Targeting groups are how you organize visit reasons in a Sponsored Results campaign.
Each targeting group includes one or more visit reasons and has one shared bid. This makes it easier to manage your campaign strategy without setting a separate bid for every individual visit reason.
You can use targeting groups to structure your campaigns around the care you provide and the searches you want to prioritize. For example, you might create:
A targeting group for general visits, such as exams or consultations
A targeting group for diagnostic services
A priority targeting group for specific procedures, treatments, or services you want to compete for more intentionally
A strong setup helps you continue capturing patient demand while giving you flexibility to adjust bids for select visit reasons. In many cases, we recommend keeping an all searches group for eligible searches, then adding priority targeting groups with higher bids for visit reasons where you want to improve competitiveness. This helps you focus bid increases on specific searches instead of applying one higher bid across everything.
If you are not sure how to structure your targeting groups, Zocdoc’s recommendations can be a useful starting point. They are designed to help you get started quickly with a setup that supports broad coverage and differentiated bidding. You know your business best, so you can adjust the recommended groups and bids based on your goals, priorities, and what you know about your patients.
You can update your targeting groups as your goals change.