In this article, we will discuss how Google Ads can help you reach your advertising goals by using the PPC system. We will show you a step-by-step guide on how to create Google ads for hospice care to help you increase your revenue, your hospice and palliative care patient volume, and how to maximize the performance of your campaign.
Why Google Ads for Hospice Care?
Creating Google ads for Hospice Care is one of the most powerful and effective marketing strategies you can invest in to increase hospice-patient volume, drive quality leads to your hospice care website, and stand out over your local competitors. This is because your Google ads for hospice care will be triggered to appear at the top of search engine results pages when a user actively searches for your services, increasing the chance of these high-quality leads clicking on your ad.
Key Terms for Google Ads
It’s important to understand the key features that will make up your Google Ads for Hospice Care:
- Campaign – This is where you will set up your campaign settings. It will also contain all your ad groups and keywords.
- Ad Groups – This is where keywords can be found and will usually follow one theme.
- Keywords – The specific terms or phrases that will trigger your Google ads for hospice care to appear on SERP. These will also be the terms potential leads will use to find your hospice care.
- Conversions – This is a set of actions people may take to contact or secure a service from your hospice care business (for example, someone calling to book an appointment for general inpatient care).
- Ad Rank- The position of your ad on SERP. This will usually be determined by factors such as your Quality Score.
- Landing page – A standalone page where users will be taken once they click on your Google ads for hospice care.
- PPC – This stands for Pay Per Click and it is the amount you pay every time someone clicks on your ad.
Want to get started with your Google ads for Hospice Care?
Creating Google Ads for Hospice Care
To create your Google ads for hospice care, you will need an Ads Google account.
Sign in if you already have an account, or sign up by clicking “Start now”.
Once you are logged in to your Ads Google dashboard, click the blue button “+New Campaign” to get started.
Campaign Settings
Select “Create a campaign without a goal’s guidance” as your campaign objective. This campaign type is ideal for those creating Google ads for the first time because you will have more control over your ad campaign settings.
Select “Search” as your campaign type. This will ensure your Google ads for hospice care will show up at the top of search engine result pages when a user enters a search query relevant to your ad.
Enter your campaign name. For this guide, we will name this campaign “Hospice Care – Search Campaign”.
Network Settings
In your network settings, we only recommend including the search network and Google’s search partners. This is because it will allow your Google ads for hospice care to have a greater reach, which can encourage more conversions.
Only consider including the display network if your Google ads for hospice care will rely on high-quality images to promote your hospice care services.
Location and Language Settings
For your location settings, choose “Enter another location” then enter your target demographic.
For a more targeted location, click “Advanced search”.
The advanced feature for your location settings will allow you to target and exclude different locations, especially if you have multiple hospice care locations. You can also set the distance on how far you want your Google ads for hospice care to show using the radius setting.
We don’t recommend going higher than 15 miles for your radius settings since some people may not be willing to travel further than that distance.
After selecting your target location, choose “Presence or interest: people in, regularly in, or who’ve shown interest in your targeted locations” as your location option.
This will ensure your Google ads for hospice care have a wide reach when actively targeting users searching for hospice and palliative care services.
Do you need help implementing location bidding strategies in your campaign?
Languages
Select “English” as your language. This is the language your Google ads for hospice care will appear in.
For hospice and palliative services in a different language, you will need to create a different campaign,
Audience Segments
Audience segments allow you to target certain demographics, which can be helpful for your Google ads for hospice care campaign.
If you choose to add audience segments to your campaign, ensure that you select “Observation” as your targeting setting, to avoid your campaign’s reach being limited by your audience segments.
Ad Rotation
Make sure your ad rotation is not optimized to rotate indefinitely so that all your ads rotate equally, giving you the chance to analyze the performance of your ads and improve your campaign’s reach and effectiveness,
Ad Groups and Keywords
As mentioned earlier, your ad groups will contain all the keywords that will trigger your Google ads for hospice care to appear on SERP, therefore we recommend doing keyword research before creating your campaign.
If this is your first time conducting keyword research for any type of campaign, later on in this article we will guide you on how to search for relevant keywords and how to optimize them for your campaign.
Once you have identified the right keywords for your campaign, enter your ad group name, for example, “Hospice Care Services”. Then enter a URL website to scan for keywords (this could be your website or your competitor’s website), or you can enter key terms relevant to your ad, for example, “hospice care near me”.
