Pay-per-click (PPC) advertising presents a major opportunity for healthcare providers to attract new patients and grow their practices. With careful targeting and optimization, PPC can deliver a strong ROI. Here are some effective strategies for healthcare PPC campaigns:
Target by Specific Services and Specialties
Make sure to focus your PPC keywords and ad copy on the specific services, treatments, and specialties offered by your practice. Targeting specialty terms like “orthopedic surgery” or “dermatology” will resonate much more with potential patients than generic healthcare terms.
Universal Healthcare Terms
While targeting specific niches, also bid on broad healthcare keywords like “find a doctor near me” or “book an appointment.” These high-funnel terms can attract patients who are actively looking for healthcare providers.
Hyperlocal Targeting
Leverage location-based targeting to serve ads to patients searching for doctors in your city or zipcode. This helps you geo-target local searchers who are most likely to visit your practice.
Remarketing
Set up remarketing campaigns to re-engage website visitors through ads across channels. This helps convert abandoning visitors into patients.
Competitor Keyword Targeting
Research keywords frequently used by competitors in PPC ads and landing pages. Bidding on these terms can help you siphon away competitors’ potential patients.
Adjust Bidding by Day/Time
People often search for urgent care or make doctor appointments outside of work hours. Increase bids during evenings, weekends, and holidays to capture those high-intent searches.
Promote Online Booking
Offer ad extensions like call extensions and location extensions to make it easy for prospects to contact your practice. Promote online appointment booking options in ads.
Test Different Audience Targets
Try targeting by demographics like age groups, income levels, life stages (new parents), and household types to see what performs best. Iterate based on results.
With strategic PPC campaigns tailored to their services and patients, healthcare providers can drive volume growth and lower patient acquisition costs. Compelling ad copy and landing pages are key to converting clicks into booked appointments.