Pay-per-click (PPC) advertising is competitive and expensive for everyone, but particularly for the medical profession. The traffic on important keywords is high and the race to get ad space is intense. There are restrictions on your medical ad content that other industries don’t face. That makes what happens on your website all the more important to maximizing your health care PPC budget.
Google disallowed medical advertisers from using their popular and effective remarketing campaigns.
Remarketing allows advertisers to retarget people who have already visited their website. The cost-per-click (CPC) on a remarketing campaign is often lower than on the standard PPC campaign that initially attracted them.
Given that most people don’t purchase anything—much less health care services—without several touchpoints, removing the ability to reduce costs on the second and third clicks was a blow to health care marketers. It means the cost of getting someone to your website went up and now you need to make the most of those visitors.
The adage “less is more” is almost universally accepted when it comes to online presentations and that’s generally true.
But not always.
Health care websites tend to be different and for obvious reasons—people are willing to stop and consume more content if it’s about their personal health.
So when you create a landing page for your health care PPC campaign, throw out the “less is more” mantra and replace it with “the more you tell, the more you sell.”
That doesn’t mean doing something dry, like posting a white paper or a 5,000-word piece of content that just scrolls from paragraph to paragraph. The importance of the visual hasn’t gone away. Use more of it. Integrate more videos, the most popular form of medical content into the landing page. Use graphics to communicate dry statistical data.
Health care PPC is a tough game that’s not getting easier. That makes it more important to win the battle for the patient on your website.