Discover how to reach the right audience in a crowded market.
Pay-per-click (PPC) advertising is an essential component of healthcare SaaS marketing. Running healthcare advertising campaigns, however, can be challenging. If it doesn’t address the unique characteristics and requirements of healthcare tech buyers, your SaaS PPC strategy might fall flat.
So, what should you consider to avoid pitfalls and drive a successful campaign?
Here are six key questions to ask when designing your strategies to reach the right audience and maximize your ROI.
Return on ad spend (ROAS) helps determine if your SaaS PPC strategy is achieving meaningful outcomes for your business. To calculate your healthcare advertising campaign’s ROAS, divide the total revenue it generates by the total expense of running it. Typically, advertisers should aim for a 3:1 or 4:1 ROAS.
Understanding the customer lifetime value (CLV) will help you clarify your advertising goals and make sound decisions about your ad spend. When you can accurately calculate what a lead is worth to your business, you can determine how much you can afford to pay for digital advertising.
Before launching a campaign, take time to put the right foundations in place. Build a solid starting point by identifying your target audience, articulating the problems you solve for them, and defining your conversion goals. These insights will help you select the best keywords to incorporate into your campaign content, the appropriate channels to use, and the right key performance indicators (KPIs) to track.
Since the healthcare software industry is so niche, you likely won’t have a large search volume for key terms you want to rank for. That means you’ll need to get creative when building your healthcare advertising campaigns to broaden your reach and get in front of the right people.
The work isn't over after you’ve launched a SaaS PPC campaign. Now, you’ll need to ensure it achieves your objectives. After all, if it doesn't attract leads that convert, you're paying for clicks that don't bring you revenue!
Track the leads you get from your campaign throughout the customer journey, and then analyze those customers' interactions with your brand across channels. Additionally, get feedback from your sales team to understand the quality of the leads.
Evaluate metrics regularly to spot red flags and course-correct promptly when needed. Track KPIs such as:
Armed with this data, you can use key insights to inform targeted improvements. If a campaign doesn’t generate enough traffic, for example, you might consider broadening your targeting. If you’re attracting visitors who bounce quickly without converting, on the other hand, you may need to adjust your content to ensure visitors get exactly what they’re promised.
Identifying issues early allows you to pivot and avoid spending money on tactics that don’t work.
While spotting red flags and pivoting is essential, you must give a campaign time to produce results before adjusting your tactics. The healthcare SaaS industry has long sales cycles, and making just a handful of sales per month isn't uncommon. Most brands will need time to gather enough data to determine if a campaign generates high-quality leads.
A campaign with a small budget takes about six months to produce results, while one with a medium or high budget needs about three months. Analyze the outcomes — such as the number of demo requests, resulting opportunities, and sales — against your ad spend to make data-driven decisions about where to go next.
ROAS is typically the most important metric to assess the success of a campaign. The amount you spend on acquiring a customer should be lower than the campaign’s lifetime value for it to be considered profitable.
However, ROAS isn't the be-all-end-all — healthcare advertising campaigns are integral to your overall digital marketing strategy, as they help strengthen your brand image and online presence. To maximize your campaign’s impact, ensure your healthcare PPC tactics align with your website, content, nurturing campaign, and sales tactics.
SaaS PPC is a fast-evolving discipline. To maximize ongoing outcomes, brands must dedicate time and resources to stay current with regulation changes and the latest best practices. That’s why more companies partner with healthcare SaaS marketing agencies to help them succeed.
An experienced partner has seen the industry's evolution and can spot subtle signs indicating shifts in algorithms or audience behaviors. It also stays current with the most effective tactics and industry trends to help you identify keywords that yield high-quality leads and optimize your ROAS.
As advertising networks become more cautious about data privacy, they limit the information they share with advertisers — making it more challenging for brands to hone their targeting. An agency that constantly analyzes healthcare advertising campaigns for multiple clients can offer insights from a broader perspective to fill gaps and inform decisions.
When you work with an agency partner that starts by building a robust digital marketing strategy and helps you connect the dots to create a seamless customer experience through various touchpoints (e.g., website, email, and content), you can maximize the power of SaaS PPC advertising to attract the right prospects and drive conversions.
Schedule a meeting to see how we can help you break through complexity to capture and convert high-quality leads.
