Breakthrough Healthcare Pay Per Click Management In 2021 - Pure Marketing Group Ltd
Cranfield Innovation Centre, Bedfordshire, MK43 0BT
Convert Leads
Into Patients

Drive Patient Volume with
Targeted Healthcare
Pay Per Click Management

Smarter pay-per-click strategies on search engines
that keep your clinic competitive in a
crowded healthcare marketplace

Why You Need Pure Marketing

Building a better brand for your healthcare organisation often involves many different moving parts working together for the same goal. Paid media or pay per click advertising (PPC), is also referred to as search engine marketing (SEM) has a very important role to keep your medical clinic, hospital or healthcare practice relevant and competitive in today’s healthcare marketplace.

What sets search engine marketing apart from other types of advertising available today for healthcare organisations, is that it allows for highly targeted marketing campaigns according to very specifically designed criteria, including the following:

Budget
Geographic Location
Target Specific Demographics
ww
The Message Viewers See
Time Of Day
Search Targeting
Websites Where Ads Appear
Location Where Ads Appear on Results Page

Pay per click PPC campaigns can be adjusted on-demand and the new criteria are ready to go in a matter of minutes, rather than
wasting days or weeks on ineffective advertising methods or those that may be targeting the wrong audience.

Why use Healthcare Pay Per Click Management?

Unlike other advertising methods, SEM or PPC ads offer immediate results. With targeted paid media,
you reach the Patient that requires your healthcare services.

Here’s what healthcare paid advertising can do for your healthcare organisation:

Larger Volume of Website Traffic
Greater Social Media Traffic
Growth of Your Brand Awareness
Increase in Online Patient Enquiries
Increase In Appointment Volumes
Increase Your Target Community
Improvements In Bottom Line Revenue
Patient Relations Improvements

Pure Marketing - Healthcare Pay Per Click Management

Here is How
Healthcare Pay Per Click Management
Achieves These Results

Ad Scheduling
Search Targeting
Retargeting Search Targeting
Demographic Targeting
Geographic Targeting
Device Targeting

Pay Per Click advertising is highly flexible. If your clinic is suddenly overwhelmed with new interest, the campaign can be paused, slowed, or otherwise adjusted with only a few minor adjustments.

Then, when you’re ready to resume the adverts, a few further adjustments will set things in motion once more. Any time your healthcare practice changes its marketing goals, the audience you wish to target, or any other thing that’s related to marketing changes can be made quickly and the campaign can get back in production in a matter of minutes.

How Pure Marketing Can Help Your Clinic

With Pure Marketing’s expertise, you receive fast, effective advertising campaigns through Google AdWords and Bing Ads. We have a strong history of success with both and can give you a definite advantage over your competitors in these areas.

Call us today to see how we can help your clinic generate paid media campaigns that deliver results today and into the future. The ROI of healthcare paid media can be substantial.

Companies and businesses in every industry can benefit from pay-per-click (PPC) advertising, this is especially true when it comes to hospitals, urgent care facilities, speciality clinics, and dental surgeries. If you want more leads and to gain new patients, you should consider adopting healthcare PPC in your digital marketing campaign.

PPC advertising provides you with the opportunity to pay for top-paid positions on search engines like Google, bing and also appearing on relevant partner websites.

Pure Marketing - Healthcare Digital Marketing - Consistency

Our Areas Of Expertise

The face of healthcare has changed forever. Today’s healthcare system is a consumer-based
entity and healthcare providers must shift their mindsets to that of retailers.

The Statistics of
Healthcare Digital Marketing

Are you wondering if Pay Per Click advertising is right for your healthcare business?
Read below to discover some stats indicating the impact of PPC and why it has a place in your digital marketing campaign.

In 2019, companies and businesses spent $106.5 billion on search advertising. The amount is expected to grow to $132 billion by 2022. Although one can say that it’s due to the growth of the digital marketing industry in general, it’s hard to deny that PPC marketing is part of the incline.

Paid search ads have an 11.38% click-through rate (CTR) on Google. CTR is the ratio showing how online users see your ad and end up clicking on it. It’s an important metric to measure the success of an online advertising campaign.

PPC advertising is one of the top three generators of on-page conversions. On-page conversions refer to the percentage of site visitors that go to your website and perform a desired action like leaving contact information, signing up on an email list, or making a purchase. PPC is a solid advertising solution to increase your on-site conversions.

For every £1 spent on PPC ads, healthcare marketers receive a £2 return. That’s essentially a 100% return on investment (ROI). One of the main reasons why PPC has such a high ROI rate is because it’s a highly targeted advertising channel.

In a 2019 survey by Search Engine Land, 63% of respondents said that they have clicked on a paid search ad after a Google query. 75% of the respondents said that paid ads made it easier to find the information they need. A third of the respondents clicked on paid media ads because it directly answers their query.

In 2020, 40% of businesses are looking to increase their PPC budget. This doesn’t only indicate that PPC is an effective marketing tactic for businesses but it’s getting very competitive as well.

