Digital services and methods have evolved everyone’s life. Whether anyone needs to order food or make an appointment – they always prefer turning to search engines for any of their needs. So during this time, if you still neglect the leverage of digital marketing services such as PPC for your business, you might end up in the dark. But don’t worry; you can even start today and take your business to the next level with excellent PPC strategies.
Understanding PPC Advertising for Healthcare Businesses
According to recent studies, the estimated revenue for online consultation is projected to reach US$25.31bn during the year 2023. That means many people are turning to the internet for health information and consultations, making it a necessity for healthcare businesses to remain on top of the digital map. But with the rising competition, it is becoming more and more challenging to outrank the competitors who are actively implementing digital marketing strategies.
But that’s where PPC or Pay-per-click comes into play. It’s one of the most influential and valuable strategies for outperforming your competitors in the digital world. With the help of PPC advertising, you can place your ads in front of your potential patients while bidding on the relevant keywords. The best part about PPC advertising is that it only acquires charges when someone clicks on your ad – no wasting money on something other than good!
Let’s understand the concept of PPC for the healthcare business with an example: let’s say you own a healthcare business offering mental health therapy services. Now you will bid on the keywords such as “mental health counseling” or “mental health therapist” while creating your ad campaign. Doing this can help your ad appears on the top results whenever someone searches for the relevant keywords.
Now let’s say you have spent months developing your business website with the help of qualified developers and designers. But after setting it up for the search engines, you have little to no visitors or appointments till yet. Now you are scratching your head and wondering what you have done wrong. But Ask yourself, have you implemented PPC ads strategies for your healthcare website? If not, then there’s the problem! PPC is the ultimate way to build your brand awareness and present yourself as the leading healthcare business in front of your target audience.
And the best part? You can even target specific demographics like age, gender, location, and customers’ interests. So, no matter what your target audience is, with PPC, you can have plenty of options to target them efficiently.
How Does PPC Advertising Work for Healthcare Businesses?
If you are aware of the other paid marketing services for your healthcare business, then you must know that how difficult it is to build your online brand reputation and gain the trust of the audience. Healthcare is the most sensitive industry that requires careful attention and quality efforts to make sure that the audience can perceive you as an authentic resource.
PPC advertising can have several benefits for healthcare businesses. For instance, with PPC advertising, healthcare businesses can reach a more focused and wider audience than any other traditional marketing service. Moreover, it also helps healthcare websites to earn more leads and drive more traffic to their websites which ultimately improves your website’s rankings.
By directing potential patients to your website through PPC ads, you will be able to showcase your services, encouraging them to take action, such as booking an appointment or registering for a consultation. As a result, it can help your business grow and generate better ROI.
PPC marketing offers businesses valuable information and insights as well. For example, you can figure out which search terms bring the most traffic to your website and which advertisements are receiving the most clicks by monitoring the performance of your ads. Your ad campaigns can then be modified and optimized for more outstanding performance, resulting in better outcomes.
How to Run Effective PPC Ad Campaigns for Healthcare Businesses?
There is nothing that can be achieved without optimal efforts and time. The same is the case for PPC, meaning that you need to put a whole of time and effort into running a successful PPC ad campaign. But before that, you need to be sure that you have learned about all of the techniques that are required to create a PPC ad for your healthcare business. That’s why we have listed down some of the effective methods of PPC for healthcare advertising services. Now just sit back and read on to find out everything you need to know before getting started.
1. Set SMART Goals
You must have thought about your goals before running a healthcare business. Those goals would be to serve humanity and ultimately generate revenue for your business. Likewise, before setting up your PPC campaign, you need to identify your goals, such as what performance you’re expecting from your healthcare business after implementing PPC ad strategies. But you should have to be very clear and concise in terms of your goals so that you can better achieve your desired results. Here’s how you can set SMART goals for your healthcare business’s PPC campaign:
1.Be specific: When setting your PPC ad campaign goals, you need to be specific. For example, you can’t just say that you want to increase traffic on your website. Instead, you need to mention that how much traffic you want to increase and at what timeframe. For instance, you can set your specific goal as “I want to increase website traffic by 20% within the next three months” or “ I want to bring 30% more appointments by the end of the year.”
