The Benefits of Using Paid Advertising for Doctors
With other small businesses spending thousands of dollars per month on paid advertising, you may be wondering if paid ads can benefit your medical practice. While medical practices offer a unique digital advertising challenge your practice can still greatly benefit from paid ads. As a medical practice with a strong client base, online ads may have you asking if a paid advertisement is worth it?
Advertising is separated into 3 main categories: owned, earned, and paid. While owned and earned may have some initial cost behind them, you are not routinely paying for these marketing efforts. Thus, paid advertising is any advertising efforts you pay for.
When it comes to digital marketing, there are organic and paid results. Organic results are rankings your site earns based on its content, authority, and search engine optimization (SEO). Paid results are rankings and leads paid for on whatever platform you are utilizing.
The most common type of paid advertising is Google Ads, formerly known as AdWords. Other terms you may have heard regarding Google Ads are, pay-per-click (PPC), cost-per-click (CPC), or paid search. These ads show up at the top of a google search results page above organic rankings, when a search query is entered, and are denoted by a boldened, Ad.
Social ads are another large portion of online paid advertising, but we will focus on the benefits of Google Ads for doctors.
There are many benefits to using paid advertising for doctors. Here are some reasons to consider Google Ads for your medical practice:
If you are a new practice or establishing a domain for the first time, your site may not be showing up on the first page of a potential patient’s search results. The likelihood of patients going beyond the first page of search results is not common. Google Ads allows you to bypass the organic rankings and puts you first in line.
Google is a data-driven company that provides extensive information on your ads and the audience interacting with them. Google tracks the patient journey from search query to contact form. Utilizing this form of advertising allows you to have a bird’s eye view of your patient’s decision-making process, allowing you to make educated marketing decisions.
Additionally, PPC ads allow for hyper-specific targeting. Maybe you want to target a certain area code or women in a certain age group. A range of demographic criteria allows you to serve the ads just to the people who are ready to convert and use your services.
Gone are the days of marketing strategies that require a year of planning and another year of implementation. Paid advertising allows for real-time responsive modification whenever you need it. If your priorities change or you aren’t seeing the results you desire, Google Ads are easily modifiable with no written contracts locking you into an advertising campaign that isn’t serving results.
For the duration of your campaign, your Google Ads will be shown, but you are only required to pay when someone uses, or ‘clicks through’ your ad and goes to your website. This concept is embedded in the name, “pay-per-click,” because you are only paying when someone interacts with your ad. This is doubly beneficial because your name is still getting recognition even if your ad is not clicked on.
Google Ads should be viewed as a way to supplement organic results. It’s important to have an in-depth SEO plan to support your website and drive results. But there are times when paid ads can help you reach specific goals and encourage targeted results.
If you’re ready to take the leap into PPC ads, Digital Limelight Media (DLM) can help. DLM has experience running and optimizing paid advertising for medical clients that see results. We see paid advertising as part of a comprehensive search engine optimization plan. If you’re interested in seeing how paid advertising can aid you in attaining the results you desire, schedule a time to chat with us now.