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Updated: October 05, 2022

10 Healthcare PPC Tips to Improve Your Marketing: Google Ads for Healthcare 101

PPC advertising supplements healthcare digital marketing strategies by getting products and services in front of millions of high-intent patients. Used by 78% of marketers, it remains one of the most effective methods of advertising, courtesy of its superior audience targeting.

Potential patients are already online searching for your services, and with PPC healthcare ads, you’re sure to be present when they need your help. Affordable, efficient, and cost-effective, here’s why and how to use PPC healthcare ads to grow your business.

What Is Healthcare PPC Advertising?

Healthcare PPC advertising_

Healthcare PPC advertising allows you to buy top paid positions on search engines like Google and Bing, and other websites, fast-tracking your online presence and conversions.

With this model of internet marketing, you only pay a fee when someone clicks on your advertisement. Essentially, it’s a way of buying visits to your site, rather than “earning” them organically.

The goal of PPC is to lead users to click through to your website or a landing page where they complete a valuable action to enter the sales funnel, such as purchasing a product or requesting a quote.

Healthcare PPC advertising is budget-friendly, giving you complete control over how much or little you wish to spend. Many healthcare institutions and practitioners use PPC because it yields 50% more conversions than organic traffic.

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Accelerate revenue growth with expert digital marketing solutions

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Why Is PPC Important for the Healthcare Industry?

A strong digital marketing campaign can continually be strengthened by healthcare marketing ads to increase visibility, bring new leads, and boost conversions. Pay-per-click advertising gives you complete control over your budget, targeting, and ad placements. You can reach your audience on search engines, social media networks, and even email!

Paid ads are only displayed to potential patients who are already searching for the products or services you provide. Because these patients are actively searching for your healthcare products or services, they are much more likely to act. In this way, PPC accelerates your speed to market and significantly increases sales.

10 Healthcare Advertising Tips

PPC campaign success comes down to profitability. Follow these tips to drive high-quality impressions, turn clicks into conversions, and enhance your online presence for long-term success.

#1. Research How Your Competitors Use PPC Advertising

Conducting a competitive PPC analysis is an important strategic step in developing a winning advertising campaign. It provides a comprehensive picture of the PPC landscape surrounding your products or services and reveals valuable insights into keyword usage and messaging that informs your overall targeting and bidding strategy. A competitive analysis will give you tools to optimize your paid search ads and beat your competition.

#2. Understanding Search Intent Is Key

Consumer's search intent

When it comes to healthcare advertising, understanding search intent ensures you target the most relevant keywords to reach your audience. Using the right keywords is essential because they help your ads appear in search results for relevant queries. Therefore, you always need to ensure your ads and their corresponding landing pages match your audience’s informational, commercial, navigational, or transactional queries.

#3. Optimize Your Landing Pages for Better PPC Advertising

Landing pages are created specifically for advertising campaigns and must be optimized with clear calls to action, so your audience converts. Moreover, they should relate to your healthcare PPC ads. For example, if your ad is about eye tests, the landing page shouldn’t advertise physiotherapy as this results in poor user experience.

#4. Enable Ad Extensions for Better User Experience

Ad extensions for Google healthcare marketing provide potential customers with additional information before they click on your ad. For example, if you operate in multiple locations, you can use a location extension to help users find your practice faster. Implementing extensions increases your Ad Rank because it allows Google to showcase more relevant information to searchers.

#5. Leverage Responsive Ads

Responsive ads automatically adjust their size, appearance, and format to fit all devices, from smartphones to desktop PCs. Considering over 80% of internet searches occur on mobile, you want to do your best to make sure your Google Ads for healthcare work on whichever device potential customers use.

#6. Use Location Targeting for More Local Leads

Location targeting lets you select specific locations where you want your ad to be shown, which is helpful for medical practitioners who operate in specific areas. Location targeting also allows you to relate your offerings in the language that resonates with local communities and therefore targets local leads on a more granular and personalized level.

#7. Conduct PPC Audits Regularly

PPC for healthcare

Regular advertising audits are essential for maintaining and optimizing PPC healthcare ads. By analyzing conversion rates, keyword performance, and other metrics, you’ll know your campaign’s strengths and weaknesses and understand how to restructure tactics to achieve success. More than that, audits also ensure the cost-effective use of human and financial capital.

#8. Choose the Right Keywords for Your Healthcare PPC Campaigns

Many healthcare practitioners and businesses fall into the trap of using general, overused, and ineffective keywords that devour their marketing budget. A better tactic is to use long-tail keywords since they’re more specific, and so a narrower range of companies bid on them, which leads to less competition and increased click-through rates.

#9. Don’t Forget About Negative Keywords

You can apply negative keywords to your PPC campaign to block your ads from showing up in search queries that include them. Negative keywords are an important part of any PPC campaign because they optimize results, save money and reduce unqualified leads, ultimately improving your ROI.

#10. Work on Your Healthcare Google Ads Quality Score

Google ranks the performance for each keyword your PPC ad uses. This is based on the quality of your landing pages, paired with your Google Ads. Healthcare ads with a high score indicate your landing pages and ads are relevant to each other and usually result in a lower cost per acquisition.

Growing a business is hard see how digital marketing  solutions can do the work for you
Growing a business is hard see how digital marketing solutions can do the work for you

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Growing a business is hard see how digital marketing  solutions can do the work for you

Conclusion

Given there are over one billion healthcare-related searches every day on Google, you will more than likely want to capitalize on PPC to improve your bottom line and your community’s health. As a premium healthcare digital marketing agency, we can help you develop a robust advertising strategy. Whether you need PPC hospital ads or PPC for doctors—we’ll give you the best chance of improving your marketing ROI. Hire us to boost your health care advertising!

I hope you enjoy reading this blog post.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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