When a medical practice is ready to move forward with a plan to advertise online, members of the team may discuss how to create a healthcare ad. What is it supposed to include? What should it look like? What should it say? One of the best ways to grasp the conventions of medical practice advertising—and perhaps get some inspiration—is to look at healthcare ad examples. In this blog, you will see different approaches to digital advertising for healthcare.
1. Emotional Engagement in Healthcare Advertising
Emotional engagement makes advertising more compelling. The best healthcare ad campaigns often use emotional language that resonates with the target audience on a level that drives meaningful engagement. By tapping into emotions such as hope, compassion, or relief, individuals who are going through challenging health situations feel understood. In the following example, the ad shows empathy using emotional language.
Because healthcare is a deeply personal and sensitive topic for many individuals, emotional language helps healthcare marketers convey empathy by acknowledging the emotions and experiences of the audience. This communicates that the medical practice understands and cares about the patient’s specific needs and concerns.
The next paid search campaign example is clearly meant to capture attention. In a crowded digital landscape, emotional language can help healthcare ads cut through the noise. By evoking emotions, ads are more likely to make an impact and leave a lasting impression on viewers. Putting out a memorable ad also helps patients recall the healthcare brand for future needs.
The healthcare ad example is also driving action. Emotions have a powerful influence on decision-making. By using emotional language, healthcare ads can motivate viewers to take action. Whether it’s making an appointment, seeking more information about health insurance options, or adopting healthier habits, emotional appeals can drive behavioral change.
However, these ads also illustrate that it’s important to strike a balance when using emotional language in healthcare advertising. Advertisers should be sensitive to the topic, respectful, and avoid blatant manipulation, deceptive, or exploitative tactics. Authenticity and integrity are key for building trust with the audience.
2. Showcase Innovation and Technological Expertise
The healthcare industry is highly competitive, and highlighting innovation and technological expertise helps your medical practice or organization stand out from the crowd. By highlighting cutting-edge technologies and advancements, you can position yourself as a leader in your field.
By using PPC ads to showcase your technological expertise, you can attract tech-savvy patients who prioritize convenience, efficiency, and the latest advancements in their healthcare journey. The following example of a paid search ad shows the impact of thoughtful content creation.
Remember to align your PPC healthcare ads with your overall brand messaging and ensure that the technology or innovation highlighted in the ads is consistent with the medical services you offer. Providing evidence, testimonials, or case studies can further strengthen the credibility of your claims and help potential patients make informed decisions.
In contrast, the following ad would be more compelling if it included more specific details that would resonate with tech-savvy patients.
Compelling ad copy that highlights technological advancements is more likely to capture the attention of users and encourage them to click on your ads. In addition, some patients have unique health conditions or requirements that can be better addressed through advanced technologies.
3. Take a Patient Centered Approach to Your Medical Advertisements
When creating medical PPC healthcare ads, taking a patient-centered approach is essential. By focusing on what matters most to patients, you can effectively connect with your audience and drive engagement. The ad below misses the mark on personalization.
While the ad is imbued with empathy and compassion, it lacks personalization. Healthcare ads should be tailored to address the unique needs and preferences of individual patients.
The following ad is a better example of paid search advertising personalization.
This health advertising example is more effective because it uses language that speaks directly to real-life patient concerns and showcases how the provider’s healthcare services can specifically benefit them. Providing valuable content in your ads empowers patients to make informed decisions about their healthcare. This can include sharing insights, tips, or resources that help patients better understand their conditions or treatment options.
4. Ensure Regulatory and Policy Compliance in Your PPC Ads
When creating PPC ads, it is crucial to ensure regulatory and policy compliance, especially when it comes to Google’s guidelines. Adhering to these guidelines helps maintain a positive ad experience and avoids potential disapprovals or violations.
Can you spot which of these two paid search examples may be in violation of Google’s policies?
If you chose “Herbal Healing,” you are correct! Google tends to disapprove of healthcare ads that imply products are as effective as prescription drugs or controlled substances, so advertisers must be mindful of the language used in ads. Ad violations can lead to suspended accounts.
While focusing on prescription medication claims, it’s also worth mentioning other policy violations that should be avoided. Pay-per-click advertising examples in violation may include misleading content, prohibited products or services, restricted content, and more. Review Google’s policies to understand what Google expects for compliance.
5. Include Engaging and Action-Oriented Language
When creating medical PPC healthcare ads, engaging and action-oriented language will attract the attention of potential patients and drive them to act. Consider the compelling copy in the following ad.
This ad campaign focuses on benefits, encouraging people to act. By highlighting the benefits and outcomes of treatment, patients know what they can expect from your healthcare services. Use powerful words like “improve,” “enhance,” “transform,” or “achieve” to convey the positive impact your services can have on their lives.
The following ad has a different focus.
This ad copy informs the public about the providers but fails to highlight unique selling points. Differentiate your healthcare services by highlighting unique features or benefits. Highlight what sets you apart from your competitors and why patients should choose your practice. This can be achieved through words like “specialized” or “state-of-the-art.”
Bonus: Essential Technical Tips for Google Ads
When it comes to running successful Google Ads, the best healthcare marketing campaigns utilize essential technical practices. Here are a few key elements:
- Data-informed strategies – Analyze and understand your PPC performance data to make informed decisions. Regularly review metrics such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). Use this data to identify trends, optimize underperforming ads or keywords, and allocate your budget accordingly.
- Keyword selection – Choose specific long-tail keywords that are relevant to your target audience. Long-tail keywords tend to have less competition and can attract more qualified leads. Additionally, use negative keywords to exclude irrelevant searches and refine your targeting to improve your campaign’s return on investment (ROI).
- Location-based targeting – Implement geo-targeting to focus your ads on specific locations. This allows you to tailor your messaging and offers to local audiences, enhancing your chances of generating local leads. By personalizing your outreach based on location, you can increase relevance and engagement with potential customers.
- Ad extensions – Take advantage of ad extensions available in Google Ads. These additional information snippets, such as call buttons, site links, location extensions, or review extensions, encourage more engagement with your ads. Ad extensions can improve visibility, click-through rates, and overall campaign performance.
- Landing page optimization – Ensure your landing pages are optimized for user experience and conversions as part of your marketing strategy. Make sure they align with the ad copy and offer a clear call-to-action. Optimize page load time, ensure mobile responsiveness, and use persuasive elements like testimonials, clear headlines, and compelling visuals to drive conversions.
Remember to regularly monitor and test different strategies to find what works best for your specific business goals. By implementing these technical tips—and insights from the PPC advertising examples—you can enhance the effectiveness of your Google Ads campaigns and achieve better results.
Summary: Best Practices for Medical Google Ads
By using targeted and compelling key words and ad copy, optimizing landing pages, and monitoring your success metrics, you will drive more traffic, revenue, and growth for your medical business. Looking at healthcare ads examples can help you learn what to do and what not to do when running your ads. The more time you spend learning best practices in digital ad writing, the better prepared you are to run ads that give you a return on your investment.
Help Potential Patients Find Your Practice with Effective Digital Ads
In an era where practices are facing a rapid decline in traditional referrals, online search visibility for raising brand awareness is essential. To learn more about how iHealthSpot can effectively reach your target audience, optimize your medical website for top-ranking in local searches, run PPC campaigns, manage social media, and help you remain at the forefront of patient searches, reach out today.
