Pay per click advertising can either be extremely beneficial or a massive waste of money. The different is always determined by the skill, expertise, and time spent by the medical marketer. Before we get into the details, I wanted to share a quick experience. The last place I worked that did dental & medical digital marketing, couldn’t care less about the quality of the paid marketing. The VP used to joke about how much money clients would waste running these kinds of projects. The only thing they would do for fulfillment is go into AdWords, create a crappy ad, and point the traffic to the homepage. It would take less than 15 min to get a campaign configured. Once this was done, it was never touched again. The agency would skim their 15% off the top each month for “managing” the thing, and that was it.
If this is happening to you, you don’t have to take it anymore. We’re going to teach you how to run PPC campaigns the right way. This will give you the ability to ditch the low quality medical marketing agency, and start doing it yourself. There are a few best practices that are absolutely essential to follow if you want to get a return on your PPC investment.
Before we get into the specifics, you need to know Pay Per Click should never be your only inbound medical marketing tactic. It should be used as a tool that works in conjunction with your content marketing, lead nurturing, SEO, and social media efforts. Once you get organic listings, we recommend completely pulling away from using the search network. However, even when you get top placement in the SERPs, we recommend taking advantage of Google Retargeting. Running these kinds of ads is always done through the Display Network. These tend to cost a lot less than Search, and produce more qualified leads. Let me back up a little bit, let’s look at the difference between the Search & Display Networks.
1. Difference Between Search & Display Network
When you first think of running PPC ads, you’re thinking about the “Search Network”. This is when you type a particular query into Google, and the ads show up at the top or bottom of the listings.
The other way to run paid ads is through the “Display Network” . This is where Google places your advertisement on 3rd party websites that have agreed to be apart of the AdSense Network. You could see the ad on popular sites like YouTube or any other domain that has agreed to Google’s partnership arrangement.
The Search Network is always going to be 10 time more expensive than the Display Network. That’s because the ads get a lot more visibility and clicks. However, running your campaign through search can also produce less qualified traffic that converts at a lower rate.
2. Google Retargeting
Even after your website gets top rankings, we recommend utilizing the remarketing program. When a person visits your website, Google places a cookie on their browser. This is a short piece of code that tells the search engine you have visited a particular domain. Google can then serve ads from websites you’ve visited in the past. These tend to cost a significantly less amount of of money compared to advertising in the Search Network.
When retargeting ads, its important your design is on point. You are going to want to include a very clear value proposition and a call to action. Below you can see a few remarketing ads we just created for our retargeting campaign.
I’m sure you’ve seen a lot of retargeting ads in the past. Think back to the last time you were planning a vacation. Maybe you and your wife were heading to Vegas for come kind of a medical or dental convention. You probably had to go to the airline website to book your travel. After that, you probably looked at a few hotel options. The next day when you were looking in your email or browsing the normal websites you look at each day, you were probably presented with a bunch of targeted ads for Vegas. They were probably centered on buffet options, hotel promotions, and the latest dance clubs. These ads were served to you through the display network using retargeting.
In our example above, the targeted ads were probably pretty effective. I wouldn’t be surprised if you took advantage of one of the promotions, and added it to your vacation. That’s exactly what we recommend you do for your practice. After a user visits your site, you’ll want to present different promos to them to get them to engage with your service.
3. Targeted Landing Pages
One of the most common and detrimental errors people make with their paid advertising is sending users to a page that hasn’t been optimized for the campaign. Most dentists or doctors tend to use the homepage as the landing page for their AdWords, Facebook, or LinkedIn advertising. This is almost always a really bad mistake.
Paid marketing is all about creating a campaign that is uniform from head to toe. It’s very important to have the language within the ad match the content on the destination page. It’s also extremely important to have the same value proposition and call to action.
We highly recommend designing a specific landing page for each of your paid marketing campaigns. Below, you can see a few examples I’ve created. These were used in different lead nurturing projects.
Cosmetic Surgeons – http://www.solutionmedmedia.com/cosmetic-surgeon-landing-page
Physical Therapists – http://www.solutionmedmedia.com/physical-therapist-landing-page
Dermatologists – http://www.solutionmedmedia.com/dermatology-landing-page
You can see each of these pages have custom content that addresses the user. When designing the email blast, I found doctors that fit the niche I was trying to target. When writing the subject line of the email, I was sure to be specific about the user group. I wrote something like “Is Your Cosmetic Surgery Marketing Agency Ripping You Off?” When the user clicked into the email, there was messaging that talked about the cosmetic surgery industry. After the user clicked on the button requesting more info, it took them to the landing page above. Presenting content that is personalized to the user will convert at a much higher rate than a broad, static landing page.
Conclusion: Paid advertising can be a great way to increase your website’s reach. This can be particularly valuable when your website is in it’s infancy. Clicks within the medical & dental space can be extremely costly. If you run broad campaigns without any customization, you will be sure to waste a lot of money! However, if you follow our recommendations on developing a custom landing page, creating high quality retargeting ads, and choosing the right advertising network, you will be one step closer to success.
If you are sick of wasting your money on crappy paid marketing, maybe it’s time to make a change. Solution Med Media has a tailored PPC product that was built with dentists & doctors in mind. If you’d like to learn more about how we can get your paid marketing back on track, be sure to drop us a line. Only with Solution Med will you get guaranteed results with a month to month engagement.