{"id":1979,"date":"2016-12-06T21:42:40","date_gmt":"2016-12-07T02:42:40","guid":{"rendered":"http:\/\/www.inboundmd.com\/?page_id=1979"},"modified":"2016-12-06T21:42:40","modified_gmt":"2016-12-07T02:42:40","slug":"ppc-advertising-for-doctors-dentists-healthcare-practices","status":"publish","type":"page","link":"https:\/\/inboundmd.com\/ppc-advertising-for-doctors-dentists-healthcare-practices\/","title":{"rendered":"PPC Advertising For Healthcare Practices"},"content":{"rendered":"[vc_row full_width=&#8221;stretch_row&#8221; wpex_bg_overlay=&#8221;dark&#8221; css=&#8221;.vc_custom_1479929489496{padding-top: 100px !important;padding-bottom: 100px !important;background-color: #004d99 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}&#8221; wpex_bg_overlay_opacity=&#8221;0.55&#8243; wpex_bg_overlay_color=&#8221;#004d99&#8243;][vc_column]<h1 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#ffffff;font-size:48px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Pay Per Click (PPC) Advertising<br \/>\nfor Healthcare Practices<\/span><\/h1><div class=\"vcex-spacing\" style=\"height:40px\"><\/div><div class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#ffffff;font-size:32px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Increase new patients with PPC ads<br \/>\non search engines and social networks<\/span><\/div>[\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1479509683364{padding-top: 60px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221;][vc_column][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Learn About PPC Advertising<\/span><\/h2>[vc_empty_space height=&#8221;40px&#8221;][vc_column_text]\n<ul>\n<li><a class=\"local-scroll\" href=\"#what-is-ppc\">What is PPC Advertising?<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#ppc-advertising-benefits\">Why Should Healthcare Practices Use PPC Advertising?<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#search-engine-advertising\">How Does PPC Work on Search Engines?<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#social-advertising\">How Does PPC Work on Social Networks?<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#ppc-advertising-strategy\">Developing a PPC Advertising Strategy\u00a0for Your Practice<\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019ve talked a lot about SEO and content marketing and local search. Each of those play a huge role in marketing your medical practice. Those strategies wouldn\u2019t be complete, however, without paid advertising. Here we\u2019ve put together everything you need to know to get you started advertising online<\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;]<div class=\"vcex-spacing visible-desktop\" style=\"height:30px\"><\/div>[vc_single_image image=&#8221;629&#8243; alignment=&#8221;center&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1481078912742{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;what-is-ppc&#8221; el_id=&#8221;what-is-ppc&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">What is PPC Advertising?<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">PPC stands for pay-per-click and is sometimes known as paid search, if speaking about the search engine variety. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you buy PPC online advertisements, each time a patient clicks on your ad, you pay a small fee. There are other paid advertising models like CPM, or cost-per-thousand advertising, where you pay per times your ad appears, not per click. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is how newspaper, radio and TV advertisements are sold. PPC is a much better model because you only pay for an action (a click) instead of nonaction (a view).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both search engines and social networks offer PPC advertising, but each of them differ in cost and effectiveness. If they\u2019re done right, Google ads, for instance, will drive high volumes of traffic to your site, but \u00a0can be more expensive than other search engines. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bing, on the other hand, is often less expensive, but also not as popular as Google, so you may not see as much traffic and thus less appointments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social networks like Facebook often have lower click-through rates, but the targeting capabilities social media platforms offer make them highly effective. It\u2019s also extremely low-cost. With a budget of just a few hundred dollars, you can effectively drive engagement and awareness for your practice. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should view social media and search engine advertising as complementary to each other since both have different purposes and outcomes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media users, for instance, aren\u2019t intentionally searching for you or your services, but they\u2019ll see your ads as they browse their news streams. The best social ads don&#8217;t really look like ads &#8211; your ads might feature an interesting blog post or useful download about a medical condition.<\/span><\/p>\n<p>Remember, patients on social networks are the chat with friends and family, not book a provider. They might not become patients immediately, but your ads raise their awareness of your practice. When they do need a healthcare provider, they\u2019ll know who to call.<\/p>\n<p><span style=\"font-weight: 400;\">Search engine users, on the other hand, will see your ads when they enter specific search terms related to your practice. Since they are intentionally looking for you, the conditions you treat or services your provide, you will see a higher click through rate and more immediate conversion of this traffic into new patient appointments. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Paying for ads also helps you appear at the top of search results, since Google and other search engines show paid advertisement before their local or organic listings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This makes search engine PPC advertising a great way to kick-start your online efforts and drive immediate new patient appointments while you wait for your SEO efforts to drive your local and organic rankings.