Healthcare PPC specialists

Dynamic search ads

If your healthcare organisation provides lots of products or services than Dynamic Search Ads (DSA) and ad customisers are an effective way of generating highly relevant ads based on a specific phrase someone searches for.

The use of DSA and ad customisers can have a big impact on campaign performance. The increased ad relevancy not only improves click through rate but also increases the quality score of the ad, which leads to an improved ad rank position and lower the cost per click. With longer tail searches showing a greater level of purchasing intent, the number of conversions usually rises as a result.

Dynamic Keyword Insertion

Using dynamic keyword insertion (DKI) we can customise ad copy to exactly match a search phrase. This typically improves the relevance of your ads leading to improved conversion rates.

When needed, we can even pull these search phrases into the text on your landing page. For example, the same page could appear as either: “Knee surgeon in London” or “Knee pain specialist” depending on the wording of the search query.

PPC expertise like this can turn an okay landing page into the most valuable asset your business has!

Effective ad copy

As with any form of advertising, your ad copy should be extremely compelling, with the primary aim of encouraging patients to click through to your website and take action.

This is as much a science as it is an art and involves creativity, testing, analysis and refining to achieve the best results.

We use a range of different metrics to test and measure the success of ad copy, including click-through rate (CTR), return on ad spend (ROAS), cost per lead (CPL) and cost per thousand impressions (CPM).

Bid and budget management

Many of the accounts we end up managing have been in existence for a number of years, growing organically in an unstructured way. Multiple changes, different ideas and strategies that have been put in place by different people often lead to inconsistencies, duplication and missed opportunities.

When we start working on an existing PPC account we spend time restructuring campaigns and ad groups to ensure they’re set up optimally before any new tactics are implemented.

Account restructuring

We manage your media spend as if it was ours.

Your advertising budget should be weighted towards the most profitable keywords for your business, you should never spend more than you need to and you should never be complacent, even if a campaign is performing well.

Once initial campaign objectives have been achieved, we produce forecasts to detail the potential opportunities of increased budgets and more progressive bidding strategies.

Attribution is key to our approach. We will help you understand which search terms are driving revenue for your business and how they fit within your patient’s online journey.