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5 Tips for Advertising Your Hospital Using Paid Ads

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5 Tips for Advertising Your Hospital Using Paid Ads

Organizations across industries use pay-per-click (PPC) advertising, sometimes called paid ads. In the context of modern health care, they provide an easy way for hospitals to reach new audiences and attract more patients because the ads target people actively searching for providers. Read on to find five helpful tips for advertising hospitals using paid ads.

1. Use Location Targeting

Location targeting allows hospitals to focus on advertising to patients in the same area. Every healthcare digital agency uses this strategy, often to significant effect. Advertising exclusively to local patients instead of the entire world improves PPC ad campaigns’ return on investment (ROI).

If a hospital has multiple locations, it’s best to create separate ads and landing pages for each of them. This approach allows location targeting without creating a geographical area too broad to be helpful.

2. Optimize Landing Pages

When prospective patient clicks on a PPC ad, it will take them to a landing page. This page must offer practical, relevant information to keep people on the site and minimize the odds of returning to the search results. 

The best way to optimize landing pages is to look at each one and ensure it matches the PPC ad that leads to it and offers helpful and actionable information. Think of offering directions or parking instructions to a landing page that promotes emergency medical care or adding a department phone number to a landing page that targets a specific healthcare service.

3. Understand Search Intent

Search intent refers to the underlying purpose of a patient’s query. Understanding it can help hospitals find the most relevant keywords to target in their PPC ads. It can also make designing useful landing pages much easier.

As hospitals develop PPC campaigns. They should check the local search results for specific keywords to ensure that ads match the searchers’ intent. Of course, the keywords should also match the hospital’s intent, so don’t lose sight of that.

4. Launch Responsive Ads

Responsive ads are offered by Google Ads, which is the most popular platform for PPC marketing. They can help save marketing teams time by making it easier to show each potential patient the best headlines, descriptions, and images to meet their search intent. The best part is that all that work happens in the background. Google Ads automatically tests different headlines, descriptions, and image combinations to learn which ones perform best given a search term.

5. Perform Regular Audits

PPC ad campaigns are only worth the investment if they create value for the hospital. Whether they create sufficient value to provide an acceptable ROI requires regular PPC audits to investigate overarching strategies and particular ads or campaigns. Identifying what works and what doesn’t allows marketing teams to alter their strategies as needed to maintain or improve the ROI of PPC campaigns.

There is an Easier Way

If it sounds like creating and running an effective PPC ad campaign takes a lot of hard work and specialized expertise, that’s because it does. Hospitals that don’t have dedicated marketing teams on staff shouldn’t have to worry about assigning these duties to a less experienced IT tech. Instead, work with a third-party digital marketing agency that has experience in the healthcare industry for greater effect.

I am the founder of Startup Today. I am the main writer and have put in many hours of work into creating this blog. If you want to find out more about me then lets get in contact.

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