If you aren’t using paid marketing for your healthcare organization, you could be missing out on opportunities for patient acquisition, business growth, increased profits, and more. Billions of healthcare searches are performed online annually, and a sizable percentage of clicks are on paid ads. Pay-per-click advertising, or PPC, is a key part of paid marketing that you should be utilizing. Keep reading to learn more about how PPC can drive more traffic to your healthcare website.
What Is PPC?
Pay-per-click advertising is a type of search engine marketing (SEM) that shows your ad copy at the top of a web search results page. These ads are the first things patients see when they search for healthcare services or products. As the name suggests, you only have to pay for your PPC ad when someone clicks on it. These ads are most commonly found on search engines like Google, but you can also place them on social media platforms like Facebook. PPC can be an effective way to boost your website’s placement on search engines and increase traffic to your website.
Why Should Your Healthcare Practice Use PPC?
PPC can significantly increase the amount of traffic your healthcare website receives, which can boost patient acquisition, retention rate, and sales. When done correctly, PPC can help:
- Drive more traffic to your organization’s website
- Attract new patients or customers
- Increase appointment bookings
- Build brand awareness
- Expand your reach to your preferred audience
The primary goal of PPC campaigns is to attract more patients to your healthcare organization. Because your ad only shows up when potential patients search for specific keywords and phrases, it’s very important to include relevant phrases in your ad. This will ensure your ad is shown to the right people who are most likely to click on it and take action.
What You Need for a Successful PPC Campaign
For a successful PPC campaign, you need three key elements: the right keywords, the right ad messaging, and the right landing page. Think about and research keywords and phrases that your target audience is searching for, such as healthcare specialties, practice location, health conditions, etc. Bid on relevant keywords so your ad will be shown to the right searchers.
You also need to pay careful attention to your ad messaging. You have limited space to get your message across through your ad, so you want to make sure it resonates with the right people who you want clicking on your ad. Keep in mind that your goal is not quantity but quality. Otherwise, you’ll be paying for clicks that don’t help your organization grow.
Finally, when someone clicks on your PPC ad, you want them to be transferred to a specified landing page. You want to make sure your landing page aligns with the ad messaging and keywords so your searchers are getting what they are expecting. For example, if a searcher finds your ad using the keyword “pharmacy in New York City,” then that’s what the landing page should be about.
Need Help Driving More Traffic to Your Website?
PPC is one of the valuable tools that you should use to drive traffic to your healthcare website. If you need help creating ad campaigns or optimizing your website for search engine rankings, we’re here to help! Here at GrowthPharm, we understand the nuances of the healthcare industry and have experience helping organizations expand their reach. To find out how we can help your organization reach its greatest potential, schedule a free call with one of our experts today!
