In this blog, we’ll discuss 5 effective strategies for healthcare PPC advertisers to improve lead quality. These strategies will help you attract and convert high-quality leads that are more likely to become paying customers. By following these tips, you can optimize your healthcare PPC campaigns for success and drive better ROI.

Introduction

In today’s healthcare industry, PPC ads have become an essential part of the lead generation process. With the right strategies, healthcare providers can attract high-quality leads to their websites and ultimately, convert them into loyal patients. However, generating leads through PPC ads is not easy, and it requires specific techniques to improve the quality of the leads. In this blog, we will discuss five effective strategies to improve lead quality for healthcare PPC ads.

Latest Stats and Updates

Before we head to the 5 strategies, here are some latest stats and updates. In the current digital age, healthcare providers are increasingly using PPC advertising to reach out to their target audience. As per recent updates, the global healthcare advertising market is expected to grow at a CAGR of 9.7% from 2021 to 2028. To achieve maximum returns on investment, healthcare providers must focus on improving lead quality for their PPC ads.

Here are some statistics and updates to keep in mind when implementing strategies for healthcare PPC ad campaigns:

• Around 92% of all clicks in the healthcare sector come from the first page of search results, making it crucial to focus on improving ad positioning through effective PPC ad campaigns.

• 89% of consumers turn to search engines for healthcare information, and more than 70% of them are more likely to click on PPC ads that directly answer their search query.

• 70% of them are more likely to click on PPC ads that directly answer their search query.

• 61% of mobile users are more likely to contact a local business if their website is mobile-friendly, making it important to ensure that your landing pages are optimized for mobile devices.

• In the healthcare sector, the average cost per click for PPC ads is $3.17, making it critical to have an effective PPC strategy that targets the right audience and maximizes ROI.

• A study found that healthcare providers that used call tracking in their PPC ads experienced a 40% increase in conversions compared to those that did not.

Lead quality for healthcare PPC ads: 5 strategies

Account Structure: Choose the Right One

In the healthcare industry, PPC advertising has become a popular method for generating leads and increasing website traffic. However, ensuring the quality of these leads is crucial for the success of the campaign. According to a study by WordStream, the average conversion rate for healthcare PPC ads is 3.78%, with the cost per click (CPC) averaging $3.17. In light of these numbers, it is essential to choose the right account structure to optimize the campaign’s performance and generate higher-quality leads.

Here are some strategies to improve lead quality for PPC ads by choosing the right account structure:

• Use a single account for all campaigns and ad groups: This strategy ensures that your budget is spent efficiently, and your ad performance is consistent across all campaigns.

• Create campaigns and ad groups based on the services you offer: Grouping your ads based on the services you provide allows you to target specific audiences and tailor your messaging to their needs.

• Use specific keywords to target your ideal audience: By using keywords that are relevant to your services and the problems your target audience is trying to solve, you can attract high-quality leads to your website.

• Monitor and adjust your campaigns regularly to ensure they are performing well: Regular monitoring of your campaign’s performance allows you to identify areas of improvement and adjust your strategy to optimize lead quality.

By choosing the right account structure, you can improve the quality of leads generated from your healthcare PPC campaign and increase your chances of converting those leads into paying customers.

Emphasize quality conversions

In the healthcare industry, PPC advertising has become increasingly popular, with companies spending an estimated $2.84 billion on healthcare-related PPC ads in 2021 alone. However, despite the significant investment, many healthcare organizations struggle to convert PPC leads into paying patients. According to recent studies, the average conversion rate for PPC ads is only 2.7%. This indicates that there is significant room for improvement in terms of lead quality.

To improve lead quality, it’s essential to focus on the quality of your conversions. Here are some relevant and up-to-date strategies to consider:

• Make sure your website is optimized for mobile devices: With over 80% of internet users accessing the web via mobile devices, having a mobile-friendly website is crucial. A mobile-optimized website improves the user experience, reduces bounce rates, and increases the likelihood of converting visitors into patients.

• Use clear and concise language: Clear and concise language on your landing pages makes it easier for potential patients to understand the benefits of your services. Use simple language that is easy to read and understand, and make sure to highlight the value of your services.

• Ensure your website is easy to navigate: A well-organized website with easy navigation makes it easy for potential patients to find what they are looking for. Use a logical site structure, intuitive navigation menus, and clear calls to action to guide visitors to take the desired action.

• Use strong calls to action: Calls to action (CTAs) are essential for converting visitors into leads. Use strong, action-oriented language to encourage visitors to take the desired action, such as booking an appointment or filling out a contact form.

• Test and optimize: Continuous testing and optimization of your website and landing pages can help you identify areas for improvement and make data-driven decisions to improve lead quality. Use A/B testing to compare different landing page elements, such as headlines, CTAs, and imagery, and optimize based on the results.