63% of keywords with high commercial intent are coming from PPC ads. Although organic traffic is still the number one source of online traffic, PPC ad listings receive a good portion of total clicks as far as high-buying intent keywords are concerned. Even though people have an aversion to ads, it seems that they don’t really mind when they’re late into the purchase cycle – people who have money in hand and ready to make a purchase.

PPC advertising can boost brand awareness by as much as 80%. Every marketer knows how hard it is to rank on the first page of Google. Plus, it can take many months to generate a significant amount of traffic to the site. PPC provides business owners with a quick and advanced opportunity to reach an audience. PPC advertising is a great way to get your name out there sooner.

PPC leads have a 50% higher conversion rate. PPC advertising leads to more traffic which ultimately leads to more sales generation. PPC is widely considered to be a top solution when it comes to attracting new customers and leading them to make a purchase – the PPC conversion rate is actually higher than organic traffic sources.

On average, small to medium-sized healthcare businesses spend a monthly budget of £9000 to £10,000 on their PPC campaigns. This is to give you an idea of just how much people are spending on PPC ads. Of course, you can choose to go lower or higher as it will depend on your needs as a business.

More than 40% of clicks go to the top three ads in the paid search listing. This is why you want to optimize your PPC campaign, to ensure that you actually rank within the top three listings. Numerous factors can affect your rank which is an area where a healthcare PPC agency can help.

97% of customers are using the internet when searching for local businesses. This piece of information tells us how much people rely on the internet when searching for something local. With PPC, you can reach your target audience and put your healthcare business in front of them. A well-placed ad can lead to an appointment and eventually a new patient.

75% of consumers who performed a local search are more likely to visit a physical store or office within 24 hours. Again, this emphasizes the importance of local digital marketing. Before you launch your PPC ads, make sure that your practice’s information is accurate and complete.

In May 2020, Google has a market share of 92.06% which is nothing short of domination. The second place goes to Bing with 2.61% and third place goes to Yahoo with 1.79%. Google’s competitors aren’t even close. With such a dominating market share, it makes sense to focus your PPC campaign on Google.

Although it’s not as popular as the Search Network, the Google Display Network has partnered with over 2 million websites that reach over 90% of the internet. Your ads can appear on websites, mobile applications, and videos. The Display Network is just one of the many ways that you can focus your PPC campaign.

Is Healthcare Pay Per Click Management
an Effective Digital Marketing Solution?

The answer depends on how you plan on using Pay Per Click as a digital marketing solution. If you don’t know what you’re doing, it’s easy to end up with an expensive and ineffective campaign.
However, with proper management, your Pay Per Click campaign can soar to new heights and open your business to benefits like:

Target Your Patients – When you use traditional advertising methods like TV, radio, or print, you’re targeting the general audience. If you’re lucky you may reach one or two people who need the services you provide. Mostly, you’re advertising to people who are not interested in your healthcare services.

Unlike traditional marketing methods, Pay Per Click advertising is highly targeted and allows you to target people based on various patient attributes and search terms. One major reason why healthcare Pay Per Click is so effective is that because paid ads precisely target the potential patients that are actively searching for your healthcare services. Basically, you’re targeting users with a high-commercial intent and are at an important stage of the purchase cycle.

Pure Marketing - Healthcare Pay Per Click - Targeted Marketing

Pure Marketing - Healthcare Pay Per Click - Control Spending

Quick Results – Traffic is the lifeblood of any online business including healthcare organisations. When it comes to traffic, the number one source is still organic traffic – visitors who are coming from organic non-paid sources like search engines. However, optimizing for organic search can take months and results aren’t guaranteed.

On the other hand, a Pay Per Click can provide quick, almost-instantaneous results. To get your campaign going, you only need to perform steps such as setting up your account, setting some parameters and keywords, writing your ad copies, and so on. Then, you can launch your Pay Per Click campaign and if you’re lucky, you may receive a phone call or visit on the same day.

With a live campaign, there’s a chance that your ads will be displayed to potential patients. The ads may appear either on top or at the bottom of the search results page.

Control Over Marketing Spend – When it comes to Pay Per Click, the Health & Medical is fairly competitive with an average Cost Per Click (CPC) of £2.89. As far as competitiveness goes, the healthcare industry is in the middle of the road competitive. Unlike other industries like legal, you can make the most out of your healthcare PPC campaign without spending too much.

Fortunately, a Pay Per Click campaign provides great flexibility in terms of budget spending. You can set your monthly budget but it doesn’t mean that it’ll take a month to spend it all. In fact, it’s possible to spend your budget within the first week. It’s a good thing that you are only charged whenever a patient clicks on your ad and visit your healthcare website.

Ultimately, you have complete control over what you want to spend in PPC – it all comes down to how much you’re willing to spend.

Make Campaign Adjustments in Real-Time – Versatility is one of the strengths of Pay Per Click media advertising. At first, it’s not unheard of for marketers to make mistakes and not get the results that they want. That’s perfectly acceptable since not all Pay Per Click campaigns start flawlessly. In reality, you’ll likely end up fine-tuning and experimenting with PPC parameters to succeed.

Fortunately, PPC allows you to make adjustments in real-time. This versatility not only allows you to quickly make adjustments to correct mistakes but also enables you to capitalise on early signs of success. You can run or disable keywords, increasing your spending, edit your ad copy, and so on.

