Female doctor talks to a male patient

These days, almost all healthcare searches are conducted online.

Therefore, your clinic’s presence and reputation on the internet are important and essential to your growth and development. Thankfully, when used effectively, some medical marketing techniques can significantly increase your exposure and influence online, ultimately helping those who need your services the most easily find you. 

Among these is pay-per-click, or PPC, advertising. By placing your clinic at the top of search engine results, PPC advertisements link you with potential patients actively looking for a service. Plus, this method is highly cost-effective for your business because you only pay when someone clicks through to your website.

What Is PPC?

Pay-per-click, or PPC, is a digital advertising strategy in which an advertiser is charged a fee each time a user clicks on one of their advertisements. Essentially, this is like paying for targeted advertisements. Typically, PPC ads are very low-cost, making each click potentially worth more than what was paid for the ad itself. 

PPC advertisements come in various sizes and forms, often consisting of text, videos, photos, or any combination of these. They are most commonly seen on search engines like Google or Bing, websites, social media networks, and more.

Advantages of Using PPC Advertising in Medical Marketing

When done right, PPC advertising promotes your practice and attracts potential patients. Through personalized approaches, you ensure that every dollar you invest yields maximum returns. Since your ad feels tailor-made for your ideal patient, it creates an immediate connection and sense of relevance. This makes it more likely for them to click on the ad.

Instant Visibility: PPC advertisements offer instant visibility to your practice, which is very beneficial for newly established practices or those wishing to grow. Potential patients can see it as soon as your campaign goes live.

High Conversion Probability: By displaying your advertising to people actively looking for your medical services, you can target specific keywords and increase conversion rates. 

Budgeting: Be in complete control of your advertising budget with daily or monthly spending caps. This helps to ensure you stay within budget while also taking some of the lift-off of you or your team since you do not have to actively monitor the data. 

Measurable Outcomes: PPC platforms’ extensive performance metrics give priceless insight into clicks, conversions, and other metrics, enabling data-driven tactics that produce tangible outcomes.

8 Tips for Medical Marketing Using PPC

The idea behind PPC is simple: it offers a way to stand out in the highly competitive healthcare industry without complicating the workings of the system. A medical marketing campaign using PPC needs to be well-planned, well-structured, and flexible enough to change course when obstacles present themselves. 

To create a PPC marketing plan, follow these eight guidelines:

  1. Multi-platform strategy: If your business goals and budget allow it, adopt a multi-platform strategy. Several medical practices might reap advantages by allocating resources to various platforms, including Google Ads and Meta Ads.
  2. Keywords: Make sure you have selected the ideal keywords and match types by conducting a thorough investigation and completing your audience categorization. Because this process is intricate, subtle, and time-consuming, a lot of medical practices want medical marketing specialists to set this foundation for them.
  3. Extensions and optimizations: Use extensions and optimizations for ads. Experimenting with extensions and optimizations can be quite beneficial when trying to draw in your target audience.
  4. Mobile-friendly: Although developing landing pages is best done on a computer, you should consider that at least half of your target market will be accessing this page using a smartphone or tablet. You lose any patients your adverts may have drawn if clicking on your advertisement takes them to a website that is not mobile-friendly or too difficult for them to navigate.
  5. Targeting: Think about sophisticated targeting techniques. You can improve your performance by looking for ways to expand the reach of your audience.
  6. Reduce expenses: Managing a PPC campaign without any financial restrictions is akin to neglecting to close a dam, as the expenses incurred may deplete your entire marketing budget. A predetermined budget is necessary for PPC advertisements to discourage overspending and promote efficiency.
  7. Create effective ad copy: Visibility in digital advertising is only half the story. Presenting the most alluring advertisement your prospective patient ever sees is the next step. If the ad messaging is not eliciting the desired response, find ways to improve it and use copy that addresses their urgent needs.
  8. Demand outcomes: If the efficacy of digital marketing is not tracked, it can easily result in a significant loss on investment. When you see worrying tendencies early on, you can change direction to safeguard your investment. Additionally, as ad platforms and consumer behavior are always changing, be ready to adapt to changes in the trends of digital advertising.

Add PPC to Your Medical Marketing Strategy With 120/80

PPC advertising can significantly expand your practice’s reach when used in your medical marketing plan. It is an established strategy that you can confidently and enthusiastically adopt because of its focused approach, quantifiable outcomes, and affordable pricing.

Even while you may have given your internal employees some online outreach responsibilities, like social media account management, understanding PPC advertising is one aspect of digital marketing that takes a lot of expertise to master. 

Working with budgets of all sizes, 120/80’s laser-like focus is on getting the most out of your advertising budget. Experienced professionals on our medical marketing team will create a PPC marketing plan that will assist you in achieving your practice’s marketing goals. 

Get in touch with us to see how an effective digital marketing strategy can help you match your competitors’ online presence and find patients who need you the most.