Marketing is nothing if not a communications platform, as so much of your success comes down to your ability to get the right message in front of the right person at exactly the right time. With the right PPC strategy at your side, one that has been optimized for your specific audience and that is carefully aligned with your own long-term goals, it’s something that supports and empowers your medical equipment company 24 hours a day, seven days a week, 365 days a year. It helps to make sure that when that “right time” does occur, your message is there ‒ all without requiring any additional effort or expense on your part.
Especially if you’re operating in a highly competitive area like medical equipment, a PPC campaign can help your company in a wide range of different ways that are more than worth exploring.
1. PPC Is Incredibly Cost-Effective
Thanks to the fact that PPC campaigns are both heavily measurable and incredibly flexible, they also happen to be one of the most cost-effective ways to get your message in front of your target audience. PPC lets you customize nearly every aspect of your campaign to suit your needs ‒ both as they exist today and the “long-term” goals you’re trying to accomplish. Specific keyword match types, ad extensions and the ability to narrow your audience all allow you to laser focus your efforts on specific groups of people, letting your campaign effortlessly evolve as your needs do the same.
But because you can see in real-time how changes are affecting results, you not only know where to spend money but where NOT to, as well. This gives you better control over return on investment, thus increasing cost-effectiveness in a very meaningful way.
2. It’s Perfect for Brand Exposure
PPC campaigns are also amazingly effective in terms of another factor that should always be a top priority: generating brand exposure. PPC is nothing if not a terrific way to maximize your visibility from search engines like Google, something that is already responsible for the vast majority of online interactions anyway. PPC goes above and beyond traditional SEO by allowing you to analyze key performance indicators (KPIs) in real-time.
You’re never more than a few quick mouse clicks away from seeing information like impressions, clicks, CPC (cost-per-click), CTR (the number of people who saw your ad and then took the desired action), and so much more. Not only are you getting brand exposure because your ads are appearing in prominent positions on searches that you may not even be ranking highly on organically, but because it’s easier to actually track what this brand exposure means in terms of ROI, you suddenly have much clearer goals to focus on, too.
3. It Gives You a Leg Up on the Competition
Not only does PPC give you a benefit over your competitors in terms of what you’re spending to reach your target audience, but it also helps you in an area that matters more than ever before: speed.
Simply put, because of the speed at which AdWords can generate results, you’re automatically ahead of your competitors by default ‒ particularly those who are still only relying on traditional SEO practices to get the job done. Because you’ll be appearing in organic search results on top of your paid placements, you’ll be receiving more clicks than ever ‒ and certainly more than those who are battling for the attention of the same audience that you are.
4. It Produces Very Fast Results
Speaking of speed, another one of the most essential ways in which PPC can help your medical equipment company ultimately rests with the instantaneous results you get to enjoy. With SEO, for example, you’re dealing with something that is far more of a sprint than a marathon. Even if you make major moves and adjustments within the context of your strategy, things still take time to start generating results thanks to the slower nature of search engines in the first place. Unless a major change is made on the engine side of the equation, you’re not just going to hop to the top result position overnight. Rome wasn’t built in a day, after all.
But with PPC, Rome essentially CAN be built in a day because the results you’ll see are literally instant. From the moment your PPC campaign goes live, your ads will appear in front of visitors, and you start getting instant results ‒ end of story.
5. It’s the Perfect Way to Increase Sales
But the major point to understand about all of this is also, arguably, the most important. Every one of these major PPC benefits comes together to help with perhaps the most critical goal of all in terms of helping your medical equipment company: not only increasing sales but doing so in the most cost-effective and straightforward manner possible.
Not only are you saving money initially due to the cost-effective nature of PPC in the first place, but by keeping your company in front of as many sets of eyes as possible ‒ even when they’re not necessarily planning on making a purchase ‒ you’re forging the type of brand exposure that guarantees you WILL be the first people they call when that important day does arrive. All of this allows you to take a much more holistic approach to marketing, giving you the opportunity to use it less as a “traditional sales tool” and more as a “consumer outreach program.”
In the end, PPC is a powerful technique because it creates its own momentum, allowing results to build upon themselves until success is no longer a question of “if” but “when.” For many medical equipment companies, this benefit alone is something that you just cannot put a price on.
Hear how we increased Comfort N Mobility’s sales by 400%.