Hospitals and other healthcare providers measure their marketing return on investment (ROI) differently from other industries. Hospitals care a lot about how happy their patients are, more than their income, because they know that a happy patient will be a loyal health partner.
Using paid ad marketing like pay-per-click (PPC) ads allows hospitals to bring their offers to people actively looking for their services. PPC helps improve healthcare ROI, and this guide shows you how to leverage it.
Fine Tune Your Location Targeting
One way to improve healthcare PPC revenue is by using location targeting. This, along with search engine optimization (SEO), is crucial, especially for hospitals, because it brings you closer to people in your area of operation. Enable location in your Google Ads account.
Note these techniques for using location targeting.
- Check your account location settings. Choose from the Location options—Presence, Search Interest—or use both.
- Find location-based negative keywords. Terms outside the locations you target can trigger your ads. Enter them as negative keywords on Google Ads.
- Exclude locations that are not part of your campaign. Pick areas you want to target and the ones to exclude. Ensure that these are covered before you launch your ads.
Increase ROI with Ad Extensions
PPC ads have minimal space and may not be noticed because of this. Ad extensions allow you to give more information about your hospital and “extend” the space of an ad.
Using the three best PPC ad extensions for hospitals listed below helps increase engagement, conversions, and ROI.
- Call extension. Show your hospital’s emergency or trunk line number in your ad so your prospects can call you immediately. Remember, anyone calling a hospital emergency number is likely to convert, so take advantage of this extension.
- Sitelink extension. Add up to four links to different sections of your hospital website, like your services, contact page, and customer testimonial page. This helps your customers quickly locate the information that they need.
- Affiliate location extensions. Show your affiliate health clinics, medical centers, and laboratories to help patients find them easily.
Take Advantage of Responsive Ads
Responsive ads change size, format, and appearance automatically depending on the device on which they appear, thus getting you the best results.
To make responsive ads, put your assets, like headlines, descriptions, logos, and images, into Google Ads. The platform shows the best combination of assets for every user. Responsive ads work with any ad space for websites in the Display Network. Follow these strategies to enhance responsive ad use.
- Use the maximum number of headlines and descriptions. The maximum number of allowable headlines is 15, while descriptions are four. Use them all to maximize the number of ad combinations and get better chances for engagement and conversion.
- Look for redundant ads. Some headlines appear similar and test well; however, this creates redundant ads. Avoid this by reviewing ad combinations and pinning similar headlines to specific positions to avoid showing them simultaneously.
- Remove pins. Pinning headlines stops ads them from showing up. Remove as much pins as possible to increase ad combinations.
- Use popular keywords on ad copies. Place popular keywords in your headlines to improve their relevance. Popular terms help engage users and convert them.
Focus on Audience Search Intent
Understanding user intent, according to Digitalauthority.me, is one way to improve hospital PPC ads. If you know what people are looking for when they search, you can use relevant keywords to make ads that are more interesting and relevant.
Discovering the search intent means learning why someone used a keyword to search. For example, someone searching for a healthcare provider in a location could need medical help or be looking for employment opportunities.
Creating ads for different search intents helps improve your targeting, conversion, and, in the long run, your revenue. You need to check search intent on search engine results pages (SERP). Here are some tips for doing it.
- Analyze the top 10 pages in SERP. Type your keyword in the search bar and find out what Google suggests. Check all top ten pages for content and keywords to determine search intent. Identify if they are transactional, commercial, or informational.
- Browse related searches and “People also ask.” These sections give you an idea of what other people use to check out topics close to your keywords.
- Check out different content forms. From SERP, you can also find out what type of content your audience is looking for. For example, “hospital COVID-19 testing” yields links to websites and videos about testing for COVID-19 and its symptoms.
Improve Landing Page Quality
One of the most significant parts of your PPC ads is your landing page, and improving its quality helps dramatically increase ROI. When your audience clicks on your hospital ad about your new imaging department, they expect to arrive at a page that talks more about this department.
Landing pages with poorly developed content, missing or different content from the ad copy, and website technical issues can quickly turn your audience around. Worse, they may turn to your competitors for answers! So optimize your landing page for success.
Improving your landing page should be your priority in PPC ads and even in email marketing. Focus on these tips:
- Improve page loading speeds. Cache your web pages, reduce page redirects, and compress your images.
- Optimize landing pages for mobile. Mobile marketing is growing fast and expected to reach $58 billion by 2030 at over 18% compound annual growth rate. To keep up, increase page load speed, reduce distractions, use strong headlines and optimize call-to-action (CTA).
- Keep messages clear, concise, and consistent. Keep everything consistent for ease of use, from fonts to colors, messaging to navigation; these should be the same across pages.
- Every image should have an alt text. This is important for images that link to different pages of your site. Add an alt attribute with descriptive text to ensure all your readers know your link no matter how they view your web page.
Perform Regular PPC Audits
Regular PPC reviews help you create well-targeted ads because you can quickly identify which ones work and which do not. Change, pause, or stop keywords that are not performing as expected. Note these tips:
- Track conversions correctly. Watch for errors like similar click and conversion counts, unusually high conversion rates, and very low conversion counts. No conversions could mean you forgot to add a conversion tracking code. Prioritize this.
- Check your targeting settings. For every campaign, note your network settings, mobile bid adjustment settings, and target location settings.
Hospitals can use PPC to connect with prospects actively looking for their services. Your PPC efforts can be better if you use strategies like location targeting, responsive ads, ad extensions, and focusing on search intent. Also, if you make your landing pages better, your campaigns will be more relevant and interesting.
All these lead prospects toward conversion and eventually improve revenue. It is time to increase ROI with PPC.