18 Ways To Improve Your PPC Healthcare Ads

18 Ways To Improve Your PPC Healthcare Ads

Pay per click (PPC) ads can be expensive and can quickly eat up your marketing budget. You could be getting clicks, but the quality of traffic is nonexistent, or you can be getting quality traffic but not enough volume. As a result, you are probably looking to improve your PPC healthcare ads.

To improve your healthcare PPC ads you will have to measure and track your results to see if they are meeting your goals. If you are not meeting your goals, then learn why. PPC ads optimization is ongoing and changing process, that your healthcare business will need to adapt to, just like your market.

Overview: 18 Ways To Improve Your PPC Healthcare Ads

To improve your PPC ads for your healthcare businesses, we have developed 18 tips to help improve your results:

  1. Know your goals and strategize
  2. Select the right keywords
  3. Use the correct keyword match
  4. Set a budget
  5. Target your specific audience
  6. Create a dedicated landing page
  7. Use an attention-grabbing headline
  8. Connect and acquire your audience with your description
  9. Use PPC advertisement extensions
  10. Have a user-friendly website
  11. Create multiple ad variations and compare results
  12. Allocate your time and resources to what produces
  13. Limit the time your ads are shown
  14. Research your competition
  15. Add negative keywords
  16. Use a call to action
  17. Display your contact information
  18. Manually bid for keywords

Know Your Goals And Strategize

One of the first steps of creating PPC ads is creating a goal. It is important for you to really think about what you are trying to accomplish. Ultimately, your goals will help dictate the direction and approach of your PPC ads.

Failing to recognize or tailoring your PPC ads to your goals can result in poor results and unnecessary spending. To be successful in your healthcare ads, you need to ensure all your efforts contribute to meeting your defined goals.

To make your goals more achievable and morally acceptable, break them down day to day, week to week, month to month, and so on.

Here are some common goals that businesses hope to accomplish with PPC ads:

  • Enter a new market
  • Growth or expansion
  • Become more competitive
  • Increase market share
  • Increase profit
  • Improve brand awareness
  • Promote goods and services
  • Solicit job openings and vendor opportunities

Once you define your goals, then you will be ready to determine which customers to target and how.

business goals

Select The Right Keywords

One of the most important parts of your healthcare’s PPC ad success is to select the right keywords. Selecting the right keywords can be quite overwhelming and stressful, however it all comes down to knowing your audience.

Research and learn how your audience searches online for your goods and services. You want to consider their intent and the keywords they used in searching for your healthcare business.

To get good insights on selecting the keywords for your business, we recommend you check out your PPC platform’s keyword planner. Keyword planner breaks down each specific keyword by price per bid, volume, and competitiveness.

To simplify your keyword selection, your decision should be made based off supply and demand. Supply is how many competitors are competing for those keywords, demand is how many users are searching for that keyword.

Your job is to look for opportunity in the market to enter. Based off your budget and business goals may dictate how aggressive you want to bid for selected keywords. Which may dictate your overall threshold for competitiveness and keyword bid prices. Nevertheless, it is ideal to target a keyword with high volume of searches and low competition.

However, we know this may not always be the case. Therefore, we recommend you test out keywords. Not every keyword is created equally, some keywords are more important than others. Some keywords are worth the competition, while some are neglected advertisers that should not be.

Selecting the right keyword is not a one and done process, but an ongoing one. Continue to optimize your keyword bid prices, negative keywords, and adapt. Consumer demand and competition are constantly changing and so should you.

JMF Digital Marketing How do I Find the Best Keywords for My Business?

Use The Correct Keyword Match

Keyword match type can greatly influence the results of your PPC healthcare ads. Therefore, you should select the correct keyword match type based off your goals.

Here is a list of the different keyword match types you need to know:

  • Broad
  • Broad modifier
  • Phrase
  • Exact
  • Negative

Each of these keyword match types should be used with careful consideration and strategy.

Brand Awareness Keyword Match Types

If you are looking to create brand awareness for your business, then you should utilize broad and broad modifier keyword terms. These broad keyword match types consider multiple variations and phrases of your selected keywords. Which means your ad will be displayed for anything relevant to your keyword.

For example, if your broad keyword was “Acute care facility,” then your ad may trigger users who search for “Top nursing home companies near me.”

If you are using the broad modifier your keyword must include the required variations. For example, “+blue +scrubs” will trigger your ad for a search of “light blue nursing scrubs.”

