10 Signs Your Agency is Mismanaging Your Paid Search Campaigns
One of the most common ways we begin supporting hospitals and health systems is by conducting detailed audits of their campaign strategy, structure, and results to uncover opportunities to improve performance and maximize the impact of every dollar in market. And, without fail, we find budget mismanagement.
For example, a recent review of a health system’s paid search efforts in support of the Heart and Vascular service line uncovered more than $75,000 spent on irrelevant keywords and inaccurate geographies over a year-long period. And this was just one service line. Healthcare marketers are under too much pressure to maximize limited resources for campaigns to be set up and managed this way.
Our digital advertising specialists have compiled some of the biggest red flags to watch for, the significance of those issues, and the specific actions you can take to remedy them.
We’ve organized these ten warning signs into five categories:
- Campaign Strategy and Structure: Overly General Campaign Structure
- Targeting Fundamentals: Spending Budget Outside Target Geography
- Optimization and Execution: Stagnant Change History Signals Lack of Optimization
- Tracking and Compliance: Non-Compliant Conversion Tracking
- Spend-draining Campaign Defaults: Google Search Partners Enabled
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