Nearly 65% of people click on sponsored ads when searching for a service or product online. But you may be wondering, what do successful PPC campaigns entail, exactly?
What is PPC?
PPC is a mode of internet advertising in which you bid on certain keywords that relate to your area of business. When an online user types in a search query relating to your keywords, you have an opportunity for your paid ad to show in the results. You only pay when someone clicks on your ad and everything is regulated via the daily or monthly budget you set.
So how do you create a pay-per-click advertising campaign that attracts your ideal patients?
Don’t forget about negative keywords.
First, you will want to take a look at negative keywords. While that may sound intense, it simply means the words you don’t want to come up during searches, such as “free” or “cheap.” You will also want to update your keyword list by researching which keywords you can include that will give you the highest click-through rate. The click-through-rate is essentially a ratio of users who actually click on your links versus the total people who view your page. The higher the click-through-rate, the better probability someone who sees your ad will convert into a paying patient.
Solidify a PPC budget strategy
Finally, you should tweak your budget strategy. Think about possibly bidding higher for exact matches on keyword searches, and decreasing bids for things that are a little bit broader. From there, you can adjust between those two extremes as needed.
Create compelling messaging
When it comes to your ad itself, obviously it needs to have a compelling message. Focus on the benefits your