Tips for Winning and Keeping Patients With Great PPC Plans
The medical field has always been on a tight watch for ethics, limiting doctors' options for finding new patients. Because pay-per-click (PPC) marketing works well without much user data, privacy is better managed.
These seven tips make creating winning PPC for doctors easy:
- Use different types of lead magnets.
- Explore other digital marketing platforms.
- Use short-form videos in ad campaigns.
- Stop overselling your practice’s services.
- Use PPC-compliant CRM to track leads.
- Utilize extensions to get more out of ads.
- Hire a digital marketing agency for PPC.
There is much to discuss, so get ready to take notes.
Want to learn how Digital Authority Partners can increase your PPC effectiveness? Watch this video!
Seven Tips for Building Effective PPC for Your Medical Practice
A PPC campaign is a marketing strategy where you pay platforms (for example, Google Ads) to place your ads on different channels they manage or partner with. The amount you pay to run the ads depends on the value of your target keywords and the number of clicks they generate over time.
PPC ads fall into various types and use distinct methods to attract clicks from target market members. Tactics also range in levels of complexity and reach with respect to your business goals. Below are seven top tips to make building effective PPC for doctors simple and intuitive:
1. Use Different Types of Lead Magnets
Making an effective and attractive paid ad is not just about having a compelling call-to-action for the people you want to reach. It also has to do with value to your target market: what do they readily take away from interacting with your ads?
PPC for doctors is in a prime position to use education and information (e.g., webinars, ebooks, or infographics) as an effective lead magnet. Offering honest help to people in need through these forms of content, placed behind an ad or email signup, has the potential to draw many high-quality leads.
2. Explore Other Digital Marketing Platforms
PPC ads appear in several forms all over the internet, such as pop-ups, banners, displays, text, and video ads on websites, social media, and apps. Investing in a few of these media is the best strategy because it widens your PPC campaign’s reach.
For example, many doctors have taken to YouTube, TikTok, and Instagram to get people more involved in their personal health. That indicates that pay-per-click advertising on these and other digital platforms can also bring about substantial growth. Find out where your audience is and put your PPC there.
3. Use Short-Form Videos in Ad Campaigns
YouTube’s large user base, second only to Facebook, makes it one of the top channels for PPC. YouTube hosts a diverse range of user content on almost every topic, which means your target market will surely be there.
Doing PPC on YouTube also leads to more engaging ads because video grabs attention more effectively than text or still images. It is also easier to convey ideas as complex or serious as healthcare through video.
4. Stop Overselling Your Practice’s Services
An effective PPC ad does not have to be overdone or flashy to get clicks. In fact, people are cautious about medical claims online because profit is often a higher priority than honesty and integrity. PPC for doctors requires following ethical practices to safeguard the public's health interests.
Making false claims about your practice’s services or medical products can harm patients, which hurts your business in the end. Stick to facts in your ads, and cite studies and relevant data to support a fact or claim. This boosts the credibility and value of your practice’s PPC campaign.
5. Use PPC-Compliant CRM to Track Leads
To ensure success when you run PPC for doctors on any digital marketing channel, you need a strategy and a method for tracking progress. Simply put, not all data points affect your business goals. For instance, clicks and views do not have the same value as phone calls.
Interactions where you get user data are valuable because they allow you to maintain contact with leads. This is where customer relationship management (CRM) tools are important for PPC. Note that sensitive health information is subject to Health Insurance Portability and Accountability Act (HIPAA) regulations, so medical practices must select CRM software that complies with the law.
6. Utilize Extensions to Get More Out of Ads
Although search ads are severely limited in where they can appear compared to other PPC ads, they have flexibility and utility. Ad extensions allow you to expand search ads on Google, ranging from simple additions such as phone numbers to multiple website links.
Search engines are still the most popular website traffic drivers, making search ads a worthwhile investment. This is especially true in conjunction with local SEO strategies that boost your website's search results. In this case, ad extensions help you stand out more.
7. Hire a Digital Marketing Agency for PPC
An easy (but not free) option for building effective PPC is to hire an expert agency that knows how to get results. Finding a digital marketing partner specializing in doctors' PPC is not that hard. However, knowing which one fits your business is challenging.
Make an appointment with likely agencies, and try to learn as much as you can about them. If their values and methods do not align with your business goals, find a different one. It is risky to partner with an agency that is not thoroughly acquainted with the regulatory landscape.
PPC for doctors has the potential to greatly improve your ability to reach and attract members of your target market. Knowing how to approach this strategy is the key to winning and keeping new patients. For instance, video is a good medium for PPC because it keeps people engaged.
However, investing only in video ads or relying solely on social media apps to run your campaign would be a mistake. Increasing your reach and appeal with PPC is a matter of keeping options open and being ready to adapt to fit what people favor most. PPC involves a long learning process.
Need help attracting more patients with PPC? Contact Digital Authority Partners to learn how we can help.
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