In previous posts we discussed strategies that can help get you near the top of the organic (unpaid) search results.
But organic search may not be getting your practice enough traffic, and, in turn, appointment bookings. Maybe your practice simply needs more appointment bookings. Paid search, also known as pay-per-click (PPC), may be the answer.
“Isn’t paid search a gamble and a potential waste of money,” you ask? No. For many medical practices, paid search is an essential digital marketing tool.
Here are five reasons to start using it:
1) Increases Visibility
The typical search engine results page shows three paid (ad) results above the three maps results and the ten organic (unpaid) results. Studies show that 75% of internet users viewing Google or other search engines don’t look beyond the first page of search engine results. Putting your practice’s website in front of people near the top of the first page is valuable in terms of clicks.
2) Cost Effective
Research shows that 70% to 80% of people ignore paid search results and click on organic search results. But you only pay when people click on your ad. No clicks? No cost to your practice!
3) Narrows Down Audience
Paid ads appear in search results only to the audience you target.
Practices with multiple locations can target individual towns, cities, states, or zip codes. Individual ads can specify the targeted locations exclusively, instead of all business locations. For example: “Cleveland, Ohio, knee replacement surgery.”
Practices can further refine their audiences by targeting for specific gender, age, income, and parental status.
4) Enables Action-Oriented Keywords
Optimizing your landing pages for broad keywords can generate a lot of clicks. But a more targeted keyword of four or more words can bring more clicks and appointment bookings. Why?
Imagine an orthopedic surgeon practice that wants to bring in more patients for surgeries. They have experimented with broad keywords like ‘orthopedic surgery’, which have failed. They concluded that resource-driven keywords like ‘orthopedic surgery’ compete with informational health websites like WebMD and Mayo Clinic.
Now, this orthopedic surgeon practice creates ads with transactional keywords, such as ‘minimally invasive hip replacement surgery.’ They know people clicking on the ad are more likely to book because they are interested in a specific procedure rather than just information.
5) Brings Quick Results
It can take several months to build higher rankings with organic search. By contrast, if you pay enough to be on the first page and create great ads, paid search can bring results quickly.
Ready to use paid search?
Reaching your target audience demands using every effective digital marketing channel, including paid search. At ElevationMD, we create paid ads that bring you more patient bookings.