Post by account_disabled on Jan 23, 2024 3:34:13 GMT
Google advertising of medical products and services is very often limited by legislation, therefore, before starting a project in this niche, you should study this issue as thoroughly as possible. In addition to the obvious restrictions, which can be found in Google Help , there is another feature: the Google Ads personal advertising rules . Their content boils down to the fact that user data is confidential. That is, data on the state of health, illness, and disability are personal information of each user. For us, this means that we cannot use this information for advertising purposes, so that people do not get the idea that their rights are being violated and that someone is watching them, eavesdropping and knowing everything about their problems.
Therefore, health care ads are often "Allowed with restrictions" and cannot be C Level Executive List targeted to general or remarketing audiences. If we talk about search advertising, then here it is somewhat simpler. The rules are not so strict, because the ads are shown if the user himself searches for information on the network. Therefore, we advise you to focus on the search. Model of making a decision on the purchase of a medical service Decision Model The first stage occurs without advertising. The user is aware that he has certain symptoms of the disease. That is, he is worried about some physical or psychological problems. Information search. At this stage, a person already enters queries about symptoms and possible diseases into search engines.
These requests are informational in nature. At the third stage, the user has already realized that he needs treatment . And most likely, he will directly search for clinics, doctors, diagnostic methods, prices for services, reviews, etc. At the final stage, the user already wants to make an appointment and enters the names of clinics or doctors. It is important to show ads at the information search stage. Many people think that information requests are less targeted, but this is not entirely true. In practice, we've seen these queries perform very well when used with automated bidding strategies. For example, a person enters the query "ear hurts, what to do", and the first line for him is an advertisement of an ENT doctor, and also with some kind of discount or interesting offer.
Therefore, health care ads are often "Allowed with restrictions" and cannot be C Level Executive List targeted to general or remarketing audiences. If we talk about search advertising, then here it is somewhat simpler. The rules are not so strict, because the ads are shown if the user himself searches for information on the network. Therefore, we advise you to focus on the search. Model of making a decision on the purchase of a medical service Decision Model The first stage occurs without advertising. The user is aware that he has certain symptoms of the disease. That is, he is worried about some physical or psychological problems. Information search. At this stage, a person already enters queries about symptoms and possible diseases into search engines.
These requests are informational in nature. At the third stage, the user has already realized that he needs treatment . And most likely, he will directly search for clinics, doctors, diagnostic methods, prices for services, reviews, etc. At the final stage, the user already wants to make an appointment and enters the names of clinics or doctors. It is important to show ads at the information search stage. Many people think that information requests are less targeted, but this is not entirely true. In practice, we've seen these queries perform very well when used with automated bidding strategies. For example, a person enters the query "ear hurts, what to do", and the first line for him is an advertisement of an ENT doctor, and also with some kind of discount or interesting offer.