During the recent federal antitrust trial against Google, Jerry Dischler, a Google Ads executive, claimed the following:
1. The search engine “frequently” increases ad costs by 5% for most advertisers
2. The search engine tends to hide price hikes from advertisers
3. The search engine increases the cost of ad auctions to meet its own revenue targets, regardless of how price increases affect advertisers
While Google Ads remain an effective way of getting new patients for your health care practice, they’re likely to generate a lower ROI going forward.
Fortunately, there are ways to get new patients beyond traditional Google Ads, though it will require your practice to launch bilingual video campaigns.
Spanish social media video and Spanish streaming video ads are the hedge that the savviest health care practices are leveraging to get a competitive edge over traditional Google Ads.
The data regarding bilingual video ads is promising:
- According to Nielsen, Hispanics spend 13% more time consuming streaming content than the general market.
- According to Portada, Hispanics are 17% more likely to connect TV streaming apps like YouTube to their devices than the general market.
- According to Entrevision, 60% of Hispanics say that social media influences their purchasing decisions – 11% higher than the general market.
In summary:
1.It’s a good time to consider marketing budget reallocation given the recent revelations about Google Ads.
2. Hispanic adults stream video more frequently than the general market, so it’s time to start regularly shooting videos in Spanish. (If you don’t speak Spanish, you can feature a bilingual member of your team!)
3. Hispanic adults put a lot of trust in social media, which suggests that your Facebook, Instagram, YouTube, and TikTok marketing can generate a high ROI.
2024 is just weeks away…it’s time to make some bilingual video ads. Doctores NOW can help you with that initiative.
-Hugo
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