Target more new patients with AdWords & Pay-Per-Click.

Pay-Per-Click Matters, and it drives revenue.

Macbach believes every practice should develop some level of strategy related to pay-per-click marketing (PPC). PPC is an incredibly valuable tool and marketing avenue for your practice.

Healthcare, in many markets, is oversaturated. Competition for visibility in SERPs is the real estate game every practice plays. Without high rankings and visibility, practices risk lower numbers of new patients, higher per patient cost of acquisition, climbing overheads without production, and ultimately perceived lack of value when selling.

PPC allows for nearly instant visibility moreover PPC provides direct assessment to your return on investment. With so many types of PPC marketing available, if you’re not participating at some level, your competition surely is.

PPC Marketing:

Google AdWords, Google Display Network, Retargeting, Facebook, Twitter, LinkedIn

Google AdWords

The most popular PPC tool today.

Google AdWords is the Goliath (77.43% market share globally) and rightfully so. Google has been perfecting the way humans search since 1998. Most of your patients can’t remember what the Internet even looked like then. Over time, Google has developed AdWords into a platform for visibility across the web.

Google offers four main types of ads:

Search Ads – your ad campaign is setup to run inside of Google’s search pages. When your prospective patients are searching for related terms and information, your ad will appear based on quality score, landing page experience, and auctioned costs.

Display Network – your ad campaign will run inside the websites and apps of Google’s search network partners. You’ll be able to target your prospective patients with text or banner ads while they consume the web across sites like ESPN, Forbes, NY Times, Fox News, People, local publications, and more.

Video Ads – your ad campaign will share your brand story, mission, and patient testimonials through YouTube.

App Ads – your ad campaign promotes your practice on approved apps running through Google’s entire app network.

Retargeting

Touch base with prospective patients after they’ve left your site.

We never want to see a prospective patient leave, but we also understand they are phases that “buyers” go through to make a buying decision. Healthcare isn’t a sales environment, but your patients still approach it much the same way. Perception is that you can’t kick the tires on a doctor like that new car. Patients use the internet as a way to virtually take a test drive.

Knowing this allows retargeting to keep you top of mind while they are making their decision on a new doctor. Based on cookie technology, as your prospective patient visits sites that are part of our ad network, they’ll be served up text and banner ads based on their previous history.

A successful retargeting strategy often gives practices multiple opportunities to convert the same prospective patient.

Facebook Ads

The largest auction for ads on the internet.

Facebook has been a growing player in the PPC market. With their rich content and large user base, using Facebook Ads to stimulate growth in your healthcare practice is becoming a stronger tool for practice marketing. Facebook offers additional behavior controls rarely seen in PPC marketing.

Location – like Google AdWords, you can target by country, state, cities (and radiuses from zip codes) and more.

Demographics – specifically target age and gender to generate leads on treatments, procedures, or common health issues.

Interest groups – control ad placement based on on-Facebook and off-Facebook digital interests.

Connections – determine whether you ad will run for people already connected to your practice for retention and appointment scheduling or amass a new following of users.

Facebook is a powerful social platform, and when used correctly in conjunction with social media marketing strategy, it can generate lets and referrals for healthcare practices.

Twitter & LinkedIn

Growing platforms to meet multiple needs.

Twitter and LinkedIn are growing social platforms within the healthcare industry. Lead generation tools exist within the platforms to grow perception and knowledge of your practice, as well as assisting in staffing and professional needs.

Unlike other forms of PPC engagement, Twitter and LinkedIn incur costs only when the lead generation tools are utilized, which means you’re essentially bidding on access to a target audience.

Common PPC Related Questions

  • In most settings like Google AdWords and Facebook, you only pay when an interested person clicks your ad.

  • Shared hosting is a form of web hosting where multiple hosting customers share a virtual or physical server.

    Customers in the shared environment are partitioned from each other, have no access to any portion of another site or site, and are outside of this explanation – not aware of each other.

    Simply put, shared hosting allows for better customer-to-hardware density making it the most economical way to host a website.

  • Support is available, you can email us at support@macbach.com for any additional questions.

Have a conversation about PPC conversion with Macbach!

Put your practice just a search away from new patients.