Paid Search in Health Care by Damon Gochneaur - State of Search 2023

Join Damon Gochneaur, founder of Aspiro Agency and Director of Paid Search at Boat House Agency, as he dives into the intricacies of paid search in the rapidly evolving field of healthcare marketing. With his extensive experience, Damon offers valuable insights and practical tips for navigating this dynamic sector.
Key Points Covered:
Growing Market: Healthcare is witnessing an exponential growth in digital ad spending, with a whopping $15 billion in 2023 and an expected increase of 10% in 2024. This surge is driven by the increasing number of people seeking healthcare information online.
Targeting Matters: In healthcare paid search, targeting your audience is crucial. Ads should be directed towards those looking for specific conditions or treatments, while diligently adhering to regulations like HIPAA.
The Importance of Measurement: Tracking results is key to understanding the effectiveness of your campaigns. By analyzing what works and what doesn’t, you can refine your strategies for better outcomes.
Expert Tips from Damon:
Diverse Ad Formats: Incorporate a mix of text, display, and video ads to maximize reach and impact.
Utilize Negative Keywords: Prevent ads from appearing in irrelevant searches, enhancing the quality of your traffic.
Implement Call Tracking: This technique allows you to quantify the calls generated by your ads, offering insights into their effectiveness.
Optimize Landing Pages: Ensure your landing pages are closely aligned with your ads and are optimized for conversions, making the user journey seamless.
👨‍💼 About the Speaker:
Damon Gochneaur is a renowned figure in healthcare marketing, bringing a wealth of knowledge and experience to the table. As the founder of Aspiro Agency and the director of paid search at Boat House Agency, his expertise is invaluable for anyone looking to excel in healthcare digital marketing.
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