2.Make it measurable: Your goals need to be measurable, meaning that you need to establish a way to track your performance metrics and to know whether you are getting what you have expected or not. For instance, let’s take the same example as above; if you want to see if your traffic is increased by 20% by the end of three months, You can use the Google Analytics tool to track the progress by monitoring the number of visitors to your website.
3.Ensure it’s achievable: While setting up your PPC for healthcare goals, you need to be realistic in terms of achieving them. There is nothing wrong with aiming high, but make sure that whatever you wish can be achieved; otherwise, you may set yourself up for absolute failure.
4.Make It Relevant: Relevancy is the key when specifying the goals for your healthcare business. For example, you must strive to get more appointments and consultation applications rather than struggling to grow your social media followers – Although it might be beneficial but not profitable.
5.Set a deadline: Your goals should be time-bound, which means you need to set a deadline for your goals to yield measurable outcomes. Otherwise, you might end up with an indefinite goal that will not let you measure your progress, ultimately shattering your business reputation. In the previous examples, we have specified the time as “three months” and “end of the year.”
2. Leverage Targeting Strategies
Do you ever sell pepperoni pizza to someone who is a vegetarian? Obviously not; that’s why targeting the right audience when advertising your business is crucial for ultimate success and growth. For targeting your potential patients, you need to be very precise in choosing the appropriate targeting options. However, we have listed down some of the best options that you can seek as per your business’s objectives and goals.
1.Demographic targeting: This is a standardized targeting option that is based on specific demographic information, such as age, gender, education, and income. For example, if you own a childcare hospital, then you can specifically target parents with children of a certain age.
2.Geographic targeting: As the name says, this type of targeting allows you to target the audience of a particular region or state, which means that if you provide dentistry services across the country, then you must target your ads to different locations or cities. It ensures that you’re not wasting your ad budget on people who are unlikely to visit your clinics.
3.Device targeting: This kind of targeting allows you to target your ads based on the type of device a user have. It is becoming increasingly important because as people nowadays are likely to prefer mobile phones over other devices to scroll through the internet. Therefore, if your hospital or clinic has a mobile app feature, then you can target your ads to the users who are browsing on mobile devices.
4.Behavioral targeting: If you want to have a more specified targeting campaign for your healthcare business, then you must leverage behavioral targeting. It allows you to analyze the customers’ behavior and target your ads as per their needs and preferences. For instance, you can target the people who have searched for specific healthcare topics online or visited websites to acquire certain healthcare-related queries.
3. Bid for the Powerful Keywords
PPC advertising allows you to bid on the relevant keywords that are crucial for the success of your ad campaign. Below are some tips that you should know before you start bidding on the most powerful keywords for your healthcare business:
1.Conduct keyword research: You must know how your audience is searching for a service like yours or what keywords they use to search for healthcare websites. Doing this can help you better understand your audience and their needs and will give you an idea of the keywords that you should be bidding on to reach potential patients. Moreover, you can also utilize different keyword research tools such as “Google Keyword Planner” to identify the relevant keywords with high search volume and low competition.
2. Leverage Long-tail Keywords: These keywords can significantly impact your ad’s visibility as they are more riched with user intent. For your healthcare business, you must look for the long-tail keywords such as “best women’s health specialist in Austria” or “experienced neuro surgeons near me”. These keywords will make your website relevant to the search and will maximize the chances of getting your ads visible to the target audience.
3.Determine your budget: You should consider how much to spend! Setting your PPC Ad budget before bidding on the keywords is vital – it helps you set realistic bidding limits for each keyword.
4.Choose your bidding strategy: There are two kinds of bidding strategies: manual and automated. Although it depends on you that if you want to set your own bids on different keywords, then you might get an advantage from manual bidding. However, automated bidding, on the other hand, uses machine learning to set bids on your keywords based on your campaign goals and objectives.
