Drive Patient Volume from Google with Targeted Healthcare PPC

Smarter pay-per-click strategies on Google Ads that keep you
competitive in a crowded healthcare marketplace

Healthcare Clients Who Trust Us

Life Stance
Northside Hospital Healthcare Marketing Client
Swedish Covenant Healthcare Marketing Client
Galter Life Center Healthcare Client
DentalWorks Healthcare Marketing Client
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Scale Patient Volume Cost Effectively

Building a better brand for your healthcare organization often involves many different moving parts working together for the same goal. Paid media, also referred to as search engine marketing, has a very important role to keep your medical practice or hospital relevant and competitive in today’s healthcare marketplace.

What sets search engine marketing apart from other types of advertising available today for healthcare organizations, is that it allows for highly targeted marketing campaigns according to very specifically designed criteria, including the following:

  • Budget

  • Geographic Location

  • Target Specific Demographics

  • The Message Viewers See

  • Time Of Day

  • Search Targeting

  • Websites Where Ads Appear

  • Location Where Ads Appear on Results Page

SEM campaigns can be adjusted on demand and the new criteria are ready to go in a matter of minutes, rather than
wasting days or weeks on ineffective advertising methods or those that may be targeting the wrong audience.

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Healthcare Clients Who Trust Us

Smile Doctors Case Study
Vitalskin Tile

Why Paid Advertising?

Unlike other advertising methods, SEM ads offer immediate results. With targeted paid media,
you reach out to exactly who you want to reach out to, when you need to, and how.

Here’s what healthcare paid advertising can do for your healthcare organization:

  • Greater Website Traffic
  • Greater Social Media Traffic
  • Grow Awarenes of Your Brand
  • Increase In Web-Based Inquiries
  • Increase In Appointments
  • Increase Your Target Community
  • Improvements In Service Line Revenue

Here’s How Healthcare Paid Advertising Achieves These Results

Ads Scheduling

Ad Scheduling

Search Targeting

Search Targeting

Retargeting Display Targeting

Retargeting Search Targeting

Demographic Targeting

Demographic Targeting

Geographic targeting

Geographic Targeting

Device Targeting

Device Targeting

Paid advertising is highly flexible. If your practice is suddenly overwhelmed with new interest, the campaign can be paused, slowed, or otherwise adjusted with only a few keystrokes.

Then, when you’re ready to dive back in, a few more keystrokes will set things in motion once more. Any time your medical practice makes changes in goals, the audience you wish to target, or any other thing that’s related to marketing changes can be made quickly and the campaign can get back in production in a matter of minutes.

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How Cardinal Can Help

With Cardinal Digital Marketing’s expertise, you receive fast, effective advertising campaigns through Google AdWords and Bing Ads. We have a strong history of success with both and can give you a definite advantage over your competitors in these areas.

Call us today to see how we can help your practice generate paid media campaigns that deliver results today and into the future. The ROI of healthcare paid media can be substantial.

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Who We Serve

The face of healthcare has changed forever. Today’s healthcare system is a consumer-based
entity, and healthcare providers must shift their mindsets to that of retailers.

Our Medical
Clients Love Us

“Our Google Advertising has generated over 30 leads in the last month and we have converted those into 5 surgeries.”

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Cardinal’s Proprietary Marketing Technology Patient Stream’s Benefits:

Double Patient Volume

Double Your Patient Volume for the Same Spend

Dump the campaigns that don’t generate returns. Our AI based marketing platform automatically optimizes towards the campaigns that are driving high value patients.

Executive Level Reporting

Executive Level Reporting

Give your CMO the reporting she didn’t even know was possible. No longer do you have to report on cost per lead. With Patient Stream, you will now be able to report on Cost Per Patient.

Patient Stream
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CM_State of Healthcare Marketing in 2021 survey_02 580x730

The State of Healthcare Marketing In 2021 Survey Report

To gain a better understanding of the current state of healthcare marketing, we surveyed more than 100 healthcare marketers and executives to learn how they’re navigating the post-pandemic world.