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1481080661492{padding-top: 60px !important;padding-bottom: 20px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; local_scroll_id=&#8221;search-engine-advertising&#8221; el_id=&#8221;search-engine-advertising&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Why Should Healthcare Practices Use PPC Advertising?<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">You may wonder why your healthcare practice should use PPC when you\u2019ve already got a good SEO strategy going for you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At InboundMD, we believe PPC and SEO work hand-in-hand. SEO is a long-term strategy that can take months before you start seeing results. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Good PPC ads are live instantly and will start sending traffic to your site immediately. That means instant visibility for your practice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another reason is that no matter how good your SEO, you\u2019re not always going to be in Google\u2019s local pack or at the top of search results. Paid ads will always appear at the top of search results, however, because you paid for that spot. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll be the first thing patients see.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PPC ads also allow you to target, at the very least, patients in a specific geography, and on social media platforms even more direct targeting. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">SEO is great because it gives you a broad reach. PPC complements that broad reach by attracting specific patients.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;30&#8243; css=&#8221;.vc_custom_1479773657569{padding-top: 30px !important;background-color: #2b96cc !important;}&#8221;][vc_column width=&#8221;2\/3&#8243;]<div class=\"vcex-module vcex-heading vcex-heading-plain vc_custom_1479773751984\" style=\"color:#ffffff;font-size:28px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\"><span class=\"vcex-icon-wrap vcex-icon-position-left\" style=\"color:#ffffff;\"><span class=\"fa fa-lightbulb-o\"><\/span><\/span>INTERESTED IN IMPROVING YOUR PRACTICE'S SEO?<\/span><\/div>[\/vc_column][vc_column width=&#8221;1\/3&#8243;]<div class=\"textcenter theme-button-wrap clr\"><a href=\"\/schedule-consult\/\" title=\"SCHEDULE CONSULT\" class=\"vcex-button theme-button align-center inline animate-on-hover\" target=\"_blank\" style=\"background:#004d99;padding:10px 16px;font-size:18px;text-transform:uppercase;\"><span class=\"theme-button-inner\">SCHEDULE CONSULT<span class=\"vcex-icon-wrap theme-button-icon-right\"><span class=\"fa fa-angle-double-right\"><\/span><\/span><\/span><\/a><\/div> [\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1481081115251{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;search-engine-advertising&#8221; el_id=&#8221;search-engine-advertising&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">How Does PPC Advertising Work on Search Engines?<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]\n<h3><span style=\"font-weight: 400;\">Setting a Budget<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The first step in getting your PPC campaign started is to determine your budget. If you don\u2019t take time to work through this step carefully, you could end up spending much more than you intended to. Tools like this <\/span><a href=\"http:\/\/www.capterra.com\/vendors\/ppc-bid-calculator\"><span style=\"font-weight: 400;\">PPC Bid Calculator<\/span><\/a><span style=\"font-weight: 400;\"> or bid simulators built into AdWords can help you refine your budget and estimate how your ads will perform at a certain dollar amount.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recommend most providers start with at least $1,000 per month. If you have less than this, you may want to pursue other efforts first, such as listing management and SEO.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Choosing Your Keywords<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Next, choose the search terms you want to have your ads show against. Again, like your budget, this should be a thoughtful process. <\/span><a href=\"https:\/\/adwords.google.com\/ko\/KeywordPlanner\"><span style=\"font-weight: 400;\">Google Keyword Planner<\/span><\/a><span style=\"font-weight: 400;\"> can help you find search terms relevant to your medical practice as well as suggest bid rates for each term.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Take <\/span><i><span style=\"font-weight: 400;\">hand surgery<\/span><\/i><span style=\"font-weight: 400;\"> as a search term, for example:<\/span><\/h4>\n<p><i><span style=\"font-weight: 400;\">Hand surgery<\/span><\/i><span style=\"font-weight: 400;\"> is a somewhat competitive and Google suggests a fairly high bid for the search term. Other terms, like <\/span><i><span style=\"font-weight: 400;\">hand doctor<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">carpal tunnel syndrome<\/span><\/i><span style=\"font-weight: 400;\"> are also expensive. However, terms like <\/span><i><span style=\"font-weight: 400;\">carpal tunnel relief<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">carpal tunnel treatment<\/span><\/i><span style=\"font-weight: 400;\"> have lower monthly searches but are much less expensive. Try to choose a few of the more popular search terms and some of the less common terms for a balanced ad campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over time, it\u2019s important to refine your keywords. It may seem easier to just let your campaign do it\u2019s thing, but for the best results, you\u2019ll want to constantly update search terms, get rid of ones that aren\u2019t working, and add ones that might be more profitable. You may also want to add negative keywords to help improve the effectiveness of your ads. