Medical practices benefit from running paid ad campaigns on Google Adwords and Facebook. It is important to also remember to target specialty areas such as ads on WebMD, patient communities and health magazines.
It is important to monitor your paid ads closely and test them with analytics tools and A/B testing. We work with Unbounce, Convert, Google Analytics and Optimizely to maintain a watch over the effectiveness of your ad campaigns and to adjust where needed.
How do you charge for paid ad campaigns?
The bulk of your payment will be directly to Google, WebMD and the other avenues we agree on. We charge an initial set-up fee for campaign organization, keyword research, analytics setup, initial copy and bid setting and then an hourly fee for management. Typically we spend 1-2 hours per week managing each client’s campaign. That equates to $300-$600 per month with discounts for members.
How much should I spend?
Here’s the bad news Doctor. The answer is “it depends.”
The average marketing budget is 15% of gross revenue – up to 25% for new and growing practices.
Your entire digital marketing budget should be 50% of your total marketing budget. So knowing the rest (- see our calculator ) will give you a good idea of the amount you have available for adwords and paid advertising campaigns. We see our clients typically spend between $1,500 and $4,000 a month.
Here’s one scenario: Say your practice grosses $50,000 per month – this means that you should have about $4,000-$6,500 a month to spend on digital marketing. If you have chosen to use our bi-weekly content cycle and basic social media management, you then have between $1,800 and $4,000 to pay for ad placement.