Retargeting is one of the best digital marketing strategies for Medicare agents who want to stay top-of-mind with potential customers who have already shown interest in Medicare plans.
Whether someone visited your website, engaged with your social media content, or clicked on an ad but didn’t convert, remarketing ads allow you to deliver targeted ads to these warm leads, increasing your conversion rates.
However, Medicare marketing regulations add an extra layer of complexity to running remarketing campaigns on Facebook and Google.
Agents must ensure their ads comply with Medicare guidelines while still leveraging the power of retargeting ads to grow their business.
Step-by-Step Guide to Setting Up Google Ads Remarketing
Google’s Display Network enables advertisers to use retargeting strategies to deliver ads to users across millions of websites. Keep in mind that Google Ads procedures change from time to time.
Medicare agents can use Google Ads remarketing to reconnect with visitors who previously interacted with their website but didn’t take action.
Step 1: Install the Google Ads Remarketing Tag
To retarget website visitors, you need to install the Google Ads remarketing tag on your website.
- Log in to your Google Ads account.
- Click on “Tools & Settings” and select “Audience Manager” under the “Shared Library” section.
- Select “Audience Sources” and find “Google Ads Tag.”
- Click “Set Up Tag,” then choose “Install the tag yourself.”
- Copy the remarketing tag and paste it into the
<head>section of your website.
This tag tracks visitors and allows ads to appear to them when they browse other websites within the Google Display Network.
Step 2: Create a Custom Audience
After installing the remarketing tag, you need to create a custom audience:
- Go to “Audience Manager” and click “Audience Lists.”
- Select “Website Visitors.”
- Define the audience based on behaviors, such as people who visited specific Medicare plan pages but didn’t sign up.
- Set the duration for how long users stay in the retargeting campaign (e.g., 30 or 60 days).
- Click “Create Audience.”
Step 3: Launch Your Google Ads Remarketing Campaign
- Click “New Campaign” in Google Ads.
- Choose your objective, such as Lead Generation.
- Select Display Ads as your campaign type.
- Choose your previously created custom audience.
- Upload Medicare-compliant ad creatives and set your budget.
- Launch your remarketing campaign and monitor performance through Google Analytics.
Setting Up Facebook Ads for Retargeting
Facebook Ads allows Medicare agents to reach past visitors to their site or individuals who engaged with their content.
Healthcare Facebook ads require compliance with Medicare regulations, making it essential to follow best practices when setting up a remarketing campaign. Keep in mind, procedures change often on Facebook Meta.
Step 1: Install the Facebook Pixel
- Log in to Facebook Business Manager.
- Navigate to “Events Manager” and select “Pixels.”
- Click “Create a Pixel” and enter your website URL.
- Copy the pixel code and insert it into the
<head>section of your website.
The Facebook Pixel tracks website visitors, allowing you to retarget them with Medicare-related ad campaigns.
Step 2: Create a Custom Audience for Remarketing
- Go to Facebook’s Ads Manager and select “Audiences.”
- Click “Create Audience” and choose “Custom Audience.”
- Select “Website Traffic” and choose the Facebook Pixel as the data source.
- Define your target audience (e.g., visitors who clicked on your Medicare page but didn’t request a consultation).
- Set the audience duration (typically 30–90 days).
- Save the audience and name it appropriately.
Step 3: Set Up Your Retargeting Campaign
- Go to Facebook Ads Manager and click “Create Ad Campaign.”
- Select Lead Generation or Traffic as your objective.
- Choose your Custom Audience from step 2.
- Set a budget and define ad placements (Facebook News Feed, Instagram, etc.).
- Upload a Medicare-compliant ad creative and write engaging copy that adheres to CMS guidelines.
- Launch your campaign and track performance.
Following Up With Warm Leads Without Violating Compliance Rules
Medicare marketing comes with strict guidelines that limit how marketers and advertisers can follow up with leads. Here’s how to engage warm leads while staying compliant:
- Do not use personal health information (PHI) in ad targeting. Facebook and Google prohibit targeting users based on medical conditions. Instead, use custom audiences based on website visits.
- Avoid pressure tactics. Medicare agents should focus on educational content rather than aggressive sales pitches.
- Ensure ads are CMS-compliant. All remarketing ads must include disclaimers and avoid misleading language about Medicare plans.
- Use Medicare Marketing 24/7’s automated email marketing tools to send CMS-approved follow-ups to potential customers who have shown interest in Medicare insurance.
By using these best practices, agents can remain compliant while retargeting work effectively.
We Can Help With Your Retargeting Work!
Remarketing is one of the most effective ways to retarget warm leads while staying Medicare-compliant.
By setting up Google Ads remarketing and Facebook Ads retargeting, you can keep your brand in front of potential customers and boost conversions without violating marketing and advertising regulations.
With our digital marketing tools, you can manage your remarketing campaigns, automate follow-ups, and stay compliant—helping you grow your business effectively.
Call us today with any questions, or check out our demo video for more information.