5.Monitor your performance: PPC for healthcare websites is certainly not a one-time fix. In fact, you need to continuously optimize your bidding strategies by timely monitoring their performance. Let’s say you are just seeing a remarkable performance of a specific keyword; now, you can increase your bid on that keyword to attain maximum results.
4. Optimize Landing pages That Convert
It’s not enough to simply draw in traffic to your website in order to run a successful PPC campaign; you also need to make sure that your landing pages are optimized for conversions. The following tips can help you enhance your landing pages and improve your conversion rates:
1.Keep it simple: Simplicity is the real beauty: That’s why your landing pages need to be simple and easy to navigate. It can be done by using bullet points, adding short paragraphs, and writing clear and catchy headlines to help users quickly find the information they came to find.
2.Optimize for mobile devices: It is important to make sure that your landing pages are optimized for mobile devices and provide a smooth user experience. It allows you to convert more patients that are accessing your website on their mobile phones. Optimizing your images, texts, and videos can help make your landing pages mobile-friendly.
3. Align it with your ad: have you ever clicked on an ad eagerly waiting for the product page to show up, but it directs you to the homepage instead? Frustrating, right? That’s why it’s essential to align your ads with the landing pages so that your audience gets what they need to see.
4.Include a clear call-to-action: Call-to-action or CTAs serve as the primary factor that entices your customers to take the desired action, such as reserving an appointment, filling out a survey form, or scheduling for consultation or counseling.
5.Test and refine: Testing and refining is the best strategy to aim for long-term success and high-grade results. Practice continually optimizing your landing pages by testing different headlines, call-to-action, and layouts to know what is working best for your ad campaign.
5. Craft Compelling Ad Copies
Have you ever searched for a product online and been bombarded by a dozen of ads, but only a few of them caught your attention? That’s why writing compelling ad copies is essential for grabbing your audience’s attention and rousing them to click on your ads. That being the case, we have some fantastic tips and tricks that will help you to create an attractive ad copy for your PPC ad campaign.
2. Highlight Unique Selling Points(USPs): There are millions of websites on the internet that are solely for the same purpose, but what makes them set apart from each other is their USPs or Unique selling points. Therefore, you must focus on highlighting the USPs of your healthcare service to make the user understand what makes your service unique and distinct from other healthcare services.
3. Use Numbers and Statistics: People like facts – they want to know how many people have reported significant improvement in their health after treatment from your world-class doctors. So, incorporate different facts and statistics in your ad copies to improve your service’s credibility and trustworthiness.
4. Use Emotional Storytelling: Storytelling is the best method to strengthen emotional connectivity with your audience. You can integrate real-life stories and testimonials to highlight your top-class services and how they have impacted the lives of people. Also, make sure to include the patient’s name, picture, and a brief summary of their story in your ad copy.
5. Focus on Benefits: Your potential patients are there to see the benefits of your services rather than your app features or the lavish architecture that your hospital or clinic has. So make sure to emphasize on the advantages of your services and the value you provide to your customers in your ad copies.
How do PPC and SEO work together for Healthcare?
PPC and SEO work hand in hand in the healthcare industry. PPC provides instant visibility through paid ads, while SEO steadily builds website authority and organic traffic. They collaborate on keyword research, finding valuable search terms to reach potential patients effectively.
Data sharing is crucial for their teamwork. PPC collects data on top-performing keywords, which SEO uses to optimize the website. It’s a harmonious partnership, with each complementing the other’s strengths.
By combining PPC and SEO, healthcare businesses can achieve better results. PPC delivers quick outcomes, while SEO establishes a lasting online presence. This dynamic duo ensures success and growth, attracting more patients to your healthcare practice.
To bring things to a close, PPC for healthcare services is an effective way to reach out to your potential patients and grow your healthcare business. There are plenty of ways to optimize your PPC ads, such as by conducting thorough keyword research, writing compelling ad copies, optimizing landing pages, and identifying your target audience to generate maximum leads and boost more conversions. Also, you can have us with you on your journey if you want to take your healthcare services to new heights!