Driving traffic to your website
If you have been running a PPC ad campaign and would like to make it more effective or if you would like to learn how to achieve a PPC campaign with excellent ROI, read on. It is a good time to take advantage of PPC, because elective health care is experiencing a post-COVID surge!
With so many people now working remotely, consumers have more freedom to make appointments when they please — and they have additional money and time to afford procedures, because they don’t have to worry about the high price of gas and the time to commute to work. So, you can directly capture their targeted attention by investing in PPC ads.
What Is PPC?
PPC stands for Pay Per Click. Google sells PPC ad space on its search results pages. With each click on your ad, you pay a fee, which is why it is called Pay Per Click. Why would you want to do PPC? Because PPC ads are great for your practice and can provide immediate results! They are a very effective way to drive potential patients to sign up for a consultation or make an appointment over a very short time period, often increasing patient volume within a matter of days.
When a prospective patient uses Google to search for information about cataracts, LASIK, plastic surgery, veneers or other elective procedures, the search results display 3 or 4 related ads at the top of the page and more ads at the bottom. In this way, PPC ads deliver ads directly to those people interested in information about the procedures you would like to perform in your practice.
How to Use Your Budget Wisely
When implementing a strategy, there are a couple of metrics you should focus on to ensure that your PPC ads thrive: Click Through Rate (CTR) and Conversion Rate.
CTR is a ratio showing how often people see your ad and click on it. According to Google, on average, 3% of people who see your ad will click on it.
Conversion rate is how often potential clients complete the call to action you have for the ad (i.e., calling the office, scheduling an appointment, or visiting your website). If your PPC ad campaign is designed well, this percentage should increase over time.
The best way to boost CTR and Conversion is to ensure your campaign targets the correct geographic areas and the proper demographics. For example, we at Ceatus have taken over many campaigns where cataract surgery or facelift ads were incorrectly targeting 18-year-olds or patients who live several hundred miles away from where the practice draws patients. When these two factors are streamlined and optimized, the CTR jumps from the health care industry average of 3.25%, to 6% or higher. Ceatus clients’ PPC Campaigns, on average, significantly exceed the industry average for CTR. When a PPC campaign is run poorly and these factors are not optimized, ROI suffers and you waste your promotional budget.
Not sure where to start with PPC ads? Contact CEATUS and put our unequaled PPC expertise to work! We have years of experience negotiating ad rates with Google. This experience allows us to make sure you get a high-quality score and great ad positioning in Google’s search results.
Hard to Imagine? On average, we double (or more) our clients’ CTR and multiply their conversion rate when we take over the management of their PPC ads — frequently with the same budget (or even less than) they were spending before Ceatus took the reins.