Clutch
G2
The healthcare industry is made up of fields within fields. Cardiology, for example, contains sub-fields such as cardiac electrophysiology, nuclear cardiology and echocardiography. That is why a marketing strategy that works for one specialty may not work the same way for yours. If you manage a healthcare practice and are responsible for its marketing, you need to implement the right PPC strategy. Here is what to know about PPC marketing for medical websites.
Invest in quality video for landing pages and ads
High-quality video can add value to the landing page and the search experience. Many patients like to watch a short explanation or a tour of the practice because it helps them understand faster and more clearly. Videos of doctors introducing themselves, explanations of procedures and walk-throughs of the office can build trust before the first appointment. Consider building video landing pages for your most important services.
You can also use video in the form of YouTube ads or within email. Video lets you explain what your practice offers in a personal, engaging way and builds trust. Add captions, and make sure all video content is accurate and follows advertising and privacy rules.
Make sure your mobile experience is excellent
Most people, including patients and healthcare decision makers, research on their phones. Patients are also often private about their health. Some do not want family members or coworkers to know about their medical conditions, so many prefer to search on a phone rather than a shared computer.
Mobile conversions often happen on the go, during a commute, over lunch or in the evening. Make your site fast and easy to use on a phone, with a clickable phone number and a simple appointment request form. Google Ads is built around responsive ads that adapt to each device, so write headlines that make sense on small screens and use call assets and clear calls to action. Keep them short and sweet.
There are more methods to try, so it is best to consult a professional to find which ones work best for your practice.
Watch impression share and visibility on the page
In the medical niche, impression share is one of the most important metrics to follow. Your aim is to get maximum visibility on the search results for the services you want to be known for, since patients often take a while to decide and you do not want them to forget you exist. Google also changes how it reports and optimizes against these metrics. It retired the old Average Position metric in 2019 in favor of top and absolute top impression share. Competition and user behavior change too, so review your numbers regularly and adjust.
What about remarketing ads? In healthcare, remarketing needs extra care. Google’s advertising policies restrict personalized advertising based on sensitive health information, and patient privacy laws can apply to how you collect and use data on your website. Many practices avoid remarketing around specific conditions or treatments. Talk with your legal or compliance advisor before using any tracking or remarketing, and focus on search campaigns where intent is clear.
Make your contact information impossible to miss
For every PPC campaign you run for a medical website, add sitelink assets, location assets and call assets, and make sure your landing pages show the same details. State your office locations and phone numbers and give driving directions. Make sure your offices are easy to find on Google Maps with an accurate Google Business Profile, because you need to be ready to serve people who need care right now. Your information should be available everywhere patients look.
“He's created effective campaigns that have boosted our business, and I appreciate his quick responses and attention to detail.”
Scott HowellInFocus Eyecare
