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Medical Search Engine Marketing (SEM)

The fastest way to hop to the top of Google search results is to utilize paid search advertising, also known as Pay-per-click.


What is PPC?

PPC stands for pay-per-click advertising. PPC ads, which are comprised of text only, appear above organic search results on major search engines including Google, Bing, and Yahoo!

When patients search terms related to your practice and the services that you offer, Advice Media counts on Pay-Per-Click ads to identify potential customers and guide them to your website.

PPC ads are designed to charge customers for actual results. Your medical practice only pays when potential customers click on the ads that Advice Media places in connection to relevant search terms, hence the term pay-per-click. The model differs from a CPM model (cost per 1000 impressions) in that CPM models charge customers for 1000 ad impressions whether or not they result in clicks.

How will PPC benefit my medical practice?

Pay-Per-Click ads are very efficient for yielding return on investment. Advice Media can track the exact number of clicks to your site and collect conversion rates to link the amount of emails and phone calls your practice receives as a direct result of Pay-Per-Click. Monthly reports listing total conversions allow Advice Media to convey projected revenue resulting from your Pay-Per-Click campaign.

Importance of PPC for Your Medical Practice

Google makes money from Pay-Per-Click ads. They do not make money from serving up organic results. They only provide organic results as an inducement for you to use Google and, hopefully, click on a PPC ad instead of an organic result. Google has gotten very good at maximizing the number of PPC clicks versus organic clicks. For example, just a few short years ago, searchers clicked on organic results seven times for every PPC ad they clicked on. To Google, that meant they were losing 7x as much revenue as they were earning and they decided to change their approach.

The following comparative chart shows search results a few years ago compared with search results now. Note the following critically important changes:

  • The removal of the yellow background on the paid ads to make them look like organic results
  • The shifting of the right column of paid ads toward the center of the page to make it more likely that the viewer will click on an ad
  • The use of informational or definitional boxes related to the search query to push down the organic results thereby making it more likely that the viewer will click on a paid advertisement

Guess what…it worked. The latest studies show that PPC clicks now make up approximately half of all clicks, up from 12.5% just a few years ago. It’s pretty safe to say that PPC needs to be part of your Customer Acquisition strategy!

Performing Keyword Research

Advice Media thoroughly researches possible search terms related to your business to ensure that your Pay-Per-Click ads appear in every customer search sphere. Whether or not the potential visitor clicks on your website link on the first appearance, steady exposure increases the likelihood that patients gain access to your site.

Once Pay-Per-Click ads are already running, our Digital Marketing team wants to make sure that only relevant searches pull up your website in the paid search ad section. Double-checking the search query report allows us to remove and exclude keywords that are bringing irrelevant or wasteful traffic to your website. No need to waste clicks on mistaken internet rovers when each click adds to your total campaign cost. Advice Media wants the highest possible conversion on your Pay-Per-Click investment.

Boosting your brand with paid advertising

Pay-Per-Click ads not only garner direct response conversions through emails and phone calls but also help build your brand. Each time a customer views your ad in the Google search results is called an impression (i.e. an impression on their conscious or subconscious memory). Research shows that more impressions lead to a greater trust of your brand (and subsequently your products and services).

Brand building adds more value than conversions alone for Pay-Per-Click ad campaigns. Even if new patients reach your website through organic searches, increased visibility builds credibility for your practice even before booking an appointment, visiting your office, or meeting your staff. The more often web searchers see your ad, the more likely they are to become new customers.

What to expect with Advice Media Pay-Per-Click marketing

  • Potential customer targeting in your area (via Google) who are searching for your offered services
  • Ad management by a Certified Google Partner Company
  • Keyword research, expansion, implementation, and match-type tiered bidding
  • Search query report optimization and waste reduction for highest quality traffic
  • Phone call and lead conversion tracking to refine ads and maximize results
  • A/B split testing for add copy optimization
  • Monitoring and maintaining click through rate via keyword, ad copy, and quality score

Utilizing Retargeting Lists for Search Ads

Retargeting allows Advice Media to use cookies on the user’s computer or device. Google then places Display Ads for your practice targeted specifically to those visitors whenever they visit websites on Google’s Display Network, on mobile apps that feature Google ads, or even within Google Search through what is termed RLSA (Remarketing Lists for Search Ads). Let’s be the brains and let Google be the legs in promoting your business throughout a vast selection of websites frequented by your future customers!

RLSAs are valuable resources to Advice Media due to their availability for ad placement, as well as reframing targeting efforts to specific users as opposed to keywords entered into search engines. Typically, ads resulting from retargeting have higher click-through-rates, as potential patients have visited your website before in search of services that your practice offers. Data suggests that more ad impressions and website exposure leads to a higher trust of your brand and increased conversion rates.

