For healthcare providers, launching an advertisement online is a great way to push leads into becoming clients. In the 21st century, advertising platforms are no longer limited to expensive mediums, such as print, television, or radio. In fact, these are all slowly becoming obsolete—thus seeing marketers transitioning into online advertising as the key to success. 

Today, Pay Per Click advertising (PPC advertising) is becoming one of the most essential forms of modern-day digital advertising for the healthcare industry. A PPC agency is an important form of the digital marketing agency scene, as they are the future of advertising as a whole! 

Pay Per Click Advertising Must Be Done With a Strategy

When it comes to PPC advertising, all those bidding for a spot on the top results of a search engine results page do not get the slot by merely throwing money into it. 

Algorithms will monitor the quality of the landing page that the PPC ad will be targeting. Not only will a proper strategy assist with ranking better, but it also gets better traffic to come in, allowing for more conversions—pushing your leads to becoming a solid client!

Landing Pages Must Be Done With Quality for Best PPC Results

Organic, SEO-optimized pages normally rank better and see better results. This is because search engines like Google are more likely to give higher rankings for pages that have fewer bounce rates. The better the landing page of the advertisement looks, the more likely your site will retain visitors and convert your leads.

Google’s Quality Score Algorithm

The Quality Score algorithm of Google determines which ad slot your PPC advertisement will appear on in a search results page. This is normally broken down into three categories, namely the ad relevance, landing page experience, and expected click-through rate (CTR). 

Ad relevance is how well the ad matches the searched keywords. Keywords found on a landing page will determine how relevant the ad is to the search engine algorithm. On the other hand, landing page experience is how useful the visitor found the landing page of an ad based on the search query. Meanwhile, the expected CTR is the likelihood that an ad will be clicked on the search engine results page. 

The Essential Quality Score: Landing Page Experience

Google AdWords reads the content of the page that opens when an ad is clicked, which is then assigned an initial Quality Score. This score is based on how well the page matches the keywords linked that trigger the page to appear. Basically, the best thing to do is to optimize the entire site for better SEO scoring, as this will ultimately bump up the success rates of both conversions and rankings on Google pages. 

The experience people have on the landing page will likely set the tone or impression they initially get from you as a healthcare provider. A poorly designed landing page or website is likely to increase bounce rates, thus damaging your SEO scores and ruining your reputation in the industry. 

As such, the trick is to focus heavily on user experience and think of navigating your entire website and landing pages as a potential client. Doing so will help reveal the aspects that need to be improved and what can be added to ensure a better overall design. 

Conclusion

The landing page is important to optimize, especially in terms of PPC advertising, as this is where potential clients who click your ad will end up on. This sets the entire tone of their first impressions of you as a healthcare provider—so setting a good impression will, in fact, matter! As such, it’s best to work with an online marketing agency to get the best results in Search Engine Optimization and PPC advertising. 

Are you looking for help in creating PPC landing pages to rank better on search engines? Discover My Business is a full-service digital marketing agency that offers a wide variety of services, including PPC advertising, SEO, social media management, and other ad campaigns. Contact us today to make your next move for digital marketing with the help of our professional team.