For many healthcare professionals, online advertising is a new realm. The shrewd ones know they need to stay competitive, and want to learn more. Here are some common questions doctors ask about Google Ads campaigns.
What is the difference between SEO and Google PPC?
Search Engine Optimization (SEO) describes a myriad of coordinated tasks designed to improve organic (unpaid) website ranking on major search engines such as Google, Bing, and Yahoo. They use complex algorithms; logic and rules to provide the most relevant results for a consumer’s online search.
SEO strategy is far-reaching. It encompasses website architecture; on-the-page characteristics such as keyword optimized titles, meta tags, and text; social media representation; backlinks; and much more. SEO is vital in realizing return on investment in a website, and essential to your online reputation. However, it is only one piece of the puzzle of acquiring new patients.
Does a doctor need pay per click advertising services?
Yes. The reasons are many and varied, but among the most compelling is that your competitors are using it. Don’t believe it? Take a few moments to search on some of the services you offer, in commonplace terms. Notice listing preceded by the Ad label, and the graphic ads that appear. They represent pay per click advertising.
Pay per click or PPC advertising boosts visibility and conversions (website visitors who become patients) quicker and more measurably than SEO. It is not a “either or” situation – they work hand in hand.
Why partner with a PPC management company?
Why can’t you do this yourself? You can, but you might want to consider a professional health advertising agency like Done For Me Ads, for the same reason you hire an accountant to handle your taxes. He knows what he is doing, which saves you money in the long term. With expertise and experience, PPC is a powerfully effective tool. A DIY approach can be a waste of money.
Maybe you write robust ad copy. That’s great, but when you throw it out to the internet at random, it gets lost. PPC management connects you with potential prospects at the moment they are looking for the information, products, or services you offer. The process requires the right keywords and ad groups to create effective campaigns. If you aren’t an AdWords specialist, this can take a lot of expensive trial and error, and time.
Done For Me Ads focuses on servicing the healthcare industry. Our in-depth knowledge of the field and aggregated client experience delivers:
- Controlled advertising budget.
- Efficiencies – no need to coordinate strategy among multiple vendors and applications.
- Improved communication and engagement with prospective patients.
- Solidified relationships with loyal patients through ongoing social media contact.
- Reputation management, fostering positive online reviews and minimizing negative commentary.
- Compliance with industry advertising regulations.
- Immediate results.
- Daily growth in new patient counts.
- Increased revenues and profitability.
What are Google AdWords?
AdWords is Google’s proprietary advertising service. Using AdWords allows you to pay to have your website show up on search engine results for various keywords. Other search engines have their own versions, that operate on the same basic concept.
You might think of an AdWords campaign as an auction:
- Choose a keyword that a consumer is likely to use in his or her search.
- Create an advertisement that will appear in search engine results based on the keyword.
- Competitors for your prospective patients will likely be using the same search term. You bid against them, based on how much you are included to pay Google for each click on your ad. Set a budget and pick a ceiling bid amount. The goal is to get the most clicks possible within that budget.
- Google also considers a quality score – how helpful and relevant your ad is to the internet user, based on the search term selected. Previous click through rate (ad-generated visits to your landing page) and other actions factor in. A favorable quality score can help a lower bid gain visibility over a higher-paying rival ad.
- AdWords also offers the alternative option of CPM – cost per impression. You pay Google a predetermined amount for every 1,000 times your ad appears in search results, whether or not a user clicks through.
It takes Google about 0.26 seconds to conduct an AdWords auction, finding all relevant advertisers bidding on a keyword, holding the auction, evaluating bid plus quality score, and creating search results. Done For Me Ads is an international team of certified experts that has the insight and talent to navigate that process. Call 855-345-0593 to get started.