If you aren’t investing in pay-per-click advertising, you may be sending potential new patients to a competitor’s waiting room instead.
If you’re not familiar with PPC, it is an online advertising service that doesn’t cost the advertiser an initial fee to place an ad. With PPC, you are only charged when your ad is clicked.
It’s also a great way to gain ad impressions — for free.
When done right (and with the help of an online advertising expert) PPC is a highly effective method to help you bring new patients through your door.
And, since research shows that 77 percent of patients start with a search engine when seeking health information, you can't afford to neglect your medical practice's online presence.
So, how are you spending your marketing budget?
Before you mail out your next glossy flyer or invest money into ineffective, hard-to-track marketing methods, familiarize yourself with these great benefits of paid advertising:
Have you ever added up the cost of those printed flyers you mail out to local consumers? Most people don’t realize the small fortune that goes into buying paper, ink and postage.
And, research shows that 75 percent of people throw these types of flyers in the trash without opening them.
In contrast, 64 percent of users looking to by a product or service click on Google ads. Keep in mind, when you have an active PPC campaign you are paying only when a consumer clicks on the ad. With flyers, though, you’re paying for every single sheet.
When building a PPC campaign, remember you are in the driver’s seat.
You (or an advertising professional) will choose specific keywords or phrases to attach to ads and landing pages.
So, if you are wanting to specifically advertise services such as dental implants, flu shots, eyeglasses, etc., creating a consistent and well-crafted message is the key to running a successful campaign. Just make sure your strategy is clearly targeting the consumers you want to reach.
That brings us to the third benefit of online ads: specific targeting options.
One of the greatest benefits of PPC is having your message placed in front of people who are actively searching for your services.
Because online ads have such extensive targeting options, you'll be able to reach your exact target market. Instead of mailing out flyers to everyone in the neighborhood and hoping someone who is in need of your services receives a flyer, you'll be reaching customers who are actively searching for your services.
This gives you a better chance at success, and it gives your target market the best chance of finding your practice when they need you!
If you have been stuck in a marketing rut, give PPC a try. Even though it might take a few times with trial and error, receiving help from a PPC professional — or with proper training — you will be on your way to successfully advertising with a personalized and proactive approach.
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