July 26, 2024
What is central to any Google PPC strategy? Your ad copy. Getting this right means having relevant, high-quality text with a strong call to action (CTA) that offers helpful information to people looking for immediate answers.
While PPC in healthcare is an easy way to boost new patient registrations and ROI in healthcare, your Google Ads may not perform well or reach the right audience if your copy doesn’t match with what patients are looking for. Effective ad copy is important for a successful campaign, so it’s important not to ignore it.
What are PPC ad campaigns?
In Pay-per-Click (PPC) campaigns, advertisers pay a certain amount each time someone clicks on their ad. This can benefit because, instead of waiting for organic traffic, PPC allows you to directly purchase visits to your site. PPC covers different ad formats, including search ads, display ads, and social media ads.
What is meant by PPC ad optimization?
Optimizing your pay per click marketing campaign is essential for improving its performance and getting the best results. It helps your ads reach the right people at the right time while keeping your cost per click low. Want to improve your PPC campaign management? By refining your strategy? You can interact with your target audience more successfully and get better results.
What are the best strategies to optimize your PPC ad?
Your ad copy should be focused on your patient. Put your patients at the center of your messaging strategy.
What does this mean? Your ad copy should address patient questions and needs. Healthcare marketers and copywriters often focus too much on their service and why it is great, instead of thinking about the audience and the problems they need to solve.
Start by considering what you are asking patients to do. What matters most to them? Here are a few things you can focus on:
Value props:
Why should your ideal patient choose you? Focus on your appeal, credibility, exclusivity, and clarity.
Motivation:
Is there something you can’t change but can use to attract your patients?
Removing anxiety:
What stops people from seeking care? What specific information can you provide to ease these concerns?
By focusing your ad copy on these details, you can better reach your ideal audience and boost conversions.
Make sure your ad matches your keyword intent:
Keep in mind that Google will only show an ad if it matches the user’s search intent and answers this query. Make sure your ad copy is properly aligned with this. What is the intent behind the main keywords in your ad group? Typically your keywords will relate to either location and convenience or an exploratory process.
If users search “dentist near me” they are concerned with proximity and convenience. Therefore, your ad copy should emphasize these points. This type of query indicates that users are aware of their need and are ready to take action, so your call to action (CTA) should be more focused on driving immediate decisions.
Optimize your ad to highlight your unique selling point:
You always want to make a great impression, right? For PPC ad copy, this means refining your text to showcase your unique selling point. Start by listing your value proposition.
Another tip? Look at the competition to see what they are doing well and what sets you apart. Then focus on those differences.
Make sure your ad copy aligns with landing page:
It is clear that ad copy is important for PPC ads. But did you know your ad copy needs to match the landing page and the service being offered?
This ensures relevance and a smooth user experience. Besides aligning your copy with keyword intent, make sure your ad copy matches the landing page it links to. Any mismatch between your ad and its landing page disrupts the user experience and can cause users to leave and return to the search results, which is the last thing you want.
Make sure call-to-action is perfect:
Creating effective CTAs can be challenging, but a common mistake in ad copy is having a weak or vague CTA. These underwhelming CTAs often fail to motivate users or match their needs.
Often, updating or testing CTA can quickly boost performance. Although it might be one of the last things content writers consider, it has a big impact on conversion rates. Use strong, compelling words for your call to action, such as:
- Schedule an appointment
- Get help
- Seek treatment
When creating your CTAs, ensure they match the action users want to take and clearly communicate value. Words like “Get” can be powerful because users are looking for something. Ask them to take the specific action you want on the page or site, and use multiple CTAs in your ads to cater to different user preferences.
Also, consistency between your ad and landing page is crucial, including the CTA.
Be specific with your ad copy content:
Google limits the number of characters you can use in ads, so you have to work within these tight constraints:
- Maximum headline length
- Maximum description length
- Maximum content length
The key is to be clear and straightforward. Users are looking for direct answers, and being vague won’t persuade or engage them. Avoid being cute or clever just for the sake of it, as it can confuse users and drive them away—something you definitely want to avoid.
Effectively experiment and test the ad copy:
A/B testing helps you find the best working ad campaign by comparing two versions of the same ad. It helps you in testing different headlines, body text, and images (for display ads) to see which one works better.
Experiment and test the ad copy to:
- Reduce bounce rate
- Get a clarity on patient goals
- Achieve a better ROI in healthcare
Summary
All your healthcare PPC ads have the same goal: to drive users to your site and turn them into patients. By using these tips to improve and match your ad copy, you’ll get closer to reaching that goal with every ad.
