If you are involved in running a pharmacy website, you might already use the services of a pay per click agency. However, if you have heard something about it, but are not quite sure what’s involved, here’s a look at how it works, and what the benefits are.
What is Pay-per-Click?
Pay-per-click (PPC) is a form of digital advertising where the costs are based on the number of clicks you get on your ads, rather than an upfront fee. This means the business is only paying for when a user engages with an ad, offering value for money. Even if just a few of the click throughs convert into a sale, you’ll still see a good return on investment.
PPC ads can appear in search engine page results, on social media, and on certain high-traffic websites that carry paid ads. You might have noticed that when you type a certain word or phrase into a search engine, sometimes sponsored links will appear at the top of the results: these are PPC ads.
How it Works
PPC methods vary slightly depending on which platform you use, but the basic structure is the same. First, you’ll need to decide what the aim of your campaign is, such as to promote certain products or to raise awareness of services such as prescription delivery services.
The next step is to select the keywords and phrases that are most relevant to your campaign. Next consider if you want to target specific audiences, devices, locations, search behaviour, and so on. Use this to guide your ad copy, which should be concise, clear, and directly address the needs of your target audience.
Review the wording carefully because this will be critical to the success of your ad campaign. The copy should obviously include the relevant keywords, and also be engaging. Emphasise the unique benefits of your online pharmacy, such as local deliveries, free online consultations, new products and so on. Include a strong call to action to prompt clicks.
When the user clicks on the ad, they should be taken through to a landing page that has content relevant to their search intention, and includes further information and prompts to take the next steps, leading to the ultimate goal of converting the click into a sale.
You can monitor the performance of your campaign with various analytics tools, which will help you to set your budget and measure the effectiveness of the campaign based on traffic (click through rate), conversion rate and cost per click.
Benefits of PPC
PPC ads deliver immediate results, as your ads will appear at the top of search results pages. The model also allows you to target ads based on your location, audience demographics, and search behaviour, which helps you to reach the customers most likely to use your pharmacy services.