As the number of pharmaceutical blockbusters wane and orphan disease treatments wax, the need to find and educate relatively small and highly nuanced patient populations has significantly increased.
That places intense pressure on pharma marketers to utilize the most effective and innovative technologies to hyper-target hard-to-find patients and engage them with custom content ideally suited to their needs.
Let’s take a look at a particularly effective, scalable, and affordable tactic for activating these tricky audiences: Google Ads. Yes, you’re thinking, I know Google’s SEM abilities, but do you know its features also extend to display and video advertising? Let’s dive in.
Part 1: Activate Unique Patient Groups with Google Ads
When it comes to reaching patients, there is no shortage of tools and strategies promising quick results and rapid engagement. In reality, no such magical formulas exist – but – the rich variety of targeting available on Google Ads comes very close.
An oldie, but an ever-surprising goodie, Google Ads offers more sophisticated and relevant options than ever and these targeting options extend beyond search to include display and video, too. (Three key players when it comes to building a successful campaign). Within this powerful trifecta, lies an astonishing array of targeting options based on behaviors including interests, online habits, and look-alikes, Ads is flexible, powerful, and eminently effective.
The Google Ads chart below captures all available audiences based on campaign types:
Essentially, Ads enables you to reach individuals based on their individual characteristics. Ads become meaningful responses when aligned with a patient’s unique search queries, interests, and habits. In a recent campaign, the Custom Affinity audience was especially valuable as we mixed and matched relevant URLS, apps, keyword phrases and even places (video only) to maximize reach among niche patient segments. If you’ve done your research, you already know what matters to your audience, so populating these fields is a painless process.
If looking to expand engagement or to ensure all patient segments have been covered, deploy Similar Audiences. Parallel to Facebook’s Lookalike Audiences, Google Ads uses machine learning to automatically find individuals with characteristics similar to your existing engagers. All original lists are excluded to avoid overlap.
Post-launch, Ads makes it easy to maximize the impact of every ad with live-visibility into top or new keywords along with their individual results in the form of clicks, impressions, and conversions. Lower-performing keywords can be paused and budget reinvested into words and phrases straight from your audience’s fingertips. Bidding, as a whole, can also be automatically allocated towards audiences most engaging with your content.
Equally helpful is reported metrics shifting based on your ad format. Overall view-rates and conversions are calculated for video ads, views, and cost-per-view. Demographic data auto-captured in Ads further refines targeting by highlighting engagement by age, gender, parental status, household income, and a combination or exclusions of these fields. This is often a part of the google adwords management process, though it can become an addition to it as well in certain circumstances.
Finally, Ads provides recommendations (usually within 7 -10 days after launch) based on your account’s performance history, campaign settings, and trends across Google to further drive performance.
In short, don’t let flashy new tools detour you from using a tactic as simple, essential, and powerful as Google Ads. It may be one of the oldest but it’s still among the best tools out there.
Is your current media team fully activating your niche audiences? Are results transparent and precise?
Source: How Audience Targeting Works