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.

In the world of digital marketing, promises of guaranteed leads from PPC agencies have become all too common. “We guarantee 60 new leads in the first month or your money back!” Sound familiar?

However, upon closer inspection, it becomes clear that these guarantees are nothing more than smoke and mirrors. Let’s uncover the truth behind PPC guarantees and explain why they’re simply bogus.

One-size-fits-all approach: PPC guarantees often come with a one-size-fits-all approach, treating every health and wellness business as if they were identical. The reality is that each business has unique goals, target audiences, and challenges. How can a cookie-cutter strategy deliver tailored results? It simply can’t. A successful PPC campaign requires a customized approach that aligns with your specific business needs.

Ignoring market volatility: The digital landscape is volatile, and market conditions can change in an instant. Guaranteed leads fail to account for these fluctuations and the unpredictable nature of the health and wellness industry. Promising a fixed number of leads overlooks the external factors that can influence results, rendering these guarantees nothing more than wishful thinking.

Quality vs. quantity: While a high number of leads might sound impressive, the focus should be on quality rather than quantity. Generating a large volume of leads is meaningless if they fail to convert into paying customers or loyal clients. True success lies in attracting qualified leads who genuinely resonate with your business. Guaranteed lead numbers often sacrifice quality for the sake of inflated figures.

Unrealistic expectations: It’s important to recognize that no agency can predict the future or control consumer behavior. Promising a guaranteed number of leads sets unrealistic expectations for both the agency and the client. When reality falls short of these lofty promises, disappointment and frustration are inevitable. It’s essential to approach PPC campaigns with a realistic outlook and focus on achievable goals.

Lack of accountability: PPC agencies that offer guaranteed leads often have fine print and ambiguous terms and conditions that protect them from being held accountable. When the leads fail to materialize, agencies can conveniently shift blame to external factors or claim that the client didn’t meet certain criteria. Guarantees create a lack of transparency and leave clients feeling cheated and powerless.

Focusing on long-term growth: The pursuit of guaranteed leads often overlooks the bigger picture of long-term growth and sustainability. A successful health and wellness business requires a strategic marketing approach that nurtures relationships, builds brand loyalty, and establishes a strong online presence. Short-term guarantees distract from these vital aspects and hinder a business’s potential for long-term success.

Lack of flexibility and adaptability: Successful PPC campaigns require continuous optimization and adjustment based on real-time data and market trends. However, guaranteed lead promises can limit an agency’s flexibility and prevent them from adapting strategies as needed. This lack of adaptability hampers campaign performance and prevents businesses from capitalizing on emerging opportunities.

It’s time to debunk the myth of PPC guarantees and embrace a more realistic approach to digital marketing. Guarantees are simply not feasible in an ever-changing digital landscape with unique businesses and fluctuating market conditions. Instead, focus on partnering with a trustworthy and transparent agency that prioritizes tailored strategies, continuous optimization, and honest reporting. Choose a path built on trust and proven expertise to drive meaningful results for your health and wellness business.

Web Sprout explains how programmatic advertising campaigns work.

There are several different keyword match types that can help deliver better PPC campaign results.

Web Sprout provides you with steps on how to determine a PPC budget that results in campaign success.

Web Sprout explains how to measure PPC campaign success to ensure you’re getting the best ROI possible.

A landing page is like your business’s digital storefront—it’s the first place potential customers go to learn about your business. But what makes a good landing page?

Why a Landing Page Is Important

Landing pages are a great tool to help you get the most out of your paid search advertising campaign. Unlike your homepage and other static content, landing pages are more flexible, allowing you to tailor them to your target audience and make them more personal. By customizing landing pages to speak directly to your specific market and their values, you can capture the attention of potential customers and inspire them to take action.

The Elements of a Good Landing Page

There are certain characteristics of an effective landing page that ensures you discover which content yields the most engagement so you can target specific audiences and increase conversion rates:

Unique Selling Proposition (USP)

A USP is the reason that customers choose to do business with you instead of your competitors. This helps you create copy for your landing pages that relates to different buyer personas and target audiences. Use your USP to craft concise headlines, with supporting ones that offer additional information to motivate potential customers into taking the desired action.

Strategic Imagery

Visuals are just as important as copy. While temptingly convenient, royalty-free stock photos limit engagement. A page that resonates with its target audience uses images that match their core values and communicates your message.

Call to Action (CTA) Buttons and Copy

Your CTA is the key to getting people to engage with your offer, but too many buttons can be overwhelming. Start brainstorming a few different ideas and pick the one that is the most creative, concise, and engaging. CTA button text should also be relevant and actionable; “Click Here” is too generic and won’t incentivize the viewer to act. Think about what motivates your target audience. For example, if you’re offering a discount, use language like “Save Now” or “Unlock Savings” to grab their attention.

Landing Page Templates

If you need some help with design, find templates with a range of customizable features, like fonts, colors, imagery, and animations, that you can adjust according to your goals.

A/B Testing

To make sure your landing page is up to par, create multiple layouts and test them, adjusting the copy and images as you go. You can trial different landing page links on your social media ads, target them to audiences based on their demographics and interests, and monitor the analytics to understand which design performs best with the highest conversion rate.

When you find a suitable digital marketing agency that matches your vision, values, and budget, you can make a good landing page that generates revenue—not just leads.

