Potential patients are using search engines to find the services and procedures you provide. While there are many different ways to help increase your practice’s visibility in search engines, there’s only one way to guarantee placement: Search Engine Marketing (SEM).
SEM, more commonly known as pay-per-click advertising, is a form of Internet marketing that promotes websites through paid ads on the top and side of all online search engines.
Why Choose SEM?
Search engines are the most popular place for potential patients seeking a healthcare provider. In fact, 80% of Internet users gather health information online and more and more, patients are using search engines to find healthcare providers and specialists in their area. This is where SEM’s highly-targeted, cost-effective nature and measureable results come in!
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It’s Highly-Targeted
SEM allows you to select specific keywords based on the scope of your practice and how your patients search. You can also target very specific geographic regions based on where your practice is located. These features work together to ensure that your ad is presented to those expressing interest in your services that are located in your area. This high-targeted ad exposure increases the chances of clicks turning into to patients!
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It’s Cost-Effective
With SEM, you determine how much you want spend and can set your own budget. But, since you’re essentially “paying-per-click,” you want to make sure those clicks are high-quality, right? Since we’re able to target who views your ads, this also allows us more control over who clicks your ads. Because SEM zeroes in on individuals actively seeking your services, you’re likely to see a higher conversion rate than any other Internet marketing strategy.
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Control Landing Page
SEM also allows you to control which page of your site potential patients will land on upon clicking your ad. For example, if you’re a plastic surgeon who offers a variety of procedures, you can make sure that those seeking information on breast augmentation land on that specific page of your site.
Perhaps even more beneficial is creating specific landing pages each for SEM campaign. If that potential patient seeking information about breast augmentation clicks your ad, they will be lead to a specific informative landing page, with a bold call-to-action and only a few, if any, outbound links. The use of landing pages has been shown to dramatically increase conversion rates.
SEM allows you to lead potential patients directly to the information they’re looking for. If they have to comb through your site, they simply will move on to the next!
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Results are Trackable and Measureable
Using various analytics tool, you can check how people are responding to your ads. You can calculate metrics like click-through-ratio, cost-per-click and cost-per-conversion. Using these analytics, you can adjust your campaign as often as you like for maximum results.
Thinking of launching an SEM campaign?
SEM is arguably one of the most effective forms of advertising today. If you’re thinking of running your own campaign, read our previous blog post for some items to take into consideration. At MyAdvice, we have launched countless PPC campaigns for healthcare practices in a variety of markets. Our high-focused expertise has given us a keen understanding of how patients search in different medical specialties. Launch your SEM campaign with MyAdvice for guaranteed results! Contact a MyAdvice Representative today to get started.
