How Paid Advertising can benefit your business.
- Drive traffic quickly to your website across multiple platforms.
- Advertise to people directly interested in the products you offer.
- Use measurable ROI to fine-tune your PPC campaign to get more bang for your buck.
Organic search engine optimization is when folks go searching for a service or product like yours and your site magically comes up in the top few search results. The right digital marketing strategy is a great tool to help you land one of those coveted top spots. But SEO and SEM aren’t the only ways to catch prospective clients’ attention.
The best-known example of paid advertising online is pay-per-click (PPC) advertising, like the ads that Google puts in their search results. But there are actually a number of paid advertising investments that may be worthwhile for your business, including paid and promoted social posts.
Paid Social Media
That’s right: the social media landscape has officially become pay to play. But hey. Can anyone really blame those social platform giants? Who wants to maintain an online infrastructure for billions of users out of the goodness of their hearts, receiving absolutely nothing in return except warm fuzzies? Not Facebook, that’s for sure. And not Twitter or Instagram, either.
Paid social posts can pack a powerful punch for your business, especially if 1) your organic social posts aren’t being seen by enough people and 2) you don’t like wasting your advertising dollars. With the right guidance on your paid social strategies, integrating paid and promoted social posts with your existing social media management campaign can be a very effective use of your marketing dollars.
You + Sector45
- We have well over 25 years of combined experience in healthcare marketing
- We've helped over 100 medical practices and hospital groups market on the web
- We don't lock our clients into long-term contracts - we prove our value every month
- We are committed to being Ridiculously Responsive, spoiling our clients with the best service
- We are small on purpose so that we can understand our clients personally and remain nimble
Contact us for a no-hassle, no-obligation chat about how we can help your medical marketing effort.
PPC & Remarketing
These two paid advertising channels reach customers at two different stages of the sales cycle:
- Pay-per-click (PPC) advertising draws in new visitors to your site who may not have otherwise found your site listed in a search engine’s organic results.
- Retargeting comes in after anyone visits your site and doesn’t convert (by contacting your or purchasing your product/service). Retargeting keeps you in the mind of that visitor and encourages them to come back.
Your Options for Pay-Per-Click Advertising
Google AdWords is the most widely known type of pay-per-click advertising, but there are many others that may be worth considering for our clients, such as Facebook Ads and Bing Ads. All of these services are geared toward driving traffic on a pay-per-lead basis.
In our experience, the return on investment for PPC advertising can vary greatly from platform to platform. There is no doubt that PPC can be a smart marketing investment, particularly for clients who want to drive more traffic immediately to their websites.
That said, we are firm believers in the value of search engine optimization (SEO) and ongoing search engine marketing (SEM) to capture as many organic searchers as possible. Investing in these tactics creates long-term value for a website that can last way longer than the immediate impact of PPC advertising, which ends completely as soon as you stop your spend.
More about Retargeting
Retargeting, also known as remarketing, advertises to people who have already visited your website. These are the ads you see on other sites for products and services you’ve viewed previously. They may seem a little creepy at times, but the fact is that when set up correctly, they can drive a ton of new business with a very affordable cost per acquisition.
Retargeting works because it keeps your brand in the minds of visitors. In our experience, remarketing is even more effective when you sweeten the deal by offering a bonus exclusively in your retargeting ads. We recommend linking retargeting ads back to specific landing pages that are more focused on conversion than the general pages of your website. In this way, you’re sharing something new with the folks who come back, and giving them even more incentive to take the next step.
We share a lot more details about our approach to remarketing in our Retargeting info sheet , which is worth your while to read if you’re considering this type of advertising.
Paid Advertising or SEO?
A question we get a lot is, “Which is better, PPC or SEO?” You’ll get the classic lawyer answer from us on this one: “It depends.” For many of our clients, a successful online marketing effort involves a bit of both.
Search engine optimization is a longer-term play where we work to convince Google that your site is worth ranking highly for the people searching for the services and products you offer. On the other hand, PPC can get you visitors to your site immediately.
The downside of paid online advertising, however, is that once you cut your spend, the faucet dries up. It’s only an immediate payout. Plus, if you don’t watch your spend closely, the return on investment can be very poor. If you’re familiar with AdWords, you know that Google makes it look pretty easy and straightforward to set up some ad campaigns. But things can get tricky in a hurry, and if you aren’t careful, you’ll blow right through your budget without a whole lot of results to show for it.
Sector45’s Advantage
We are a certified Google Partner for Google Ads PPC advertising. This means we know how to use your marketing investment wisely. Sector45 takes a conservative approach to paid advertising, focusing on opportunities that are most likely to drive the most traffic to your site and continually monitoring your ad performance, fine-tuning campaigns where necessary. We leverage our experience to guide you in selecting a smart mix of paid advertising opportunities.
Want to know more? Contact us and we’re happy to share a few client case studies in the paid advertising platform you’re considering.
PPC FAQs
What is pay-per-click advertising?
Pay-per-click advertising, or PPC, is a form of internet marketing that allows you to show advertisements to your targeted audience. These ads are displayed at the top of the search engine results page (SERP) when certain keywords related to your services are searched.
PPC is a type of pay-to-play advertising that uses important data to reach a specific audience already interested in your services. And you only pay when your ad is clicked on.
Combining PPC with SEO is the best way to get your plastic surgery, cosmetic surgery or med spa practice seen on search engines as well as social.
How do you use keywords in PPC advertising?
When starting a PPC ad campaign, you must bid on certain words related to your services. These words are called keywords. When a consumer inputs a keyword into the search bar, the search engine then determines which ads are displayed based on its search algorithms.
Keywords should be relative to the services you provide to help make the most of your money. We’ll use the information you provide about your practice to help select the right keywords to focus your marketing efforts on.
How is pay-per-click marketing beneficial for my practice?
While you may feel a little wary about paying for advertising when there are so many other less costly options, there are good reasons to add PPC for plastic and cosmetic surgery to your marketing arsenal.
- PPC produces better lead generation and in turn better conversions.
- PPC tends to work faster than other marketing tactics.
- You can use data collected from your PPC campaigns to quickly scale and adjust your ads.
How much does PPC cost?
PPC advertising can cost as much or as little as you want. We will help you decide on the platforms you should use for PPC advertising and help set your monthly PPC budget based on your overall marketing budget. Based on other clients’ successes with PPC campaigns, we highly recommend PPC to any plastic surgeon, cosmetic surgeon or med spa clinic who wants to see quick results.
From there we can track your progress and adjust your spend as needed. You may find if a campaign is working, you may want to spend a little more in one area or vice versa. PPC for plastic surgery can be a valuable tool for getting more traffic and better leads quickly.
How quickly can I see results from my PPC campaigns?
While it is possible to see an increase in leads within a few short days, most professionals will tell you that you should give your PPC campaigns a couple of months to really be effective. You may need anywhere from three to nine months for you to see results. Your specific timeframe will depend on factors like your location, competition in your area and budget.
During the first few months, we gather valuable data from your ad campaign that will help fine-tune keyword and audience targeting and ultimately improve the overall performance of your campaign.
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