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PPC Marketing Tips for Healthcare and Medical Professionals

PPC Marketing Tips for Healthcare and Medical Professionals

Are you planning to launch a unique pay-per-click advertising campaign for your medical practice and not sure where to start?

Companies in every industry can benefit from pay-per-click (PPC) advertising and this is particularly true for hospitals. As healthcare businesses need to target potential customers at every stage to survive within the industry, PPC advertising for healthcare is one of the quickest and easiest ways to attract and connect with new patients when they’re actively searching for a healthcare provider. PPC or pay-per-click is a unique internet advertising tool to direct traffic to websites in which an advertiser pays a publisher when the ad is clicked. With constant focus, monitoring and optimization, PPC campaigns ensure that a website is on top of the search results page instead of getting lost among millions of results. When it comes to healthcare (perhaps more than any other industry), people search online to find answers for their health concerns. Relying on medical SEO services from a professional company can help implement an effective strategy to target and attract new clients.

Why Is PPC Advertising Important?

In simple terms, Pay-per-click (PPC) advertising is a marketing tactic where a brand places an online ad for free and pays each time a prospect clicks on it. It can be split into two categories – search advertising and display advertising. In fact, this is a perfect solution for a healthcare marketer planning to strengthen online visibility, drive more traffic to their website, generate quality leads, and increase revenue. Other benefits that PPC offers to healthcare practices include –

  • Makes the practice’s website more visible to potential patients
  • Helps target very specific group of audiences
  • Helps identify topics for content marketing
  • Helps show ads to people who have visited particular pages on a website

As per a recent data compilation by Wordstream, click-through rates in the healthcare industry are 6.7 percent lower than average PPC search campaigns. On the other hand, the cost-per-click on these campaigns is 36 percent higher than the industry average. Overall, this means the medical industry has a cost-per-action that is $126.29, which is 134 percent more than the industry average. Here discussed are some important tips or strategies for healthcare PPC campaigns that help increase the return on investment (ROI) on these campaigns –

  • Set Advertising Goals – Compared to SEO statistics, PPC statistics are easy to measure, making it easier for healthcare marketers to track return on investment and manage budget. PPC marketing can be used to increase website traffic, patient volume and brand awareness, and generate leads. When planning a PPC campaign, it is important to define the goals that the healthcare provider would like to accomplish as it will help assess the effectiveness of campaigns.
  • Know the Type of Audience – One of the important aspects of healthcare PPC marketing is that the ads must be tailored or targeted to specific groups and subgroups for maximum ROI. Make sure to use Google Analytics (GA) to understand what kind of users (whether local/global, younger/older, male /female) get attracted to a specific website. For instance, if you have multiple audience groups, consider launching different PPC ad campaigns for each. Before placing a PPC ad, ask yourself these questions –
    • Who is your target audience?
    • What type of services are they looking for?
    • How do they search for healthcare practices or providers?

    Finding definite answers to these questions will help analyze the target audience’s traits and characteristics, complete with basic demographic information, as well as their considerations, top priorities, and any obstacles that prevent them from choosing a particular healthcare practice or services.