Profit And Sales Keyword Match Types

If you are looking to increase sales or maximize your bottom line, then you should consider using phrase and exact keyword match types.

Phrase match types must have the keyword in the search query, however anything before and after can be included in the search query for the ad to be displayed. Furthermore. your ad can also be shown for minor variations. For example, “nursing schools” would trigger an ad for “top nursing schools in Los Angeles.”

Exact keywords are the narrowest form of keywords, it is really constrained by its volume but can bring the most relevant and quality of users. Exact keywords only show for the word you bid for with minor variations such as spelling mistakes.

Negative Keyword

Negative keywords can help you prevent bidding for irrelevant keywords. For example, if you make the color “red” a negative keyword your ads will not be associated with any search query related to “red.” Negative keywords are a great way to limit unnecessary spending and can help build a better user experience.

Set A Budget

One way to improve your PPC ads is to set a budget. Setting limits on how much you spend can help you from spending to much on a given day. In addition, it can help influence which keywords you target and how aggressively.

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Target Your Specific Audience

To make money or to be successful with your healthcare PPC ads, you will need to target your audience. Targeting your audience will require you to learn about your audience and how they search for you. The more specific you are the more relevant your content will be for your audience. Additionally, it will increase your conversions, customer experience, and limit your spending to only quality customers.

To define your audience will you need to break them geographically, demographically (age, gender, income, occupation, etc.), device preference, and interest. Your audience should be someone you want to work with that wants your services and can pay.

The more you breakdown your audience the more specific you will have to be with your ads, keywords, and landing page. Which will make your content more relevant to your desired audience, while discourage others.

Create A Dedicated Landing Page

For your healthcare PPC ads to work successfully you will need a landing page needs to be relevant and valuable to your online users. Basically, your keywords need to be relevant to your ads, and landing page. Ultimately, throughout the entire process you need to stay consistently relevant. They all work together in the process of appealing to and acquiring your audience.

Depending on what pages you have on your website may limit you to which keywords you bid for. You can still bid for any keyword; however, you may experience poor results due to irrelevancy of the landing page.

For your landing page to be fit for PPC ads you will need to include your keywords in headings of your landing page. In addition to the user experience, keyword use, and relevancy.

For example, have you ever clicked on an ad because it grabbed your attention to what you were looking for? Just to find out that it took you to a page that had nothing to do with the Ad headline or description.

If you work on a landing page and get it up to standard PPC platforms will make your ads cheaper and have them rank higher. This is because PPC platforms rank the quality of ads. To help improve your quality score you should test multiple landing pages to see how users interact with the page. Eventually, you will adapt your landing page to become more optimized for your audience.

Ultimately, we recommend you create quality landing pages before pursuing PPC ads for your healthcare business. Be strategic with your approach and know your limitations.

landing page

Use An Attention-Grabbing Headline

If you are having trouble getting users to click on your ads, despite the large number of impressions, then it may be due to a poor attention-grabbing headline.

Your headline should be as relevant to your audience as possible, so they have the best chance to connect with your ad, instead of your competitors. The better your ad the better your quality score and cheaper your clicks will be.

You should include your keyword in your headline as well as another word or phrase that will help connect you with your audience. For example, you can include location in your heading such as “Los Angeles & Orange county.”

Perhaps, you may want to tell your audience your unique selling proposition, how you position yourself in the marketplace. For example, best quality, convenient services, affordable pricey, transparency and communication.

Ultimately, you want your audience to see your ad and say that this is for them, or this is what they are looking for. The headline is the attention grabber, while the description supports and adds value to your ad.

Connect And Acquire Your Audience With Your Description

The description of your ad should include your keyword and brief description of what you are offering the user. Additionally, your description should be a summary of what your landing page will be about. It should be brief, simple, and straight to the point.

The headline and description of your ad will establish an expectation of what content will be on your landing page. The better your description is the better-quality score you will have and the better results you will get.

Use PPC Advertisement Extensions

There are many types of PPC advertisement extensions that you should use to maximize your results for your healthcare business. Extensions help you appeal and acquire your audience. They provide your audience with more relevant a valuable information that your audience is looking for.

We recommend you use:

  • Callout extensions
  • Sitelink extensions
  • Structured snippet extensions
  • Call extension
  • Location extension

The more effort and more you put into making your ads detailed, relevant, and valuable to your audience the better your results will be.

