Healthcare PPC: Guidelines and Best Practices in Medical Advertising for 2024

It’s common to see a traditional marketing strategy that is often not enough. It may happen that sometimes the information does not reach the precise audience. That’s why Pay-Per-Click advertising (also known as PPC) is essential. This strategy offers a powerful solution for improving website visibility. Additionally, it improves patient acquisition and provides a measurable return on investment.

 

What Is Healthcare PPC?

Simply put, healthcare PPC advertising is a digital marketing strategy. This technique consists of responsible advertisers paying a fee every time people click on their ads. It’s a method of buying visits to your website instead of trying to gain them organically. When applied to the healthcare sector, and given the specificities of this segment, PPC advertising gains unique characteristics. Here they are:

Healthcare PPC Process

Advertisers create ads and bid on relevant keywords. This way, these ads appear in search results when someone searches for terms related to the chosen keywords. An example would be a hospital bidding on terms such as “diabetes treatment.” Or even “emergency clinic near me.” In this scheme, the advertiser pays the search engine when users click on their advertisement.

WordStream’s report showed interesting data. As for Pay-Per-Click focused on healthcare segments, the average click-through rate is notorious: precisely 3.27%. Thus, more than 3 out of every 100 people click on the ad when they see it. This shows that healthcare PPC campaigns are highly effective.

Additionally, the average Cost-Per-Click (CPC) in healthcare is approximately $2.62. However, this varies since it depends on the competitiveness of the chosen keywords and geographic location.

Why Is PPC Important in Healthcare?

PPC advertising for healthcare offers many benefits.

Patient Acquisition

Did you know targeting potential patients when they’re looking for specific information is possible? This ability to target ads is an excellent advantage of PPC advertising for the healthcare niche and a major one.

A hospital may use healthcare PPC ads to appear in searches for certain terms, such as “treatments for back pain.” This ensures that services are visible to people actively seeking medical care and increases the chances of conversion. According to a Google study, an impressive 77% of patients use search engines to book an appointment.

Increased Brand Visibility

Healthcare PPC services significantly increase online visibility. This is possible because their mechanism makes these ads appear at the top of search results, above the organic ones. If you have to choose between SEO and PPC, PPC wins due to this factor. It’s especially useful for new providers who don’t yet have a strong presence. Constantly appearing at the top of searches helps build brand notoriety. This way, establishing potential patients.

Measurable Return on Investment (ROI)

This model is highly measurable. It allows advertisers to track the performance of their campaigns in real time. Tools like Google Ads offer detailed data on clicks, impressions, conversion rates, and CPC. A study by WordStream also revealed that, on average, healthcare companies see a return of $3 for every $1 spent on PPC.

Reach Specific Demography

For example, a pediatric clinic might target its ads to parents in a certain geographic area. Meanwhile, a geriatrics clinic may focus on older adults. This targeting ensures your ads are seen by those who most likely need the services you offer.

Delivery of Relevant Health Information

One of the Medical PPC ads qualities is providing relevant health information directly to patients. For example, clinics can create ads that answer common questions about health conditions, treatments, and procedures. This helps attract visits and positions the institution as a trusted source of medical information.

Best PPC Advertising Platforms for Healthcare

It is important to say that choosing the right medical PPC platform is essential. This will maximize the impact of healthcare digital marketing campaigns. Each platform has distinct features that can be leveraged to achieve different types of PPC goals.

Google Ads

With more than 3.5 billion daily searches, Google is the most popular search platform. The site includes different ad formats: search, display, shopping, video, and app, allowing for diverse strategies. 

In addition, it offers advanced demographic, geographic, and interest segmentation tools as well as remarketing. It also uses AI algorithms to automatically optimize bids and improve ad performance.

However, due to Google Ads popularity, the CPC can be high. This especially applies to competitive keywords and first ad campaigns.

Microsoft Advertising (Bing Ads)

This platform has less competition compared to Google Ads. Therefore, it has lower CPCs. Additionally, it mainly allows interaction with a high-income audience. Almost 50% of traffic is carried out by people 25–44 years old.

Moreover, Microsoft Advertising allows its users to import campaigns directly from Google Ads, which makes management easier for those using both platforms.

The search volume, however, is lower compared to Google. This can limit the potential audience reached with healthcare PPC ads. Some advanced Google Ads features are also not available in Bing Ads.

Facebook Ads

The platform offers precise targeting based on interests, behaviors, and demographics. The ad formats include videos, carousels, static pictures, and stories ads, ideal for visual campaigns.

Social platforms have high engagement rates, which can increase brand visibility when using healthcare PPC strategies.