  • Revisit Ad Content – Try to make sure that the ads are relevant to the people searching. Even though this may sound a little intuitive, the biggest killer of CTR is serving an ad that a target audience is not looking for in their search results. For instance, if the target audience groups are searching for physicians and the search content is showing a copy for digital imaging, the majority of people won’t click the ad. Having keyword-loaded copy is important. Just be aware about what kinds of ads are showing for a keyword. Make sure they offer something valuable to the people searching.
  • Pick the Right Keywords –The basic goal of PPC should be to get fresh prospects to discover a healthcare practice online. Identifying the right keywords that are most likely to result in clicks and conversions is an important aspect in this regard. Typically, a well-organized PPC campaign will include a number of different types of keywords with different levels of intent, such as – brand, low-intent, long-tail and competitive keywords. The smart way to find relevant keywords is to use an online tool like Google Keyword Planner. It helps find keywords that have high search volume, relevant to the service that a healthcare practice is trying to promote and that best fits into their budget.
  • Create a Compelling/Responsive Ad Copy – Search engines always tend to show high-quality ads, whose copy is closely related to the search keyword. Creating a compelling and impactful ad copy will increase CTR, which will in turn increase quality score. Quality score is one of the essential metrics a healthcare practice should be focusing on to run more successful campaigns. Responsive display ads (RDAs) – automatically adjust their size and format to fit whatever ad space is available on a page. These can be used through Google Ads, and helps the healthcare center discover the best headline, description, and even image combination. Most importantly, RDAs are instantly suitable for all types of devices – mobiles, tablets, PCs, etc. No matter how the ads are viewed, they will appear in a presentable and visually pleasing form.
  • Enable Ad Extensions – Maximize the amount of additional information being shared with audiences by adding extensions. It increases an ad’s click-through-rate by several percentage points, increases visibility, CTR and ROI. Some common ad extensions include –
    • Callouts – short 25 character descriptions to highlight what is being offered.
    • Sitelinks – include links that populate under your ad to help direct people to the landing pages you select.
    • Structured snippets – this extension highlights the services or the type of products offered.
    • Location – displays your medical business address, contact number and directions to reach you.
    • App – links that direct users to the app store or provide a link to download link of the app.
    • Review – includes online reviews which customers tend to trust

    It is important to test various extensions and analyze which one works best for your healthcare practice. Keep an eye on the users to know what terms they use for several possible results.

    ad extension

  • Focus on Geo-targeting – Also known as location-targeting, this is a paid advertising strategy that is designed to target an audience within a specific geographical area. These strategies can help deliver specific healthcare services to prospective customers based on their geographical location. For instance, if the majority of audiences or customers reside in a specific geographical area, it is important to focus the campaign solely on that specific area rather than wasting the ad budget targeting the entire city. With the right geo targeting strategy in place, healthcare practices can reach the right group of people searching for a service which can improve PPC performance and return on investment.
  • Optimize Landing Pages – Landing pages play a critical role in healthcare digital advertising. For instance, when someone clicks on your ad, they arrive on a landing page and this page must deliver on your ad. If it doesn’t, people will return to the search results, which doesn’t help your healthcare advertising initiative. Analyze your landing pages for different ad campaigns. For instance, if your healthcare practice designs an ad promoting emergency medical care – the landing page need to offer additional information about emergency care, like parking, capabilities, and more.
  • Optimize Ads for Mobile – As per, there are more than 3 billion Smartphone users worldwide. It is estimated that people spent 23 additional minutes per day on their smartphones in 2020 to conduct searches. Setting up PPC Ads for mobile is easier because of the level of intimacy that a Smartphone offers. Optimizing these ads would persuade users to click on the ads – whether on the search networks or display networks.

    ads mobile

  • Take Advantage of Conversion Tracking – Conversion tracking offers a unique platform to gain insight into the type of keywords that drive traffic to the paid ad campaign and prompt people to convert. This report will also provide insight about the negative keywords and help to narrow down the target audience group. Using this feature allows Google to optimize the account with the setting “maximize for conversions,” which will show ads to users who are more likely to convert based on those who have previously done so.
  • Conduct PPC Audits – Getting the most value out of healthcare PPC requires regular PPC audits. A PPC audit involves a complete analysis of the advertising strategy, ad campaigns, and ads. These audits help to evaluate where the PPC ads are succeeding and where they aren’t, how long these ads stay relevant, and whether users are finding the solutions they need on the site via these ads. This analysis can provide information regarding what is engaging and what changes need to be incorporated to better target the ads.
  • Research Competitor Campaigns – Competing health centers can also provide insight into the healthcare advertising strategy. For instance, using tools like SEMrush would enable you to see competitor ads. Checking Facebook’s ad library can help view an organization’s Facebook and Instagram ads.
  • A/B Testing – It is not possible to know and analyze what works best for a healthcare practice without testing. A/B testing for PPC campaigns makes ads more relevant. To test PPC campaign, test the headlines, description, link, keywords, and ad extensions. In addition, testing landing page elements like design, images, CTA, benefits and features is also crucial. Regular A/B testing keeps an eye on CTRs and overall volume but, most importantly focuses on conversions and cost per conversion. However, make sure to test only one element at a time to get proper results as multi elements testing can be convoluted and indeterminate.

