When it comes to knowing how to attract new patients, investing in pay-per-click (PPC) campaigns can be a cost-effective route to ensure your brand and products are in front of customers looking for what you have to offer. However, as with any paid marketing outlet, crafting a thorough plan before you launch your first healthcare PPC campaign will be essential to the success and the return on investment you are able to achieve. Here are the three steps you need to take to create a healthcare PPC campaign.
Select What to Advertise.
You want to intentionally choose the products or services that have the most compelling and unique selling proposition. Keep in mind that these healthcare PPC advertisements will be just another marketing ad on the page for your consumers. So, the more you can get your product to stand out the better you will be able to generate consistent (and cheap) traffic to your website.
In addition, with the limiting text restrictions that are associated with PPC advertisements, you want to be able to quickly and succinctly catch your customers’ attention with just a few words.
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Setting Your Keywords.
For healthcare PPC campaigns the keywords you choose will determine who will see your ad based on your search terms. If you choose keywords that are too broad you will incur a high cost per click, as the competition for that keyword (or the average bid value) will be high.
For example, using the keyword “lawyer” could yield lots of clicks to your site, but may not convert into new clients, especially if you offer a very niche specialty. A better keyword to input would be “criminal lawyer” or even “criminal lawyer in Atlanta”. The more specific you are with your keyword selection the better positioned your healthcare PPC campaigns will be to attract customers who are looking for your specific offerings.
Write Your Advertisements.
Depending on the PPC platform you use, you will want to follow the healthcare PPC advertisement criteria very closely. In most cases, you are limited to the number of characters, the type of content, and the types of words you are able to use within your advertisements. For example, some platforms will not allow words like “cure” or “breakthrough” to refer to medical products or treatments.
While others may reject ads with exclamation points or using all capitalized letters. Because your healthcare PPC advertisements will be what prospective patients see, you want to be as clear and concise as possible. Including key benefits or unique selling points in your ads will be key to getting them to stand out and be clicked on.
Final Thoughts
Pay-per-click advertising campaigns can be very effective, even for small medical practices. The healthcare marketing team at Response Mine Health can consistently help generate more leads by using healthcare PPC strategies alone.
