There’s no arguing that Google Ads is the direction to go when it comes to marketing your company. With 5.6 billion searches each day, you’re missing out on a big source of traffic and possible cash if you’re not using Google. Spending in Google Ads is the most practical approach to ensure your visibility on Google (paid marketing on Google).
Google, on the other hand, makes it difficult for individuals in the healthcare, medical, and pharmaceutical businesses to use Google Ads. It has strict restrictions for the healthcare business that you must follow, from banned keywords to drugs, products, and services.
Along with strict policies, there are some challenges too. In this article, we will help you know all the challenges so that you can use Google Ads in the right way and get advantages of digital marketing for healthcare in Dubai.
Challenges for Advertising on Google
Not All Products & Services Can Be Marketed
The first problem for healthcare marketers is that some specific products and services cannot be marketed at all. For example, Google does not permit CBD oil adverts.
In certain circumstances, products and services will only reach a small number of people rather than being prohibited entirely. Furthermore, you may only advertise certain items and services, such as medications and addiction treatment clinics, in specific regions with a particular Google certification.
Be Cautious While Selecting Keywords & Phrases.
When you are a healthcare marketer and planning to use Google Ads, you should deeply focus on keywords and phrases. You need to choose the appropriate and best keywords. Google is intelligent, and the healthcare terms that Google Ads forbids apply not only to where your ad shows in Google search results but also to the material on your landing page (the web page people land on when they click on the Ad).
There are numerous prohibited keywords for healthcare organizations in Google Ads; go through them and attempt to remember which ones apply to you. Because if you include a prohibited healthcare term or phrase by mistake, you may receive a notice from Google stating that your ad has been disapproved.
Moreover, you are likely to receive such an email if your advertisement violates any of Google’s policies (which may be found here).
This is true of cosmetic clinics that provide Botox treatments. Google considers the terms ‘Botox,’ ‘Botulinum,’ ‘Botulinum Toxin,’ and ‘Toxin’ to be against its standards, therefore you must be cautious about how you frame your ads and what phrases and keywords you choose.
Retargeting Is Forbidden
It’s worth noting that, unlike in other industries, Google does not permit healthcare marketers to use marketing to retarget prospective patients.
Retargeting occurs when you click on an advertisement and the corporation is able to retarget their advertisements to you repeatedly. Display advertising (advertisements that show on other websites) is not permitted for hospitals, healthcare institutions, and medical practices to retarget potential patients. This is due mostly to possible patient privacy issues.
Therefore, this is why your site’s landing page is crucial. If it’s built such that prospective patients can easily fill out a form or phone to make an inquiry after clicking on your ad, you’ll be far more likely to receive that valuable conversion. However, if your landing page does not compel your potential patient to take action, you will be unable to target them directly again.
Tough Competition
Google Ads has a lot of competition in the medical and healthcare industries. The competition is fierce, and you must bid intelligently. Along with being strategic, you must also fully utilize negative keywords.
Negative keywords are those for which you do not wish to rank. If you are a provider to aesthetic doctors, for instance, you do not want to appear for keywords related to clients searching for a certain aesthetic process. You should also employ marketing best practices to encourage targeted visitors to tap on your ad and convert.
Conclusion
Overall, advertising as a healthcare provider is not impossible; even with the limited healthcare keywords, products, and services, it is only challenging. You can overcome the challenges and get the best out of Google Ads for healthcare in Dubai.
It is usually ideal to invest in an agency that understands the most, and our recommendation is to select an agency that specializes in the healthcare business, especially given the industry’s tight regulations.
