Harnessing the Power of Video Ads in Health and Wellness Marketing

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In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial for success. One strategy that has proven to be a game-changer, especially in the health and wellness sector, is the utilization of video ads. As attention spans decrease and visual content becomes more dominant, incorporating compelling videos into your marketing arsenal can significantly enhance your brand presence and engage your audience effectively.

The Impact of Video on Health and Wellness Marketing:

Visual Appeal and Emotional Connection:

Video ads have the unique ability to evoke emotions and create a strong connection with the audience. In the health and wellness sector, where building trust and establishing a personal connection is paramount, videos can showcase real stories, testimonials, and the human side of your brand.

Educational Value:

Health-conscious consumers actively seek information about well-being. Video ads provide an excellent platform to deliver educational content, whether it’s demonstrating exercise routines, explaining nutritional benefits, or offering tips for a healthier lifestyle. Engaging and informative videos position your brand as an authority in the industry.

Demonstration of Products and Services:

Health and wellness products often require a demonstration to highlight their effectiveness. Video ads can showcase how a service works, its benefits, and the results users can expect. This visual representation helps potential customers understand the value of your offerings, fostering trust in your brand.

Social Media Amplification:

With the prevalence of social media platforms, video content is more shareable and likely to go viral. Utilizing platforms like Facebook and Instagram for video ads in the health and wellness sector can exponentially increase your reach. Users are more likely to share content that resonates with them, creating a ripple effect across online communities.

Search Engine Optimization (SEO) Benefits:

Google prioritizes pages with engaging, relevant, and diverse content. Embedding video content in your blog articles can improve your website’s SEO. Google’s algorithms recognize multimedia elements, providing a boost to your search rankings. Additionally, video content often leads to increased time spent on your site, signaling to search engines that your content is valuable.

Best Practices for Creating Effective Video Ads:

Keep it Concise:

Attention spans are short, so keep your videos concise and to the point. Aim for engaging content within the first few seconds to capture your audience’s interest.

Optimize for Mobile:

Given the rise of mobile usage, ensure that your videos are mobile-friendly. This includes using legible text, high-quality visuals, and appropriate dimensions for various platforms.

Tell Compelling Stories:

Share authentic stories that resonate with your target audience. Whether it’s a success story, a transformation, or a behind-the-scenes look at your brand, storytelling adds a human touch to your marketing efforts.

Include a Call to Action (CTA):

Every video should guide viewers on the next steps. Whether it’s visiting your website, signing up for a newsletter, or making a purchase, a clear and compelling CTA is essential for driving conversions.

As the digital marketing landscape continues to evolve, incorporating video ads into your health and wellness marketing strategy is not just an option—it’s a necessity. From building emotional connections to boosting SEO rankings, the power of video extends far beyond traditional advertising methods. Embrace this dynamic medium to captivate your audience, showcase your brand’s authenticity, and ultimately drive success in the competitive health and wellness industry.

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Navigating the World of Programmatic Ads

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In an era where digital marketing is evolving at a breakneck speed, programmatic advertising has emerged as a game-changer, particularly for the health and wellness industry. This innovative approach to buying and managing ads offers a level of precision and efficiency previously unattainable. In this article, we will explore the fundamentals of programmatic advertising, its benefits, and how health and wellness businesses can leverage it effectively.

Understanding Programmatic Advertising:

Programmatic advertising involves the use of software to purchase digital advertising, as opposed to traditional processes like requests for proposals, negotiations, and manual insertion orders. It uses algorithms and data to serve ads to the right user at the right time and in the right context.

How Programmatic Ads Work:

  1. Data Collection: Programmatic platforms collect data about online users, such as browsing habits, interests, and demographics.
  2. Ad Inventory: Publishers make ad space available on programmatic ad platforms.
  3. Real-Time Bidding (RTB): Advertisers bid for ad spaces in real-time auctions, where the highest bidder wins the space.
  4. Ad Placement: The winning ad is instantly placed in the available space, targeting the user most likely to be interested in the product or service.

