How should you be managing your PPC campaigns for healthcare?

PPC marketing will help you to identify credible visitors to your website. Customers who have actually clicked on your website ads and stepped ahead in the sales funnel, traffic attracted to your website through marketing content, and much more of analytical data can be obtained through PPC campaigning. It basically works around generating more leads, creating brand awareness, compulsive resources and so on.

Your PPC campaigns will need continuous updates and analysis with regard to:

• Keywords: exhaustively research on best-suited keywords by adding and deleting the most relevant keywords in the campaign.
• Negative keywords: adding negative keywords will decrease the expenditure and enhance the relevancy of your campaigns.
• Splitting ad groups: splitting ad groups based on similar keywords will help improve its relevancy, the click-through rate (CTR), and the ultimate quality score. This will also add on to focusing on a specific group of audience and create channelized landing pages.
• Update landing pages: landing pages without an effective call-to-action (CTA) do not add any value. A strong CTA with content that aligns to specific search queries backs conversion rates.
• Slicing off unwanted keywords: the thumb rule is to provide 200 impressions for particular keywords. If the CTR received is found to be less than 1%, it is recommended to delete that keyword.

PPC campaigns need constant monitoring of conversion rates and modifications if required. The key performance indicators include:

• The overall quality score
• Ad optimization
• The rate of impression shares
• The average click-through rate
• The inclusion of negative keywords