However, restrictions are more severe on the content permitted. This especially applies to ads related to healthcare business and medical practice. It also has ad saturation, which can lead to user fatigue.

LinkedIn Ads

It’s ideal for reaching healthcare professionals and decision-makers in the sector. Sponsored InMail ads can be used by healthcare providers for direct communications. Advanced segmentation by function, sector, and experience level is one of the great advantages of this platform.

CPCs and CPMs (Cost-Per-Mille) are generally higher on this platform than on other PPC platforms. However, the audience is much smaller compared to Google and Facebook.

Comparison of PPC platforms

 

Platform	Range	Average CPC	Ad Formats	Segmentation	Ideal for
Google Ads	Very high	$2.62	Search, Display, Shopping, Video	Very Advanced	Diversified Campaigns
Microsoft Ads	Medium	$1.54	Search, Display	Advanced	Tight Budgets
Facebook Ads	High	$1.72	Images, Video, Carousel, Stories	Very Advanced	Visual Campaigns
LinkedIn Ads	Low	$5.26	Images, Video, InMail	Professional	Target Healthcare Professionals

 

Most Effective Types of PPC Ads for Healthcare Organizations

There are many Pay-Per-Click digital advertising formats that are particularly effective for healthcare organizations. Each type of ad has specific characteristics that can help achieve different objectives.

Search Ads

These paid ads are present at the top of search results on both Google and Bing. Thus, advertising reaches users who are actively looking for health services or information. Such ads are highly relevant as they are displayed based on the keywords searched by users. As a result, search ads have high conversion rates.

For example, a hospital can use search ads to appear in the results when someone searches for “24-hour emergency clinic”. This attracts patients who need immediate care. The same goes for diabetes treatment:

See the other example of a YouTube search about skincare with Cetaphil sponsored results.

Display Ads

Display ads are types of advertisements displayed on sites that are part of any display network, allowing for high visibility. This format is ideal for healthcare PPC strategies aimed at creating brand awareness through attractive images and graphics. This type of advertising is very effective for retargeting, which involves re-engaging site visitors who didn’t convert on their first visit.

Example of a display ad on the Forbes Health website

Video Ads

The videos are highly engaging and can explain complex medical procedures in a simple way. These ads can be shown on YouTube and social networks, reaching a wide audience.

You can tell your patients’ stories through this type of PPC. Another example would be a hospital showing the success of a specific treatment on YouTube. Or even patients sharing their experiences with medications:

Social Media Ads

On social media in healthcare, it is possible to target ads based on the interests, behavior, and demographics of users on the platform. This can offer direct interaction options, such as comments and messages, facilitating immediate engagement. And it is also possible to include images, videos, carousels, and story ads.

Retargeting Ads

The “retargeting ads” mechanism can find users who have already visited the healthcare organization’s website, increasing the chances of reach and conversion. These ads are highly relevant, as they re-engage users who have already shown interest in the services offered. They can also be personalized based on the user’s previous interactions.

Expanded Text Ads

They offer more space for details about health services, opening hours and locations. This increases the relevance of the ad by providing detailed information that matches users’ needs. They also tend to have a higher CTR due to the more detailed format.

A fertility clinic can use healthcare PPC campaigns with expanded text ads to detail the treatments offered by a doctor, for example. They can highlight the success of their techniques.

However, it’s important to note that this type of ad is becoming outdated. Google has introduced Responsive Search Ads (RSAs) as the new standard.

Responsive Search Ads

RSAs provide an opportunity to include multiple headlines and descriptions, which Google then tests to show the most effective combination to users. This adaptability makes RSAs more effective for healthcare PPC strategies.

Setting Up a Healthcare PPC Campaign

Setting up effective healthcare PPC campaigns requires several steps.

1. Keyword Research

Every successful PPC campaign fundamentally depends on this. That said, it is essential to identify relevant keywords, those that patients and healthcare professionals use when searching for medical services. There are many valuable tools in this process, like Google Ads Keyword Planner.

Here are the key steps in conducting thorough keyword research for a PPC campaign:

2. Creating Ads

Attractive ads are essential to capture the public’s attention and encourage them to click. Here the main components of any PPC campaign and some tips to make them more convincing:

3. Targeting and Segmentation

Targeting your audience correctly is very important to ensure that your ads are shown to the right people. Here are some useful tips:

4. Budgeting

The PPC budget must be well managed to maximize ROI. That’s what should be taken into account for this:

The following pie chart illustrates the distribution of investments in PPC ads worldwide:

6 Healthcare PPC Advertising Tips for Better Results

Carry Out Detailed Keyword Research

Identify the most relevant keywords that your potential patients are searching for:

• Use multiple tools: You can combine Google Ads Keyword Planner, SEMrush, Ahrefs, Moz Keyword Explorer, and Ubersuggest to get a comprehensive list of keywords.