Keyword suggestions will appear as a list in the text box, just like in the example below.
Make sure you review the list of keywords and remove any keywords that may be irrelevant to your ad group or campaign.
Are you struggling with identifying the right keywords for your Google ads for hospice care?
When you are done reviewing these keywords, you will need to format these into keyword match types. You can use tools like Free Keyword Match Type to help format your keywords into specific keyword match types (broad match, phrase match, exact match).
Keyword Match Types
When formatting your keywords for your Google ads for hospice care, you can choose from Broad Match, Phrase Match, and Exact Match.
Broad match keywords are terms that are relevant to your chosen keywords. These will likely have the highest reach but the lowest relevance.
Phrase match keywords are terms or queries that can be found in phrases that have your keyword’s meaning, and close variations of that phrase. Phrase match keywords require you to format your keywords in quotation marks, such as “best hospice and palliative care nearer me”.
Exact match keywords are terms and queries that exactly match your keywords and your keyword’s meaning. Exact match keywords require you to format your keywords in brackets, for instance, “[hospice care in Los Angeles]”. It’s important to consider that this match type may have the lowest reach compared to broad match and phrase match, but will surely bring you the highest quality leads.
When you bid for keywords, remember that your bidding will depend on your location and how your local competitors are bidding. If your local competitors are overpaying for high-intent keywords, consider bidding higher for high-intent keywords.
Google Ad Text for your Hospice Care Campaign
Final URL and Display Path
Next is creating the ad text for your Google ads for hospice care. Start by entering your landing page URL in the final URL section. Then enter keywords relevant to your landing page as your display path, for example “care” and “services”.
Headlines
Your headlines are likely the first thing potential leads will read from your Google ads for hospice care, so use headlines that will grab the attention of your target audience.
Headline Examples:
- “The Best Hospice Care in LA”
- “Professional Hospice Care”
- “Los Angeles Leading Hospice”
If you need assistance creating more headlines, click “More ideas” to get keyword suggestions that are relevant to your business, and have high-volume searches based on Google’s database.
Descriptions
Next are your ad descriptions. This is an opportunity on your ad settings to highlight key information about your hospice care to help convince the user to click on your Google ads for hospice care.
Description Examples:
- “The best hospice and palliative care in Los Angeles”
- “Providing professional and quality hospice care for hospice-eligible patients”
- “Dedicated to providing unwavering support to families”
- “Offering personalized in-home hospice and palliative care”
Ad Assets (Ad Extensions)
To be able to increase your click-through rate, you will want to include ad assets to make your Google advertisements for hospice care bigger on search engine results pages.
An ad asset we recommend for your Google ads for hospice care is sitelinks. These act as direct links to your website’s landing pages, encouraging conversion actions.
Sitelink Examples:
- “Hospice Services”
- “Hospice Insurance”
- “Contact Us”
- “Book Consultation”
- “Palliative Care”
- “Insurances”
Here are other ad assets you can consider adding to your Google ads for hospice care:
- Location assets – These show the location of your hospice care.
- Call assets – These allow potential hospice patients to contact you without needing to click on your ad.
- Structured snippet assets – These can be listed products or services your potential leads will find valuable.
- Price assets – These are useful assets for businesses that wish to showcase available products and services with their prices.
- App assets – Ideal if your hospice and palliative care has an app you want to promote.
- Lead form assets – These can encourage leads to submit information in response to the service being advertised on your Google ads for hospice care.
Want to optimize your Google Ads with more ad assets?
Preview of Google Ads for Hospice Care
Desktop Preview:
Mobile Preview:
Manual CPC (Cost Per Click) and Bidding
In your manual CPC or budget settings, you want to select “Set custom budget” and then enter “50 USD” as your daily budget for your Google ads for hospice care campaign.
It’s important to understand that your budget will depend on many factors, such as the location of your hospice care and your local competitors. You could enter a smaller budget amount but we don’t recommend stretching your budget too thin to avoid your Google ads for hospice care not actually providing you with any results.
Once you enter your budget amount, you will get an estimate of the potential performance of your campaign, such as the expected weekly clicks, weekly costs, and average CPC.
Bidding
For your bidding focus, select “Clicks” and don’t set a maximum CPC limit.