The ability to make instant real-time is particularly critical for taking action against a runaway spending. If a particular group of keywords isn’t doing so well, you can simply de-list or edit it to get better results.

Healthcare Digital Marketing - Website Update

Pure Marketing - Healthcare Pay Per Click - Content Marketing

Identify Topics for Content Marketing – Pay Per Click provides search query reports that show the keywords people are searching for. This is very valuable information for your clinic because it helps you identify topics that can be used for content marketing.

For example, if your hospital just purchased new equipment that uses cutting-edge technology, you can create and publish a long-form blog that highlights the importance of the health equipment. You can then use your Google Ads account to look for keywords that relate to that particular topic and use them into your long-form content.

Your Pay Per Click campaign is a treasure trove of ideas that will help fuel your content marketing strategy. This is particularly useful if you’re looking for fresh content to publish.If you use keywords wisely, you can get an added boost in website traffic.

Factors to Consider
When Hiring a Healthcare PPC Agency

If you’re new to hiring a Healthcare Pay Per Click agency, here are some tips to help you hire the right PPC advertising partner.

Proven Track Record and Experience

Don’t just look at how long they have been in business. Ideally, you want them to point you client references and reviews. Additionally, here are some questions that you can ask:
1) Does the agency have experience working with the healthcare industry and your specific clinical area?
2) What are the budget types they have managed? Have they managed an organisation with the same budget as yours?
3) What are their client retention rates?
4) Have they worked on local healthcare projects?

With a solid track record and extensive experience, there’s a good chance that you’re dealing with a top-notch PPC company.

Healthcare Digital Marketing - Choosing a Marketing Agency

Healthcare Digital Marketing - Patient Experience

Services and Know-How

You want an agency that can help you with all facets of Pay Per Click. A top-level PPC agency can provide you with services such as:
1) A/B testing of ad elements
2)Analysis of the competition
3) Deep keyword and analysis
4) Refinement of Ad Quality score
5) Bid optimization
6) Image split testing
7) Usage of ad extensions
8) Smart usage of geotargeting
9) Writing conversion-focused ad copy
10) Conversion tracking
11) In-depth reporting
12) Retargeting campaigns

These are just some of the services that you can expect from a healthcare PPC agency like Pure Marketing. Also, make sure that they can explain their strategies for success.

In-Depth and Transparent Reporting

The best thing about Pay Per Click (and other digital marketing methods) is that it’s completely trackable. If you want to know whether or not your campaign is a success, you need to track and measure your results.

When it comes to digital marketing agencies, transparency is non-negotiable. Your PPC agency should be able to provide in-depth reporting. Reports help you and your agency to stay on top of your campaign. This way, you’ll know which of your keyword groups or ad versions are working or not, and proceed accordingly.

The agency should be able to provide campaign analytics, A/B test landing pages, and so on – all of which should be detailed in your reporting.

Customized PPC Strategies

If an agency comes to you and tells you about a surefire strategy to succeed in PPC, you should run the other way. Every business is different, even within the healthcare industry. A speciality clinic may have different marketing needs when compared to a hospital.

Your prospective agency should be able to provide you with a handcrafted campaign that includes all the elements that you prefer. A good agency will formulate a customized Pay Per Click plan that will get you the best ROI.

Healthcare Digital Marketing - Return On Investment

Why partner with Pure
Healthcare Pay Per Click (PPC) Agency

When healthcare providers partner with Pure Marketing Group, they don’t just get proven PPC strategies and fresh creatives,
they get results that matter. Here are some services our clients can expect from us:

Deep Keyword Research and Analysis

Targeting the right keywords is key to SEO success. At Pure, we have a team of PPC experts that will do all the keyword research and analysis for you. We’ll ensure that we’re targeting the right keywords and patients for the best results.

Healthcare Digital Marketing - Website Audit

Healthcare Digital Marketing - Doctors Search Engine Optimisation

Effective Ad Copy

Slight variations in ad copy can make or break your ads. Forget about generic PPC ads. Pure Marketing will help you write ad copies that are engaging, conversion-focused, and highly targeted.

Landing Page Optimisation

Regardless of how good your PPC parameters are, it’s useless against a poor landing page. Pure Marketing will help you create not just a well-designed landing page but highly optimized for PPC as well.

Healthcare Digital Marketing - Website Performance

Healthcare Digital Marketing - Social Media Marketing

Tracking and Analytics

Pure Marketing is all about the data-driven approach. So we’ll track important metrics like average ad positions, Click Through Rate CTR, Cost Per Click CPC, revenue to each paid campaign, and more.

Extensive Reporting

At Pure Marketing, you’re involved in every single step. We use various data tracking tools that will let us know how well your campaign is doing. With our regular reports, you’ll easily stay on top of your PPC campaign.

Dedicated Team of Experts

Perhaps the biggest reason why you should work with Pure Marketing is we have a team of experienced and dedicated PPC experts. We’ll assign a specialist as your account manager that you can reach 24/7.

Healthcare Digital Marketing - Pay Per Click Marketing