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.

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.

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.

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.

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.