Launching and maintaining a healthy PPC campaign for your healthcare practice requires more than a one-time setup. PPC is an on-demand way to strengthen online visibility, increase traffic, and drive profitability. It is also one of the great lead generation strategies for healthcare marketers. However, to get the best results, it is important to follow a strategic approach to set up your health advertising campaigns. An organic SEO company can design the right PPC campaign for healthcare practices to increase website visibility, traffic, and conversions.

How Prepared Are Your Google Ads for The New Year 2020?

How Prepared Are Your Google Ads for The New Year 2020?

To stay competitive, digital marketing for healthcare is vital for all entities in the healthcare business sector. Increasing importance is given for online marketing now because most people go online to find information about healthcare, and having your website show up among the top organic search engine results is vital. Today, every second 2.3 million searches are conducted on Google as it is the king of search engines. Google Ads are listed on the SERPs (search engine results pages), and are an effective way of driving relevant traffic to your website.

Google Ads are paid advertisements that appear at the top position in the search results page of Google with the use of Google AdWordsor ads that appear on other websites through the Display Network and Google’s AdSense program. The sponsored results will have label in green which says “Ad.”The results that appear below the ads are organic search results.

How do Google Ads work?

Marketers turns to Google Ads to advertise their products and this leads to competition in almost all products and services category. So, Google conducts an auction and decides which ads need to be shown. Whenever a Google search is performed, an auction takes place. It helps to decide which ads will appear for a specific search and in which order those ads will show on the page. The ads that win the auction are placed highest among the results and have the highest Ad Rank. Ad Rank refers to a value that determines your ad position among other ads. It is calculated by using your bid amount, the components of Quality Score and the expected impact of extensions and other ad formats. Quality Score is an aggregated estimate of your overall performance in ad auctions that consider the quality of your ads, keywords and landing pages. So, once you have a good quality score, let’s see how you should prepare your Google Ads for 2020, as suggested in a article.

  • Make a list of KPIs: KPIs or Google ads key performance indicators are metrics that help you determine the success rate of Google ads. KPI differs from business to business depending on what they want to gain from Google ads. For example, focus on KPIs like clicks and click through rates if you want to get more traffic, and for content downloading, focus on KPIs like conversion rate, and cost per conversion. So knowing what you want from Google ads, you will know the important KPIs that you need to focus on. Create a saved set of columns that show KPIs that are important to you. When viewing any set of data (campaigns, ad groups, ads, etc.) you’ll see a “columns” button at the top left of the chart. Click on that and select “Modify columns.” Choose your KPIs and other metrics, then save the column and name it.
  • Look for KPIs that are low performing: Conversion rate, click-through rate, cost per action etc are some of the KPIs and it is important to know how these KPIs are performing. If you are finding it difficult to come up with benchmarks to aim for, then take a look at averages for competitors in your industry. The benchmarks may differ based on what you are promoting. After identifying your KPIs, take measures to improve their performance. For example, if your CTR is low then it could be because your ad copy is not resonating with your audience and you need to work on it. Similarly, if your conversion rate is low then you must work on your landing pages.
  • Check your bidding strategy: There are two categories in bidding strategy in Google Ads – manual bidding and automated bidding. Bid strategies are controlled based on campaign level. To switch, click on “Settings” under any campaign. Under “Bidding,” click on “Change bid strategy.” After clicking that you will find a lot of options. An automated bidding strategy is less time-consuming and you’ll need to let Google know what you want to focus on such as conversions, conversion value, clicks, or impression share. After selecting the option, you have to fill out some information on your target or maximum spend based on whichever goal you’re focusing on. This means that you trust the Google algorithm to adjust bids for you based on their performance predictions. Manual bidding on the other hand is somewhat time consuming and here you can decide yourself which ad groups and keywords you’d like to adjust bids on based on your own analysis of their performance. Therefore, this option gives you good control over your bids. In short,the bid strategy you choose to adopt would depend on how much time and effort you are willing to spend on bidding, and the extent of control you wish to have over your bids.
  • Use some negative words: This will help avoid wasted expenditure within your Google Ads account. The search terms that result in your ad being shown keep on changing. So, looking through them, picking out totally extraneous ones and adding those negative keywords are crucial. Consider negative keyword lists for each campaign, as well as a keyword list for your entire account. If you find a topic that is irrelevant to the ads but relevant for your business, commonly shows up you can create a new campaign or ad group for that topic.
  • Add a retargeting audience: Tagging your site with Google tracking Pixel helps to get enough traffic to meet Google’s requirement. It also helps to refresh your Google Ads account by retargeting audience. Retargeting audience helps show your ads to users that have previously visited your website. These audiences are configured at campaign level. Use creative ways to retarget your website visitors to reach users who have already shown interest in your brand, product, or services.
  • Make bid adjustments on devices: The best way to control your bidding is adjustment on devices based on their performance. This is controlled on the campaign or ad group level. Device settings can be adjusted by navigating to a campaign and clicking on “Devices.” Make sure that your column is configured to show your KPI and compare performance data for each device and then increase or decrease your bids.