Benefits for the Health and Wellness Industry:

  • Targeted Advertising: Programmatic ads allow for precise targeting, ensuring that wellness ads are seen by the most relevant audience.
  • Efficiency and Speed: Ads are bought and managed in real-time, making the process extremely efficient.
  • Data-Driven Decisions: With robust analytics, businesses can make informed decisions and adjust strategies quickly.
  • Cost-Effective: Programmatic buying often results in lower costs due to its efficient nature and reduced need for middlemen.

Best Practices for Implementing Programmatic Ads:

  1. Understand Your Audience: Have a clear understanding of your target audience’s behaviors, preferences, and needs.
  2. Quality Content: Ensure that your ad content is engaging, informative, and relevant to your audience.
  3. Privacy Considerations: Be mindful of privacy regulations and ensure that user data is handled responsibly.
  4. Continuous Optimization: Use analytics to continuously refine and optimize your ad campaigns for better performance.
  5. Partner with Reputable Providers: Work with reputable programmatic ad platforms and providers known for their effectiveness in the health and wellness sector.

Why We Care:

Programmatic advertising represents a significant opportunity for the health and wellness industry to reach its audience more effectively and efficiently. By understanding the basics, leveraging the benefits, and following best practices, businesses can navigate this complex world and harness the power of programmatic ads to achieve their marketing goals. With its data-driven approach, programmatic advertising is not just the future; it’s a necessary part of a modern digital marketing strategy in the wellness sector.

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Google vs. Facebook: The Optimal Ad Strategy for Health and Wellness Businesses

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In the competitive landscape of the health and wellness industry, choosing the right platform for digital advertising can make a significant difference in reaching and engaging your target audience. Two giants dominate the scene: Google and Facebook, each with its unique strengths and capabilities. This blog post delves into the intricacies of Google and Facebook ads, helping health and wellness businesses decide which platform aligns best with their marketing objectives.

Google Ads: Capturing Active Search Intent

Google Ads are powerful for targeting users actively searching for health and wellness solutions. With its keyword-based approach, Google Ads allows businesses to tap into a user’s immediate search intent, providing timely solutions to their health queries.

  • Keyword Research: Key to success on Google is understanding the terms and phrases your target audience uses when seeking health and wellness products or advice.
  • Ad Placement and Timing: Google Ads appear at the moment of search, ensuring high visibility to a motivated audience.
  • Measuring Success: Tools like Google Analytics provide insightful data, allowing businesses to track the effectiveness of their keywords and adjust strategies accordingly.

Facebook Ads: Building Brand Awareness and Community

Facebook’s advertising strengths lie in its deep user data and targeting capabilities, which are invaluable for health and wellness brands focusing on building long-term customer relationships.

  • Targeting and Retargeting: Facebook excels in audience segmentation, allowing businesses to target ads based on demographics, interests, behaviors, and more.
  • Engaging Content: The platform is ideal for sharing engaging content, including videos, testimonials, and informative posts, which are crucial in the wellness industry.
  • Community Building: Facebook provides a space for building communities around your brand, encouraging interaction, and fostering brand loyalty.

Comparative Analysis: Traffic vs. Engagement

While Google Ads are excellent for driving immediate traffic to your website, Facebook Ads play a long game, building brand recognition and loyalty. Your choice depends on your immediate goals:

  • For quick conversions and sales, Google Ads might be the go-to.
  • For brand building and establishing a loyal customer base, Facebook Ads could be more beneficial.

Integration for Maximum Impact

A synergistic approach can be the most effective. Using both platforms in tandem allows health and wellness businesses to cover all bases – attracting immediate leads while simultaneously building a brand presence.

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Why We Care:

For health and wellness businesses, the choice between Google and Facebook ads shouldn’t be an ‘either/or’ scenario. Both platforms offer unique advantages that can complement each other. By understanding the strengths of each and aligning them with your marketing goals, you can create a comprehensive, multi-faceted advertising strategy that reaches your audience at different stages of their health and wellness journey.

