Paid Advertising

paid advertising

For medical and dental practices that desire sustained growth, an effective digital advertising strategy is absolutely essential! 

There are several pieces to the digital marketing puzzle which must cleanly fit together for the big picture to make sense, such as a strong online presence, SEO-driven content, and social media advertising. However, there is one important piece of that puzzle which has been the subject of significant confusion and controversy, and that is paid advertising. In the context of digital marketing, we're specifically talking about PPC (or pay per click) campaigns.

Here are some burning questions that many practice owners and managers alike, all want answered:

  • What exactly does PPC marketing involve?
  • How effective is a PPC campaign in reality?
  • Is the ROI worth the cost?
  • What benefits could be realistically expected from such an initiative?

The following information will answer such questions and dispel some common myths about paid advertising as a digital marketing tool.

At the end of the day, your campaign exists for one reason: to increase growth and revenue within your practice. Any other outcome simply isn’t worth spending money on.

Paid Ads Service

PPC:
pay per click,
or per action.

PPC Marketing Defined

PPC is basically an online advertising model in which a business pays the curator of an ad platform, or other online space, to place advertisements on its website. To further clarify matters, it may be helpful to compare and contrast PPC marketing with traditional print advertising, such as newspaper ads.

Before today's advanced technology, newspapers would charge companies for advertising space per edition, and would also charge depending on the ad's size (full page, half page, quarter page, and so forth). However, there was one big drawback to this method of advertising: once the paper was circulated to its readers, only a fraction would pay much attention to the ad, and then only a small percentage of that number would then take action and make a purchase. Still, no matter how many readers actually responded to the advertisement, the cost to the business remained the same.

In contrast, the cost of PPC advertising is in its name: companies pay per click, or per action. In other words, the more prospects that click on your ad and are taken to your website, the more money you owe the owner of that ad space. However, maybe you've already spotted the upside to this method of advertising: even though you're paying more with each click, you're only paying for prospects that are actually interested in your product or service. That's a huge plus!

PPC:
pay per click,
or per action.

Google's advertising revenue in 2022:
over $224.47 billion!

Common Paid Advertising Myths

There are a lot of myths that surround PPC marketing. While these myths in their entirety would be far too numerous to discuss in a single article, here are 4 common misconceptions that people have about paid advertising:

  • Nobody really clicks on Google Ads. In 2022, Google's advertising revenue checked in at well over $224 billion. The fact is, people do click on Google Ads, and ads from other platforms; otherwise, Google wouldn't be rolling in a sea of cash!
  • PPC campaigns do not require as much research, creativity, or strategy as other marketing efforts. While platforms like Google and Facebook can expose your ads to a broad consumer base, it's on you to make those ads as alluring to prospects as they can be. The level of effort and craftsmanship that you put into each ad will have a large influence on its ultimate effectiveness.
  • Paid advertising affects positioning on Google. While an effective PPC campaign can indirectly have a positive effect on your SERP ranking, there is no direct correlation (positive or negative) between PPC marketing and your website's position on Google.
  • PPC marketing is too expensive. Actually, the exact opposite is true: PPC advertising is extremely cost-effective. Think back to our contrast between PPC marketing and print advertising. Isn't it so much better to pay based on how many potential customers interact with your company, versus having to pay a high, flat rate regardless of how effective the advertising actually is?

Benefits of Paid Advertising

When properly implemented, the multitude of benefits are endless with paid advertising and how it can bring growth and increased ROI to your practice. Here are some key advantages that PPC marketing offers:

Cost-effectiveness

The average CPC (cost per click) of a Facebook Ad is a little approximately $1.72; for a Google Ad, the range is generally between $2 to $4. Those are, proportionally, much more cost-effective rates than what newspapers and other print publications offer.



Ease of tracking

With PPC campaigns on Google and other platforms, you have the ability to track how many people are clicking through to your practice’s website over a specific period of time, as well as what they are doing on your site once they get there.

Superior control

Whether you want to "laser target" a small, niche demographic near your location, or want to reach as many potential patients as possible within a broad pool, PPC marketing gives you the power to customize your advertising efforts down to the smallest details.

Independence from SEO changes

While Google's SEO algorithm is extremely complicated and always evolving, PPC marketing is relatively stable, and completely separate from SEO updates.

High scalability

Generally speaking, PPC campaigns are meant to be short-lived affairs. That means that they are extremely scalable in nature and can be customized as the desired promotions or specific needs within your practice. If you are not seeing the desired results, you are free to halt the campaign early; and if the campaign is exceeding your wildest expectations, then you have the option to prolong it as you see fit.

At Klemtek Media, we have both the experience and the expertise to bring your practice’s PPC marketing to the next level. We are a digital marketing agency based in St. Petersburg, FL and offer a variety of imperative services, such as local search engine optimization and superior content creation. If you would like to learn more about how we will make the most of your paid advertising efforts, reach out to us today to schedule a free consultation.

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"We have been working with Klemtek media for several years now and they have been an amazing vendor to work with. They are proactive when introducing us to new services and trends, responsive to our changes and needs, knowledgeable about our business and available when we need them.  During this crazy time in healthcare, Klemtek has gone above and beyond to make sure that the information we need to communicate to our patients is posted on our website immediately. They have also done a great job with our SEO, tracking constantly, looking for trends and places where we can improve exposure and interaction. Thank you Kyle and team for always being there for us."

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- Gordon Oldham, CEO/ Attorney at Oldham Delcamp

At Klemtek Media, we have both the experience and the expertise to bring your practice’s PPC marketing to the next level. We are a digital marketing agency based in St. Petersburg, FL and offer a variety of imperative services, such as local search engine optimization and superior content creation. If you would like to learn more about how we will make the most of your paid advertising efforts, reach out to us today to schedule a free consultation.

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Klemtek Media

211 14th St N
St. Petersburg, FL 33705

Tel: (727) 344-9128