By focusing on the quality of your conversions, you can improve lead quality and ultimately drive more revenue for your healthcare organization.

Optimize Your Bidding Strategy

According to recent statistics, the healthcare industry spends an average of $2.84 on Google AdWords per click, which is higher than the average for all industries. In addition, the average conversion rate for PPC ads is 3.29%, which is lower than the average for all industries. These numbers highlight the importance of implementing effective strategies to improve lead quality for PPC ads. Here are some additional tips to optimize your bidding strategy and improve the quality of your healthcare leads:

• Conduct thorough keyword research to identify relevant and high-intent keywords that your ideal audience is searching for.

• Implement different bidding strategies for branded and non-branded keywords to maximize ROI.

• Leverage remarketing campaigns to target users who have previously interacted with your website or ads.

• Use ad extensions to provide additional information about your healthcare services and increase the chances of conversion.

• Utilize landing pages that are specifically designed for your PPC ads to ensure a seamless and relevant user experience.

By implementing these strategies and continuously monitoring and adjusting your bidding strategy, you can improve the quality of your healthcare leads and maximize your ROI for PPC advertising.

Create a Funnel-Based Paid Media Strategy

In healthcare PPC advertising, building a funnel-based paid media strategy is crucial for improving lead quality. According to recent statistics, the healthcare industry’s digital advertising spending is expected to reach $10.2 billion by 2021, indicating the increasing importance of a well-established healthcare marketing strategy in the industry. Here are some updates and tips for building a funnel-based paid media strategy to improve lead quality:

• Use data-driven insights to identify your target audience and tailor your campaigns accordingly. For example, targeting patients with specific medical conditions can lead to higher-quality leads.

• Focus on creating engaging and informative ad copy and landing pages that address the pain points of your target audience.

• Utilize retargeting campaigns to remind users who have previously engaged with your brand to take action.

• Continuously analyze and adjust your campaigns to improve their effectiveness and ROI.

By implementing these strategies, healthcare providers and marketers can improve the quality of their leads and achieve their hospital marketing goals.

Fix Your Attribution Profile

Improving lead quality is critical for healthcare organizations, especially in the current times when competition is high. According to a report, the healthcare industry spent over $2.84 billion on digital advertising in 2020. The report also highlights that the industry has the highest cost-per-click (CPC) rates, indicating the intense competition for ad placements. In this context, having a strong attribution profile is crucial for tracking and analyzing the impact of PPC campaigns on lead quality.

Here are some of the latest statistics and strategies to help healthcare organizations nail their attribution profile:

• According to a report by Market Research Future, the global healthcare PPC market is expected to reach $6.5 billion by 2023, growing at a CAGR of 13.8% from 2017 to 2023.

• Healthcare organizations need to use conversion tracking to track leads and sales, especially since lead quality is more critical than lead quantity.

• Attribution models such as first-click, last-click, and multi-touch attribution can help determine which campaigns are driving the most leads and sales.

• Data analysis can help optimize campaigns for better performance, and healthcare organizations should leverage tools like Google Analytics and Google Ads to get insights into campaign performance.

• Monitoring and adjusting campaigns regularly is critical to ensure they are performing well. Healthcare organizations should use tools like A/B testing to test ad copy, landing pages, and other variables.

To sum up, improving lead quality for PPC ads is critical for success in today’s digital landscape. Nailing your attribution profile is one of the key strategies to achieve this, and healthcare organizations should leverage the latest tools and techniques to track, analyze, and optimize their campaigns for better performance.

Conclusion

In conclusion, improving lead quality for PPC ads is crucial for optimizing hospital marketing spend and generating high-quality leads, and implementing the five strategies outlined in this blog can help healthcare companies achieve these goals. BraveLabs, as a healthcare Digital Transformation & Marketing Company, can provide valuable support in implementing these strategies and optimizing healthcare PPC campaigns for maximum ROI.

Healthcare companies face unique challenges in digital marketing, and improving lead quality for PPC ads is especially important in the highly regulated and competitive healthcare industry. By implementing the five strategies outlined in this blog, healthcare companies can improve their PPC campaigns’ effectiveness and generate high-quality leads that are more likely to convert. These strategies include focusing on high-intent keywords, leveraging negative keywords, creating targeted ad copy, optimizing landing pages, and using ad extensions. BraveLabs, as a healthcare ads agency and Digital Transformation & Marketing Company, has extensive experience in optimizing healthcare PPC campaigns and can provide valuable support in implementing these strategies and achieving maximum ROI. With its expertise in healthcare digital marketing and we can help healthcare companies stay ahead of the competition and drive growth through effective PPC campaigns.