Make sure to ignore the customer acquisition setting since it will limit your Google ads for hospice care to new customers only.
All you need to do now is publish your Google ads for hospice care and you’re done! Congrats on creating your first-ever Google ads campaign!
Medical Restricted Content
Advertising with Google ads for hospice care and palliative care requires you to be fully aware of Google’s healthcare and medical policy. This is because Google is very strict with specific healthcare-related content and keywords you are allowed to advertise with Google Ads, even if are Google-certified.
Ensure you check Google’s policy for your country since Google-certified advertisers can only target Google-approved countries when advertising hospice care and palliative care services.
Restricted medical content for Google Ads for hospice care:
- Online pharmacies and prescription drug sale
- Prescription drug brand names and active ingredients
- Unapproved substances
- Specific healthcare-related services
- Experimental medical treatment
- Cell Therapies
- Clinical trial recruitment
Have you previously created a Google Ads for hospice care but got your campaign suspended because of medical restricted content?
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Optimizing your Google Ads for Hospice Care
Keyword Planner
When you create your Google ads for hospice care, it’s pretty straightforward if you follow the step-by-step guide in this blog post, but you will still need to optimize your campaign to ensure it brings you your desired advertising goals.
One way you can optimize your campaign is by using Keyword Planner. This is a free tool on Ads Google that can provide you with data insights on specific keywords, for example, a keyword’s highest and lowest bids, search volume, competition level, and historical trends.
To access keyword planner from your Google Ads account, go to your menu and click on “Tools“. Then go to the “Planning” tab and click on “Keyword Planner”.
Select “Discover new keywords” then enter relevant keywords to your ad that will help with your keyword research, for example, “hospice care”, “hospice care near me”, and “palliative care”.
Keyword planner will then provide you with an extensive list of relevant keywords to help optimize your campaign. Alternatively, you can also use keyword planner to research negative keywords to add to your Google ads for hospice care campaign.
Negative Keywords
Adding negative keywords is one optimization strategy we strongly recommend implementing as part of your Google ads for hospice care. This is because it will prevent your ads from being triggered by irrelevant keywords and showing up on SERP, which will also avoid wasted ad spending budget.
In addition, negative keywords can ensure your Google ads for hospice care will gain more high-quality leads and conversions, giving you a higher ROI.
To add negative keywords from your Ads Google account, go to “Campaigns” and select “Search keywords” under the Audiences, Keywords, and Content tab.
Click “+ Negative keywords”.
Enter your negative keywords in the text box. Remember that these should be keywords that you don’t want your Google ads for hospice care to be triggered to show up on SERP.
Examples of negative keywords for Google ads for hospice care:
- “hospice companies”
- “hospice agencies”
- “criteria for hospice”
- “counseling”
- “volunteering”
- “jobs in hospice care”
- “hospice care for pets”
- “hospice care for dogs”
Don’t forget to click “Save“.
Landing Pages
A landing page is the standalone page users will be taken to when they click on your Google ads for hospice care.
To encourage website visitors to convert once they are on your landing pages, make sure that you have a variety of the following key conversion elements:
- CTAs or Call To Action Buttons
- Clear Headline
- Quality Hero Shot or Image
- Key Benefits
- Trust Indicators
- Unique Selling Proposition
- Testimonials or Social Proof
- Frequently Asked Questions Section
- Addresses the user’s fears and hopes
- Lead Short Form
Let’s look at a landing page example for hospice and palliative care that effectively uses a variety of these key converting elements:
Do your landing pages lack key conversion elements?
Key Takeaways
Creating Google ads for hospice care will greatly help you achieve your advertising goals due to its powerful targeting capabilities and ability to increase leads and revenue!
Investing in Google ads will significantly increase your hospice care’s visibility online, which will help drive quality traffic to your site and increase patient volume, meaning a higher return on investment. It’s important to understand that this is only guaranteed when your Google ads for hospice care is continuously managed and optimized, and the right marketing strategies are implemented to help achieve the best results.
If you need help managing and optimizing your Google ads for hospice care, our professionals can help! Here at YoYoFuMedia, we have successfully helped over a thousand clients with their Google Ads campaigns, just like How This Acupuncture Clinic Got 20+ Extra New Leads Per Month Through Google Ads. You can learn more about our successful Google Ads case studies on YoYoFuMedia’s page or you can Book a free consultation with us to get started!