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Geotargeting and Local Search<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve determined your budget and your keywords, it\u2019s time to narrow down who sees your ads. For instance, if you practice in Albany, New York, you don\u2019t want patients in Miami, Florida clicking on your ads and costing you money when they will probably never visit your office.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this in Google Adwords, select your campaign, open settings, and navigate down to the location section. In the search field you can search for areas you wish to target as well as regions you would like to exclude from your targeting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also target languages. For instance, if your city has a high Korean population, you can include ads in Korean to reach that demographic. Search engines will not translate ads for you however, so be sure your ads are already in the language you are targeting.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Creating Ad Copy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve set your budget, determined your keywords, and targeted your region, it\u2019s time to create compelling ad copy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your copy should be all about your patients. Copy that focuses on you or your practice won\u2019t convert well. Copy that tells them what they\u2019ll get from you and your practice, however, will.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, an ad that reads \u201cPrestigious Orthopedic Surgeon. State of the art office and location\u201d will do nothing for the patient. <\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Here\u2019s an example of good ad copy that highlights the patient benefits:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When patients see this ad, instead of reading how great this chiropractor is, they\u2019re going to read about all the good things he has to offer them. When they make an appointment, they\u2019ll receive best-in-class treatment. Their treatment will be customized to their needs, not one-size-fits-all, and they don\u2019t need to go through a confusing referral process just to get an appointment.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Here\u2019s another example:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This ad copy tells patients exactly what they\u2019ll get: skincare solutions for all skin types created by a doctor with excellent credentials. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you create your copy, remember, it needs to be all about them, not about you. Ask yourself what you can give them or what differentiates you from your competition.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1481081374174{padding-top: 60px !important;padding-bottom: 20px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; local_scroll_id=&#8221;social-advertising&#8221; el_id=&#8221;social-advertising&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">How Does PPC Advertising Work on Social Networks?<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In some ways, PPC advertising on social media is similar to PPC advertising on search engines. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You still need to go through the process of setting a budget, targeting your audience, and creating great copy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key differences between social media ads and search engine ads comes down to the type of targeting you can select and ad creative you can develop. <\/span><\/p>\n<h3>Enhanced Demographic Targeting<\/h3>\n<p><span style=\"font-weight: 400;\">Social networks offer different advertising targeting options than search engines. S<\/span><span style=\"font-weight: 400;\">ocial networks give you a very powerful tool to target a very specific set of patient demographics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media platforms allow you to choose exactly who sees your ad. You can target patients based on age, gender, language, relationships, work, interests, life events, behaviors, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if your practice specializes in knee surgery on older patients, your social media ads should be targeted to middle-aged and elderly social media users. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, if you focus more on sports injury treatment, you\u2019ll want to target a younger demographic, like twenty- to forty-year-olds whose interests include running.<\/span><\/p>\n<p>As with search engine PPC advertising, you can also target your local regions, even special interest groups within those regions.<\/p>\n<h3>Engaging Ad Creative<\/h3>\n<p>Another difference between social advertising and search engine advertising\u00a0is the type of ad creative you can use.<\/p>\n<p>With search engine advertising, you are restricted to creating text-only advertisements. Social advertising allows you to use pictures and videos, alongside text, to produce engaging and interactive ads.<\/p>\n<p>In some cases, you can even show multiple images or videos, to showcase more than one message about your clinic or treatment you provide.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;30&#8243; css=&#8221;.vc_custom_1479773657569{padding-top: 30px !important;background-color: #2b96cc !important;}&#8221;][vc_column width=&#8221;2\/3&#8243;]<div class=\"vcex-module vcex-heading vcex-heading-plain vc_custom_1479773751984\" style=\"color:#ffffff;font-size:28px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\"><span class=\"vcex-icon-wrap vcex-icon-position-left\" style=\"color:#ffffff;\"><span class=\"fa fa-lightbulb-o\"><\/span><\/span>INTERESTED IN IMPROVING YOUR PRACTICE'S SEO?<\/span><\/div>[\/vc_column][vc_column width=&#8221;1\/3&#8243;]<div class=\"textcenter theme-button-wrap clr\"><a href=\"\/schedule-consult\/\" title=\"SCHEDULE CONSULT\" class=\"vcex-button theme-button align-center inline animate-on-hover\" target=\"_blank\" style=\"background:#004d99;padding:10px 16px;font-size:18px;text-transform:uppercase;\"><span class=\"theme-button-inner\">SCHEDULE CONSULT<span class=\"vcex-icon-wrap theme-button-icon-right\"><span class=\"fa fa-angle-double-right\"><\/span><\/span><\/span><\/a><\/div> [\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1481656006023{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;ppc-advertising-strategy&#8221; el_id=&#8221;ppc-advertising-strategy&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Developing a PPC Advertising Strategy for Your Practice<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]Developing an effective PPC advertising strategy is key if you want your ad dollars to result in new patients.