By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    Nutritional Insight
    Building a Healthier Future: Nutritional Insight for the Modern World
    August 17, 2023
    Managing Your Health After a Worksite Accident
    Managing Your Health After a Worksite Accident
    February 16, 2024
    Legal Risks of Mesothelioma Misdiagnosis for Healthcare Providers
    February 13, 2024
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Obama’s Opportunity for the “Super Committee”
    November 8, 2011
    dr. oz electronic medical records
    Dr. Oz, Electronic Medical Records, the Fifteen Minute Physical and The State of Healthcare in America
    May 22, 2012
    Ripping Off Medicare
    November 23, 2011
    Latest News
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: How Google’s Latest Adwords Updates Will Impact Medical Marketers
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > How Google’s Latest Adwords Updates Will Impact Medical Marketers
Business

How Google’s Latest Adwords Updates Will Impact Medical Marketers

Jonathan Catley
Last updated: September 26, 2017 2:13 pm
Jonathan Catley
Share
7 Min Read
modern-analyst.jpg
SHARE

This week, Google announced a number of significant changes to its Adwords platform — here’s what medical marketers should know. Google’s flagship advertising platform, Adwords, has announced a number of major changes to the ways in which marketers create, pay for, and monitor the performance of their digital advertising campaigns. The good news is that, as usual, Google has announced many of these updates in advance of their implementation, enabling Adwords users to prepare and adjust ahead of time. That said, medical marketers need to be proactive about adjusting their advertising practices in order to seamlessly transition into the new Adwords environment. Here are a few of the most important changes, along with some key takeaways, to help you and your team stay the course towards digital marketing success.

Contents
Expanded Text AdsDevice Bid ModifiersResponsive GDN AdsConverted Clicks Metric ReplacedAct Quickly

Expanded Text Ads

After testing the new format with a few whitelisted clients, Google officially launched expanded text ads (ETAs) on Tuesday, 7/26. The ads feature two headlines and a description with an 80-character limit, and Google’s Director of Product Management for text ads Sundeep Jain claims that they boast a 20% click-through-rate (CTR) advantage over standard text ads (STAs). Jain also warned that, while existing standard ads would continue to run alongside new expanded ones for now, users would not be able to create new standard ads by October 26th of this year. While the ability to convey more information in search ads is a positive development for both consumers and brands, marketers everywhere need to start using their AdWords Editor (or whatever tool you use) to learn how to create and optimize ETAs over the course of the next few months. Doing that will first require a good deal of A/B testing between standard and extended versions of the same ad. Jain noted last month that ETAs with new copy perform better than those with text copy and pasted over from their corresponding STAs, according to Search Engine Land. To ensure an easy transition, it’s critical that medical marketers spend plenty of time testing various iterations within the same ad group before deleting or suspending reliable STA versions. For more pointers on how to adjust to the new extended format, take a look at Google’s newly released best practices guide.

Device Bid Modifiers

Another change being rolled out by Google is the option to set separate base bid adjustments for different devices: desktop, mobile, and tablet. Device bid modifiers had previously been available with AdWords, but had been eliminated with the rollout of Enhanced Campaigns. This ability could significantly enhance medical marketers’ ability to optimize their ad spending, but Google is recommending that advertisers not separate campaigns by device and instead continue to rely on its automated bidding tools. While the return of per-device campaigns is an exciting development, it isn’t one that prudent digital marketers should start leaping into quite yet. A better idea is to first hone in on per-device cost-per-actions (CPAs) — it may also make sense to consider adding some modifiers, starting at the campaign level, unless there are ad groups that require different handling.

Responsive GDN Ads

Google has also announced not only that all ads in its display network will be made responsive to the environment in which they’re delivered, but that it will deliver native ads as part of its programmatic inventory, according to Advertising Age. Made partially in response to both the growing popularity of native advertising and the industry emphasis on responsiveness, Google’s rollout of this feature has been gradual, but is likely to start making an impact on publishers’ revenue very quickly. The change means that more Google Display Network (GDN) inventory could become available to marketers, and that it could be purchased through a much simpler process. Responsive ads mean not only that campaigns are likely to see better performance across channels and devices, but that the work of creating numerous different sizes for each ad is likely to be eliminated. The inclusion of native advertising also gives Google a chance to beef up its Accelerated Mobile Pages (AMP) project, which makes web articles more readable on mobile devices.

More Read

Essential Features of Today’s Hospital Websites
Microsoft GE Healthcare Joint Venture – A Sign of Weakness or Strength?
How to Design a Health Insurance Exchange
Navigating the Perilous Road: A Special Panel On Regulatory and Reimbursement Issues
High Quality, Low Cost HealthCare Video Interview Series: Herbert Ong from Healthentic Talks Corporate Wellness

Converted Clicks Metric Replaced

The metric that AdWords has used to measure conversions since its outset is being replaced with a more standard metric, according to Search Engine Land. The change is complicated, but put simply, multiple conversion types will now be counted as “Conversions” in the future, and “Converted clicks” will disappear. This change may prove to be a bit of a pain for some medical marketers, as converted clicks is a standard primary KPI for many in the industry. How the new metric will affect digital marketing efforts to create cross-channel experiences is unclear, and healthcare organizations should start closely monitoring performance across devices (the rollout of device bid modifiers will make this easier than it might have been otherwise). Like the other changes, the disappearance of converted clicks will require some adjustment, but nothing beyond what marketers should be able to adapt to.

Act Quickly

Many of these changes are already underway, and in today’s highly competitive healthcare digital advertising environment, medical marketers can no longer afford to be late to the party. So be proactive about adjusting your practices in accordance with Google’s new updates — considering the pace of digital evolution today, waiting even just a few months could have a significantly negative impact on your healthcare organization’s ongoing success.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025
recovering from injury
Rebuilding After Injury: Path to Physical and Emotional Recovery
News
June 22, 2025
scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025

You Might also Like

Calling for Responsible Healthcare Journalism

October 27, 2014
wound management market US
BusinessGlobal Healthcare

Established to Emerging, Commodity to Advanced in Wound Management

May 26, 2014
E-myth Physician
BusinesseHealthHospital AdministrationSocial Media

Physician Reading: Mental Fuel to Shape Successful New Year Resolutions

December 26, 2013

Drug Co-Pay Cards: Can We All Just Get Along?

August 3, 2011
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?