We can’t overemphasize the importance of PPC for the medical field. What better way to get your life-saving medical devices some well-deserved buzz, especially while we’re still in a pandemic? Read on to learn more about the perks of a well-oriented PPC campaign, as well as some vital PPC benchmarks for medical device companies.
PPC Ads Help You Stand Out From the Competition
Let’s be real: with 28 million health-related Google searches and counting, what medical company wouldn’t want their ad right up at the top of those search results? PPC ads are a great way to stand out in a highly saturated medical device market. (And we’d know all about that, with our home base of Minneapolis known as “Medical Alley.”)
PPC Ads Jump the Organic Line
So much of digital marketing is navigating Google’s search algorithm, and that’s a full-time job when said algorithm is constantly changing. With COVID changing the medical field as we know it, many MedTech companies simply don’t have the time or energy to analyze all of Google’s changes. You’re fully booked, and PPC allows you to get high quality traffic to your website without spending time trying to understand how to rank organically and wait for the algorithm to reward your efforts.
SEO + PPC: Another Great Combo
Too often, SEO and PPC campaigns are pitted against each other. Of course, there are perks with both, but in medical device marketing, we consider them the perfect team. One of the big differences is that while SEO focuses on long-tail keywords, PPC is all about the short-tail ones. Let’s look at an example that’s relevant to your medical business:
SEO Example Keywords: Twin Cities medical device company, medical device suppliers in Minneapolis, east central Minnesota medical devices
PPC Example Keywords: Medical devices, MedTech distributors, medical companies
Curious what the perfect balance of SEO and PPC is? That’s where we come in.
Budgeting Has Never Been Easier
Many medical device companies balk at the idea of PPC ads due to cost. After all, who wants to pay for customer clicks that don’t result in ROI?
Here’s an example: say your company manufactures medical alert devices for the elderly. In this case, you can tailor your PPC ads to appear at certain times of day or to specific demographics, meaning you can specifically target these elderly folks and their caregivers. Want to target a particular geographic location instead? No problem! You only pay for the clicks from the audience you want, and your community is happier and healthier for it.
PPC and Remarketing Go Hand-in-Hand
Any way you slice it, medical devices are a pretty big purchase. Even the smallest disposable needles or pulse oximeters come with heavy connotations. In many cases, these products are literally life-saving or life-sustaining.
Our point with all this? Customers may need some time to think before making a purchase. This means they may view your PPC ad once and click away while they ponder. Remarketing, or targeting prior consumers with the same or similar-looking ads, can give them just the nudge they need to make a purchase. That’s where making subtle changes to your original PPC ad copy comes into play. And speaking of budgeting, remarketing PPC ads is significantly cheaper than the typical PPC ad, which is already cost-effective. Talk about a win-win scenario!
PPC Benchmarks: Things to Keep in Mind
Looking for some ways to measure your PPC success? We’ve got you covered.
As the name suggests, click-through rates measure who actually clicked on your ad and visited your website. These are great PPC benchmarks, don’t get us wrong, but since you’re spending actual money for each click, conversion rates are even better performance indicators.
Is your new medical device rollout reaching the right audience? Let the numbers tell you! Conversion rates measure which visitors completed a desired action, whether it be signing up for your medical device newsletter or making a purchase. The average conversion rate for PPC campaigns is around 2.3-2.5%—but let’s be frank, we’re not about average here. With the right prices, short-tail keywords, and remarketing tactics, a conversion rate of 10% or more is well within your means.
Conversion rates are great, but they don’t necessarily mean a high return on investment. In other words, did your medical device business actually make a profit? Take the benefit(s) and divide by the cost to know for sure.
PPC: Your Ticket to a Successful Medical Device Campaign
We’ve thrown around a lot of acronyms and terminology over the last eight minutes, but don’t get overwhelmed just yet. Let us handle the PPC marketing so you can get back to what you do best—assembling and distributing the products that sustain and save lives.