<\/p>\n<p>Here&#8217;s how you can go about developing an effective PPC advertising strategy for your practice.<\/p>\n<h3>Establish Goals<\/h3>\n<p>The first step in\u00a0creating effective\u00a0PPC advertising strategy is to determine your goals.<\/p>\n<p>Why are you advertising in the first place?<\/p>\n<p>Are you interested in getting more new patients? Or do you want to raise awareness for a new clinic that you just opened?<\/p>\n<p>Sounds simple, but so many practices forget to do this before they start advertising and usually fail because of it.<\/p>\n<p>Regardless of the goals you have for your practice advertising, make sure that they are SMART: Specific, Measurable, Agreed-upon, Realistic and Trackable.<\/p>\n<p>Once you have determined your goals, you can move on to&#8230;<\/p>\n<h3>Choose Search or Social<\/h3>\n<p>This decision comes down to the goals you have for the practice.<\/p>\n<p>You can start with both (and we&#8217;re sure some practices do this), however, you might find it easier to start by pick\u00a0a search engine or a popular social network that you feel can help you achieve your goals.<\/p>\n<p>For example, if you&#8217;re instantly looking for new patient appointments, targeting patients searching on Google, is your best place to start.<\/p>\n<p>If you&#8217;re looking to grow your patient audience and engage with patients more frequently after they visit, social advertising probably is your best place to start.<\/p>\n<p>Either way, start small, test and experiment often.<\/p>\n<h3>Determine an Offer<\/h3>\n<p>There needs to be a reason for a patient to interact with your ad.<\/p>\n<p>This doesn&#8217;t mean that you need to offer a coupon or discount, but you do need to have something that the patient wants.<\/p>\n<p>Most often you will have the solution to their health or medical condition, which is more than enough to offer. The majority of your ad creative regardless of the medium should focus on selling the experience and results you can provide &#8211; not necessarily price.<\/p>\n<p>Always remember that\u00a0there is competition in your area and patients can be swayed by enticing offers from healthcare providers<\/p>\n<p>Oh and if you&#8217;re using social media ads to market your practice, your offer will likely be a piece of content or information that patients would enjoy.<\/p>\n<h3>Develop Creative<\/h3>\n<p>Armed with an offer, you can now develop the ad campaign creative &#8211; the copy (and in some cases imagery) that will drive patient action.<\/p>\n<p>For search engines campaigns, your PPC ads are limited to text and links. Prior to writing your PPC ads and determining your ad extensions, you should do some keyword searches to check out the competition.<\/p>\n<p>For social media campaigns, your PPC ads contain both text and images or video. This gives you a lot more flexibility and power over how you convey your value to patients.<\/p>\n<p>Regardless of the platform, it&#8217;s important to have multiple versions of your ads running at the same time. While you don&#8217;t have to test huge variations, you should always be trying to find a better converting advertisement.<\/p>\n<p>Plus if you&#8217;re experimenting with a new demographic or set of keywords, getting data back on multiple different ads can help you make decisions on future campaign tweaks.<\/p>\n<p>You should also be rotating ads at least every month in conjunction with changing offers, unless you&#8217;ve found something that consistently works.<\/p>\n<h3>Implement Tracking<\/h3>\n<p>Search engine and social media advertising platforms provide practices with in-depth tracking capabilities. These capabilities allow your measure\u00a0and track how your ads are performing on their network.<\/p>\n<p>That&#8217;s simply the start.<\/p>\n<p>In order to best\u00a0track a PPC advertising campaign, you will also need to have analytics on your website, so you can identify which advertisements are generating the most new patient appoints. You&#8217;ll also want to leverage call tracking, because not all patients book appointments online.<\/p>\n<p>Many still call.<\/p>\n<p>Calls bring up another grey area &#8211; tracking online ads to offline appointments. While many online tools exist to track the various movements of patients, the front office staff will need to bear some responsibility as well for tracking.<\/p>\n<p>Updating patient forms to include your new forms of advertising on the &#8220;how did you hear about us?&#8221; section and ensuring that the patient is asked at least once to verify, will greatly help in making sure you know what&#8217;s working best.<\/p>\n<p>At the very least, you&#8217;ll know exactly what&#8217;s not working.[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; wpex_bg_overlay=&#8221;dark&#8221; css=&#8221;.vc_custom_1479929489496{padding-top: 100px !important;padding-bottom: 100px !important;background-color: #004d99 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}&#8221; wpex_bg_overlay_opacity=&#8221;0.55&#8243; wpex_bg_overlay_color=&#8221;#004d99&#8243;][vc_column][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1479509683364{padding-top: 60px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221;][vc_column][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;40px&#8221;][vc_column_text] What is PPC Advertising? Why Should Healthcare&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PPC Advertising for Doctors, Dentists &amp; Healthcare Practices 2019<\/title>\n<meta name=\"description\" content=\"What is PPC Advertising? Why Should Healthcare Practices Use PPC Advertising? How Does PPC Work on Search Engines? 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