Are you using pay-per-click (PPC) advertising on Google to find new patients for your medical practice? If not, you could be missing out on one of most powerful and cost-effective tools at your disposal.
Although many physicians and medical office managers focus on web design, online scheduling, and other related features to manage a practice, paid search ads can be used to attract new appointments and revenue. In today’s post, we want to outline a handful of tips you can follow to make the most of Google ads when boosting your bottom line…
Choose a Narrow Set of Search Terms
Healthcare is a broad topic and attracts a lot of search engine traffic. However, most people searching for information about symptoms or providers aren’t going to be a great fit for your practice. That’s why intensive keyword research is important to determining searcher intent. You want to build a strategy that focuses on men and women who are likely to match your expertise and be ready to take action.
Optimize Your Account Settings
Although many medical marketers don’t realize it, putting together good advertisements is only the first step in the process. The second is to ensure your account settings are updated and correct. That means mirroring your campaigns by geographic area, device type, and even potentially certain times of the day. That way you can be sure your ads are being shown to potential patients and not just anyone who happens to be on the internet at a given moment.
Design Landing Pages to Secure Appointments
The best you can do with your ads and account settings is ensure a steady flow of traffic to your medical practice website. After that, your landing pages need to convince searchers to read more, download a guide, or even make an appointment. For that reason, it’s crucial that your content (both visual and written) persuade the people who find your pages to take the next step. Otherwise, the time and money you spent attracting them to your website will have been wasted.
Refine Your PPC Approach As You Go
A PPC campaign is never really finished, particularly when you first launch it. If you want to maximize your profitability and keep patients coming through your front door you have to make adjustments as you go. That means tweaking your bids, trying out new keyword combinations, and even experimenting with different landing page messages. Your ongoing goal with every change should always be to get the highest number of appointments (not visits) for the lowest possible cost.
Want Help Diagnosing Your Online Marketing Struggles?
If your medical practice succeeds in the office but is falling behind on the web, this is your chance to turn things around. At Biondo Creative, we have established a reputation as one of Philadelphia’s best web design and online marketing teams because we don’t just identify problems but prescribe smart, cost-effective solutions. Contact us today to see how we can help take your medical practice to the next level!