7 Tips to Create a Great Ophthalmology PPC Ad Campaign
An Ophthalmology PPC ad is a fast way to land on the coveted first page of search engine results. What is PPC anyways? In simple terms, pay-per-click or PPC refers to an internet advertising model tasked to drive more traffic to a website. In this model, an advertiser pays a certain fee each time an internet user clicks on the ad. Brands only pay targeted visits to a specific website, app, or landing page.
When executed effectively, a PPC has trivial fees, but each click is more valuable than the amount you pay for. For example, if you spend $2 per click, but the result is a $200 sale, you’ve made a significant profit from that ad placement.
A PPC ad usually appears on top of search engine results, like Google search. When people search for ophthalmologists in your city, your website will appear at the top of the results, regardless of your optimization efforts.
Tip 1: Learn the Benefits of a Successful PPC Campaign
A good PPC campaign can be the key marketing strategy for ophthalmologists that want to widen their reach and attract new patients.
These targeted ads can help you reap several benefits, which include the following:
- Are easily measurable and trackable
- Complement your other marketing efforts
- Generate leads in shorter amounts of time
- Will convert more online users
These ads focus on the audience that is interested in your ophthalmology services. You have a better chance of making these users your future clients because they might need your expertise in the first place.
PPC ads are cost-effective because of their pay-for-play method. You get what you pay for when you invest in this advertising model. Every click can lead to potential business for your practice.
When you invest in PPC ads, you can view high-performance details like impressions, clicks, and conversions. These metrics allow you to optimize your efforts moving forward. They give you an idea of your target audience’s interest so you would know what would catch their attention better. It paints a clear picture of what doesn’t work so you can better use your advertising budget in the future.
Whether heavily invested in search engine optimization or content marketing, ophthalmology PPC ads can boost different strategies.
Tip 2: How to Kickstart Your Own PPC Campaign For Your Practice
So how do you get the ball rolling on your PPC campaign? The road to using PPC advertising to grow your business starts with determining your campaign goals. Each initiative should work towards reaching a specific objective.
For example, your goal should be brand awareness if you’re a new practice with a small client base. Your campaign should work towards attracting more people to your website. This tactic helps turn website visitors into future clients.
If you want more clients to try a particular service, your goal should be to promote that specific service. This way, when people search for a certain point of pain or eye-related concern, their search results will help them find your practice.
Let’s say you want to position yourself as the top ophthalmologist in your town. If you want people to perceive your doctors are local experts, your keywords should highlight how your clinic is the best at what it does in your area.
For PPC campaigns to be effective, they should work towards a particular goal. This helps it easier for your team to measure if your efforts are helping you achieve these goals or not. If you don’t pinpoint what you intend to succeed, you might not get to make the most of your budget. Plus, it will be more challenging to determine if your efforts were practical.
Once you determine your campaign goals, you should identify what budget you’re willing to allocate for PPC ads. What’s great about ophthalmology PPC ads is that they’re very cost-effective. You are in control regarding how much you’re ready to spend, which makes it easier to stay within budget.
Upon determining your PPC advertising budget, you need to get the tools to kickstart your campaign. These include Google Ads, Google Analytics, Microsoft Advertising (formerly Bing Ads), and Amazon Advertising. Fortunately, these tools aren’t challenging to procure. Even small clinics can afford to invest in PPC campaigns.
Tip 3: The Do’s and Don’t of Your Ad Copy
Never underestimate the transformative power of copywriting in PPC ads. A hardworking copy can help you achieve results and get people’s attention. Meanwhile, a poorly written copy might confuse people and render your efforts ineffective. Therefore, it would help if you educated yourself on what separates a well-written ad copy from a bad one.
First, do all the necessary research and hard work to find the right keywords to entice your audience. Since you’ve already identified your campaign objective, it should be easy for you to see what keywords you need for your initiative. It will help if you put yourself in the shoes of your potential patient.
What search terms would you use to find what you need? It will help if you ask your friends or current patients to get an idea of what it’s like for them to search for what they need. Their input can be valuable in placing the correct terms in your campaign. Also, you shouldn’t rush this process, as inspiration might strike you at another time.
Don’t use too much text:
One of the most challenging parts of PPC advertising is its limitation on word count. Unlike blog articles that allow you to explain medical terms as much as you can, you can only play with a limited word count in PPC ads. So your strategy should be to keep the messaging simple and snappy. Using powerful words that sway people can be helpful when you’re tasked to experiment with only a few words.
