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 professional help. Affordable, efficient, and cost-effective, here’s why and how to use PPC for healthcare advertising to grow your business.
PPC advertising for healthcare allows you to buy top-paid positions on search engines like Google, Bing, and other websites, fast-tracking your online presence and conversions.
With this model of digital 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 ads because it yields 50% more conversions than organic traffic.
A strong digital marketing campaign can continually be strengthened by healthcare marketing ads to increase visibility, bring more leads, and boost conversions. Pay-per-click advertising gives you complete control over your budget, targeting, and ad placements. You can reach your target 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.
Medical PPC advertising is a great way to get a return on your investment. You only have to pay for ads when someone clicks on them, which makes it a very effective form of advertising. Pay-per-click advertising can be very competitive, but if you use it correctly, it can be a great way to get more patients to your practice.
Healthcare 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.
Conducting a competitive pay-per-click analysis is an important strategic step in developing a winning advertising campaign. It provides a comprehensive picture of the pay-per-click 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.
When it comes to healthcare advertising, understanding search intent ensures you target the most relevant keywords to reach your prequalified 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.
Landing pages are created specifically for advertising campaigns and must be optimized with clear calls to action, so your target 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.
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 medical facilities faster. Implementing extensions increases your Ad Rank because it allows Google to showcase more relevant information to searchers.
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.
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 qualified leads on a more granular and personalized level.
Regular advertising audits are essential for maintaining and optimizing PPC 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.
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.
You can apply negative keywords to your PPC ad 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.
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 quality score indicate your landing pages and ads are relevant to each other and usually result in a lower cost per acquisition.
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!
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
Please fill out the form to the right, and we will contact you within one business day for a free initial consultation.
Unlock a full potential of your website. See which gaps in your marketing don’t allow your organization to scale. Get a complimentary, no obligation marketing performance review.