Google Ads for Pharmacies – Best Guide for Pharmaceutical Advertising 2021

Google Ads for Pharmacies is a very effective way to reach individuals in your community the moment they search for the type of medical expertise you provide. Google Ads can help you grow your business by driving traffic to your pharmacy’s website and bringing in new patients. When using Google Ads the keywords you target, your audience selection, and your negative keywords lists are just some of the components that play a significant role in the success of your ads. This detailed, step-by-step guide will teach you how to create a successful and profitable Google Ads Campaign.

What Are Google Ads?

Google Ads are pay-per-click advertisements that show up at the top spot of Google’s search result pages. Businesses pay to have their ads displayed at the top spot when users search for keywords that are relevant to their business or the services they provide.

Below is an example of Ads that appear on Google’s search result pages when searching for pharmacies near me:

google's search result page when searching "pharmacies near me"

Why Google Ads for Pharmacies?

Google Ads for Pharmacies is a quick and effective way to reach individuals around you who are in need of the healthcare services your pharmacy offers.

A key component of Google Ads is that you can target specific keywords so that your ads can provide users with the most relevant information. The more relevant information you can provide potential customers the higher chance you have of converting them into actual customers for your pharmacy.

Another key component of Google Ads is that you can make changes to your campaign at any time. This means that you can consistently refine your keywords and search terms so that people who click on your ad and visit your website, are actually people in need of your services or want to buy the products you are selling.

Pharmaceutical Advertising Rules & Regulations

Google enforces strict regulations for ads that promote and advertise health and medication. There is some health content that Google does not allow to be advertised at all. There is some health content that can only be advertised if the advertiser is certified through Google and only advertises and targets approved countries.

Check here for the types of medication and healthcare services you can advertise by country.

Certain Advertisers such as online pharmacies, pharmaceutical manufacturers, or if you are looking to use prescription drug terms anywhere in your Google Ads Campaign you must be certified with Google in order to advertise.

If you need to apply to advertise, you can here.

It is important that you follow Google’s strict guidelines. If you don’t then your ads will be disapproved or your account may even be suspended.

Need help verifying that your ads follow Google’s strict health and medication regulations?

Talk To Our Experts!

Creating A Google Ads Account

To start your Google Ads for Pharmacies Campaign you need to be signed in to a Google Account. You can create an account at ads.google.com if you do not have one.

After you have created your Google account, click “Start Now.”

select "start now" to start google ads for pharmacies campaign

Instead of choosing from the options provided, choose “Switch to Expert Mode” in the blue font at the bottom of the page.

Switching to Expert Mode will grant you more control over your Google Ads campaign.

If you don’t switch to Expert Mode you will set up your ad campaign in a simplified version of Google Ads which could negatively impact the success of your campaign.

Select, “Create an account without a campaign.”

choose create an account without a campaign

Lastly, Confirm the Business Information of your Pharmacy.

confirm your pharmacy's business information
Now that you have created your Google Ads account, you can start on your Google Ads for Pharmacies campaign.

Landing Pages for Pharmacy Ads

Before you start on your Google Ads for Pharmacies, it is important to understand the role of landing pages in your campaign. The landing page is the final URL in your ads. When a user clicks on your ad they will be directed to your landing page.

Your ads and your landing pages should be about one specific product or service that your business offers. For example, if a user searches, “pharmacy flu vaccines” your ad that gets shown to users should include keywords and information about vaccines. If the user decides to click on your ad, the landing page that they are directed to should include information about the vaccines offered at your pharmacy, how to make an appointment to get vaccinated, and their insurance policy.

If you do not send your clicks to a page about the service they need, chances are they will not find all the information they need and click off your website.

Your landing page should also include a call to action. This can be where someone leaves their contact information in exchange for a special offer from your pharmacy.

Check out Elementor’s Free Landing Page Builder to create your own “Must-Click” landing page.

Start your Google Ads for Pharmacies Campaign

Now that you understand the strict rules and regulations that Google enforces for health and medication advertising you can start on your Google Ads for Pharmacies campaign.

To start, click New Campaign.

select "new campaign" to start

Goal

From the options provided, choose “Create a campaign without a goal’s guidance.”

select create a campaign without a goal's guidance

Campaign Type

Next, choose “Search,” as the campaign type for your Google Ads for Pharmacies.

choose search as camapign type

Next, choose the Results you want to get out of your Google Ads Campaign.