Google Ads are useful for businesses to help them meet their goals to increase brand awareness and revenue. Healthcare businesses looking to enhance their reputation and brand can utilize a reliable medical SEO service to get their Google Ads ready.

Top Seven Ways to Make Your Google Shopping Campaigns Profitable

Top Seven Ways to Make Your Google Shopping Campaigns Profitable

Ways to Make Your Google Shopping Campaigns Profitable

Healthcare and medical websites are considered among the top beneficiaries of SEO as their success mostly depends on how easily people find them online. Be it a healthcare organization with a product-based site or a hospital or private practice, SEO campaigns have become the panacea for their inbound marketing requirements. Digital marketing in healthcare is indispensable today. According to the latest reports, 90 percent of the total search market has been devoured by Google and its other search properties (including paid ads and other SERP features). As consumers continue to use Google on mobile and desktop for new product discovery and making new shopping decisions, leveraging a sophisticated Google shopping strategy is important for digital retailers in 2019.

Since their launch in 2010, Google shopping Ads has steadily become a powerful tool for any E-commerce business selling products online. When compared to traditional PPC Google text Ads, these ads have consistently evolved and proven to be more effective. In fact, the 2019 Google shopping benchmarks report found that Google shopping ads grew 29 percent YoY versus only 13 percent of paid search. This demand is driven by an increase in ad spend by retail marketers and Ecommerce businesses. As of 2018, Google shopping ads now drive 76.4% of all retail search ad spend, and this search spend generates 85.3% of all clicks.

What Makes Google Shopping Different?

Google Shopping is the closest thing to window shopping on the internet. It is a Pay-Per-Click advertising opportunity that is profitable for sellers as it is for the shoppers themselves. This shopping platform consists of product listing ads that appear at the top center or top right of a Google search results page when someone searches for a product.Through this medium, buyers can easily compare product details as they search and sellers also can promote their products and benefits. Potential buyers can view the make, model and price of a specific product before they even click through. If they do not like the product or think it is too expensive, they can quickly move on to the next “shop window.” The result is – qualified traffic that is more likely to convert.

For instance, when a prospective buyer searches in Google for “fitness tracker watch,” this is what a buyer sees –

What Makes Google Shopping Different

This prime area on the first page is mainly reserved for Google Shopping. The ad contains specific information including the product image, product title, merchant name and price while on the shopping tab users can view the product details, filter results, and compare prices.Google Shopping ads are very effective in showcasing products and attracting high-quality prospects by appearing on the general search results, the images tab, and the shopping tab.

