Pay-per-click (or PPC) ads are commonly regarded as one of the most effective forms of online advertising, often providing immediate results and reliable ROI. Also called “paid search”, PPC functions via publishing digital advertisements on ad platforms, with payments made to these platforms each time a user clicks on one of your ads.
The enhanced visibility they offer on search engines, such as Google and Bing, cannot be understated, and visitors obtained through PPC ads are more likely to convert. However, it can be difficult to come up with ideal advertisements that appeal to a large number of healthcare professionals. Here are some tips for devising the perfect PPC ad for your CME content.
Know your Target Audience
Every successful marketing campaign hinges entirely on having a clearly defined and clearly understood target audience. Identify which HCPs would find your content relevant, and research their interests and tendencies as thoroughly as possible—including the topics and types of medical information that generally appeal to them.
Choose the Right Platform
One of the first steps you ought to take when integrating PPC ads into your marketing strategy is determining which websites you should advertise on. However well-crafted your ad is will not matter if it is not reaching your target audience. Once you have identified which HCPs you’d like to target, make an effort to learn which sites receive the most traffic from them and implement your ads accordingly. Platforms that allow for complete ad personalization are often preferred.
Additionally, do your best to ensure that your chosen platform will adequately advance your brand. While there is no guaranteed PPC marketing strategy, you should select a platform that operates at the ideal level you envision for your company’s achievements. Spend some time learning about the platform's specialties, client feedback, prior success stories, and other relevant details before making your decision.
Observe your Competitors
This is especially helpful for CME organizers who are relatively new to the market, though determining which methods work for others can be a reliable way to inform your own future marketing efforts. Pay attention to the search engine keywords, digital tools, and ad formats your competition is using, and find ways to adapt—and even optimize—them for your own purposes.
Quality over Quantity
A select few standout advertisements will always be more effective than a plethora of mediocre ones; in fact, too many ads can easily cause your audience to tune them out as background noise when browsing the web. To maximize your ROI, take the time to carefully construct ads that are creative and unique while still containing the necessary elements that will appeal to your target audience.
Dedicate Time to Optimization
Optimizing your PPC ads (and ensuring they remain optimal) encompasses many existing facets of good digital marketing. This includes regular keyword-performance evaluations, verifying that all of your ads’ information matches the landing pages linked to them, and monitoring how your ads appear across mobile devices and browsers. It is also important that your ads include vital contact information regarding whatever CME content they are representing. With PPC ads, it is crucial to put your best foot forward and make the best impression possible in order to increase your click-through rate (CTR).
Incorporate Calls to Action (CTA)
CTA goes hand-in-hand with including important CME activity details in your advertisements. Directly telling people what to do next with regards to your products, beyond clicking the ad, will positively impact your sales while bolstering your CTR. A good CTA begins with an actionable verb and conveys a sense of urgency, which can be accomplished through the mention of deadlines. They often consist of a few words and should be easily noticeable on your ads.
4 Major Advantages of PPC Advertising
- Quickly generates website traffic – Compared to organic SEO methods, users will always see you first on relevant search result pages.
- Provides immediate, quantifiable results – PPC advertisements offer real-time analytics on their performances. The number of clicks, impressions, and your overall CTR are the most important metrics when evaluating your PPC campaigns. These analytics can also be amazing sources of valuable information regarding your HCP demographics.
- Strengthens brand awareness – Even if you do not secure a sale through a visitor’s initial click, creative and well-placed PPC ads will increase the potential of that visitor remembering to return and buy your CME content at a later time.
- Allows for controlled advertising costs – PPC advertising gives you full control over your initial bid amounts, the duration of your campaigns, ad keywords, and the campaign’s final cost.
Effective PPC campaigns require a great deal of preparation and preliminary research before you can even begin to think about implementing them. However, the effort required is often well-worth the end results that can be obtained through good PPC advertising tactics, which includes constant ad monitoring. Remember: even after your ad goes live, you must track, measure, test, and adjust according to its performance analytics in order to continue generating your ideal level of traffic, leads, and conversions.