HealthTech is where health meets the digital world, covering healthcare products that are enabled and delivered by technology. Health Tech essentially comes down to the use of technology to improve a person’s health. With the industry growing, competition is also increasing. So here is an in depth look at one of the more common marketing strategies, PPC, and how to use it for your health technology brand.

What is PPC advertising?

Pay-Per-Click (PPC) advertising is a common digital marketing strategy to drive brand engagement. It typically works by allowing a brand to bid on clicks through to their website from a search engine. PPC is also used by social media platforms and publisher websites in the form of social posts and banner ads that are labelled as sponsored posts, typically with a fixed price per click or impressions.

PPC is utilised through specific keywords that you associate with your brand. You then bid on these keywords so that you will appear at the top of the search engine with your chosen keyword is searched. Banner ads PPC typically works in the same way, displaying your ad to users who searched relevant content.

The cost of PPC varies depending on your keywords. Some keywords are highly competitive and difficult to organically score high on search engines with, so will cost a lot per click. Other keywords will be quite niche, of low demand, or have a low number of monthly searches and will therefore be relatively cheap per click. Narrowing down your keywords to ensure that you will be targeting the right audience is essential for having a successful PPC marketing campaign.

How is PPC useful to HealthTech?

HealthTech companies can be fairly niche with what they offer, so reaching the right audiences can be difficult. What PPC offers the HealthTech industry is the ability to put yourself in front of the niche audiences that are searching for very specific solutions to very specific problems. Due to the nicheness of the search queries, the cost per click can be low and yield good results.

To run a successful PPC campaign for a health technology brand, you need to be in your audiences’ shoes. Google search console is a great tool to see what search queries your audience uses to find your brand, and will be a great start for developing a keyword strategy. You must then think what problem your brand is solving and how your audience will write that out to find the solution. This will then help you develop your keyword strategy.

What are Google ads?

Google Ads follow the PPC marketing model, charging advertisers per click through to their product or website. Google Ads however, is like a one stop shop to delivering targeted advertising based on keywords. Not limited to just search engine results, Google Ads serves banner ads, shopping ads, YouTube, and display ads across websites that agree to serve Google ads. Following the PPC model, these ads are usually served based on search engine keywords that have been bid on.

Keyword planning and optimisation

How are Google ads useful to HealthTech?

Much like PPC, Google ads is very useful in delivering your message to the right audience. The benefit of Google ads is that you can deliver this message across platforms and through multiple mediums to really display your brand and product. A customer may search for a remedy to a health concern, and if you have the answer to that and have captured the health concern in your keywords then you will appear at the top of the search engine. If the customer decides to do further research and clicks through to some other websites and watches a few YouTube tutorials, then your product will then also be displayed in banner advertising and pre-roll video before the tutorial, giving an all-round marketing effort in order to encourage the user to click through to your website.

The average cost per click on a Google ad in Health and Fitness is just under $4, which is relatively low considering the competitiveness of the health and fitness industry. HealthTech brands can utilise Google ads to cost effectively deliver marketing content to highly engaged and receptive audiences.

How to get started with you paid media campaign

The best place to start is always the budget. You need to decide how much you are willing to spend to realistically understand your goals. With a set budget, you should then put together your research, including a list of keywords that you perform well on and keywords that you want to target. There are then various online tools that can help you see the cost per click of each keyword for you to see which keywords will have the best ROI in your PPC campaign.

When your campaign is up and running, it’s all about analysis and optimisation. Constantly tracking the performance of keywords allows you to switch off those that are not delivering, but also see which are bringing the most traffic.

It can be time consuming to successfully run a PPC campaign, especially in HealthTech where you may be targeting very niche phrases. Luckily, we at OggaDoon are SEO experts and have delivered countless successful Google Ads and PPC campaigns. Having worked across HealthTech for many years, we have the knowledge to start delivering results immediately but also the knowledge to know when things are working and words need optimising. If you would like to learn more about how we can help deliver a PPC campaign for you, or help you run Google Ads, then please get in touch and we will be happy to share our insight.