Paid search is a valuable tool for healthcare practices and organizations looking to increase visibility, reach new patients, and boost their bottom line. But many healthcare organizations make mistakes that cost them time and money – from bidding on the wrong keywords to mismanaging their budgets. In this article, we’ll explore the three most common paid search mistakes in healthcare and how to avoid them.
1. Not Doing Keyword Research
Before launching a paid search campaign, it’s essential to do some keyword research. Think about the services you offer and what terms are used to describe them. Use keyword research tools like Google Keyword Planner to help you find relevant keywords and phrases with enough search volume to make it worthwhile. You may even consider hiring an expert in healthcare advertising to help you identify potential keywords as well as uncover any industry-specific terms that could benefit your campaign.
2. Not Understanding Quality Score
Quality score is an important factor in determining the success of a paid search campaign. Quality score is a rating assigned to each keyword based on its relevance and how it relates to the user’s query. A high-quality score can result in lower costs per click and higher ad positions, while a low-quality score can result in higher costs and lower ad positions. To ensure a successful campaign, it’s important to understand how quality score works and take steps to improve it. It will also help to learn about creating the PPC campaign for your medical practice so that you can create a well-structured campaign.
3. Not Optimizing Landing Pages
Once you’ve identified the right keywords and improved your quality score, it’s important to optimize the landing pages your ads link to. Your landing pages should be tailored to the keywords and ad copy you are using, with a clear call to action. Additionally, make sure your landing page has a clear path for users to take and is optimized for both desktop and mobile. By making sure your landing pages are optimized and relevant, you can reduce your cost-per-click and increase conversions.
To Sum It Up
By avoiding these 3 common mistakes in healthcare paid search, you can save time and money while increasing your visibility, reaching new patients, and boosting your bottom line. Do some keyword research, understand the quality score, and optimize landing pages to ensure the success of your healthcare paid search campaigns. With the right strategy and execution, you can make sure your campaigns produce the results you need.