How Do You Run Google Shopping Ads?

In order to run Google Shopping Ads, you need to have two accounts (working together) – Google AdWords and Google Merchant Center. Google Merchant Center includes your data feed – which is a collection of information about your product inventory including title, description, price, image, description and several other data points formatted in a specific way that Google likes. Google uses your data feed to develop product ads and uses the same to identify when to showcase these ads. Google Merchant Center also helps you create rules related to shipping, sales tax and selecting your target country. Google AdWords, on the other hand, is where the actual shopping campaigns become live. This involves creating daily budgets, bids, ad groups and product groups.

However, Google shopping management and optimization have many similarities to good SEO. When compared to traditional text ads, it is not possible to explicitly specify what type of keywords you want your product listing ads to show for. Instead, Google crawls your data feed and find out what queries or keywords your product listing ads are relevant for. Therefore, it is essential to furnish Google with good data that it can strategically put together.

Here are some ways that help improve the overall success of your Google Shopping Campaigns –

  • Optimize your product data – Optimizing your product feed helps improve your rankings in both organic and paid search results.
    • Product title – An important attribute that will impact your ranking, the product title should include the relevant keyword(s), be descriptive, and reflect the language that consumers use in their searches. The key is about being as descriptive as possible while also keeping it simple and direct at the same time.
    • Product description – Description of the product should be information-rich and include relevant SEO keywords with the correct product attributes. Place the key terms within the first 150 characters for capturing the full attention of prospective buyers.
    • Link – This is the landing page – product page URL – to which the ad will redirect users. Make sure it contains accurate information.
    • Product image – Use top quality product images and remove overlays such as logos or watermarks, which could cause Google to reject your ad.

    In addition, include as much product data as possible, such as price, category, availability, unique identifier, condition, and gender/age/color/size.

    Run Google Shopping Ads

  • Fine-tune your bids – Once, your ad gets started for a few weeks, you would have gathered enough data to adjust the bidding strategy and modify your campaigns. Use tools like “Google Ads Filters” to set up custom product segments. You can set up automated rules that optimize for things like more clicks, greater conversions or a target return on an ad. Make sure to save the filters (zero impressions, low CTR, products with conversions) which can be reused to increase efficiency. Once the filters are created, you can adjust the maximum CPC bid more efficiently at a granular level. Bid modifiers can also be set for specific segments (such as, based on device or location).Also, make sure to use negative keywords so that you don’t pay for search terms that get clicks but don’t convert.
  • Create showcase shopping ads – Showcase shopping ads are a great option for introducing your brand to consumers and help them decide which merchant to choose for purchase. More visually focused, this can be a great way to catch the eye of a potential buyer. Appearing at the top of broad, non-branded searches, this feature allows creating ads that include a collection of related products and involve broader search terms – without specifying the product size, color, or brand. It is possible to control the specific products shown in your ads and track conversion in real time.
  • Create Google Shopping Actions – This ad platform provides a faster and simpler way for consumers to purchase products. Instead of driving users to your website, Shopping Actions enables purchasing directly from Google.
  • Participate in Google Shopping programs – To increase the effectiveness of ads, Google offers special programs for advertisers. These programs help attract the attention of shoppers in order to drive high-quality traffic thereby increasing the ROI. Some of these shopping programs include product ratings, merchant promotions and friction less shopping actions.
  • Separate device targeting – As more people now use Smartphones for shopping, it is more likely that a majority of the budget will be allocated to mobile. This could cause the campaign budget to end early and you could lose out on sales not only from mobile users but also from people who use other devices such as desktop and tablets for shopping. The shopping behaviors of people vary based on the devices they use. Create separate campaigns targeting each specific type of device. Set an individual budget, content, and bidding strategy for each campaign based on shopping preferences, and behaviors (specific to each device) in order to maximize ROI.
  • Focus on Audience-based Remarketing (RLSA) Ads – Reports suggest that RLSA is estimated to reduce the average cost-per-acquisition by 53 percent and increase conversion rates by 10 percent. RLSA ads allow you to allocate more of your ad spend on audiences that have shown interest in your brand or products earlier. Remarketing helps you reach shoppers who have already visited your website. You can promote products they have shown interest in so they return and make a purchase. Setting up remarketing ads is quite simple. Simply create audiences in Google Analytics, target your ads, and set your bid modifiers to allocate more funds to these specific segments. Focus on more general segments, such as all visitors, abandon cart, and abandon checkout.