Do highlight a problem your specific services can resolve:
You shouldn’t hyperfocus on what your services are because potential patients don’t really understand them. They’re interested in how they solve their pain points. First, your copy shouldn’t focus on the benefits of the services instead of highlighting its features. Here are some excellent examples to give you an idea:
- Are you suffering from dry eye? Visit our website and book a dry screening session today.
- If you want perfect vision, refractive surgery can correct your vision problems. See the world perfectly with our experts at XX.
- Finding objects blurry? Schedule an eye exam today.
Don’t only write a single ad copy:
While there’s nothing wrong with developing a powerful ad copy, you shouldn’t stop at one. Instead of relying on a single copy, you should devise different reiterations and try them out. This wordplay effectively determines which copy works best to captivate your target audience. Working with several options is better than betting all your money on a singular copy which may not be as powerful as you initially thought.
Determine your team’s budget or seek a marketing consultation for expert advice and options: Preparation is key to ensuring your PPC campaign is cost-effective. Before you place ads and try to capture more internet users’ attention, you should set a cap on how much you’re willing to spend. Staying within budget is essential for any business. After all, you need money to be able to deliver the services you’re advertising. You shouldn’t pour all your money into PPC ads because people might not believe in you if you don’t have what you promise.
You should seek expert advice if you don’t know what budget is best for your campaign. Digital marketing experts know that businesses like yours operate with limited resources. Their job is to help you maximize what you have to provide your patients with the best services possible.
Tip 4: Use Eye Care Keywords
Keyword research may sound a little foreign if it’s your first attempt at creating a PPC campaign. Finding the right keywords is vital to ensuring your campaign is a success; fortunately, you don’t have to do everything alone. To ensure that your practice uses the right keywords, you should entrust your keyword research efforts with us. We’re here to help you achieve your goals and grow your business amidst increasing online competition.
As ophthalmologists, what kind of keywords should you be mindful of? Here are some examples to give you a clear picture:
- Dry eyes
- Eye exam
- Cataract surgery
- Vision care tips
- Eye doctor near me
- Eye care
- Vision problems
- Eye injury
- Ophthalmologist near me
- Family eye care
- Community eye care
- Ophthalmology clinic
Investing in a PPC tool can be great for finding the best keywords to help you achieve your goals. You don’t have to conduct your keyword research efforts alone. Plenty of platforms such as ahrefs, Moz, Jaaxy, and Google Analytics can help you with keyword research. What’s great about these tools is that their findings are based on data. Therefore, you’re assured that your investment will be in good hands. Moreover, you don’t have to go through many trials and errors to determine the right keywords that can help you achieve what you want.
Tip 5: Create a Stellar Landing Page
The keywords you use in your ophthalmology PPC campaigns get you the right people’s attention. However, a big part of creating a paid ad campaign is making the landing page that users will be taken to.
Your landing page is the bridge to your practice, and you must ensure it helps you achieve your goals. This key element is what turns a single click into a booked appointment. More often than not, these web pages serve as new clients’ introductions to your business. That’s why your landing pages should dress to impress.
Each landing page should be tailored to the desired action in your PPC ad copy. Generally, the landing page should include a form fill and provide more information on your promo to clarify the offer. It should give the users an idea of what they’re getting into.
For a landing page to make a good impression, the copy should be clear and include a graphic that pops up. It would help if you brainstormed with your team on who is your target audience. This would give you a good idea of who you’re communicating with through your ad.
Apart from personalization, ensure that the landing page has an attention-grabbing headline.
Your headline should give people an overview of what they can expect from your services:
- An Eye on the Future
- Great Eye Care Begins With Regular Eye Exams Call Today!
- Give Your Vision the Care it Deserves
- Call Today for an Ophthalmologist Exam
Additionally, have a clear call-to-action so that page visits can lead to future business. Each call-to-action should be appropriate to the headline and intention of that landing page.
The main goal of a PPC landing page is to convert leads into clients, If you’re using a form for your call-to-action, it must be placed near the top of the page so that people won’t miss it.
Plus, don’t forget your practice’s contact information. You may even want to explore featuring the number on the page twice to make it easier for people to get in touch with you. Your web page should have a strong branding presence to help your business stand out from the competition. Strategic logo placement will help your business stay top of mind regarding eye care-related concerns.
