In light of Google’s AdWords overhaul, medical marketers who rely on the platform must get acquainted with the update now before it impedes their workflow in the future.
If there’s one thing Google isn’t afraid of it, it’s change. From frequent logo redesigns to bold corporate restructuring, the search engine giant puts a premium on staying ahead of the curve. It shouldn’t surprise users, then, that Google is in the process of updating its AdWords Keyword Planner with a new interface and accompanying functionality modifications.
With the healthcare industry’s ad spend projected to top $3 billion by 2020, medical marketers are understandably concerned how a revamped AdWords interface might affect their day-to-day workflow, as well as planning for strategic initiatives. For medical marketers who rely on AdWords to manage their spending and monitor their digital performance, it’s worth taking the time to get to know the new interface — especially as Google prepares to make additional forays into digital health.
How has AdWords changed?
The AdWords facelift is apparent as soon as users visit the site. With a revamped start screen that condenses functions into “Find new keywords” and “Get metrics and forecasts for your keywords,” medical marketers will be struck by the effort to streamline the platform as much as possible.
The deeper users dig into the site, the more they’ll notice additional changes. For example, the Keyword ideas chart still displays total monthly search volumes like the original version of the Keyword Planner, but it’s been updated to show total monthly mobile search volumes.
Two new metrics have been added in Keywords ideas, as well. Medical marketers will now be able to check on organic impression share and organic average position for keywords if they’re ranked on sites and if they add the applicable columns to their Keyword ideas report — so long as a user’s AdWords and Search Console accounts are linked.
Site visitors can also expect changes to the forecasting functionality. Whereas users once had to set a bid before they could forecast, now forecasts immediately include total estimated performance impact from given keywords. As in the older version, users can toggle bid settings, although that’s now available by selecting the max CPC field.
How can medical marketers avoid workflow disruption?
While this isn’t an exhaustive list of every change that medical marketers can expect to see in the new AdWords rollout, it’s a hint of things to come. Some of these updates add new features to the platform, while others are designed to improve ease of use on a site that was known for difficult navigation.
Ultimately, the effect that the AdWords interface update will have on your workflow will depend on how you use AdWords in the first place. If KPIs that you frequently rely on aren’t immediately ported over to the new AdWords, for example, you may need to set aside time to modify columns throughout your accounts.
Some of these changes will certainly require getting used to, but the premium Google is placing on aesthetics and ease of use will definitely be welcome to medical practices that are making their first forays into digital advertising. With 73% of consumers using the internet to search for treatment, there’s never been a better time for healthcare professionals to begin shaping their digital presence.
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