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Why It Pays to Have Pay-Per-Click Advertising for Your Practice

There is a reason that virtually every study shows more and more money shifting away from older advertising sources and towards digital media, it works. Digital media can increase your bottom line, bring more people to your website and do so in a more cost-effective and targeted way than any other form of advertising. This applies to virtually every type of business, including healthcare practices. Indeed, your practice can likely benefit significantly by investing in Pay-Per-Click advertising.

What Is PPC?

Pay-Per-Click advertising is a type of advertising where you only pay a set rate for every time someone clicks on your ad. It is found exclusively on the internet, and most often on search results (like Google) or social media. With PPC, you create the message, target, image, and website to which an ad will link. You will also set the triggers which will cause the ad to be displayed, but again, you don’t get charged every time the ad is seen – only whenever the ad is clicked on. This ensures that you will get the most bang for your buck.

The Benefits

PPC campaigns come with numerous benefits. Depending on the platform which you use, they can get incredibly granular, and you can create an extremely customized message that speaks directly to a set of potential customers. PPC campaigns are a fast way to drive traffic to your website and can get you the leads your healthcare practice needs. 

You can also usually get data almost instantly and see what works and what doesn’t. A/B Testing (which allows you to determine which of two advertising messages perform better) is a breeze, and PPC campaigns are usually pretty easy to set up. Additionally, most professional websites that have PPC platforms have easy to view tutorials, so you can master PPC ads relatively quickly.

Target the Message to Your Audience

One of the most effective components of PPC campaigns is the ability to tailor your ad to the audience. For example, if you launched a PPC campaign on Facebook, you could target your audience based on a slew of demographic information. This includes (but is not limited to) a variety of demographics, location, page likes, other friends and more. As a result, you can create messages which apply exclusively to a set of demographics, thus ensuring that the person who you are targeting sees content which is extremely relevant and targeted to them. Additionally, you can create forms in which potential customers can leave contact information, making it easy to generate leads.

Create Custom Landing Pages

Before launching a Pay-Per-Click advertising campaign, you can create a variety of landing pages on your website. From there, you can create ads that direct people who click on the advertisement to that custom page. That page will give additional information about the specific service you are advertising. For example, if you are advertising services which advertise braces for teenagers, you can create an ad for their parents, and direct them to a specific landing page on your website. 

You would be forgiven for thinking that Pay-Per-Click advertising doesn’t apply to your healthcare practice. But, to be clear, that’s incorrect. PPC ads apply to virtually any business, and they can be invaluable in generating new leads and getting customers into your office. Additionally, if you are worried about making a mistake, start small. You can usually set a very low budget – perhaps for as little as $5 – and get your feet wet in the PPC field. You can then spend more money as you see more results.
With all the new patients coming in, don’t forget to create a smooth registration process with our Online Patient Forms.


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