Google Shopping Campaign is an effective advertising platform which you cannot ignore. These campaigns help reach out to targeted group of customers with high purchase intent. Google is constantly adding new innovative features to help advertisers yield better results. Professional medical SEO providers stay updated regarding such new features and they can help online medical stores to successfully meet their digital marketing goals.

How to Optimize Your PPC Campaign to Improve Conversions

How to Optimize Your PPC Campaign to Improve Conversions

Health-related queries are the most searched topics on search engines like Google, Bing, Yahoo and others. Therefore a strong and consistent online presence has become mandatory for medical practices and companies. Healthcare businesses need to target potential customer at every stage, build brand recognition and encourage conversions to survive in this industry and a good PPC campaign could help achieve these objectives. This is because with increasing competition, businesses are finding it difficult to reach out to their target audience through organic methods. Many of them are opting for search engine marketing (SEM) to promote their growth. Competition is an issue here also and brands have to find ways to make their PPC campaigns effective and ensure successful healthcare digital marketing. PPC or pay per click is an internet advertising tool to direct traffic to websites in which an advertiser pays a publisher when the ad is clicked. It requires constant monitoring, optimization, creativity and analysis. The following are some approaches to PPC that can help increase conversions and also improve results:

PPC Campaign
  • Keyword optimization: For any business to increase web traffic, it is important to monitor the performance of relevant keywords. This is applicable for organic results as well as PPC. Google assigns the target keywords a Quality Score (QS) and this along with cost per click determines the “Ad Rank”. The QS is determined by the following factors.
    • Ad relevance
    • Expected click through rate
    • Landing page experience

    Out of the three factors, CTR is the most important factor in determining QS. So to optimize your QS, begin with CTR. It is good to create separate Ad Groups for each of your keywords, which is known as Single Keyword Ad Groups, this helps you to reach specific searchers and not a large group. Optimizing CTR and thereby improving quality score helps to generate more qualified traffic and better conversion rates. Once your CTR is optimized, move on to landing pages. Dynamic text replacement (DTR) is a method that can improve your landing page. DTR lets you tailor the text on your landing pages to match keyword parameters. This helps to improve quality score and also contributes to better conversion rate (CVR).