Each tool has its strengths. For example, use Google Ads Keyword Planner for accurate search volumes, SEMrush for competitive analysis, and Ahrefs for backlink opportunities.

• Focus on local and long-tail keywords: they are more specific and less competitive. Long-tail keywords like “pediatric dentist in [City]” have lower competition and higher conversion rates compared to generic terms like “dentist.”
• Analyze search intent: Ensure your keywords align with what potential patients are looking for. Use keywords with informational intent for blog posts and educational content, and transactional intent for service pages and booking appointments.
• Evaluate keyword difficulty: Balance your strategy with a mix of low-difficulty keywords for quick wins and higher-difficulty keywords for long-term goals.
• Monitor trends: Use tools like Google Trends to identify rising keywords in your healthcare niche and capitalize on them early.
• Group keywords into themes: Create separate groups for different services, such as “cosmetic dentistry,” “orthodontics,” and “emergency dental care,” to tailor your ad copy and landing pages.
• Regularly update your keyword list: Conduct quarterly keyword audits to remove underperforming keywords and add new opportunities.

Create Attractive and Informative Ads

To create attractive and informative ads, it’s important to keep a few key principles in mind:

• Impactful title: It must grab attention and include main keywords.
• Clear and concise description: Provide detailed information about the benefits and unique features of your services.
• Strong CTAs: Encourage immediate action with a direct CTA.
• Use of ad extensions: Include additional information like locations, phone numbers, and site links.
• Attractive visuals: Choose high-quality images and videos that convey professionalism and confidence.

Optimize Landing Pages

Make sure the opted landing pages are relevant to the ads. The pages should also be quick, mobile-friendly and contain detailed information about the service or treatment advertised. Include simple contact forms and clear CTAs to increase conversion rates.

Segment Your Audience Precisely

Take advantage of advanced targeting options to direct your ads to the right audiences. 

Precise segmentation ensures that your ads are shown to the most relevant potential patients, increasing the chances of conversion.

Types of Segmentation

• Demographic segmentation: Target your ads based on age, gender, income, education level, and other relevant demographic data.
• Geographic segmentation: Target by location to reach patients in specific areas, such as a city, neighborhood, or even a particular radius around your clinic.
• Behavioral segmentation: It includes data on the users’ past purchases, website visits, and engagement levels.
• Psychographic segmentation: Segment your audience based on lifestyle, values, interests, and attitudes.
• Interest-based segmentation: Use information about users’ interests and hobbies to tailor your ads.
• Custom audience segmentation: Create custom audiences using your own data, such as email lists or CRM data.
• Lookalike audience segmentation: Use lookalike audiences to find new potential patients who share characteristics with your existing patient base.
• Device segmentation: Target users based on the devices they use, such as mobile, desktop, or tablet.

Monitor and Adjust Constantly

It is indispensable to regularly perform a PPC audit. With that, you can monitor the performance of your digital ads. Remember, it’s helpful to use metrics like the CTR, conversion rate, and Cost-Per-Acquisition (CPA) to gauge success. Finally, be ready to adjust bids based on performance data, as well as your keywords and ad copy.

A/B Testing to Improve Performance

Run A/B tests to compare different versions of ads and landing pages. Test variations of titles, descriptions, CTAs, and visual elements. Use the results to continually optimize your campaigns and improve the effectiveness of your ads.

Ensuring Compliance in Healthcare PPC Advertising Launch

Keeping ads compliant not only protects the organization from possible legal penalties but also helps build and maintain patient trust.

HIPAA was developed to protect and take care of the patients’ privacy. So, when we talk about PPC campaigns, there are countless standards to be followed. Failure to do so could result in significant fines or even damage to the reputation of the organization.

Guidelines for Ensuring Compliance and Reliability

• Personal data protection: Ensure that any personal or health information collected through PPC ads is protected in accordance with regulations.
• Transparency in privacy policies: Be transparent about how user data will be used. Include links to privacy policies on landing pages, and make sure these policies are in line with market practice.
• Accurate and non-misleading statements: Avoid making misleading or exaggerated statements about the health services offered. Ensure that all information provided in advertisements is accurate and verifiable.
• Legal and compliance review: Before launching a PPC campaign, consult the legal or compliance department to review the ads and landing pages. Obtaining a LegitScript certification is an excellent way to ensure compliance.
• Constant monitoring and updating: Ad platform regulations and policies change, so make updates as necessary to maintain compliance.

