Last Updated on
Have you seen the sponsored ads at the top of Google’s search results marked with a yellow label? Or have you noticed the ads that appear on the right side of a search engine results page? Those are not just random ads placed on the homepage. Those ads actually have a name – they are called pay-per-click ads. And, those ads are part of a paid search engine marketing which aims to help businesses achieve their goals.
What is Pay-Per-Click?
When you search for something using a search engine, whether it’s Bing or Google, you experience two types of results. You will see organic results, which is free. Then you will also see ads, also known as paid results. Organic results are determined by a number of factors such as the content, URL chosen, tags, and links. On the other hand, the paid results are those that cost money. PPC is included as part of the paid results.
Pay-Per-Click marketing (sometimes also called pay-per-click advertising) is a method of purchasing targeted advertising space on Internet platforms that takes advantage of organic search terms. It is a way of using search engine advertising to generate clicks to your website, rather than generating traffic organically.
There are many pay-per-click platforms that you can use to place your ads. Some of the prominent ones include Google Ads (formerly known as Google Adwords) and Bing Ads.
How does PPC work?
If you want to improve the effectiveness of your campaigns, understanding how PPC works is critical. So exactly how does pay-per-click work?
Basically, someone will be directed to your website every time that person clicks your ad. You will then pay the search engine a small amount for the ad you placed. That is why it is called “pay-per-click.” And the keyword, target audience, and competition will determine how much you will pay per visitors click.
Sometimes medical practices or other health organizations compete for the same keyword – that can result in a high price for the keyword. There are only limited slots available on Google’s homepage, so organizations engage in somewhat of a competition to claim a spot. This is when the bidding happens. The more you pay for a certain keyword, the more you will likely get the top slot. However, it is important to note that getting the number one spot will not always worth it. It’s possible that you can still have a successful PPC campaign even if you are not at the very top. There is actually a possibility that you will pay a lot less than the top position and still receive relevant clicks.
When your PPC campaign is designed well and well-managed, the fee that you pay will be insignificant. The visitors that are directed to your website will likely be worth more than what you paid for the ad. Think about it this way – imagine closing a sale or a deal worth $500 just by paying $5 for a click. That is already more than what you bargained for!
How can PPC help your practice?
PPC can have a positive impact on your practice by driving valuable traffic to your website. If you are not doing any PPC marketing, then you’re likely losing out on revenue to your competitors. And you might be asking yourself if shelling out some funds for PPC campaigns will be worth it. It is, for four reasons:
- PPC marketing increases awareness and recognition.
The healthcare industry can sometimes be extremely saturated. There are many competitors all vying for the same kind of patients who search for the same treatments, procedures, and medications. That’s why it is hard for medical practices to have their name on top of their patients’ minds when the competition is fierce.
The good thing about PPC is that you can target keywords that are related to your industry, and your ad will appear according to the keyword that was searched. What’s more astounding about this is that it doesn’t matter if your ad was placed above or below your competitors and if your ad was clicked or not. As long as it appears on the homepage, there is already a good chance that your target audience will remember you.
A winning PPC marketing campaign is a great way to make patients in targeted areas aware of your practice’s services. It is an important step in operating and growing a healthy presence online.
- PPC marketing drives quality traffic.
Traffic on search engines is the best traffic because people are actually searching for the problems you can solve. You can drive hundreds and thousands of clicks to your website. Again, the good thing about PPC is that the people who will see your ads are targeted, and you can target a lot of keywords at the same time. You can also target people by their online behavior and their interests. Bottomline, the people who will be directed to your website are actually interested in the services you offer.
- PPC marketing generates leads and converts patients.
One of the primary goals of medical practices, aside from providing quality care, is to capture more patients. And PPC is a highly effective form of marketing for websites doing lead generation. As mentioned above, people who are directed to your website are typically potential patients who are interested on what you offer. As long as you offer great service, patients will flock to your practice.
- PPC marketing increases revenue.
Building a better brand for your medical practice often involves many aspects working together for the same goal, which is to have more patients. PPC marketing provides you with an opportunity to improve your bottomline by just displaying your ads where interested and engaged potential patients are present online. As more potential patients become aware of your medical practice and the services you offer, more people will click your ads and visit your website. This will drive more traffic and generate more leads. The more leads that are generated, the more chances to convert patients. Then, you can likely expect an increase in revenue.
By launching a PPC campaign, you can easily increase your traffic and attract more patients to your website. It also helps boost the name and the brand of your medical practice. If you want to learn more about PPC or if you’re looking for a pay-per-click management company, visit our Website4MD site and schedule a meeting with us today.