As a Pharmacy, the best way to track the results and the success of your Google Ads campaign is through Website Visits and Phone Calls.

select results you want from your google ads for pharmacies campaign

Pharmaceutical Campaign Name & Networks

Now, you will need to create a name for your campaign. You will also need to select the Network your ads will show on.

Under the Network settings, ONLY Search Network should be selected. Unclick Display Network.

Next, under the Networks, click on the “show more settings.”

create google ads for pharmacies campaign name and deselect display networks

Ad Dates & Ad Schedule

Here you can set a Start And End Date for your ad campaign to run. Remember, your ad campaign will continue to run until you specify an end date for your campaign.

You can also create an Ad Schedule for the times you want your campaigns to run.

You may consider only running your ads only when your pharmacy is open so that you do not miss out on any calls or leads from potential customers.

set your start and end dates. create ad schedule.

Location & Languages Of Patients

Next, select the locations you want your Ads campaign to target. Also, enter the languages.

set the language and location you want your ads to target

Budget & Bidding

Next set your daily average budget for your campaign and bidding strategy.

If you have a small budget for your ad campaign, the keywords you decide to target will need to be more specific and granular. For example, “pharmacy vaccines in Riverside” or “LA pharmacy open 24/7.” These are specific in that one person needs a pharmacy in Riverside that is also a vaccination distributor and one is in need of a pharmacy in LA that is open 24-hours a day.

If you have a bigger budget for your Google Ads for Pharmacies campaign then your ads can target much broader keywords. For example, “pharmacies near me” or “local pharmacies.” While these keywords are looking for pharmacies in a specific area they are not specific in the service they need from their pharmacy.

set your budget and implement bidding strategy

Want more information on choosing the right bid strategy? Learn more about Your Bidding Options here.

Conversion Tracking & Ad Rotation

Click on “Show more settings,” under the budget and Bidding Section.

You can set up Conversion Tracking for your website. Conversion tracking will help track the results your ads generate and what the users did on your website even after they clicked on your ad.

Change Ad Rotation settings to, “Do not optimize. Rotate ads indefinitely.” Choosing to not optimize your ads means that lower-performing ads will run just as often as higher-performing ads.

set up conversion tracking and change ad rotation setting to "do not optimize."

Ad Extensions

By adding ad extensions to your ads you can increase your ads clickthrough rate by up to 15%. Some ad extensions that you should consider including in your Pharmacy’s ads are a Call Extension and Sitelink Extensions.

A call extension allows you to add your business phone number to your advertisements. This makes it easier and more accessible for users to call your office, which can also increase your clickthrough rate.

A sitelink extension directs people to a specific page on your pharmacy’s website. Some sitelink extensions that you may be familiar with and see most are “Contact Us,” “About Us,” and “Store Hours.”

As a Pharmacy looking to bring new patients into your store, you should include relevant information on what patients may be looking for.

For example, some medical services that individuals may be looking for include, “Prescription Refills,” “Vaccinations,” or “Insurance Policy.” These sitelink extensions are common medical services that pharmacies provide, that many patients may want more information about.

When a user clicks on one of your Sitelink Extensions it should direct them to a page on your website specifically about the topic they clicked. If they clicked on a Sitelink Extension called, “Vaccinations” then the page they are directed to should be about the vaccinations your pharmacy offers and how to schedule an appointment.

create ad extensions for your google ads for pharmacies

Ad Group Name & Keywords

Now, you need to create a name for your ad group. Then enter the keywords you want the ads in that ad group to target. Your Ad Group name and Keywords should focus on one detail about your Pharmacy. For example, if your Ad Group name is “Your Pharmacy – Vaccines,” your ad group’s keywords should only be about vaccinations.

create an ad group name and enter keywords to target

If you still need help coming up with keywords for your ad group, we recommend using Google Ads’ Keyword Planner Tool.

Keyword Planner

The Keyword Planner tool will show you popular keywords that users are searching that are related to your business and the services you offer. The tool will show you the estimated monthly searches each keyword receives and how much it costs to target those keywords.

First, click on the Tools and Settings icon on Google Ads to access this tool.

click on tools and setting in google ads

Second, select Keyword Planner under the Planning section.

click on keyword planner under planning

Third, click on Discover New Keywords.

choose discover new keywords box

Lastly, enter the keywords you want your ads to target. Also, enter the location you want to target and your website domain so Google can suggest more relevant keywords.

enter keywords you want to target, location, and domain website

Click “Get Results.”