How to Measure the Success of Healthcare PPC Campaigns

Do you know why measuring your campaign’s success is essential? This is to ensure that all your efforts are generating a return, of course. To facilitate this, you can use some very useful Key Performance Indicators (KPIs).

KPIs for PPC Campaigns in Healthcare

Click-Through Rate

This is a popular metric we have mentioned previously. It measures the percentage of people who click on your ad, which is related to the number of people who view it. Therefore, a high CTR suggests relevance among the target audience.

Conversion Rate

Measures the percentage of visitors who took a desired action after clicking on your ad, such as making an appointment or filling in a form. It is one of the most important metrics, as it indicates the success of your campaign in generating concrete actions.

Cost-Per-Acquisition

CPA is the average cost of acquiring a new customer through a PPC campaign. This KPI helps determine the efficiency of the campaign budget, showing how much is spent on each conversion.

Return on Investment

ROI, as it is abbreviated, shows the effectiveness of the campaign. It is focused on financial return. To calculate it, you need to subtract the cost of the campaign from the profits generated. Then, just divide it by the price of the campaign. A positive ROI, therefore, indicates that the campaign is generating more revenue than it costs.

Quality Score

This is a metric used by Google Ads to determine the relevance of your ads, keywords, and landing pages. A high-quality score can reduce the Cost-Per-Click and improve the position of the ad.

Cost-Per-Click

The CPC is the amount paid each time a user clicks on your ad. Monitoring CPC helps you understand the efficiency of your ad spend and make adjustments as necessary to optimize your budget.

Bounce Rate

The bounce rate measures the percentage of visitors who leave the landing page without interacting. A high bounce rate can indicate that the landing page is not relevant or attractive to visitors, requiring adjustments to the content or design strategy.

Tools for Measuring the Success of PPC Campaigns

• Google Analytics
• Google Ads
• SEMrush
• HubSpot
• Microsoft Advertising (Bing Ads)

Examples of Successful PPC Campaigns in Healthcare

Our extensive experience with PPC in the health sector has resulted in campaigns tailored to each client’s specific needs and objectives. Here are some examples of the benefits of Pay-Per-Click in healthcare:

Revitalizing Charisma—The Plan for Advancing Biopharma

Carisma Therapeutics, a biotech company dedicated to advancing cancer treatment, sought to enhance its global market presence and boost revenues. We implemented a targeted PPC campaign to drive traffic and generate leads.

Strategy:

• Developed and launched PPC campaigns focused on solution-centered messages and patient stories.
• Optimized landing pages to improve conversion rates.
• Utilized personalized ad copy for different segments within the oncology research community.

Results:

• Sales increased from $5 million to $5.9 million.
• Marketing qualified leads grew from 500 to 600.
• Monthly site visitors rose from 10,000 to 13,500.

Raising Customer Authority through Strategic Digital Marketing

Renowned Systemic Enzyme, a leader in the health supplement market, aimed to establish itself as an expert, especially in its largest markets: the Czech Republic and Germany. Our paid advertising efforts were crucial in achieving this goal.

Strategy:

• Launched targeted PPC campaigns on Google Ads, Facebook, and Instagram.
• Created ad content optimized for search engines to drive organic traffic.
• Implemented on-page optimizations and strategic backlinks.

Results:

• Increased organic traffic to 25,000 monthly visits.
• Achieved 100,000 page views with a 15% increase in engagement rate.
• Conversion rate improved to 2.5%, resulting in 15,000 conversions.

Increasing Digital Presence and Patient Engagement

Stemwell specializing in personalized treatments for joint pain and aging, sought to increase traffic and generate leads. Our PPC efforts played a key role in achieving these goals.

Strategy:

• Launched targeted ads on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
• Utilized A/B testing to refine ad messages and visuals.
• Implemented Google Analytics 4 to monitor user interactions and conversions.

Results:

• Significant increase in digital presence and lead generation.
• Improved website traffic, social engagement, and patient interactions.
• Enhanced ROI from optimized PPC campaigns.

Conclusion

Healthcare PPC advertising can drive patient acquisition, increase brand visibility, and deliver measurable ROI. However, the particularities of applying Pay-Per-Click to medical content, especially when aiming to reach specific demographics, require a well-defined strategy. And this is where the role of a good PPC agency comes in.

Our experience in all areas of digital marketing ensures your PPC campaign is handled with expertise, as our healthcare digital marketing agency have established itself as an authority. If you’re ready to reach new heights of success, click the button and schedule a call now.