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Proprietary + Confidential
Leveraging Google Resources for Healthcare AdvertisingSeptember 28, Vilnius
Justas LožinskasMarket Experience Lead, Google
Proprietary + Confidential
Proprietary + Confidential
Businesses with BETTER mobile assets have
140% more revenue
1 in 20Google searches are health related
Source: Google Blogspot, Knowledge Graph, 2015
Proprietary + Confidential
3 components that a successful campaign needs...
Understand the trends
Choose the right products
Comply with advertising policies
Proprietary + Confidential
3 components that a successful campaign needs...
Understand the trends
Choose the right products
Comply with advertising policies
Proprietary + Confidential
of consumers access healthcare information via smartphone / tablet
40% Device usage has shifted towards mobile
#trends
Source: Cello Health Insight Survey, April 2017, Base: OTC consumers, UK n=515
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At home
50% At the pharmacy
32% At the doctor’s
17% At work
11% Commuting
9%
Consumers access healthcare information on the go
#trends
Source: Cello Health Insight Survey, April 2017, Base: OTC consumers, UK n=515
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Exploration is a key phase for use of online resources
#trends
% o
f con
sum
ers
usin
g on
line
reso
urce
s
31%
19%
10% 9% 9%
Source: Cello Health Insight Survey, April 2017, Base: OTC consumers, UK n=515
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Consumers purchase quickly and consider few alternatives
#trends
How long do people search for information before contacting a business?
How many businesses do consumers consider before making the final choice?
17%
10%
27%
22%
11%8%
30%34%
24%
2% 2%
Source: Google Consumer Barometer, 2017
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Customers are switching to video resources
#trends
of patients research a health concern directly on YouTube.com
56%
Source: Manhattan Research, Google Consumer Study 2015
Proprietary + Confidential#trends
Understand your digital audience using Consumer Barometer
Understand how people use the internet for research, shopping, and viewing content around the world
www.consumerbarometer.com
Proprietary + Confidential#trends
Get insights about search dynamics via Google Trends
Explore how interests, associations, or tastes change over time and geo, plus identify rising industry topics
trends.google.com
Proprietary + Confidential#trends
Get estimates on ad prices and volumes with Keyword Planner
Get insights into keyword ideas, prices, impression volumes and levels of competition using Google AdWords Keyword Planner.
goo.gl/chx2Af
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3 components that a successful campaign needs...
Understand the trends
Choose the right products
Comply with advertising policies
Proprietary + Confidential#products
Reach your potential clients via Search, Display or Video ads
Proprietary + Confidential#products
Search: utilize micro moments throughout your consumer’s day
What’s-wrong-moment
I-want-to-know-moment
I-want-to-learn-moment
I-want-to-compare-moment
I-want-to-buy-moment
Proprietary + Confidential#products
Display: less reach due to potential targeting restrictions
Demographics, Topics, Placements, Keyword Contextual Targeting
Display Select Keywords, Gmail Ads, Remarketing, Dynamic Remarketing
In-Market Segments,Similar Audiences
Affinity Segments,Custom Affinity Segments
Build Awareness
Influence Consideration
Drive Action
GrowLoyalty
Proprietary + Confidential#products
Display: less reach due to potential targeting restrictions
Demographics, Topics, Placements, Keyword Contextual Targeting
Display Select Keywords, Gmail Ads, Remarketing, Dynamic Remarketing
In-Market Segments,Similar Audiences
Affinity Segments,Custom Affinity Segments
Build Awareness
Influence Consideration
Drive Action
GrowLoyalty
Proprietary + Confidential#products
YouTube Ads: Viewability + Search + Power of Content
of YouTube video ads are viewable compared to 66% on other video networks
95%
Proprietary + Confidential#products
Always put potential customers’ experience first
Mobile experience
Consumer intent
HCPs
PROSPECTIVE PATIENTS
Educational content
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3 components that a successful campaign needs...
Understand the trends
Choose the right products
Comply with advertising policies
Proprietary + Confidential#policies
Compliance with policies is monitored across multiple areas
AdWords policy
enforcement
Advertised products
Targeting methods
Ads / landings pages used
Proprietary + Confidential#policies
Restrictions for advertised products differ across countries
Product group
➔ Unapproved substances
What’s included
Global
➔ Prescription drug sale
➔ Restricted drug terms
➔ Pharmaceutical manufacturers
➔ Clinical Trial Recruitment
Local*
➔ goo.gl/uqMb9P
*Products / services that are not allowed to be advertised in Baltics via AdWords, they might be advertised in certain other countries
➔ Online purchase of prescription drugs
➔ goo.gl/sKXvGF
➔ Prescription drug promotion
➔ Patient / volunteer recruitment
Proprietary + Confidential#policies
Data about user behavior cannot be used for ad targeting
Allowed for Healthcare Restricted
➔ Keywords
➔ Location targeting
➔ Topics
➔ Placements
➔ Demographic targeting
➔ Interests and remarketing (incl. affinity audiences, in-market audiences)
➔ Similar audiences
➔ Gmail ads
Applies to Search, Display, Video ads
Proprietary + Confidential#policies
Potential misrepresentation of content is highly monitored
Ad / Landing page text
General claims (incl. before / after pictures, testimonials)
Ways of use
Disclaimers that results may vary
Specific claims with results Clinical studies done by a legitimate 3rd party
Permanent claims or guarantees Not allowed
Miracle / scientifically impossible cures Not allowed
Prescription drug terms Not allowed
Shocking content Not allowed
Proprietary + Confidential#policies
Recommended practices for policy compliance
Separate website
No prescription drug sale
Handling client
expectations
Proprietary + ConfidentialProprietary + Confidential
Thank you!justas@google.com
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