the topic they were initially interested in without having to navigate away from your site.
- Use a clear and prominent call to action: Make sure there is a clear path for users to take. Your call-to-action button should stand out from the rest of the page, and it should be obvious what happens when someone clicks it (e.g., “Enquire Now”).
- Relevant content: The content on your landing page should reflect the ads you’re running. If your ad is about buying houses, don’t link to a page that’s all about houses for rent. People will get confused and bounce from your site.
- Use high-quality images: It’s not just the image quality, though—it’s also the relevance of the image to your content. Choose an image that will illustrate the reason people clicked on your ad so that they know they’ve arrived at the right place.
- Make sure it loads quickly: Nothing turns off potential customers faster than a slow loading page, so you want to make sure that yours is optimised for speedy loading and that it loads fast on both desktop and mobile devices.
Google Ads For Pharmacies Requires A Specialised Approach
Many people are under the impression that Google Ads is a simple, effective tool that can be used in any industry. However, this is not the case. Google Ads for pharmacies requires a specialised approach, because of the unique nature of the industry and because of Google’s own policies and guidelines.
There is also the issue of maintaining regulatory compliance when advertising these drugs. Since all ads must comply with applicable laws and regulations, pharmacies must ensure they are following these rules to avoid penalties or having their account suspended. They must also ensure they are following Google’s policies so they don’t end up wasting money on ads that will be disapproved by Google.
Pharmacies also have to deal with competitors who might be able to outspend them on ads. For example, big pharmaceutical companies are able to spend more money than smaller independent drug stores who don’t have the same available resources.
So, when a pharmacy or pharmaceutical company decides it’s time to start advertising online, they need an agency that has a specialised knowledge about their industry and how it works.
See more: Google Ads Agency