Medical PPC Advertising
Igniting Patient Volume Via Online Advertising
Healthcare PPC Advertising
Pay-Per-Click (PPC) Advertising, often simply referred to as Paid Advertising, is among the most effective marketing methodology for boosting new patient volume in a short amount of time for your medical practice. Effectively running PPC Ads can accelerate your targeted new patient volume multifold. However, your PPC ad campaigns need to be used strategically, not randomly, to obtain the results you want. In order to run effective paid search ads for medical practices, you must be able to successfully craft and populate your ads at the top of the right target patient audience lists. Failing to do so can equate to tossing money out the window without driving any result, being that running an ad campaign is a rather expensive undertaking. Successful ad campaigns mean that your medical practice is being seen by the right patient audience at the correct time and place. What is critical is that the ads direct patients to a solid website or landing page which converts patient web traffic into actual real-world patient visits. Some key PPC advertising channels for medical practices include Google Ads and Facebook Ads.
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Why Should My Medical Practice Run PPC Ads?
To build digital ‘equity’ for your website and rank higher organically, Search Engine Optimization (SEO) is a great solution, but it is a mid-to-long-term strategy that can take 6-8 months before seeing preliminary results. SEO is a vital investment in your practice over time, and the sooner you start, the greater and greater the SEO results can be when implemented strategically. However, in order to implement a holistic integrated patient acquisition strategy that drives short-term results, PPC Ads can provide a quick boost in patient volume. By coupling PPC Ads with other longer-term strategies, you get rapid results while we build up your long-term online presence and reputation. To maximize your medical practice’s ROI, combining PPC with SEO, brand building, and reputation management is the best strategy.
Over 80% of patients click on PPC Ads links when exploring health information. At Acquire Patients, we tailor your PPC Advertising strategy to maximize your medical practice’s website traffic and drastically increase your patient acquisition.
Want To Learn More About PPC Advertising for Medical Practices?
PPC Google Ads are among the most effective ads to run for medical practices. Google measures the quality of your ad setup and provides it with a Quality Score. This score interconnects your ad quality with target keywords that patients may search so to determine whether or not your ad gets displayed by Google, and if it does, then where it actually populates on a patients search (its ad rank).
This score also determines your cost per click (CPC), the amount you pay for each click on your ad (this is the reason why Paid Ads are also called PPC Ads). Combining your Quality Score with your maximum bid rate will determine your ad rank in Google’s auction process for ad display.
The better your Quality Score, the greater your ROI on your Ad Spend. Therefore, optimization of the factors that go into Quality Score is critical. Some of the most important considerations are:
- Ad Click Through Rate (CRT)
- Keyword Relevance
- Landing Page Relevance
- At Text Relevance
- Quality Score Of Your Past Google Ads Account History
Unlike Paid Google Ads that are based on keywords being searched by patients on Google, Paid Facebook Ads enable you to refine your ad targets by selecting a particular target audience. PPC Facebook Ads provide you with granular target audience pinpointing by offering Remarketing tools and Custom and Lookalike Audience tools.
The remarketing strategy on Paid Facebook Ads involves installing a Facebook Pixel on your website to track website visitors via Facebook accounts. When website visitors go back on their Facebook accounts, they will be served your ads again to maximize your chance of conversion by re-targeting these visitors, who are generally more likely to become new patients if they are served ads during multiple touch points.
The custom and lookalike audience strategy involves the Facebook system extrapolating user data of patients that also have a Facebook account and creating a model patient to target via demographics, interests, behaviors, and/or employment backgrounds.
Both these strategies are powerful ways to serve ads to target patients and increase new patient volume.