Download the full report to learn their top marketing priorities, challenges, and investments and what you need to do to stay competitive and grow your healthcare organization.

Healthcare PPC

Companies and businesses in every industry can benefit from pay-per-click (PPC) advertising, this is especially true when it comes to hospitals, urgent care facilities, specialty clinics, and dental offices. If you want more leads and gain new patients, you should consider adopting healthcare PPC in your digital marketing campaign.

PPC advertising provides you the opportunity to pay for top paid positions on search engines like Google and appear on relevant partner websites.

PPC marketing delivers instant traffic and provides many ways to compliment your existing SEO campaign. However, it’s easy to spend a huge chunk of your advertising budget in PPC and go nowhere with your campaign. A paid search campaign needs to be properly planned, executed, and optimized.

Cardinal Digital Marketing is a full-service digital marketing agency. One of our main specialties is PPC management. PPC campaigns need constant attention to ensure that you’re getting the most out of your monthly budget. We handle your PPC campaigns and get the results that you want.

Why PPC? The Statistics You Should Know

Are you wondering if PPC advertising is right for your healthcare business? Read below to discover some stats indicating the impact of PPC and why it has a place in your digital marketing campaign.

In 2019, companies and businesses spent $106.5 billion on search advertising. The amount is expected to grow to $132 billion by 2022. Although one can say that it’s due to the growth of the digital marketing industry in general, it’s hard to deny that PPC marketing is part of the incline.

Paid search ads have an 11.38% click-through rate (CTR) on Google. CTR is the ratio showing how online users see your ad and end up clicking on it. It’s an important metric to measure the success of an online advertising campaign.

PPC advertising is one of the top three generators of on-page conversions. On-page conversions refer to the percentage of site visitors that go to your website and perform a desired action like leaving contact information, signing up on an email list, or making a purchase. PPC is a solid advertising solution to increase your on-site conversions.

For every $1 spent on PPC ads, marketers receive a $2 return. That’s essentially a 100% return on investment (ROI). One of the main reasons why PPC has such a high ROI rate is because it’s a highly targeted advertising channel.

In a 2019 survey by Search Engine Land, 63% of respondents said that they have clicked on a paid search ad after a Google query. 75% of the respondents said that paid ads made it easier to find the information they need. A third of the respondents clicked on paid media ads because it directly answers their query.

In 2020, 40% of businesses are looking to increase their PPC budget. This doesn’t only indicate that PPC is an effective marketing tactic for businesses but it’s getting very competitive as well.

63% of keywords with high commercial intent are coming from PPC ads. Although organic traffic is still the number one source of online traffic, PPC ad listings receive a good portion of total clicks as far as high-buying intent keywords are concerned. Even though people have an aversion to ads, it seems that they don’t really mind when they’re late into the purchase cycle – people who have money in hand and ready to make a purchase.

PPC advertising can boost brand awareness by as much as 80%. Every marketer knows how hard it is to rank on the first page of Google. Plus, it can take many months to generate a significant amount of traffic to the site. PPC provides business owners with a quick and advanced opportunity to reach an audience. PPC advertising is a great way to get your name out there sooner.

PPC leads have a 50% higher conversion rate. PPC advertising leads to more traffic which ultimately leads to more sales generation. PPC is widely considered to be a top solution when it comes to attracting new customers and leading them to make a purchase – the PPC conversion rate is actually higher than organic traffic sources.

On average, small to medium-sized businesses spent a monthly budget of $9000 to $10,000 on their PPC campaigns. This is to give you an idea of just how much people are spending on PPC ads. Of course, you can choose to go lower or higher as it will depend on your needs as a business.

More than 40% of clicks go to the top three ads in the paid search listing. This is why you want to optimize your PPC campaign, to ensure that you actually rank within the top three listings. Numerous factors can affect your rank which is an area where a healthcare PPC agency can help.

97% of customers are using the internet when searching for local businesses. This piece of information tells us how much people rely on the internet when searching for something local. With PPC, you can reach your target audience and put your healthcare business in front of them. A well-placed ad can lead to an appointment and eventually a new patient.

