Paid search is a natural fit for service line marketing (communicating consumers via a different way). Its power to target users searching for specific service lines in hyper-detail makes it a no brainer when trying to drive volume across the scheme.
But in 2015, most marketers experience the basics of Adwords. Unless your system holds a particularly experienced or particularly creative person running your news reports, you'll have difficulty outperforming your competitors.
Here are three points to stick you a stone's throw forward.
For ideas and divine guidance, look outside the infirmary
Hospitals aren't the only organizations dealing with big health issues like obesity, nerve disease, and heart problems. On that point are non-profits, social systems, and even cultural movements that sustain a part in the conversation.
Look to these organizations for some new keyword ideas.
Measure short tail keyword differently
Choosing long tail keywords are commonly established best practice in the search marketing world. It's good policy, but like many established best practices, it can cause opportunities to be omitted.
For instance, if your hospital's patient population is smaller or spread over a big region, total search volume may be down. Short tail keywords may have a great deal of potency for a case like this.
I'd encourage you to test out short tail keywords. But if you do so, you have to evaluate them with a different yardstick. A high click-through rate won't tell enough of the story - you have to attend at the rate at which clicks turn into patients. Only that will tell you if your media spend is being utilized to fill the funnel or educate the population.
Fasten up your ad groups
The success of your ads has a lot to do with the relevance in between ad, keyword and landing page. The more google can catch what they're beginning to call entity salience between these elements, the better your ads will do.
To win here, build tight little ad groups where the keywords, the advertisements, and the landing pages are clearly related entities. Imagine 5-15 keywords, and 3-5 ads.
Additionally, split out the names of doctors in their own ad group, and make out the same with allergies (i.e. Don't place them in the same ad group with CARDIAC keywords). Google is likely to have difficulty figuring out how these keywords are related, and you don't require a fistful of junk keywords dragging down your quality scores.