Re-engaging Visitors

Retargeting placement is designed for ads to appear when potential patients have visited your website in the past but left before fully engaging. In an effort to direct them back to your website and ultimately call your office to schedule an appointment, Advice Media narrows the focus on specific visitors. We already know that these customers are in the market for your services; we simply need the opportunity to thoroughly convey the information they are pursuing. In many ways, Retargeting Ads are the final set of efforts in the paid search process to turn the “research phase” into the “purchasing phase.”

Increasing Conversion Rates

In general, Retargeting has become a standard in all online marketing strategies. As a website searcher, you have likely also been retargeted on and to websites through Google’s Display Network. Businesses in every category allocate budget for Retargeting due to proven results in reengaging website visitors and converting them into new customers. Potential customers view ads for your practice again and again (with capped frequency to not flood them with your ads in excess). Not necessarily after the first website visit but with repeated exposure, the patient picks up the phone and calls your practice. Overall, Retargeting is a great value and brings in much more targeted and high-converting traffic.

YouTube Ads are also effective tools for Retargeting. If text-only Retargeting efforts have been ineffective, placing YouTube Ads captures the attention of a more visual audience. Making your practice and staff visually accessible to potential patients further establishes trust and credibility for your brand, especially considering past exposure, and increases the chance for an office visit.

Retargeting Serivce Includes:

  • Targeting potential customers who have already visited your website, via URL, social media, organic Google search, paid Google search, etc.
  • Ad management by a Certified Google Partner Company
  • Capping frequency of retargeting ads to avoid overexposure
  • Ad copy, keywords, and settings optimization to drive customers to contact your business
  • Phone call and lead conversion tracking to refine ads and maximize results
  • A/B split testing for ad copy optimization
  • Monitoring and maintaining click through rate via keyword, ad copy, and quality score

Display Advertising

Similar to Pay-Per-Click ads, Display Ads appear on websites and online media to targeted users based on demographics, interests, and search topics. Just in case a potential patient missed your website in the organic search, here is the next opportunity to find your business!

As opposed to appearing atop a list of search results, Display Ads are embedded within sites that your potential customers are searching through. The service is also referred to as “media buying” (purchasing ad space on online media). Advice Media utilizes Google’s vast network of millions of websites and blogs, which reaches 92% of all internet users in the United States, for the broadest reach possible.

Utilizing the Right Model

Display Ads can be executed with either a Pay-Per-Click (CPC or cost-per-click) or a Pay-Per-Impression model (CPM or cost per 1000 impressions). Advice Media typically uses CPC for Display Ad campaigns so that clients only have to pay for actual clicks on website links. However if a Display Ad campaign maintains a high click-through-rate (rate of clicks per impressions), using a CPM model to maximize the amount of clicks for the lowest cost may make more sense.

Adding Depth & Variety

Display Ads appear on websites and online media to carefully targeted users based on demographics, interests, search topics, typed keywords, and a brand new targeting method called Display Select Keywords. This method was introduced within the advertising industry as a quiet beta test, code named Search Companion Marketing, and proved to be a useful tool for marketing campaigns. Display Select Keywords allows your practice to target potential customers who have searched selected keywords on any search engine and show ads within the same browser session – typically seconds to minutes after they type the keyword. Advice Media takes every opportunity to incorporate the most up-to-date technology, so we scooped this technique right up!

To compliment a thorough reach, Display Ads also allow for more than text only ads. Google’s Display Network supports image ads, including banners, rich media ads with interactive elements and animations, and video ads, such as Youtube Ads.

Display Ad Benefits

Display Ad campaigns with Advice Media often yield greater benefits than search engine campaigns, especially when working with lead-driven industries such as aesthetic wellness. Our Digital Marketing team has the knowledge and experience to build your campaign based on advanced targeting that will maximize your return on Display Ad spending.

Display Advertising service includes:

  • Potential customer targeting in your area (via Google’s Display Network) with ads on websites and online media
  • Ad management by a Certified Google Partner Company
  • Focus on websites with keywords related to your practice and the services that you offer
  • Narrow demographics for accurate placement, including gender, age, interests, and search topics
  • Targeting based on search-intent with Google’s Display Select Keywords feature for the Display Network
  • Ad copy, keywords, and settings optimization to drive customers to contact your business
  • Placement optimization and monitoring, including website exclusions for lower click-through and conversion rates
  • Phone call and lead conversion tracking to refine ads and maximize results
  • A/B split testing for ad copy optimization
  • Monitoring and maintaining click through rate via keyword, ad copy, and quality score

YouTube Ads

Video research is bigger than ever! In fact, YouTube is the second most used search engine in the world. Who knew?! Advice Media utilizes YouTube to ensure that your business spans all Internet search platforms. YouTube ads appear both on the website and across the Internet overlaying YouTube videos. Video ads also appear prior to searched videos for premium exposure.

YouTube Ad Service Includes:

  • Targeting customers on the second largest search engine worldwide
  • Ad management by a Certified Google Partner Company
  • Ad copy, keywords, and settings optimization to drive customers to contact your business
  • Phone call and lead conversion tracking to refine ads and maximize results

Related Topics

Search Engine Optimization



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