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Have A User-Friendly Website

The quality of your website will impact the results of your healthcare PPC ads. If your website is not up to your users’ standards, it will make you look less credible and trustworthy. Furthermore, a poor user-friendly website creates barriers for your users to accessing your products, services, or content.

For your website to be designed for the user experience it should be accessible, desirable, credible, findable, usable, useful, and valuable.

Provide your website with the most healthcare related features, security, and content to better connect with your audience. Your website speed should be quick, and the structure of your website should be logical. Additionally, you want to ensure all your content is readable, findable, and understandable.

If you are interested in getting your healthcare website ready for PPC ads, then contact JMF Digital Marketing for assistance.

Create Multiple Ad Variations And Compare Results

By creating multiple ad variations and comparing your results can help you improve your quality score and overall results. It can also help you learn what users value and do not value with your landing page. You can add, change, and remove things to find out what works.

Allocate Your Time And Resources To What Produces

Not every keyword or ad is created equally, therefore it is best to strategically allocate your time and resources to maximize your results. For example, you will notice that about 20% of your keywords will account for about 80% of your results. Therefore, you should allocate your budget to what works, and continue to optimize areas of improvement.

Limit The Time Your Ads Are Shown

It is not practical to have your ad on 24/7. You should limit the amount of time your healthcare ads are displayed based off your business hours and peak demand hours. Strategically showing your ads at time will be a better allocation of your budget and more quality leads.

Research Your Competition

You are competing with other healthcare businesses for keywords, ad position, and customers. As a result, you should research your competition to learn ways to improve your website and avoid mistakes. Ultimately, you want to do everything better than your competition.

Measure how detailed, how specific, and how well your competitor’s overall ad experience is. If they are not, they great, then you do not have to bid for the number one spot. The user will eventually work its way down the search results page to your ad where you can acquire them.

Add Negative Keywords

If you are getting a lot of irrelevant clicks to your website, then you’re probably neglecting on adding negative keywords. Negative keywords are words you do not want your ads to be displayed for.

Use A Call To Action

Your whole interaction with your audience digitally is through communication. To maximize your results, you must tell your audience what you want them to next with a call to action.

A call to action is a bold a straight to the point statement on what you want your audience to do. For example, buy now, get a quote, contact us now, learn more, schedule appointment, etc.

A call to action will help you achieve your results by increasing your conversions and click through rate.

Display Your Contact Information

One of the most vital information users look for when interacting with a company is there contact information. Be sure to list your contact information on your website and on your ad. It should be visible, readable, and findable for your audience.

Your contact information consists of your: address, business name, phone number, email, and fax. You may also want to appoint and mention a person of contact if your want to personalize your user’s experience.

Manually Bid For Keywords

Bidding for keywords manually is a lot more efficient than having it done automated. Automated keyword bidding will eat up your budget. As a result, we recommend manual bidding for keywords and adjusting bids based off your desired results.

From our experience, if you bid extremely high, then the PPC platform begins to rank you for more irrelevant searches. However, if you bid too low, then you do not get any traffic. As a result, you want to bid for above the organic search.

Summary: How To Improve Your Healthcare PPC Ads

PPC ads require a lot of work, detail, and continuous improvement. For your healthcare business to strive in marketing your business with PPC ads, you should optimize your ads. In this blog, we listed 18 tips for you to optimize your healthcare ads:

  1. Know your goals and strategize
  2. Select the right keywords
  3. Use the correct keyword match
  4. Set a budget
  5. Target your specific audience
  6. Create a dedicated landing page
  7. Use an attention-grabbing headline
  8. Connect and acquire your audience with your description
  9. Use PPC advertisement extensions
  10. Have a user-friendly website
  11. Create multiple ad variations and compare results
  12. Allocate your time and resources to what produces
  13. Limit the time your ads are shown
  14. Research your competition
  15. Add negative keywords
  16. Use a call to action
  17. Display your contact information
  18. Manually bid for keywords

If you follow these basic PPC ad fundamentals, then you will be on the correct path of dominating your competitors. You will find your business meeting your business goals whether you are trying to achieve brand awareness or increased sales.

If you would like assistance with your PPC ads for your healthcare business, then partner with JMF Digital Marketing today to get started.

Get Started Today With JMF Digital Marketing

If you are interested in digital marketing, then contact us today. We are experienced in helping small businesses meet their business goals through digital marketing. 

JMF Digital Marketing specializes in website design, pay per click advertisement, and, search engine optimization. Learn how we can help you expand your business, increase sales, and get you customers you want to work with.

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