The results will show you keywords that users are searching that are similar to the keywords you want to target. It will also give you ideas of keywords to target.

keyword planner results for google ads for pharmacies

Still unsure if you targeted the right keywords for your ad group? 

We Are Here To Help!

Creating Your Pharmacy Ads

You can start creating your Google Ads for Pharmacies now that you have set up the settings of your campaign. Remember, your Google Ads should provide users with the most relevant information related to the keywords they searched for.

Final URL & Display Path

Enter the Final URL for your ads and create a Display Path.

The page where your users land when they click on your ad is the Final URL. The Final URL should take users to a page specifically about what the user searched for. Your Final URL should also be different for every ad group to provide users with the most relevant information.

The Display Path is the URL that users will see on your ad, but not the actual URL where users will be sent to. The display path gives users a glimpse of the information they will see if they click on your ad.

enter final url and create display path for your google ads for pharmacies ad group

Ad Headlines

Your Headlines should contain keywords about what the user is searching for. For example, if the individual searched for, “pharmacy vaccinations,” then your ads should be about vaccinations. Your ads should also provide users with the most relevant information so that your ads have a high chance of converting visitors into leads.

google ads for pharmacies vaccine headline examples

Ad Description for Pharmaceutical Advertising

Your Ad Description should also include keywords that the user’s searched for to provide them information about the services they need. Some details to include in your Ad Descriptions are numbers, a call to action, and any special offers you can offer customers. Some numbers you can include are credentials if your business has them for example, “2,000+ Satisfied Patients.”

google ads for pharmacies description example

Ad Previews

Google Ads will show you a preview of what your completed ads will look like on a desktop and mobile device.

Mobile Device Preview:

google ads for pharmacies mobile device preview

Desktop Preview:

google ads for pharmacies desktop preview

Once your ads are complete, you can publish them. Your ads will not run immediately after you publish them. They will first need to be approved by Google.

Remember, Google enforces strict rules and regulations about healthcare and medication. Make sure your ads follow the regulations so your ads do not get disapproved.

After you publish your ads, Google may ask you to enter your billing information. This is where you will be charged for any results your ads generate, like clicks on your ads or calls to your business.

Monitoring Your Google Ads for Pharmacies

Once your ads have been approved by Google and your ad campaign is running, it is important to frequently check how your ads are performing. This way you can be sure your ads are reaching relevant customers and generating a positive return on investment.

You can make sure your ads are reaching relevant people by analyzing the data and searches from the Search Terms Report. This is a list of keywords that have triggered your ads to show up.

This report will help you determine which keywords you want to block your ads from showing up for.  Blocking irrelevant keywords will ensure that your ads are only showing for intentional customers who are looking to buy the product or service you are offering.

It is also a great idea to be proactive with your ad campaign and create a list of negative keywords before your ads run.

For instance, if your Pharmacy does not offer vaccinations, then you know you don’t want your ads to show up for users who are looking for that specific service. You should add keywords like, “flu vaccine pharmacies,” or “pharmacy vaccination site,” or pharmacy vaccines near me” to your negative keywords list.

How to Add Keywords To Your Negative Keywords List

First, click on Keywords on the left.

click on keywords tab on the left

Second, click on Search Terms, under Keywords. Here you will see all the search terms that users have searched that triggered your ads to show up.

next, click on the search terms tab

Third, select the Negative Keywords tab on the left.

click on the negative keywords tab on the left

Lastly, by clicking on one of the blue plus signs you will be able to add any keywords you want to block your ads from showing up for. Enter the undesirable keywords in the box.

click on blue plus sign to add negative keywords to your list

For example, your search term report may indicate that your ads are showing up for search terms like “pharmacies open 24 hours,” “24/7 pharmacy near me,” “prescription refill 24/7 pharmacy.” If your pharmacy is not open 24 hours you need to add those keywords to your negative keywords list to avoid any unnecessary clicks.

negative keywords list example for google ads for pharmacies

So, if you are looking for a highly effective way to bring patients into your pharmacy then Google Ads for Pharmacies is the way to go! They are an effective way to reach individuals in your community the moment they search for the medical services and expertise your pharmacy provides.

Do Google Ads for Pharmacies sound like a great idea but you just don’t have the time?

Let Us Help!

Learn more about the services we offer and how we can help you bring new patients to your pharmacy using Google Ads for Pharmacies.

 

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