  • Use of machine learning: Machine learning (ML) and artificial intelligence (AI) assures speedy and high performing marketing. From an AdWords point of view, this signifies automated bid and budget management of your AdWords campaign. A recent study by Marketing Land examined 50,000 campaigns to determine Google AdWords Industry Benchmark and the conversion rate with and without machine learning. The study showed that machine learning helps PPC marketers scale and optimize marketing tasks more efficiently.
  • New ad extensions: Ad extensions come in ad format that shows additional information about your product. It increases an ad’s click-through-rate by several percentage points, increases visibility, CTR and ROI. Ad extensions are available in various formats and choosing the right one will be beneficial for your website.
    • Call out extension: To call with just one click and get additional information about all offers such as limited service, discounted service etc.
    • Location extension: To display your medical business address, contact number and directions to reach you.
    • Site link extension: Provides additional links to other relevant pages
    • App extension: Links that direct users to app store or provide a link to download link of the app.
    • Review extension: Comes from online reviews which online customers tend to trust
    • Structured snippets: Highlights specific elements of your service or products.
      Test various extensions on a small scale to know which one works for you. Keep an eye on the users to know what terms they use for several possible results.
  • Efficient re-marketing: High bounce rates are a reality with AdWords. People who come to your landing page are at different stages of the customer journey. Some of them may be new visitors. Your call to action may not work on them and they may bounce. For instance, you cannot expect a person who has just started educating herself on software solutions to accept a call to action for a demo. To regain any missed opportunities of acquiring a customer, use remarketing to cross sell and down sell bounced visitors. In the above example an eBook that instructs prospective customers how to overcome particular challenges would be an apt down-sell. They will receive directions as regards the options available to them while providing information about how your product facilitates the process. Retargeting helps to capture lead information, and boost the CVR and overall ROI of your campaigns. Following are some tips for remarketing ads to attract lost leads:
    • Different personas and types of customers respond to different forms of media. Split test your re-marketing ads to provide an eBook and webinar and see which one generates more conversions.
    • Dynamic targeting serves specific ads to different audience segments
    • Include well known influencers in your space, this association helps to improve trust.
  • Conduct A/B testing: It is present on any level of PPC campaigns. A/B testing is crucial for PPC campaigns as it makes ads more relevant. To test your PPC campaign, test the headlines, description, link, keywords, and ad extensions. Testing your landing page elements like design, images, CTA, benefits and features is also important. You should regularly use A/B testing to test your bids, keywords and ad groups to increase your conversion rate. Remember to test only one element at a time to get proper results; multi elements testing can be convoluted and indeterminate.
  • Segmentation with in-market users: Using in-market audiences within your display ads you can target users on the basis of consumer behaviour and the content for which they have expressed an interest. According to Google, data such as sites browsed, proximity of visits, relevant ads clicked and conversion rate are used to categorize users by intent.

PPC is an effective strategy to promote your medical website. PPC helps to direct potential patients to your website and increases the profitability of your healthcare business. You can get faster results from PPC but it requires strategic efforts to get optimum results. A professional provider of medical SEO services can provide the right PPC campaign to increase your website visibility, traffic and conversions.

How to Choose Target Keywords for Your Pay-per-Click or AdWords Campaign

How to Choose Target Keywords for Your Pay-per-Click or AdWords Campaign

Healthcare digital marketing has become more complex with medical advertising continuing to evolve. Today, the vast majority of people are using the Internet to get information about healthcare and this is the reason why medical practices, hospitals, medical businesses etc have embraced digital marketing as a means to reach and communicate with their target audience. Businesses must clearly understand their business requirements, marketing objectives and their target audience. Once all these factors are clear, it is easier to attract potential patients or healthcare consumers to your website. To improve ranking and traffic, websites should be search engine optimized and optimizing keywords is one of the most important aspects of organic SEO as well as PPC campaigns. Keyword optimization is a crucial step in digital marketing from content marketing to link building, to PPC (pay per click) campaign.

What Is a PPC Campaign?

PPC campaigns provide an opportunity for businesses to buy instant and relevant traffic. It helps businesses target specific users who interact with Google’s search interface. Google AdWords is an online advertising service that allows you to bid on certain keywords in order for your clickable ads to appear in Google’s search results. You have to pay for these clicks, and therefore before you move forward with Google AdWords, make sure to spend some time to understand how it works. Proper planning, timing and execution are very important.

Google AdWords

Choosing the Right PPC Keywords

Keywords are important because these are the terms you target in search campaigns; displaying ads for keywords can generate clicks that will ultimately generate new customers. Since there are numerous new searches on search engines, advertisers must target keyword variations as well. The keywords and key phrases you choose should be highly specific and relevant to your business. Google appreciates relevance and rewards you. Your keywords should connect directly with your ad copy and website copy. When a user types your keywords into Google, they should be looking for a business just like yours. Consequently, people who click on your ad will already be inclined to buy from you.

Using PPC keyword tool is a great way to prepare a list of PPC keywords for ad campaigns. It helps to quickly find hundreds of keywords that real people are using with additional important data such as search volumes, competition level, and estimated PPC cost for each keyword. Word Stream’s Free Keyword Tool helps to get a list of PPC keywords; and to get more actionable and personalized results you can specify your industry and country. Another option is to connect with your AdWords account to get personalized cost and competition data based on real PPC metrics.

