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How to Develop a Solid B2B PPC Strategy for Healthcare Marketing

Susie Kelley
By Susie Kelley on August 31, 2016
How to Develop a Solid B2B PPC Strategy for Healthcare Marketing
How to Develop a Solid B2B PPC Strategy for Healthcare Marketing

How to Develop a Solid B2B PPC Strategy for Healthcare Marketing

Susie Kelley
By Susie Kelley on August 31, 2016

Pay-per-click (PPC) campaigns can be daunting, especially when you consider the average small business owner pays around $54 per lead from PPC ads.  

Successfully running a PPC campaign is also complex — the reality of running online healthcare ads is much more nuanced than bidding on keywords to set up display ads and then letting Google do the work. You’ll have to know how to set up campaigns to attract high-quality traffic and then have a system for deriving campaign insights to optimize your ads and drive conversions.

One wrong move, and your healthcare company could end up burning through a lot of funds without intended results.

Download Now – SaaS Marketing Agency Insights: A Guide to Healthcare Marketing  Strategy

Design PPC Strategies That Pay You Back

Don't be disheartened because we have good news for B2B healthcare companies. The truth is that inbound marketing know-how will help you strategize a PPC campaign that works.

The work that you’ve done to understand your target audience and their pain points is crucial for shaping both your creative content and targeting strategy. By pinpointing the demographics, interests, and online behavior of your ideal audience, you can tailor your campaign, customize your messaging, and choose the right delivery channels to maximize your PPC results.

Here's how to apply inbound marketing fundamentals for a B2B PPC strategy that pays you back over and over again.

Target the Beginning and Middle of the Funnel

When you're spending notable sums of money on ads, you want it to work. And in order to make it work, you need sales, right? So, it makes sense that marketing teams typically direct their PPC strategies on qualified leads who seem ready to spring. 

However, this strategy often backfires because if they aren't quite ready to spring, you have just wasted money. Targeting all of your PPC ads at the funnel's bottom is like putting the cart before the horse. 

However, you can use PPC advertising to increase brand visibility and introduce your brand to new audiences, laying the foundation for future engagement and conversions.  

It's worth investing in some "get to know you" conversations that offer informative and engaging content so that you can establish credibility, build trust, and nurture relationships with potential healthcare customers, guiding them through the buyer's journey. 

From there, you can start expanding ads for deeper, buyer-oriented materials and offers. 

With a well-designed website emphasizing UX, you can drive valuable leads by capturing contact information using or encouraging sign-ups for newsletters, webinars, or other lead magnets.  These leads can then be nurtured over time through targeted follow-up campaigns for a solid B2B PPC strategy. 

Nurturing visitors and leads from the very beginning is one of the most successful PPC strategies of all, and that includes spending money on PPC ads targeting prospects at the beginning- and middle-stages of the buyer cycle. 

Be Smart About PPC Keyword Analysis

One might assume that starting with the keyword targets would be logical. However, this assumption often leads marketers astray, resulting in counterproductive strategies. For instance, when promoting software that offers Electronic Health Records (EHR), one might be tempted to use broad search terms like "EHR" or "EMR." However, this approach may inadvertently attract individuals seeking their own medical records rather than the clinicians who use EHR systems. 

This misalignment can inadvertently push away potential customers and lead to inadvertent advertising strategy mistakes. Instead, sales and marketing teams should think carefully about PPC keyword analysis and combine their understanding of the target audience with powerful AI insights for the best results.  

Consider, for example, leveraging Google Ads' innovative self-learning AI technology, AlphaGo Zero, which delves into past data to uncover trends and patterns. By harnessing these insights, advertisers gain valuable guidance on targeting strategies, enabling them to effectively connect with potential customers. This sophisticated approach ensures that ads reach a more relevant audience, optimizing the chances of engagement and conversion. 

According to the AI Marketing Benchmark Report by Influencer Marketing Hub, 61.4% of marketers have integrated AI into their marketing strategies, with 44.4% utilizing it specifically for content creation.  

AI software excels in tasks such as data analytics and testing numerous ad variations swiftly. Leveraging AI technologies for effective healthcare PPC strategies has become indispensable, given their superior speed and effectiveness in optimizing performance.

Connect to an Effective Landing Page

There are a shocking number of PPC ads out there that simply drive searchers to a general home page or some other general-purpose content that is simply not engaging enough to make visitors want to dig deeper. 

You are much better off creating PPC ads such that the visitor clicks through to a landing page that converts. The page should be related specifically to the keyword phrase(s) used to find you and, of course, the ad itself. Successful landing pages load quickly, are easy to scan, have relevant images or graphics, and gracefully lead the visitor to the next action to take, which will educate them further. 

Encouraging prospects to request a demo or book a meeting stands as a pivotal objective for any healthcare website. Thus, crafting a high-converting landing page becomes imperative within your healthcare marketing strategy. Despite the seeming simplicity of creating a landing page, fine-tuning each element to optimize conversions presents a multifaceted challenge. 

Revamping your landing page or implementing drastic alterations isn't always necessary. Even minor adjustments, like refining the headline, form fields, or imagery, have the potential to yield substantial results for your PPC strategies. By making these incremental changes, you can accumulate significant improvements over time. 

Get Support for Your Healthcare Ad Campaigns 

A digital marketing agency focused on healthcare can translate their expertise into informed PPC keyword analysis, identification of high-quality leads, and precise estimations of ad spend returns. At Spot On, we help guide companies through every step of a B2B PPC strategy and execute campaigns adept at navigating advertising restrictions associated with healthcare. With a meticulously orchestrated healthcare digital advertising campaign, you can be on your way to reaching top-tier leads and fostering conversions. Ready to explore how we can support your healthcare advertising goals? Schedule a consultation with us today. 

SaaS Marketing Agency Insights: A Guide to Healthcare Marketing Strategy

Susie Kelley
Published by Susie Kelley

Spot On co-founder and partner Susie Kelley is dedicated to leveraging technology to advance innovative solutions in highly regulated industries. Driven by the opportunity to elevate brands, she co-founded Spot On in 2012 after having spent 15 years honing her marketing skills in an agency. Susie leads business development with a personal touch, focusing on building lasting relationships with clients to meet — and exceed — their goals for business growth.

To learn more about Susie, visit our Company Page.

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