5 Hospital PPC Campaign Strategies That Really Work Well!

Pay-per-click (PPC) advertising is a significant player in any robust digital marketing campaign, especially those in healthcare. PPC for hospitals quickly matches patients to services. A well-designed PPC strategy increases traffic, appointments, and awareness while following industry standards.

Of course, there are other strategies that increase traffic, but PPC has a distinct advantage. It provides instant results which help hospitals connect with their community. This guide delves deeper into PPC strategies that work for hospitals:

• Keyword research and optimization
• Geo-targeting
• Ad copywriting
• Landing page optimization
• Conversion tracking

There’s a lot to discuss, so get ready to take notes. Let’s go!

If you want to learn how Digital Authority Partners can increase your PPC effectiveness, watch this video!

1. Unlock Patient Traffic with Keyword Research and Optimization

The heart of any successful PPC campaign is a robust keyword strategy. Identifying the right keywords is akin to having a roadmap. Doing this directs your ads to the individuals who are in actual need of your services. 

Here is how hospitals choose the best keywords:

• Understanding user intent. It is crucial to align your keywords with the intent of potential patients. Keywords such as “emergency room near me” or “best orthopedic surgeon in [city]” are examples of high-intent keywords that drive significant traffic to your hospital.
• Using keyword tools. Tools such as Google Keyword Planner are invaluable in identifying relevant keywords and understanding the search volume and competition around them.
• Long-tail keywords. Do not overlook the power of long-tail keywords. Phrases such as “pediatric urgent care open now” are longer but highly specific and significantly improve the chances of your ad being clicked.
• Competitor analysis. Understand what keywords your competitors are ranking for. This can provide insights into overlooked keywords or help refine your keyword strategy.
• Regular optimization. The digital landscape is ever-changing. Regularly reviewing and optimizing your keywords ensures your PPC campaign remains effective and cost-efficient.

The essence of a sound keyword strategy in PPC for hospitals is to ensure that your ads resonate with user intent and lead them right to your door. Employing a mix of generic, long-tail, and localized keywords, alongside regular optimization, lays a solid foundation for your PPC campaign.

2. Expand Local Reach with Precision Geo-Targeting

Geo-targeting is an indispensable tool in a hospital's PPC arsenal. It enables your ads to appear in specific geographic locations. This is particularly useful for hospitals, as individuals often search for nearby healthcare providers. 

Below is a breakdown of how you can harness geo-targeting:

• Localizing ad campaigns. Unlike geofencing, which sets a rigid perimeter, geo-targeting allows more flexibility in reaching potential patients. 
• Adjusting bid strategies. You can increase or decrease your bids based on the user's location. For example, bidding more for keywords in locations closer to your hospital.
• Location extensions. Use location extensions in your ads to provide potential patients with crucial information. These include your hospital's address or distance from their location, making it easier for them to find you.
• Analyzing geo-data. Analyze the data from your campaigns to understand which geographical areas drive the most traffic and conversions. You can leverage this information to refine your geo-targeting strategies.
• Excluding irrelevant areas. Exclude locations irrelevant to your hospital to ensure your ad spend is utilized effectively.

The goal of geotargeting is to reach the right audience at the right time. It is an avenue to connect with local communities and individuals actively seeking healthcare services nearby. 

3. Create Engaging Ad Copy

Engaging ad copy facilitates meaningful conversations with potential patients. It addresses their concerns, showcases your services, and guides them toward action. 

Create ads that resonate by:

• Understanding your audience. Know the concerns and needs of your audience. Tailoring your ad copy to address specific health issues or services boosts its effectiveness. Tailoring your ad campaigns to the local audience using language and offers that resonate with them is vital.
• Highlighting your strengths. Are you renowned for your cardiology department, or is your emergency room well-equipped and staffed? Highlight your strengths and what sets you apart from other healthcare providers.
• Creating a clear call-to-action (CTA). A compelling CTA such as “Book an Appointment Now” or “Get Directions” is crucial. It guides the potential patients on what steps to take next.
• Using accessible language. Keep the language simple and jargon-free. The aim is to communicate clearly with individuals who might not have a medical background.
• Testing and optimizing. Run A/B testing to understand what resonates with your audience. This can be testing different CTAs, headlines, or the overall message.
• Using ad extensions. Use ad extensions to provide additional information. These include contact numbers, site links, or patient reviews, which enrich your ad copy and provide more value to the viewers.

Crafting resonating ad copy requires empathy, clarity, and a strong CTA. Keeping your audience in mind builds trust and ease of access between you and the community seeking your services. 

4. Boost Appointments with a High-Converting Landing Page

Once your ad catches the attention of a potential patient, the next step is to lead them to a high-converting landing page. This is where they take the desired action, whether booking an appointment or finding more information about your services. 

Let us detail how you can optimize your landing pages for better conversions:

• Relevance and consistency. Ensure that the content on the landing page is relevant to the ad copy. Consistency in messaging from the ad to the landing page reassures visitors and keeps them engaged.
• Clear CTAs. Like creating compelling ad copy, landing pages need prominent and clear CTAs. Whether filling out a form or making a call, guide the visitors through their next steps.
• Loading speed. A slow-loading page deters potential patients. Ensure your landing page loads quickly to maintain the user's interest.
• Mobile optimization. Make sure your landing page is mobile-friendly and easy to navigate on smaller screens so customers can find you wherever they are.
• Simple and clutter-free design. A clean, straightforward design with easy-to-read fonts and a simple color scheme enhances the user experience and helps guide them toward the CTA.
• Trust indicators. Include patient testimonials, certifications, or awards to build trust and credibility.
• Use of visuals. Incorporate visuals such as images or videos that help explain your services better and engage visitors.

The objective is to create a seamless journey from the ad click to taking action on your landing page. You lay the groundwork for a high-converting landing page by focusing on the factors above.

5. Maximize ROI Through Conversion Tracking and Optimization

The journey does not end once your ads are live and landing pages are set. Analyzing the performance, tracking conversions, and making data-driven decisions are crucial for the ongoing success of your PPC campaigns. 

Below is an outline for effective analysis:

• Implement conversion tracking. Use tools such as Google Ads conversion tracking or a third-party platform to monitor actions taken on your landing pages, whether this is form submissions, calls, or online appointments.
• Define conversion goals. Clearly define what conversions mean for your campaign– appointment bookings, downloads of health resources, or sign-ups for newsletters.
• Analyze conversion data. Dive into the data to understand your audience's behavior. Which ads are driving the most conversions? What keywords are performing well?
• Optimize campaigns. Use the insights gained from conversion data to optimize your campaigns. This can involve tweaking your ad copy, adjusting bids, or refining your keyword strategy.
• Monitor cost per conversion. Keep an eye on the conversion cost to ensure you achieve a positive ROI on your campaigns. Adjusting your strategies based on this metric can help manage your ad spend efficiently.
• Learn and evolve. The digital landscape is dynamic. Keep learning from your data, stay updated with PPC best practices, and be ready to adapt your strategies as needed.

Meticulous tracking of conversions helps you refine your PPC campaign over time. This continuous process separates a good PPC campaign from a great one. 

Summing Up

Discovering the right PPC strategies helps your hospital stand out online and connect with more patients. Are you ready to take your online ads to the next level? Contact Digital Authority Partners today and create an ad campaign that helps more people find the care they need.