Building a Successful Dermatology PPC Campaign (How-to-Guide)
With more than 9,600 dermatologists in the United States, you need to stand out from the crowd to attract new patients. A pay-per-click (PPC) campaign is a great way to do just that. PPC is a type of digital advertising where you, the advertiser, pay a fee each time your ad is clicked. In other words, you only pay when your ad is successful in getting a viewer to click through to your website.
So, how do you create a successful dermatology PPC campaign? In this article, we'll cover everything you need to know about PPC for dermatologists, from choosing the right keywords to setting up your campaign. Let's begin!
Why Should Dermatologists Invest In PPC?
There are a number of reasons dermatologists should invest in PPC. First, PPC is an effective way to reach new patients. In fact, studies have shown that PPC can help you attract up to 50% more patients than organic search alone.
Second, PPC is a great way to get your name and brand in front of potential patients who are actively searching for the services you offer. When someone searches for a specific keyword, your ad has the chance to appear at the top of the search engine results pages (SERPs). This prime real estate can help you attract more clicks and website visitors.
Finally, PPC is a flexible and measurable marketing channel. You can control how much you spend on your campaign, and you can track how well your ads are performing so that you can make adjustments as needed. This allows you to fine-tune your campaign for optimal results.
Now that we've covered the basics of PPC for dermatologists, let's take a look at how to set up your campaign.
Are SEO and PPC Similar?
SEO and PPC are both digital marketing strategies that can help dermatologists attract new patients to their practice. However, they have some key differences.
First, SEO is a long-term strategy that focuses on optimizing your website and content to rank higher in organic search results. PPC, on the other hand, is a short-term strategy that focuses on paid advertising.
Second, SEO can take months or even years to see results. With PPC, on the other hand, you can see results almost immediately.
Finally, SEO is a less expensive marketing channel. You don't have to pay for your website or content to appear in organic search results. With PPC, on the other hand, you have to pay a fee each time someone clicks on your ad. So, while SEO and PPC are both effective marketing strategies, they serve different purposes.
How To Create a Successful PPC Campaign?
When it comes to creating a successful PPC campaign, there are a few key things you need to keep in mind. Here's a step-by-step guide to help you get started:
1. Define Your Goals
Before you even begin creating your campaign, you need to take some time to think about what you want to achieve. Are you looking to increase brand awareness? Drive traffic to your website? Generate leads? Once you know what your goals are, you can create a campaign designed to achieve them.
For example, if you're looking to increase brand awareness, you may want to consider a display advertising campaign. This type of campaign will allow you to showcase your ad on websites that are relevant to your industry. On the other hand, if you're looking to generate leads, a search advertising campaign would be a better option. With this type of campaign, your ad will appear on the SERPs when someone searches for a relevant keyword.
2. Research Keywords
Once you know your goals, it's time to start researching keywords. These are the words and phrases potential patients are going to use when they search for a dermatologist in their area. It's important to choose keywords that are relevant to your practice and that have a good amount of search volume. You can use a tool like Google Keyword Planner to research keywords and get an idea of how much traffic they are getting. For example, if you're a dermatologist in Atlanta, you may want to target keywords such as "dermatologist Atlanta," "Atlanta dermatology," and "Atlanta skin care."
3. Choose a Budget
When it comes to PPC, you need to set a budget for your campaign. This is the amount of money you are willing to spend on ads each day. It's important to choose a budget that you are comfortable with and that you are confident you can stick to.
4. Create Compelling Ad Copy
Once you have your keywords and budget in place, it's time to start creating your ad copy. This is the text that will appear on your ad, so it's important to make it compelling and relevant. In your ad copy, be sure to include a call-to-action (CTA) that tells potential patients what you want them to do, such as "schedule a consultation" or "learn more about our services."
5. Create a Landing Page
Landing pages are important because they are the first thing potential patients will see when they click on your ad. It's important to create a landing page that is relevant to your ad, and that includes a CTA. For example, if you're running a search ad campaign, your landing page should be specific to the keyword you're targeting.
6. Monitor and Test
Once your campaign is up and running, you’ll want to monitor it regularly to see how it's performing. This will allow you to make necessary adjustments and ensure that your campaign is as successful as possible. Additionally, it's a good idea to test different elements of your campaign, such as your ad copy and landing page, to see what works best. For example, you may want to create two different versions of your ad and see which one performs better.
PPC can be a great way to reach potential patients and grow your dermatology practice. By following the steps above, you can create a successful campaign that will help you achieve your goals.
If you're interested in learning more about PPC or other marketing strategies for dermatologists, contact us today. At Digital Authority, we specialize in helping medical professionals grow their practices and reach their target audiences.