Tips for Effective Healthcare PPC Ads
When it comes to creating PPC ads for the healthcare industry, it's crucial to remember that you're targeting a particular audience– those who are looking for information on medical procedures, treatments, and other health-related topics. As a result, your ad copy should be clear, concise, and incentivize action.
However, there are a lot of pieces to consider when looking to PPC for your healthcare business. You need to determine the best keywords to focus on, your ideal customer archetype, and how to structure your landing page. The good news is that this article will cover everything from creating your PPC ads to getting more conversions on your site.
As a healthcare provider, it's almost a guarantee that you're busy. That means you probably don't have time to learn the best ways to run PPC ads. Hiring a Healthcare PPC Agency might be the best option to save you time and help you produce the best results.
Determine the Best Keywords for Your Services
Before you start to think about the keywords you'd like to target, you'll want to align your business goals to those of your PPC campaign. For example, what ROI do you expect? How long will you run these PPC ads? What kind of revenue do you wish to make from them? These questions help give your business a target to aim for.
Next, how do you determine the best keywords for your services? There are three main types of keywords in PPC ads.
The first type is local keywords.
Local keywords for PPC campaigns are pretty simple. If your business has a physical location, you want to ensure that your local keywords reflect that. For example, "dental implants in Boston" or "plastic surgery NYC". In addition, it might help to add keywords like "near me" or "best" to target other types of local keywords.
Next are service-based keywords. These keywords focus on what services you offer as a healthcare provider. For example, if you're a plastic surgeon, some of your service-based keywords might be "liposuction," "breast augmentation," or "nose job." It would be best to focus on these keywords because these searches have the highest intent to search. That means more people are willing to become customers using these keywords rather than local ones.
Finally, there are negative keywords. These are slightly more complex, but this example may help clarify them for you. Say you're a plastic surgeon, and you want to target people looking for facelift surgery. However, you don't want to target people who might be looking for Ultherapy (a nonsurgical alternative to facelifts). So, your negative keyword would be "Ultherapy," in this case.
Develop a Compelling Customer Archetype for Your Business
While this tip may not be the most vital to your success, it will boost your results. By creating a customer archetype (or multiple, if you offer many services), you get to understand potential customers on a deeper level. You'll find out what motivates them, why they might choose your healthcare business, and what objections they might have. This information is crucial in designing an effective ad campaign that resonates with your audience.
You can create a customer archetype through market research, surveys, interviews, and social media monitoring. Then, you can start to target them through your PPC ads by using the language they're most likely to respond to once you have this data.
Write Clear, Concise PPC Ads That Incentivize Action
Once you've got your keywords, it's time to formulate the ad copy. You need to write headlines that are clear, attention-grabbing, and relevant to your keywords. In addition, you'll want to make sure that your ad copy is clear, concise, and incentivizes action.
Your headline is the most critical element of your PPC ad. That's because it's the first thing people will see when they come across your ad. So you want to make sure that it's relevant to your keywords and catches their attention. A good rule of thumb is to keep your headlines under 60 characters so that they're not cut off in search results.
Pro Tip: Highlight the benefits of your service in the headline and description. Benefits are what sell products, not the features of the service itself. So make your service sound enticing and articulate the benefits in your ads.
Your description should be around 80-90 characters and give a brief overview of what products or services you offer. Remember to include a call-to-action here to incentivize clicks from people interested in your services.
If people aren't interested, they'll move on. And if they are, they'll click and land on your site (which should be optimized for conversions).
Optimize Your Landing Page With a Conversion-Focused Design
We get it. Landing pages can be tricky. Some convert like crazy, while others don't have the same effect. Let’s cover the best practices for improving your landing page, which ultimately affects the results of your PPC campaign.
First, let's start with the design of your landing page. You want to make sure that it's easy to navigate and that the user can quickly find what they're looking for. In addition, you'll want to make sure that your landing page is conversion-rate-optimized (CRO). This means that the user should easily see the benefits of becoming a customer once they reach your landing page.
There are a few ways to do this:
- Use strong visuals. People are visual creatures and like to see what they're getting before buying it. So use images on your landing page to show off your services.
- Use customer testimonials. Trust is everything in the world of healthcare. Showcase customer testimonials on your landing page, including pictures, quotes, and maybe before and afters.
- Highlight the benefits of your service. As we mentioned before, people are interested in what your service can do for them, not the features of the service itself. So make sure to play up the benefits on your landing page.
- Include a strong call-to-action. A strong call-to-action tells the user what to do next. It's usually a button that says "Submit" or "Schedule Now." It's not forceful, but it should be direct.
Use Google Analytics and Google Adwords for Testing and Iteration
If there were a "most important tip," it would be this one. Analytics, testing, and iteration are the most potent facets of a successful PPC marketing campaign. You can't improve what you don't measure, so it's essential to use analytics to track the success of your campaign.
A/B testing is a great way to test different landing page elements to see what works the best. This could be various headlines, images, or calls to action. You can use this data to improve your landing page and increase your conversion rate. In addition, you can even A/B test your ad copy to see which words convert best.
Google Adwords also offers a variety of testing options, like multivariate testing. These tests allow you to try different combinations of ad elements to see which ones perform the best.
Both Google Analytics and Google Adwords are essential tools for any healthcare PPC marketer. Use them to track your progress, test new ideas, and improve your campaign.
You can create an effective healthcare PPC ad campaign by following these five tips. If you're looking for more customers and revenue, a PPC ad campaign is the best choice. They allow you to target specific individuals already interested in your services.
We wish you luck in your PPC ads campaign!
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