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The Crucial Role of LegitScript Certification in Medical Advertising

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The digital landscape has transformed the way health, wellness, and medical businesses interact with their audiences. With an ever-increasing number of users on platforms like Facebook and Google, it’s imperative for businesses like weight loss clinics, med spas, cosmetic dentists, mental health specialists, and pain doctors to harness the power of online advertising. But navigating the complex waters of online ads, especially in the medical domain, requires more than just a strategic approach—it requires credibility.

Enter the LegitScript Certification, a game-changer for medical businesses aiming to run ads related to drug names, medical procedures, and more. Here’s why obtaining this certification is a must for any health or wellness establishment looking to maximize their online advertising potential.

1. The Limitations Without LegitScript Certification

Businesses that lack LegitScript Certification are confined to a much narrower advertising scope on platforms like Facebook and Google. They’re only allowed to run educational or awareness ads, which drastically limits the ability to promote specific treatments, medications, or procedures. This translates to a potential loss in terms of attracting the right clientele who are actively seeking those particular treatments or procedures.

Furthermore, there’s a delicate balance to maintain in the language used in ads. Even a minor mistake could result in the suspension of your advertising account, leading to lost revenue and an uphill battle to regain trust and credibility with advertising platforms.

2. Building Trust with Audiences

Medical decisions are highly personal and are often fraught with apprehension. By having a LegitScript Certification, businesses convey a sense of trust and credibility. When a potential client sees that a business is LegitScript-certified, it gives them confidence in the legitimacy and safety of the services being offered.

3. Navigating the Digital Ad Space With Confidence

With a LegitScript Certification, health and wellness businesses can be more assertive in their advertising approach. They can highlight specific drug names, procedures, and treatments without the looming threat of account suspension. This, in turn, provides more significant opportunities for targeting specific audience segments and driving conversions.

4. How We Can Help

Applying for a LegitScript Certification may seem daunting, but with the right guidance, it’s a seamless process. As a specialized digital marketing agency with expertise in the health and wellness sector, we’re well-equipped to assist businesses in applying for this invaluable certification. And while your application is in progress, we can devise advertising strategies that adhere to platform guidelines, ensuring your business continues to reach its target audience without any hiccups.

In Conclusion

In the evolving world of digital marketing, the LegitScript Certification is more than just a badge—it’s a competitive advantage. For medical businesses aiming to fully harness the potential of online advertising, this certification is not just beneficial; it’s essential. And with our expertise, we can guide you through the process and help you amplify your digital presence like never before.

If you are a health, wellness, or medical business ready to elevate your advertising game, reach out to us today. Let’s navigate the digital future together.

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Upcoming Google updates on Healthcare and Medicines policy

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Come October 10, 2023, digital marketers should be aware of two significant updates that Google will be introducing to its Healthcare and medicines policy:

  1. Refinement of Prescription Drug Sale Policy: Google aims to enhance clarity by updating the title and language of its Prescription drug sale policy. Importantly, this change won’t affect how Google enforces the policy.
  2. Modification for Telemedicine in France: The specifics regarding the Healthcare and medicines policy for France will undergo a change, allowing telemedicine providers, certified by LegitScript, to advertise their services in France.

The revised language on the Healthcare and medicines policy page will read as follows:

Prescription Drug Services Overview:
Google maintains a strict approach to advertisements related to online prescription, dispensing, and sale of drugs. Businesses that fall under this include, among others, online pharmacies and telemedicine services.

The assessment of such advertisements will be based on various factors, from ad content, linked site or app, to the nature of services/products offered. In ensuring user safety, Google exercises utmost caution, especially for pages linking or referencing content that may facilitate online drug sale or prescription.

Eligible Countries for Promotion:
Only specific countries, including but not limited to Australia, Austria, Brazil, Canada, China, Czechia, Denmark, France, and more, are eligible for promoting services tied to prescription drugs. For a detailed list and specifics, refer to the country-specific section of the Healthcare & Medicines policy.