75% of consumers who performed a local search are more likely to visit a physical store or office within 24 hours. Again, this emphasizes the importance of local digital marketing. Before you launch your PPC ads, make sure that your practice’s information is accurate and complete.

In May 2020, Google has a market share of 92.06% which is nothing short of domination. The second place goes to Bing with 2.61% and third place goes to Yahoo with 1.79%. Google’s competitors aren’t even close. With such a dominating market share, it makes sense to focus your PPC campaign on Google.

Although it’s not as popular as the Search Network, the Google Display Network has partnered with over 2 million websites that reach over 90% of the internet. Your ads can appear on websites, mobile applications, and videos. The Display Network is just one of the many ways that you can focus your PPC campaign.

Is Healthcare PPC an Effective Digital Marketing Solution?

The answer depends on how you plan on using PPC as a digital marketing solution. If you don’t know what you’re doing, it’s easy to end up with an expensive and ineffective campaign. However, with proper management, your PPC campaign can soar to new heights and open your business to benefits like:

Target the Right Patients

When you use traditional advertising methods like TV, radio, or print, you’re targeting the general audience. If luck is on your side, you’re going to reach one or two persons who need the services you provide. Mostly, you’re advertising to people who are not interested in your healthcare services.

Unlike traditional marketing methods, PPC advertising is highly targeted and allows you to target people based on various patient attributes and search terms. One major reason why PPC is so effective is that because paid ads precisely target the potential patients that are actively searching for your healthcare services. Basically, you’re targeting users with a high-commercial intent and are at an important stage of the purchase cycle.

For instance, if a potential healthcare consumer enters the phrase “urgent care in Nashville” and it’s one of your targeted keywords, your urgent care facility may appear before the user through the paid search results. With the right PPC optimization, your facility may end appear as the top three paid results and get most of the clicks.

Quick Results

Traffic is the lifeblood of any online business including healthcare organizations. When it comes to traffic, the number one source is still organic traffic – visitors who are coming from organic non-paid sources like search engines. However, optimizing for organic search can take months and results aren’t guaranteed.

On the other hand, PPC can provide quick, almost-instantaneous results. To get your campaign going, you only need to perform steps such as setting up your account, setting some parameters and keywords, writing your ad copies, and so on. Then, you can launch your PPC campaign and if you’re lucky, you may receive a phone call or visit on the same day.

With a live campaign, there’s a chance that your ads will be displayed to potential patients. The ads may appear either on top or at the bottom of the search results page.

Have Control Over Your Spending

When it comes to PPC, the Health & Medical is fairly competitive with an average Cost Per Click (CPC) of $2.62. As far as competitiveness goes, the healthcare industry is in the middle of the road competitive. Unlike other industries like legal, you can make the most out of your healthcare PPC campaign without spending too much.

Fortunately, PPC provides great flexibility in terms of budget spending. You can set your monthly budget but it doesn’t mean that it’ll take a month to spend it all. In fact, it’s possible to spend your budget within the first week. It’s a good thing that you are only charged whenever a consumer clicks on your ad and visit your healthcare website.

Ultimately, you have complete control over what you want to spend in PPC – it all comes down to how much you’re willing to spend.

Ability to Make Adjustments in Real-Time

Versatility is one of the strengths of paid media advertising. At first, it’s not unheard of for marketers to make mistakes and not get the results that they want. That’s perfectly acceptable since not all PPC campaigns start flawlessly. In reality, you’ll likely end up fine-tuning and experimenting with PPC parameters to succeed.

Fortunately, PPC allows you to make adjustments on-the-fly. This versatility not only allows you to quickly make adjustments to correct mistakes but also enables you to capitalize on early signs of success. You can run or disable keywords, increasing your spending, edit your ad copy, and so on.

The ability to make changes in real-time is particularly critical for taking action against a runaway spend. If a particular group of keywords isn’t doing so well, you can simply de-list or edit it to get better results.

Identify Topics for Content Marketing

PPC provides search query reports that show the keywords people are searching for. This is very valuable information for your hospital because it helps you identify topics that can be used for content marketing.

