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The Value of PPC for Healthcare Distributors and Manufacturers

By KBK Communications, - October 22, 2019

KBK PPCWhat is PPC and Why is it Valuable for Healthcare Distributors, Manufacturers, and Providers?

You miss 100% of the clicks you don’t pay for.

Pay-per-click (PPC) is an online advertising model where businesses pay a small fee every time one of their ads is clicked. Simple enough, right? Well, it goes a bit deeper than that. By using advertising services like Google Ads and Bing Ads, you can offer ads that are not just relevant to browsing users, but timely too.

The statistics don’t lie:

  • Facebook ad revenue is expected to overtake the entire print industry this year.
  • Businesses earn an average revenue of $2 for every $1 spent on Google Ads.
  • Formstack revealed that PPC ads are one of the top three generators of on-page conversions.
  • According to WordStream, 65 percent of all clicks made by users who intend to make a purchase can be attributed to paid ads.

That’s marketing power, right there. Now let’s get into how you as a medical manufacturer, distributor, or provider can harness this click-tastic technology:

A Cost-Efficient Source of ROI

PPC marketers spend a lot of time vying for ad placement on search engines like Google, Yahoo, and Bing. This involves ‘earning’ your spot in their sponsored links by bidding for a business-related keyword that your customers are searching for. Each time your ad is clicked, you pay a negligible fee and a prospective customer is taken to your website.

What do we mean by negligible? Well, say you pay $5 per click and one-click results in a $500 sale, that’s an incredible return on a small investment! What’s more, search engines reward marketers who deliver well-researched PPC campaigns by reducing the cost-per-click.

The Most Common Challenges of PPC

Business man with the text Challenge Accepted in a concept image

PPC is not without its challenges, but it can be overcome relatively easily with practice and guidance.

Deceptive Simplicity: While easy to set-up, Google’s default broad match and default campaign type can deplete your budget quickly. This is because they match your meticulously chosen keywords with a broad list of options, which can result in the wrong customers clicking through for fewer sales.

Search: The foundation of any PPC campaign is an audience that’s searching for a solution that aligns with what you’re selling. Often, healthcare companies cast the net too wide, which dilutes the campaign's effectiveness and drains the budget needlessly.

Keyword selection: There’s an art to selecting the right keywords, and marketers lacking experience may struggle to find the balance between ‘specific’ and ‘general’. This is where negative keywords — which prevent your ad from showing up in specific searches — play a pivotal role in finding your audience.

The Many PPC Options at a Healthcare Company's Disposal

There are a wealth of PPC options, each serving as a way for consumers to find your website from a particular online channel. The most popular pay-per-click advertising mediums are:

Paid search PPC: This is the most common form of PPC advertising. Advertisers set up campaigns with keyword-optimized copy and eye-catching visuals. These usually link to a landing page designed to convert users.

Social media PPC: With their immense reach, platforms like Facebook and LinkedIn have the potential to increase your click-through rates and put your products and services in front of the right people.

Remarketing: By referencing cookies from a user’s browser, PPC remarketing delivers relevant content based on previous searches and online activity. Remarketing is incredibly versatile and can be deployed on social media, email, or as part of a paid search campaign. 

How to Kickstart Your PPC Campaign Into High Gear

If you’re new to PPC or would like specialist advice, it’s a good idea to enlist the help of healthcare marketing experts. KBK Communications has over 50 years of combined experience in the healthcare industry and understands how PPC plays a crucial role in reaching decision-makers. Using the inbound methodology, we’ll help you craft a calculated digital strategy to attract the right people, at the right time, for increased conversions.

Get the right people to click through to your website by getting in touch today.

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