Pay Per Click (PPC) advertising for your healthcare agency is most effective when you update…
Digital marketing for your healthcare agency or business will help you to reach your audiences online and achieve your goals. And with the many platforms and tools out there you can get started easily today.
However, there are always challenges to meet. One of the first ones is deciding what advertising and marketing budgets to set. That will depend on many factors including the channels and platforms you use and the goals that you have.
Also, there are challenges around the skills that you’ll need to setup and manage your campaigns.
In this article I try to address this and others and help you to get started effectively. I’ve also included links throughout the article so you can get more in-depth info on how to get started and achieve exceptional results.
And if you have any questions or comments, please contact me at the end of this article.
1. Invest in Google Ads
Google Ads marketing for your healthcare agency allows you to target your audiences online especially when they are searching. And you can create campaigns and text ads that appear when people search on Google and other partner search engines.
And you can also target your audiences with image ads as they browse websites related to your industry. For this you’d need to advertise on the Google Display network and also reach people who have been on your website with Remarketing ads.
2. Review your landing pages
Spend some time looking at the performance of your landing pages to see how they are performing. This is mostly important when you’re running online ads and are spending money to drive visitors to your landing pages. So, you don’t want to waste your budget.
First, check the landing page speed. And use a tool like PageSpeed Insights to see how quickly they load and follow the instructions there to improve them. You will get a report that shows you how they perform on desktop and mobile.
Also, check your metrics in Google Analytics to see how engaged visitors are on your pages. This includes checking the average session duration to see how long they spend on average on each landing page. And check the bounce rate to see the percentage of people that arrive and leave without viewing other pages.
Try to reduce your bounce rates below 50% by optimising the content and navigation and also page speed.
3. Conduct competitor research online
To market your healthcare business or agency to potential audiences, you should carry out research into competitors. This will help you to get started with the best campaigns and create ads that are fully tailored to your audiences and achieve a good ROI.
Use a competitor research tool like the one provided by SERanking. This will show you the keywords and search terms that other healthcare businesses are appearing for. And you can use some of these in your campaigns.
This will also help you to set the right budget for your PPC campaign in Google Ads.
4. Target people who are searching
Google Ads marketing for your healthcare agency should focus mainly on targeting people who are searching. And you can do that with a Search campaign. In fact, it’s often best to run this campaign type only for a while before testing other campaign types.
To setup a Search campaign you should first carry out some keyword research. And you can use the various tools out there but the best to start with is the Keyword Planner tool in your account because it is free.
Use it to carry out some forecasting too, so you can see what you’re likely to spend each month and how many clicks and conversions you’re likely to get.
5. Track your enquiries and leads
To get the best results from your advertising campaigns, you need to have tracking in place to track enquiries and leads. And my recommendation is that you setup goal conversion tracking in Google Analytics to track all your traffic sources including Google Ads. You can setup goals in Admin in Analytics and use one of the templates available.
And you can also import these goals into your Google Ads account for conversion tracking purposes.
6. Hire a PPC consultant
Consider working with a PPC consultant to help setup and manage PPC campaigns for your healthcare agency. They’ll carry out competitor and keyword research so you can see the potential of your campaigns. And they will manage them to achieve a good ROI.
Get in Touch
Want to know more about digital marketing for your healthcare agency? I’m a digital marketing expert and Google Ads specialist and I’d be happy to discuss marketing for your healthcare business. Contact me below to discuss.