Keyword Bidding:
Certified advertisers can bid on keywords with prescription drug terms in select countries like Australia, Austria, Canada, Czechia, and others.

Certification Process:
To advertise prescription drug services, advertisers must secure a certification from Google. The certification requirements, however, differ from one country to another. Ensure you’re familiar with the nuances of each country you’re targeting.

France’s Updated Policy on Telemedicine:

Product: Prescription Drug Services
Status: Allowed (with restrictions)

Telemedicine providers with a stamp of approval from LegitScript’s Healthcare Merchant Certification and Monitoring Program can now advertise their services in France. However, there’s a catch: ads, landing pages, and keywords must steer clear of promoting prescription drugs directly.

For more details on securing a LegitScript certification or Google certification, reach out to us!

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A Guide to Google Analytics 4

Google Analytics 4 is the newest analytics platform that tracks and measures website performance. Explore the features of GA4 here.

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Google unveils 2 new customer acquisition and asset creation tools

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Two innovative tools launched during Google’s Search Ads Week, aimed at enabling advertisers to produce creatives more quickly and enhancing their overall performance.

  • Create new assets with Google’s AI 
  • New customer acquisition goals

Create new assets with Google’s AI

Google aims to assist advertisers in effectively reaching their target audience by providing them with a range of pertinent creative assets. As part of this effort, they have introduced a new feature called “automatically created assets,” which generates fresh ad components by utilizing an advertiser’s existing assets and landing page. This feature facilitates responsive search ads in showcasing the most effective combination of assets to potential customers.

Currently, the open beta for automatically generated assets is accessible to all English-speaking advertisers. Early adopters who have utilized this feature for headlines and descriptions have observed an average increase of 2% in conversions, with a comparable cost per conversion, for ad groups utilizing responsive search ads.

New improvements coming to assets. As part of this update, the following improvements will roll out in the coming weeks:

  • Ad Strength will take into account both automatically created assets and your existing assets when determining your rating.
  • Automatically created assets will use inputs you’ve provided such as your keywords to customize your headlines and improve their relevance to the query when it’s predicted to improve performance.
  • You’ll also be able to remove any automatically created assets that you’d prefer not to include in your ads.

Additional languages for automatically created assets will be launched later this year.

Connect with new customers on Search

Google has rolled out a new global customer acquisition objective for Search campaigns that leverages Smart Bidding and first-party data to optimize campaigns and attract new customers during peak periods. With the integration of this objective and bidding tactics such as Maximize conversion value with a target ROAS, advertisers can focus on and target high-value customers.

Early adoption

Several businesses have already employed this objective to connect with potential new customers. For instance, Baltic Born, a fashion retailer with an ambitious revenue growth objective, utilized the new customer acquisition goal for Search in conjunction with a target ROAS value-based bidding strategy to broaden their customer base beyond repeat customers in a fiercely competitive market. Consequently, they achieved a 73% surge in new customers and a 36% increase in revenue.

The new customer acquisition goal has two modes that help you to reach your campaign goals:

  • Value New Customer: Bid higher for new customers than for existing customers.
  • New Customers Only: Bid for new customers only.
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Google updates its gambling and games policy

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Google is set to start displaying advertisements for internet horse racing in Maryland, Pennsylvania, West Virginia, and Virginia. The company’s policy regarding gambling and games for the United States will be revised in February 2023.

Advertisers interested in promoting their online gambling content in the mentioned states must apply for approval. The certification application process will be open to all advertisers starting February 22, 2023.

Once the updated policy goes into effect, the gambling and games policy page will be updated accordingly.

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Google Ad Assets: Take back control

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It’s no secret that Google Ads can be the most valuable digital marketing tool for a business. The platform can help existing businesses achieve new levels of growth and exposure, as well as help new businesses establish a foothold in their industry. 

