What to Know About PPC Marketing in Healthcare

November 23, 2023

Thinking about different ways to boost your business? If so, you’ve likely started considering whether PPC marketing is worth your time and money. 

What Is PPC Marketing?

PPC marketing is short for pay-per-click marketing. It allows you to put an ad on a platform and pay a fee each time a user clicks on your ad. There are different places you can place PPC ads depending on where your audience gathers. When you have a well-designed ad in the right place, you might be shocked at how high your conversion rates can be.

pay per click

Reasons to Consider Doing PPC

If you want to get your business in front of more people, PPC marketing might do the trick. There are several reasons to consider it.

You’re Buried In the Organic Search Results

If you entered keywords for your healthcare business in Google, do you turn up on the first page? If you’re not, and even if you’re buried on page 10 or 20, know that PPC marketing will help you pop up in one of the first placements on the search engine results page. 

You Have a Limited Timeframe

Time-sensitive services or products can benefit from PPC. For example, you might decide in early December to run a holiday special giving people a discount on an initial consultation with you. To get the word out quickly, PPC ads are an effective choice. 

You’re the New Kid On the Block

If the brands and names in your field are well-known, you might feel a little like David up against Goliath. PPC marketing can be your slingshot, allowing you to go up against the bigger names. Once Google learns your site has trusted, worthy content, then you won’t have to rely on PPC as much.  

A Competitor Took Out Ads With Your Name

It sounds shady, but it happens: a competitor can purchase Google Ads that use your name. That way, they will show up first in the search results after someone enters your name. That means a user that’s looking for your site can be stolen away by a competitor! But PPC marketing can allow you to steal them back. 

You’re Playing the Organic Waiting Game

You’re doing all the right things–creating blogs regularly, having a social media presence, and your website is well-written, informative, and forms an emotional connection. Yet you’re not seeing results. It takes time to start popping up in the top of search results, and PPC ads can help bridge that gap until your organic strategy pays off.

Common Types of Paid Ads

There are many types of paid ads you can choose from. There are three that we see most commonly used in healthcare:  

 

  1. Search engine ads. Google and Bing are the biggest search engines, but Google is really the king between the two, with by far the highest search volume.

     

  2. Social ads. Instagram, Facebook, Twitter/X, TikTok–there’s no shortage of places for paid social ads. The one that’s right for you will depend on where your target audience(s) gather!

     

  3. Display ads. This type of ad will appear when a user searches for that product or service. The pay-per-click prices can be lower with this type of ad, but the conversion rates may also be lower.
adwords

What to Know Before Starting Paid Ads

Though paid ads can be a great investment, there are some things to consider before you get started. 

  • 1

    Be Careful With What You Say

    Think of HIPAA privacy laws as well as any state-wide or country-wide restrictions and guidelines. When it comes to ads for healthcare, Google has pretty high standards, like in their YMYL algorithm. Certain words can trigger automatic disapproval, both on Google and in social ads. 

  • 2

    Think Through Your Keywords

    Put yourself in the shoes of your target audience. What would they be searching for that would lead them to seeing your ad and realizing you’re the solution? Those are the keywords you want to be purchasing for your ads. 

  • 3

    Be Easily Reachable Through Your Ad

    You don’t have to list your phone or email on the ad itself, but when a person clicks on it, they should be led to a landing page that has your contact information clearly listed. Though it sounds obvious, many don’t realize how important this step is!

  • 4

    Get to Know Your Target Audiences

    If you’re like most healthcare practices, you have multiple target audiences. For example, an NTP might work with women that have hormonal concerns. But a woman in her 20s who is worried about her hormones isn’t searching for the same keywords as a woman in her 50s who has hormonal concerns. Know each of your groups well enough to understand what keywords each is using.

Need More Help?

If you want to talk more about your marketing strategies or get help with paid ads, we’ll be happy to talk to you, free of charge. Book your complimentary 15-minute discovery call with us today!