Healthcare and Premium products do not have a wide array of audiences as regular eCommerce audiences. Premium products/services require a distinct approach for optimum results. When you are targeting a niche market a lot of research needs to be done before initiating your advertisements.
Here are the 3 easy tips to improve your CPC and get the optimum results for your ad budget:
1) When it comes to PPC campaigns, identifying negative keywords can be a game changer. There are many keywords but two particular negative keywords that I always ban if I am having premium products such as a Premium Villa Rental or Software/App are “Cheap” and ”Free”. Premium Villas are not CHEAP, and the Softwares we are putting an ad for are not FREE. There are many such negative keywords that need to be monitored and removed from time to time to keep the unwanted audience away.
2) Excluding demographics such as places that are not targeted by the client as well as the age group that you know does not have the buying and/or influencing capacity. For example, if you are promoting a restaurant, you need to put it in the range of 10-15 km of that restaurant (within the city and not outside of it for best results). Or let’s suppose your client has a pub and has an age restriction to enter, you can exclude the age group below 18 (I would also have an upper age limit. Some calls can be taken after you run the ads and see the performance).
3) Limiting the number of times your ad is displayed to a particular person. Social Media Advertising platforms go haphazard and aim at showing numerous impressions of your ads. Although they claim it’s not displayed for more than 2-3 times a day per person, I’ve personally seen many ads for more than 3 times per day. Limit it to 2-3 times a day (set an ad rule).
Know your audience and set up ad strategies in such a way that you can include your audience and exclude irrelevant ones to get the best out of your budget. That is one of the key concepts of Performance Marketing.
If you want to discuss your options for performance marketing for your products/services, let’s connect.