Is Pay Per Click Right For Your Digital Pharmacy Marketing?

Jun 11, 2024

If you are devising a pharmacy digital marketing campaign, then you may be wondering if it is worth investing in pay per click (PPC) as part of your strategy. Here’s a look at what is involved with PPC, and how it can be tailored to your specific campaign.

What is PPC marketing?

PPC is an advertising model that allows a business to place ads on search engines such as Google Ads. Each time the ad is clicked, the business pays a fee, so you only pay in proportion to the volume of traffic the ad is generating, rather than having to rely on guesswork. 

This allows you to be more in control of your budget and track the return on your investment. You may have noticed these types of ads near the top of Google’s search engine results pages (SERPS), or similar platforms. 

What are the advantages of PPC marketing?

Instant results

One of the main advantages of PPC is its instant results. It will immediately boost your business’s visibility for selected search terms, and this should translate into an instant increase in traffic to your website. 

Targeted keywords

Visitors will have been guided by targeted keywords, so they should be actively looking for your products or services. The keywords can be targeted to ensure your ads reach your target customer base. This can be based on demographics, user location, the time of day, and even the type of device they are browsing on. 

Furthermore, you can divert the visitors to the most relevant page of your website, which increases the likelihood of a conversion. 

Measurable results

PPC allows you to measure precisely how much traffic your ads are generating, and how much of that traffic leads to conversions. This provides you with a measurable return on investment so that you can make adjustments and plan ahead. You will be given access to data and analytics tools that will provide detailed information on your campaign.  

Control of your budget

PPC puts you in control of your budget, and you will only be spending when the ad is clicked. This means that you don’t need to gamble or even take calculated risks to ensure that your marketing budget is being well spent. It allows you to monitor the campaign progress and make adjustments throughout the agreed timescale to get the best results. 

Tips to optimise your PPC campaign

You can maximise your chances of a successful campaign by researching relevant and popular keywords and phrases with tools such as SEMrush or Google Keyword Planner. Include long-tail keywords which typically have less competition, and if you serve a specific community, incorporate local keywords. 

Spend some time creating your ad copy to ensure that it is clear, compelling and includes a strong call to action. Emphasise unique selling points such as home delivery or online consultations.