The marketplace for women’s healthcare providers is growing more competitive. For those that run marketing for OB/GYN practitioners, that calls for stepping up your game. A pay-per-click (PPC) campaign might be just what your office needs to keep thriving. Let’s look at some basic digital marketing tips for OB/GYNs that must be applied to any good PPC campaign.
Before you begin, make sure the basics are in place. You want to do everything you can to maximize your visibility in organic search and on social media. Not only is this traffic free, but a PPC campaign won’t even work well if you aren’t following best SEO practices and promoting yourself on social platforms. Once your foundation is in place, you’re ready to take the next step.
There’s one overarching rule that applies to all the ensuing steps and it’s this—precision matters. From the keywords you target to the ad copy you write to the landing page you point people to, they have to be very tightly wound around the same theme. Google wants to present its users with the very best possible options based on their search queries. If your ads are unfocused, other ads will get the better placements and you’ll pay more for the clicks you do get.
You get started by deciding the specific areas of your website you want to promote. There’s nothing more generic and unfocused than directing people to your home page. It’s far more effective to choose a page that has more specific content about a specific aspect of your practice and point users there.
Once you have that page, create a separate version of it just for use in advertising. It can be an exact duplicate if you want, but most likely you’ll want to tailor at least the opening paragraph for the ad campaign.
No one outside of the ad campaign will see this page so long as you do 2 things—don’t put it on the home page menu and on the back end, mark it as “no index, no follow.” That’s an instruction to search engine algorithms to not display this page in search results.
If you follow these steps, the only way people can land on your page is if they happen to know the exact URL of the entire landing page. That means you can write specific copy on this new page based on the keywords you’ll be targeting.
Some of the keywords you choose will be self-explanatory. Certainly, a “OB/GYN near me” has to be a part of it. You can also use some free tools that are out there to generate additional ideas and to find out how much search traffic they get. Then you can set your advertising budget as you see fit.
Using Google Ads profitably is a learning process and you’ll want to monitor and tweak your campaigns as data rolls in, but these steps will help you get started.