For your landing page to make a lasting impression, you can even explore getting creative with graphics that pop. Images or videos that strongly relate to your page content can support the landing page’s purpose. It can also attract people more to your messaging. High-quality photos and videos resonate with your practice’s professionalism.
Tip 6: Closely Monitor Your Results with Google Analytics
One of the best things about ophthalmology PPC ads is their measurability. Google Analytics becomes your best friend when you have a PPC ad campaign. First, Google Analytics can break down various performance metrics that can be used only to improve their next campaign.
Secondly, Google Analytics provides businesses with free tools to analyze relevant data in one place so they can make better decisions in the future. Thirdly, this tool provides complete information to understand your website and landing pages better. It gives businesses valuable insight to make the most of their data and budget.
Exploring this tool gives you an idea of how to navigate it effectively. As a start, you should familiarize yourself with the following key metrics:
- Click-through rate (CTR) – This is the ratio of users who click on a particular link to the total number of users who view a page. This metric can gauge how well your keywords and ads are performing. A high CTR indicates that people find your ads relevant and helpful.
- Conversion rate – This calculation is obtained when you take the number of conversions and divide that number by the total number of interactions tracked during the same period. For example, if your ad campaign received 20 conversions from 500 interactions, your conversion rate would be 4%.
- Cost-per-click (CPC) – This refers to the amount you pay every time someone clicks on your PPC ad.
- Quality score – This metric pertains to Google’s measure of how relevant a keyword is based on data from previous auctions. This number changes throughout the day and varies for every single search. You should take note of your keywords’ QS because it helps you identify where it might be worth improving your ads, landing pages, or keyword selection.
Tip 7: PPC VS SEO – Understanding How They’re Different
Because PPC and SEO affect a practice’s ranking on search engine results, one might get confused between the two. Understanding these marketing tools’ differences is essential in any digital marketing plan.
The main difference between ophthalmology PPC marketing and SEO is that SEO focuses on getting traffic from organic searches. Meanwhile, PPC focuses on getting web traffic from paid search, social, and display.
Search Engine Optimization (SEO)
SEO or search engine optimization refers to optimizing your website to rank higher in a search engine’s organic results. Like PPC campaigns, SEO requires keyword research because it helps businesses get the attention of their target audience.
So one popular SEO tactic is setting up and maintaining a blog page on your website. Blog articles allow businesses to share their expertise and explain their services better. Using the right keywords in your blog can help your web page rank higher on search results.
The goal of SEO is to make your business stand out among the competition. Hence, you should determine your closest competitors and analyze what they’re doing in the virtual space. Studying what other companies are doing allows you to be unique.
Meanwhile, PPC marketing is almost instant to get into the coveted first page of search engine results. PPC campaigns allow you to focus on your target market, and the feedback is equally as fast. SEO efforts take a long time to materialize, and PPC marketing is ideal for time-sensitive campaigns and pages that need a good push.
While PPC marketing gives you faster results, this effort comes at a price. Therefore, the cost can be scaled according to how much you’re willing to spend, this value is worth it in the long run because of the potential business it can bring to your ophthalmology practice.
Pro Tip: Include Both Techniques in Your Digital Marketing Strategy
More importantly, just because PPC marketing can provide faster results doesn’t mean you shouldn’t consider SEO altogether. In other words, remember to use PPC marketing and SEO to boost your businesses in the long run. When executed well, both digital marketing tools have the power to help you achieve your business goals and grow faster.
Neither PPC nor SEO is better than the other. Both digital marketing tools are legitimate sources of web traffic. These tools can work together to boost awareness if you have a new or innovative product or service.
For example, if you’re promoting a one-time offer, it would be best to focus your efforts on PPC marketing because it helps you achieve results within a specific time frame. In short, like peanut butter and jelly, these tools work together harmoniously to boost any business in the online space.
Get Ophthalmology PPC and Beyond
Now that you have a better understanding of the possible impact ophthalmology PPC marketing may have on your practice. You have a clearer idea of how to begin investing in your own solid campaign that can do wonders for your business. Given the gravity and cost implications PPC marketing has on your business, you want to get your money’s worth.
In conclusion, ensure that your PPC campaigns will be in good hands when you entrust your efforts to the experts. We at iMatrix can help you mount strategic PPC campaigns by highlighting what makes your practice unique. We’ll use data to make your business stand out in the digital world. For more information on what other aspects should be included in your strategy call 800.792.8384 or click here.