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Strategy input for Healthcare
Could use some input on how to focus my strategy a little more in 2025 in Google ads. We're a B2B healthcare company (by Google's definition) so we're not really promoting products, instead we're promoting services.
First off, my google rep has been pushing Pmax really hard for us lately, despite us not being in Ecommerce. I keep telling him that it's not of interest to me because I don't like Display, and have read that it's not great for building awareness, and while we have a lot of conversions for one of our conversions (session duration), we don't have a ton for our other (contact form submission, but our deals are worth $20M on average, so of course we're not going to get 20 contact conversions a month on our budget).
They then brought up Demand Gen, which caught my interest as we've never done this. However, could use some input on that since I take everything Google is telling me with a grain of salt.
Our overall keyword volume is fairly low for some services (like specific therapeutic areas), but higher if we're just using generic awareness terms, so I'm thinking we might just stick with search, and sticking with Max Clicks (since I don't have enough conversions in a month to justify Max Conversions).
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4 Replies
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What about LinkedIn ads?
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First and formost. Ignore the Google Rep. They have one task. Make you up your ad spend. I’ve yet to get Demand Gen to yield conversions on the same level as social ads (Linkedin, TikTok, Meta and so on). You can experiment with demand gen. I want to try it as a re-marketing campaign towards people who shown interest but not converted for example. Thats an experiment I have in my pipeline.
You should not do Pmax. Pmax has a couple of things going for it, but if you work b2b with lead generation its value is greatly diminished. Stay with search ads and experiment with demand gen. You might get it to have some kind of business impact on the awareness or consideration phases of the buyers journey.
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I would really suggest a strong conversion history in your account. Can you set up a lead magnet or high intent micro conversions to increase them? I get it – the high ticket, long sales cycles don’t product a lot of form submissions compared to other lead gen or ecommerce. It makes it harder to feed the algorithm when doing ToF.
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hello everyone!
for starategic inputs for healthcare is firstly1: Implant Patient Centric Care 2: Quality 3:Digital transformation4:Strategic partnership5:community Health initiatives……….
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