Paid search is one of the most effective ways to get your product in front of high-quality leads that are actively searching for a product or service similar to yours. However, healthcare keywords are tricky and can be very expensive if you don’t exactly know what you’re doing.
Here are 5 tips to take into consideration when creating a PPC campaign for healthcare
Use Specific Keywords
Bidding on healthcare-related keywords can be a very slippery slope. For example, if you are doing a broad match for the keyword “healthcare,” you will likely see your ad show up to users searching for everything from ObamaCare to Nyquil. So, it is important to be specific with your keyword selection by using the phrase and exact match options. Healthcare is a very broad industry, and you only want to attract the users that are most relevant to your target audience.
Include a Strong Call-to-Action (CTA) in Your Ad
For every search query, users are bombarded with 10-15 results per page. They have so many choices to click on; you need to entice them to choose your ad over all the others. This is where the strong CTA comes into play. Promoting an ad that simply describes your product may not cut it. You need to use as many characters as possible to explain to the user exactly what action you want them to take. If you have a white paper for them to download, use “Download Now.” If you want them to sign up for a newsletter, use “Sign Up Today.” The user should never be unsure about the action you want them to take when they click on your ad. Use a strong CTA that explains exactly what they should do.
Create a Specific Landing Page
A landing page is one of the most important factors in determining the quality score of an ad. The better the quality score, the higher your ad will rank, and the less it will cost you per click. Creating a landing page for your PPC ad is crucial to pushing the user to the next step in the purchasing process. The landing page should never surprise the user – if your ad states that there is a free download waiting for them, your landing page should have the option to download the material. Simply directing the user to your homepage is not enough – it will actually likely lead them to bounce right back to the search results. Create a landing page that easily navigates the user through the process you want them to take.
Find a Niche
Healthcare keywords can be some of the most expensive on the PPC market. Some large organizations have six-figure monthly budgets and don’t mind paying $30 per click. However, most people don’t have that kind of money, so it’s important for you to know your competitors and the keywords they are bidding on. Don’t get into a keyword dogfight for the 4th ad position when it’s costing you $15 per click. Instead, do some research and find long-tail keywords that don’t have a lot of competition. Use phrase and exact match keywords to find that niche that no one else has discovered yet and ride your cheap cost per click to ad position #1!
Give Something to Get Something
Consumers are smarter than ever now that product information is right at their fingertips. Most people won’t buy a product without testing it first or at least knowing something about it – this is especially true for the healthcare industry. Offer a free trial, or perhaps a demo of your product – inform the consumer as much as possible. Worst case scenario? The user fills out a form and completes the free trial, but doesn’t immediately continue to the next stage in the purchasing process. However, you now have their contact information and can provide them with relevant content in the future, nurturing them throughout the buyer’s journey.
At Pyxl, our expertise in PPC spans the healthcare industry – we’ve worked with many different healthcare clients to promote a variety of services and products. Are you thinking about starting a PPC campaign for your organization? We’d love to help – reach out to us today!
Updated: May 11, 2022