There is no guarantee that every person who visits the website will be prompted to schedule a consultation with your medical practice. Approximately 97% of first-time visitors may not take any type of action. Perhaps they may just be looking for a resource but do not need actual medical services. That’s why it’s important to keep your brand in their minds.
Remarketing ads enable medical professionals to connect with individuals who visited their websites in the past. Remarketing ads keep you in your buyer’s mind and allow you to follow them as they browse the web. Below are four tips on how medical practices can use these ads to increase revenue:
Utilize YouTube to Your Advantage
YouTube is probably one of the most popular social media platforms with millions of users logging in to view their favorite videos. This is good news for you since you can incorporate your targeted ads into YouTube videos. This means when someone clicks on a certain video, they can see your ad and learn about your latest offerings. You can show your video “In Stream.” This means your ad will be played before other YouTube videos. If the user chooses to skip the ad before 30 seconds are over, you are not obligated to pay for the impression, but the viewer still sees it.
Know the Rules
Most healthcare providers may have a hard time using remarketing as a marketing strategy without the help of a professional. Comply with HIPAA regulations can be challenging for businesses that are not well-versed in this area. According to Google, if someone has access to your computer and they see ads involving certain services like cosmetic surgery, that person will have violated your privacy and now has information on what you were looking at. Google, however, allows you to utilize display targeting like keywords, topic and interest targeting based on the service conditions and/or treatments. This makes it difficult for a user to know how and whether they are being targeted.
Create Dynamic Remarketing Ads
When you create a dynamic remarketing ad, it showcases your company logo, message and other useful pricing information, based on your website visitors’ behaviors. What makes these dynamic ads so great is that they appear according to how a visitor interacts with your business and website, as well as their browsing habits.
Avoid Violating Google’s Advertising Policies
If you are planning to use remarketing ads through Google AdWords, chances are your lists will be entirely disabled. Finding a way to work around Google AdWords is essential if you want to use remarketing to your advantage. Firstly, you can divide users into lists depending on the pages they’ve visited on your site and create an ad that focuses on one of your medical departments. Secondly, targeting the whole website by making a list of all visitors and then creating an ad that touches upon your expertise in a specific service line. These two options will enable you to target your website visitors, both past and present, while still adhering to Google’s rules.