Spring: Hay Fever Vaccinations
Spring marks the beginning of hay fever season. Like a bad zombie movie, you are going to get people with runny noses, watery eyes and sneezing shuffling into your pharmacy looking for help. This is an excellent time to run PPC campaigns focused on hay fever vaccinations. These campaigns can target keywords related to hay fever, allergies, and relief options, directing traffic to your pharmacy website. You can even time your ads based on pollen counts so you can wait until the grass and tree pollen is thick in the air before you spend a single pound on ads. If you are thinking of running some ads try using targeted ad copy like “Suffering from Hay fever? Get Vaccinated Today!” This targets the keyword hay fever, includes a call to action and is super easy to understand, even if you have been itching your eyes for the past 4 days. Incorporating location-based targeting means your ads are seen by people close enough to you to actually buy from your shop. That makes it convenient for them to visit your pharmacy. Not ready to set up your own campaigns? You can contact us to learn about our advertising services.
Summer (and all year round): Travel Clinic and Vaccines
As summer approaches, people all over the UK start digging through the loft for backpacks, beach towels and all sort of other vacation stuff. This is the prime time to focus on PPC campaigns for travel clinics and travel vaccinations. Travellers often require vaccinations for destinations with specific health risks, and they will be searching for convenient locations to get these vaccinations before their trips. Remember that many people may not know they need a vaccine so you may want to send out some email information to your current customers just to get them thinking about this before they book any flights. Keywords such as “travel vaccines,” “travel clinic near me,” and “vaccinations for travel” can be highly effective. Your ad copy might include phrases like “Planning a Trip? Get Your Travel Vaccinations Here!” to attract attention. Additionally, highlighting any expert advice or consultations available at your pharmacy can differentiate your service from others and build trust with potential customers. Keep in mind that you will need to start hitting people a bit before travel season starts if you are selling vaccines that require multiple doses or have a longer period of time between injection and immunity.Autumn: Flu Jabs
Autumn signals the onset of flu season. People all over the UK are going to be exposed to the latest version of the influenza virus. That makes it the ideal time to promote flu vaccinations through PPC campaigns. Flu jabs are in high demand as people look to protect themselves and their families from the seasonal flu. While flu vaccines are in high demand, your marketing needs to be on point. We have a full guide to help. The thing to consider if you are thinking of PPC for this service is that it pays to have online booking. People want to book fast, get their vaccination and get on with their lives so don’t make this any more complicated than it needs to be. Targeted keywords for this season could include “flu jab,” “flu vaccination,” and “flu shot near me.” Creating urgency in your ad copy with phrases like “Flu Season is Here – Get Your Flu Jab Today!” can prompt immediate action. Make sure you make a big deal of the convenience and availability of walk-in appointments. That really helps attract busy individuals who need quick and accessible solutions.Winter: General Pharmacy Ads
Winter is almost always busy for pharmacies due to colds, flu, and all the other nasty little illnesses out there. It’s also an excellent period to run general pharmacy ads. These can help drive sign-ups and increase foot traffic to your location. During December, specifically, many people are searching online for symptom relief and nearby pharmacies. At this time of year, it can even pay to put the most commonly needed products right at the counter, a bit like grocery stores do with all the candy bars and other impulse items. People coming in to pick up a regular prescription may just pick up some night nurse when they see it, just in case. Ad campaigns in winter should focus on general keywords like “pharmacy near me,” “cold relief,” and “flu medicine.” Highlighting your pharmacy’s wide range of services and products, such as over-the-counter medications, prescription services, and health consultations, can attract a broad audience. Additionally, emphasising quick and easy access to remedies for common winter ailments can be a winning strategy.
Year-Round: Ear Clinic and Ear Wax Removal
Not all of the services that sell well on PPC are seasonal, some, like ear clinics and ear wax removal, are in demand throughout the year. We see many of our clients running PPC campaigns for these services because they provide a steady stream of clients regardless of the season. Keywords like “ear wax removal,” “ear clinic,” and “ear cleaning service” are consistently relevant. Your ad copy might include “Struggling with Ear Wax? Professional Removal Available Now!” to appeal to those experiencing discomfort. Highlighting the expertise of your staff and the availability of appointments can help convert searches into bookings/visits. Also don’t forget to mention price. That can be a real factor in any customer's decision-making. As mentioned before, however, due to people travelling all year round, your Travel Clinic should also be promoted by PPC throughout the year. We just see a higher number of conversions throughout the summer period.Crafting Awesome PPC Campaigns
When crafting PPC campaigns, it’s always a good idea to make sure your strategy matches the season. This ensures you are talking to the right audience at the right time. Here are some key strategies to consider:- Keyword Research and Selection: Find the best keywords for the season and related illnesses. Tools like Google Keyword Planner are a big help. They can tell you which searches have high-traffic so you know which keywords to target.
- Targeted Ad Copy: Your ads need to include the keywords in your campaign but they also need some other bits. First, make sure there is a call to action. You want someone to do something, so ask. Second, include your USPs. If you have free home delivery, you should be shouting about it. Finally, include a phone number in your ad. If people need to speak with you, that makes it much easier.
- Geo-Targeting: Ensure your ads are seen by people within your service area. This increases the likelihood of converting clicks into actual visits to your pharmacy.
- Landing Pages: Create dedicated landing pages for each campaign to provide detailed information and make it easy for visitors to take action, whether that’s booking an appointment or learning more about a service.
- Monitoring and Optimisation: Continuously monitor the performance of your PPC campaigns and make adjustments as needed. Analyse data to identify which keywords, ad copies, and strategies are most effective, and optimise accordingly.