Google’s automated services can help you with some of the heavy lifting, but what if they turn against you? Despite their best intentions, Google Ads’ automated extensions can be disastrous for a company. If you’re taking the time to read this post or educate yourself on PPC, you probably want to be in charge of your account. 

Our marketing manager Sasha Brummer found and dealt with this frustrating case today.

Our most recent experience with automation

One of our client’s automated assets was directing visitors to dead landing pages. Google’s dynamic sitelink and callout assets used an old URL rather than the new one while continuing to charge for clicks.

If an ad directs a person to the incorrect link, it is unlikely that they will navigate to the correct one. This not only wastes money, but it also results in a loss of potential customers AND false advertisement. 

Luckily, we got hold of a great Google representative who was able to solve this problem and refund our client’s account some of the wasted spend. 

we turned off this asset, but Google showed it anyway after automated assets were activated

What are ad assets?

Google Ad assets are additional assets applied in real-time to your Search ad placements as they appear in results pages. 

They provide additional information to your ad viewers and aid in the development of your ads to provide the best audience experience possible—or so they say. The types of automated ad assets:

  1. Automated call: Include your business’s phone number
  2. Automated message assets allows customers to message your business
  3. Dynamic sitelinks: include links to website pages
  4. Dynamic structured snippets: can highlight specific aspects of your business
  5. Automated locations: shows your ads with your address
  6. Seller ratings: display a combination of ratings and reviews
  7. Dynamic callouts: shows relevant information about the products or services on your site

How they are automated?

Google applies these assets to your ads without your knowledge, making it unclear which algorithm or crawled data was used to create them. In addition, Google does not display any asset-specific information or metrics, nor do they give specific details about the automated assets. These automated assets may appear in place of the ones you created, giving you less control, which makes it impossible to optimize fully. 

How to opt out of automated ad extensions

If you decide not to use this feature, Google makes it difficult to find and disable the automated option. To disable the feature, take the following steps: 

  1. Sign into your Google Ads account.
  2. Click the Ads & Assets tab.
  3. Select Assets.
  4. Click More on the far right-hand side of the screen.
  5. Select Account-level automated assets.
  6. Click More.
  7. Select Advanced Settings.
  8. Choose an extension to turn off and select a reason (Google is requiring this).
  9. Repeat for each extension that you want to turn off.

Our recommendation

Don’t use Google Ads’ automated assets—we sure won’t be. We recommend taking the good ideas and creating the ads and assets yourself.

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Google account-level negative keywords are here

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Creating a negative keyword list for search terms that generate unwanted clicks or impressions in multiple campaigns can streamline the process of excluding those terms. By applying the list to relevant campaigns, you can avoid having to manually add the same negative keywords to each campaign and manage future changes more efficiently. This guide will explain the functionality of negative keyword lists.

How it works

Negative keyword lists allow you to exclude specific irrelevant terms from triggering your ads, thus ensuring that your ads reach your target audience more effectively and result in better conversions. As an example, if you own a sporting goods store that specializes in workout clothes, you can create a list of negative keywords that includes terms such as “dress pants” or “blouses” to prevent your ads from showing up in irrelevant searches.

Types of negative keywords

Account-level negative keywords

An account-level list of negative keywords in Google Ads will automatically apply to all search and shopping campaigns, allowing you to create a single, global list that applies across your entire account. This can be found and created in the “Account Settings” under the “Negative keywords” section. You can define which search terms are negative for your brand, and specify the match type like broad, exact, or phrase match. Each account has a limit of 1,000 negative keywords that can be excluded.

Campaign-level negative keyword lists

Creating a negative keyword list involves identifying words that should not trigger your ads. You can use the search terms report to gather ideas and organize them into themes such as products or services. Each list can contain up to 5,000 negative keywords and you can have up to 20 lists in your account. Applying the list to multiple campaigns at once, and if you need to add a new negative keyword to those campaigns, you can simply add it to the list and it will be applied across all campaigns sharing the list.

Learn more. Read the full blog post on Google here.

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