How Do Medical Service Providers Grow Their Service Lines Via PPC Advertising?
Director of Content
When it comes to PPC advertising, Google AdWords is an increasingly powerful tool for recruitment and has helped a wide range of medical service providers boost their digital ad campaigns. This form of online marketing is useful for entities that are looking to expand particular service lines, e.g. by attracting new patients. No matter which medical service line one is hoping to grow, PPC marketing is an essential component for a successful marketing strategy. From measuring results to traffic generation, below are a few tips to help you reach your patient acquisition goals:
Ad Spend Management and Optimization
An AdWords campaign needs to be checked on regularly. One’s online marketing team should determine which campaign is working and which ones are not. If it’s the latter, the campaign needs to be tweaked without delay. This ensures that one’s ad spend is not wasted. Start by paying attention to click through rates (CTRs) for both new and old campaigns. The CTRs will show which ads are performing well.
When it comes to tweaking an ad that’s not meeting expectations, one has many options. For example, there may be a need to build a customized landing page. One can consider using Google AdWords Editor to check for duplicate keywords. It is important to note that such keywords can negatively impact the Google quality score and even increase the cost per click (CPC).
Focus on the Right Audience
Each keyword group should be targeting the right demographics for patients. It is a good idea to set up custom intent audiences that comprise patients who require a particular treatment. Google Display Network (GDN) is a useful tool for such tasks. Ensure that these audiences are developed based on accurate data from one’s website, previous ad campaigns, YouTube channel, etc. There is no room for assumptions and wild guesses.
If there is a need to reduce costs, it is imperative that medical service providers filter out patients who do not fit their target audience. They are better off focusing on potential clients who qualify for their services or have expressed significant interest in them.
Don’t want ads to show up when someone is searching for a particular word or phrase? Implement negative keywords to prevent those terms from activating the ad. For example, one’s medical practice may not accept patients with Medicare. This means that the term should be used as a negative keyword. This way, the provider’s content will not show up on search results when queries contain that word.
Target Clients with Long Tail Keywords
Keywords are designed to attract potential clients who are looking for a specific type of treatment. It is important to be precise with one’s keyword selection. This allows the medical service provider to engage patients who are ready to take action. Instead of using short and general phrases like broken jaw. One should use long tail keywords, which in this case, should be broken jaw treatment Connecticut. Online marketers should include a location and more relevant details. Such practices are more likely to result in appointments.
In addition to applying these tips to your own campaigns, don’t forget to analyze ROI reports and digital media insights on an ongoing basis. After all, search algorithms and consumers’ needs tend to shift.