Creating Your First PPC For a Medical Practice

The medical industry is a challenging and constantly evolving one. Being those things, the one challenge that the industry involves is time. You already know that having a medical practice entails a lot of effort, and with that effort, finding time to effectively market can be challenging.

That means incorporating some of the digital marketing tricks of the trade, which can be hard to do, when you don’t have the time to put in. Luckily, there is a viable solution for your practice’s marketing needs.

Pay per click or PPC, is a technique used by many digital marketing experts to market a business and use the information to convert and close. What is it? How can it help? How do you implement it? These answers and more below.

Pay per click, without another word to describe it is, advertising. You pay for a fee to a company like Google, which owns Adwords, and in exchange they put your ad out to ramp up visitors and potential patients to your site. Each time the ad is clicked, you pay. This is a much quicker way than the traditional method of organic reach. As a fact, SEM or PPC is 2 to 1 more effective than SEO.

SEO entails a little more effort. But, that said, PPC’s will require both effort, and proper SEO, as you will soon find out.

PPC brings results. You pay, and in exchange you get traffic, leads, and possible patients.

The trade off is immense. Let’s say you pay a $1 fee each time the ad is clicked by a user, then that same user goes to your medical practice website, finds a service they needed, and that translates into $100-300 sale. That’s a cost effective way to market your brand with results.

As noted, you still need to practice good SEO in your PPC efforts. But don’t worry, it’s really not rocket science. There is a little science to it, but nothing a medical professional or digital marketing agency can’t handle.

• Optimizing: First, go to your website and see what’s on it. Do you have meticulous pages set up, categorized to make it much easier to navigate and find out your brand’s available services? For instance, your page should have:

• Research: The next part involves a little Sherlock Holmes. This is where you get to go undercover and find out what it is that your potential customers or patients want. What do they look for when they utilize the types of services you provide? You need to know your industry, what your industry requires and wants, and the needs of those who use the industry you’re in.

• Competitors: Part of the research involves chartering into enemy grounds. Your competitors. Sniff out what they are doing, what kind of adwords or keywords they are using, what works for them, what doesn’t. Etc. During your research, a simple practice before you go further with PPC or Adwords is a search engine check. Find out the relevant terms used or LSI. Adwords implements a tool for you to use when you are looking into keywords or LSI. Using tools from Hubspot or a company like Spyfu are great for researching competitors and analyzing their online presence, as well as deciphering which keywords are best.

• Compartmentalize: For a better organized PPC campaign, you will want to establish keywords under certain groups or folders. This will make it much easier to organize future and current ads.

Brand Keyword

• Competing Keywords: While this is just semantics, these are the keywords being used by your industry’s competition. This can also include the name of your competitors as well.

• Generic Keywords: These would be services and operations that your practice offers.

• Related Keywords: Synonyms to the keywords above, especially involving the generic and brand keys. Related keywords can be referred to as LSI.

You’ve done everything from keyword grouping, page optimizing, and now you are ready to promote your medical practice and a special service you are running for January of 2018. You are ready to run a PPC.

If you are using Adwords, you used their keyword tool and clicked on data to adjust location and installed the correct keywords. Now it’s time to create content. Ad Copy. Just like ordinary written content, you will want to incorporate the same practices that make for good copy.

You’ll highlight your offer or service being offered. You’ll tell the prospect looking at your ad the most crucial parts of that service, what that service can do for them and how it’s beneficial, and deliver a sales proposition.

In that ad, you’ll tell the prospect how you’re the right choice, how you’re better than your competitors, and give a strong call to action or CTA. “Schedule your appointment now, etc.” Be sure that you place your keywords naturally so that they flow effortlessly. A side link, which is an additional page aside from the landing page, is a good idea to use in your ad copy, because it allows you to promote your practice but also improves CTR or click through ratio. Ads with site-links are 10-20% more likely to have a higher click through ratio.

• Bing Ads: Google is a leader, but if you aren’t getting enough or too much traffic, or if Adwords is too rich for your blood, Bing Ads generates $5 billion monthly searches, 160 million unique searches a 31.3 pct market share. Bing audiences are 25 percent more likely to buy than the average internet user.

• AmazonSponsored Ad: This is a huge platform, the Amazon Seller Platform is an effective way to build keyword generated ad campaigns for your brand if you sell products.

• Facebook: Face is growing and unique with regards to PPC. The obvious is that you get all of the social benefits and interactivity. It’s great for marketing and brand awareness.

• Pinterest: Surprise, surprise. 87 percent bought from content they found on Pinterest.

• Ad Blade: Ad Blade says they have the reach of 200 million users.

And if you just don’t have the time for all of the effort and work that is involved with SEO and SEM, then one solution that may work for you is hiring a digital marketing agency with skills in website design, social media marketing, digital media marketing, and SEO. Digital Marketing Experts Internationalcan show your practice the growth and presence in the internet space that you need.

PPC is a quick and effective way to generate traffic and convert those leads into potential patients for your medical practice.