How to Improve the Landing Page Experience

Creating effective landing pages can be tricky, but by following these simple tips, you can improve the landing page experience for viewers, capture their attention, and get them to take action.

Set Goals

It’s important to make sure your landing page’s design matches your goals, such as:

  • Lead generation
  • Sales
  • Building brand awareness
  • Signups or registrations

If lead generation is your main objective, you should design a page with a form that captures target audience data, such as email addresses and phone numbers, and how the viewer can benefit from providing you with their contact details. If your goal is to increase sales, make sure the design focuses on enticing potential customers to the product or service you’re trying to sell using clear descriptions, images, your USP, and a clear CTA.

Make Your CTA Obvious

When creating a CTA, it’s important to think about your goals. What action do you want visitors to take? What type of response are you hoping to get? For example, instead of simply asking people to “Read More,” encourage them to “Click Now to Save 20%.” If you’re a SaaS company, your CTA could invite people to “Request a Demo of Your Software.” The key to CTAs is to make sure they are eye-catching and easy to understand.

Use Simple Copy That Aligns With PPC Ads

An effective landing page should include messaging that aligns with your pay-per-click advertising (PPC ads) to ensure users know they’ve landed in the right place. Make sure your copy includes specific phrases from your ad. Your copy should also be conversational, speaking directly to the user, to create a personal connection between them and your landing page. Writing simple, concise copy that clearly and accurately reflects the ad increases conversion rates.

Make Your Page Mobile Friendly

We live in a multi-device world, so it’s essential that your landing page looks great and functions properly on any device. Make sure that all the links and forms are working correctly, and review the page on different devices. If you’re using a CTA banner, double check that it displays properly on mobile devices to ensure nothing gets cut off.

Helping You Make a Good Landing Page for Paid Search Ads

At Web Sprout, we offer complete paid lead generation solutions, from setting up and auditing your campaign to managing and improving it to generate better results. Whether you have an existing landing page that’s not converting, want to create a new one, or need to improve your website’s CTAs, we can offer suggestions or give you a referral. Contact us today to learn more about our PPC advertising services that generate revenue—not just leads.

Microsoft has recently announced the initiation of an open beta phase for their doctor and clinic ads, paving the way for expanded opportunities in the healthcare sector. As the company aims to deliver targeted advertising to potential patients, this innovative solution is designed to connect individuals with medical professionals and local clinics.

These services include:

  • Microsoft Advertising
  • Microsoft Audience Network
  • Microsoft Dynamics 365 Marketing

The search engine giant’s new advertising product comes as part of their broader plan to capitalize on the growing demand for healthcare services. As a result, Microsoft’s advertising ecosystem will now include a dedicated space for healthcare providers, allowing them to reach potential patients more effectively.

During this open beta phase, advertisers will have the opportunity to experiment with the new ad format, which specifically targets users searching for healthcare services in their local area. Through the integration of ad placements within Bing search results, Microsoft’s platform helps users find relevant medical services while providing valuable visibility to advertisers.

The new ad format is designed to be more comprehensive, incorporating key information about the doctors and clinics, such as their name, address, phone number, and specialty. This streamlined approach ensures that users can easily find and contact the medical professionals they require.

Microsoft’s move into the healthcare advertising space is in line with the industry’s growing digital presence. As more and more people turn to online platforms for their medical needs, the company is working to meet the increasing demand for tailored and location-specific advertising.

This open beta phase represents a significant step forward for Microsoft, as they continue to refine their advertising platform to cater to the unique needs of the healthcare industry. By offering healthcare providers a dedicated space to promote their services, Microsoft is demonstrating their commitment to supporting the sector and connecting patients with the care they need.

Good to know. Microsoft suggests the following best practices for running doctor and clinic ads.

  • The open beta is available in United States, Australia, India, Germany, France, Canada, and the United Kingdom.
  • The auction for Doctor and Clinic Ads is independent from Text Ads. You can participate in the Doctor and Clinic Ads auction with the campaign associated to your feed file and also participate in the Text Ad auction with your regular campaigns.
  • The Doctor and Clinic Ads auction is cost-per-click (CPC)-based.
  • Feed automation is supported through scheduling to easily keep up with any changes you make.
  • It’s Recommend that you start with $100–$500 per day.
  • Set location targeting in campaign settings as “United States”, “Canada”, or any other available markets. This will ensure ads are eligible to serve all users searching from within these countries.
  • You can bring your own data in the form of audience lists.

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.

Microsoft has expanded its Lodging solutions offerings with a focus on providing more options for customers. This includes expanding globally and introducing new placements for Property Promotion ads that can now be accessed on mobile devices. Furthermore, they have introduced updates to its product line, including Vacation Rentals and Room Bundles.

The new Lodging solutions ads provides users with:

  • Property promotion ads
  • Hotel price ads
  • Hotel price ads with room bundles
  • Bing Maps
  • Bing Travel Hub
  • Property promotion ads with vacation rentals

Google import for Smart campaigns are now available in 11 new markets.

The 11 new markets are:  

  • United States
  • United Kingdom
  • Australia
  • Canada
  • France
  • Germany
  • New Zealand
  • Ireland
  • Italy
  • The Netherlands
  • Singapore