- Vendors selling to hospitals and private practice
- People seeking health insurance, information on providers, researching treatment options, and more
- Health professionals looking for new medical equipment or electronic health records
Six PPC Strategies to use in Your Healthcare Marketing
#1: Know Your Audience
- Who is your consumer?
- What is their mindset?
- What do they need to solve their problem?
#2: Pay Close Attention to Average Position and Impression Share
#3: Make Your Contact Information Easy to Locate
#4: A Strong Mobile Strategy is Vital
#5: With Landing Pages, More is More
#6: Add Value with Quality Video Production
Audience Targeting in PPC for Healthcare
Dynamic Search ads in PPC for Healthcare
Do dynamic search ads (DSAs) and ad customisers impact campaign performance? Absolutely, and here are some of the perks:
- You’re offering increased ad relevance to the searcher (hello, value)
- An improved click-through rate
- The relevant content increases the ad’s quality score, which improves the ad rank position and lowers the cost per click
- Longer tail searches show a greater level of purchasing intent, increasing the number of conversions
Think of DSAs as little helpers that help quickly direct potential consumers to relevant information from your site in a dynamically generated, tailored ad based on the specific phrase they type in the search bar.
If you’re late to the party, it’s time to add some DSAs to your PPC healthcare campaigns. These highly targeted and relevant ads pull information from your website to create an ad based on a search query. How cool is that?
PPC for Healthcare and Dynamic Keyword Insertion
Here’s a tool we use to get the most attention for our clients: Dynamic Keyword Insertion (DKI). DKI allows us to customise ad copy to match a search phrase exactly. The benefit? It improves an ad’s relevance, contributing to increased conversion rates.
And there’s more…
We can even pull these search phrases into your landing page text. For example, the same page could appear as either ‘Knee surgeon in London’ or ‘Knee pain specialist’, depending on how a consumer phrases their search query. When all the pieces of a PPC campaign work together, the result is undeniable.
After so many years in the digital marketing space, we’ve seen all kinds of campaigns, ranging from incredible to utterly forgettable. PPC is a collection of tools and strategies that help your target audience find you so that they can engage with your organisation. Dynamic keyword insertion is one facet of a successful PPC campaign that can deliver a potential consumer to your landing page.
Use Effective Ad Copy in Your PPC for Healthcare Campaigns
No matter what form of advertising you use, ad copy should be super compelling but purposeful. Your overall goal with ad copy is to encourage your reader (patient, practitioner, or otherwise) to take action. When your ad copy is a yawn-fest, it’s not doing its job. Readers can tell when you’re stuffing keywords into your copy merely for SEO benefits. It’s usually obvious because the messaging is likely boring and repetitive.
Your words should inspire curiosity and action from the reader. Give the people what they want (and need!) – information, entertainment, a clear call to action, all that good stuff. Will you get the perfect ad copy on the first go-around? Likely not. Consider writing ad copy as a science. You predict, test, analyse, and refine your approach.
We constantly test and measure the success of ad copy with the help of several different metrics, like:
- Click-through rate (CTR)
- Return on ad spend (ROAS)
- Cost per lead (CPL)
- Cost per thousand impressions (CPM)