PPC Keywords

A proper PPC campaign includes different types of keywords with various levels of intent such as the following:

  • Commercial keywords: These are the most valuable keywords in PPC and are high intent terms that are generally used by prospects that are likely to buy a product.
  • Brand Keywords: These include the brand name and tend to have very low cost and very high quality and yield excellent results in terms of conversion rate and click-through rate (CTR).
  • Broader, low intent keywords: To expand your reach, it is important to invest in broader PPC keywords that have low intent. This helps to increase brand awareness. You can increase your conversion rate on broad keywords through remarketing strategies.
  • Competitive keywords: Competitive keywords allow to get your brand and offerings in front of people who are searching for your competitors’ products and services.
  • Long-tail keywords: Long-tail keywords are longer, highly specific terms that are low cost and have less keyword competition.

Tips for Planning Your Campaign

  • Keyword research: The first step is to start brainstorming and prepare a list of keywords you think are relevant. Choose keywords that describe what you do and how you do. Run your keyword list into the AdWords Keyword Planner and you will get an expanded list of keywords along with data about how often people search and how many competitors are also targeting those keywords. Carefully review the expanded list and eliminate irrelevant keywords.
  • Keyword pruning: Using the keyword tool, you should be able to prune back certain keywords phrases that are irrelevant or are generating clicks, but not conversions. This report gives you the exact keyword phrase that was searched when your ad was displayed. You can sort by clicks to view the list of keyword phrases that have a history of clicks but no conversions.
  • Develop ad text specific to keywords within an ad group: Each ad group must have at least one ad text that specifies the topic of that ad group. This helps to improve Ad Quality Score – a metrics measured by Google. It will allow the searchers to connect the ad to their search phrase easily. If the ads and landing pages are more relevant to the user, then you are more likely to achieve higher quality scores. High quality score can give you better ad positions at lower costs.

    Ad Text Specific to Keywords

  • Link ads to landing pages that cover the same topic as the keyword in ad group : Sending the people who click on your ads to pages that cover a similar topic as the keywords within each group will help the Quality Score. As ads become more specific, it will be tempting to link ads to the pages you already have. The less related your ads are to your landing pages, the less likely visitors are to convert.
  • Use Exact match targeting: Exact match targeting means your ads will appear only when someone searches for the exact same keyword that you have targeted. This strategy is very helpful for small businesses that are new to AdWords. This is because it gives them better control over their ads and prevents them from wasting money on unnecessary phrases. Once you have all data about how the keywords perform, there might be instances where using a broader match setting will be useful.
  • Use location targeting: If you provide services within a confined geographic area, ensure that your campaigns are set to display ads only to searchers within that area, or else you will end up paying for clicks that are from people in locations where you cannot provide services.

Healthcare SEO Services Could Prove Helpful

AdWords is a highly nuanced marketing platform and it helps to manage your campaign and achieve business success.

  • When choosing keywords, try to think like your targeted customer and this will help decide on the right terms to target.
  • Remember that your keywords and phrases should be closely connected to the wording in your pay-per-click advertisement which in turn should match the keywords and phrases you use on your landing page and website.
  • Try not to use keywords that are too general.
  • Use keyword variations that your targeted audience are likely to use for your services/products. Colloquial usages, synonyms, product names, alternative spellings, singular and plural versions may all be part of these variations.

Mediocre digital marketers fail to structure their online campaigns effectively. It is a known fact that only a streamlined and well-thought out strategy can provide a good result. Keywords are the backbone of PPC, so selecting the right keywords is important. A provider of medical content writing such as a Long Island SEO company can offer the required support to choose target keywords for your PPC or AdWords campaign after analyzing your medical business as well as your competition. They provide strategic PPC campaigns that could ensure great standing for your website in search indexes on Google, Bing and other leading search engines. Finding the right outsourcing partner plays an important role in determining your digital marketing success.

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