For example, if your hospital just purchased new equipment that uses cutting-edge technology, you can create and publish a long-form blog that highlights the importance of the health equipment. You can then use your Google Ads account to look for keywords that relate to that particular topic and use them into your long-form content.

Your PPC campaign is a treasure trove of ideas that will help fuel your content marketing strategy. This is particularly useful if you’re looking for fresh content to publish. Use the keywords wisely to get an added boost in website traffic.

Factors to Consider When Hiring a Healthcare PPC Agency

If you’re new to hiring a PPC agency, here are some tips to help you hire the right PPC advertising partner.

Proven Track Record and Experience

Don’t just look at how long they have been on the business. Ideally, you want them to point you client references and reviews. Additionally, here are some questions that you can ask:
1) Does the agency have experience working with the healthcare industry and your specific practice?
2) What are the budget types they have managed? Have they managed an organization with the same budget as yours?
3) What are their client retention rates?
4) Have they worked on local healthcare projects?

With a solid track record and extensive experience, there’s a good chance that you’re dealing with a top-notch PPC company.

Proven Track Record
Services and Know How

Services and Know-How

You want an agency that can help you with all facets of PPC. A top-level PPC agency can provide you with services such as:
1) A/B testing of ad elements
Analysis of the competition
2) Deep keyword and analysis
3) Refinement of Ad Quality score
4) Bid optimization
5) Image split testing
6) Usage of ad extensions
7) Smart usage of geotargeting
8) Writing conversion-focused ad copy
9) Conversion tracking
10) In-depth reporting
11) Retargeting campaigns

These are just some of the services that you can expect from a healthcare PPC agency like Cardinal. Also, make sure that they can explain their strategies for success.

In-Depth and Transparent Reporting

The best thing about PPC (and other digital marketing methods) is that it’s completely trackable. If you want to know whether or not your campaign is a success, you need to track and measure your results.

When it comes to digital marketing agencies, transparency is non-negotiable. Your PPC agency should be able to provide in-depth reporting. Reports help you and your agency to stay on top of your campaign. This way, you’ll know which of your keyword groups or ad versions are working or not, and proceed accordingly.

The agency should be able to provide campaign analytics, A/B test landing pages, and so on – all of which should be detailed in your weekly/monthly reports.

In Depth Transparent Reporting
Customized Marketing Strategies

Customized PPC Strategies

If an agency comes to you and tells you about a surefire strategy to succeed in PPC, you should run the other way. Every business is different, even within the healthcare industry. A specialty clinic may have different marketing needs when compared to a hospital.

Your prospective agency should be able to provide you with a handcrafted campaign that includes all the elements that you prefer. A good agency will formulate a customized PPC plan that will get you the best ROI.

Why Choose Cardinal as Your Healthcare PPC Agency?

Deep Keyword Research and Analysis:

Targeting the right keywords is key to SEO success. At Cardinal, we have a team of PPC experts that will do all the keyword research and analysis for you. We’ll ensure that we’re targeting the right keywords and patients for the best results.

Effective Ad Copy:

Slight variations in ad copy can make or break your ads. Forget about generic PPC ads. Cardinal will help you write ad copies that are engaging, conversion-focused, and highly targeted.

Landing Page Optimization:

Regardless of how good your PPC parameters are, it’s useless against a poor landing page. Cardinal will help you create not just a well-designed landing page but highly optimized for PPC as well.

Tracking and Analytics:

Cardinal is all about the data-driven approach. So we’ll track important metrics like average ad positions, CTR, CPC, revenue to each paid campaign, and more.

Extensive Reporting:

At Cardinal, you’re involved in every single step. We use various data tracking tools that will let us know how well your campaign is doing. With our regular reports, you’ll easily stay on top of your PPC campaign.

Dedicated Team of Experts:

Perhaps the biggest reason why you should work with Cardinal is we have a team of experienced and dedicated PPC experts. We’ll assign a specialist as your account manager that you can reach 24/7.

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