PPC for Dermatologists :Complete Guide to Get More Patients

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With the increasing competition in the healthcare sector, standing out in this highly competitive market has become more difficult than ever. In this intense competition, many dermatologists are struggling to make a strong online presence and get noticed by their target patients. This is where PPC for dermatologists comes into play.

PPC advertising helps dermatology practices to appear at the top of the search engine results when potential patients search for services or treatments similar to your offerings.

With PPC, you need to pay only when someone clicks on your ad, making it a cost-effective option for startup dermatology practices.

This article will discuss the benefits of PPC, the best platforms to run PPC ads, the top-performing PPC campaign type for dermatologists, and more. So, let’s dive in.

What is PPC for Dermatologists

PPC for dermatologists is a digital marketing strategy where advertisers have to pay a fee every time someone clicks on their ads. It is basically a process of buying clicks to your website, rather than earning those clicks naturally.

For dermatology practices, this can be a great way to attract new patients and grow their practice further.

By developing targeted ads that appear in a prominent position in the search engine results, dermatologists can reach patients who are searching for terms such as “best dermatologist near me,” “dermatologists in California,” or “best skin health doctor in Bangalore.”

This approach ensures that your practice reaches those individuals who need it the most and at the right time.

Why PPC Matters for Dermatologists?

PPC advertising offers an abundance of benefits for dermatologists, making it a crucial component of digital marketing. In this section of the blog, we have discussed a few of them.

Immediate Visibility for your Practice

PPC ads can help your practice appear at the top of the search engine results, significantly increasing the authority as well as visibility of your practice. This prominent positioning can make a fundamental difference in attracting prospective clients.

Hyper-Targeted Ads to Ensure Maximum Effectiveness

By leveraging PPC ads, dermatology practices can target specific demographics and relevant keywords, guaranteeing that their ads are seen by individuals who are actively looking for dermatology services. This hyper-targeted approach boosts the chances of conversions.

Measurable Results

One of the most interesting features that makes PPC stand out from other digital marketing strategies is its ability to track and measure results effortlessly. By implementing PPC advertising, you will be able to see exactly how many individuals are clicking on your ads and converting into loyal patients, enabling accurate adjustments and optimizations.

Flexibility

PPC campaigns are very flexible. Which means you can easily modify your ads, keywords, and budget to enhance performance and boost conversions. This adaptability guarantees that your campaign remains effective and perfectly aligned with your PPC goals.

What are the Best Platforms for PPC Ads

Now that we know the benefits of PPC ads, let us discuss the 5 most popular ad platforms where dermatologists can run their PPC campaigns.

Google Ads

First up, we have Google Ads. With the highest audience reach and a broader range of users, Google Ads has positioned itself as the most preferred ad platform by businesses. As of 2025, approximately 80% of businesses rely on Google Ads for their PPC campaigns.

Google Ads leverages search and the power of the websites on the Google Display Network, which comprises more than 2 million videos, websites, and apps on which display ads can appear.

Reach: It is the largest PPC network with billions of daily searches and enhanced reach through YouTube, Google Search, and the Google Display Network.

Demographics: Has a broad and diverse target audience from all age groups, interests, and genders globally.
Ad Formats: Offers text ads, display ads, shopping ads, video ads, and app promotion ads.
Unique Features: Extensive reach, robust analytics and targeting, and the ability to integrate AI to enhance ad campaigns.
Pricing: Google Ads costs an average of $0.11 to $0.50 per click.

Dermatologists who are looking to reach a broader audience with high-quality traffic, get complete keyword options, and detailed insights on ad performance must go for Google Ads.

How can dermatologists implement Google Ads?

First of all, dermatologists need to visit Google Ads and click on “Start now” to start the account creation process.
You will be asked to provide the business name and website URL.
When you are done with providing the details, you will be required to select the primary objective of your dermatology campaign, such as “Leads” or “Website Traffic.”
Based on your goal, Google will suggest a campaign type, like search ads for text-based ads on the search result pages.
Once you are done with choosing a campaign type, you will need to set a budget (how much you want to spend on your ad campaigns)
As the last step of setting up Google Ads, dermatologists need to provide their payment information and activate their ads.

Microsoft Ads

Microsoft Ads, also known as Bing Ads, is the second-largest search engine that is used worldwide after Google. As of March 2025, Bing had a visitor count of more than 5.28 billion.

The Microsoft Audience Network serves native and display ads. Dermatology practices will find in-market, remarketing, similar audiences, and LinkedIn audiences in the Microsoft Audience Network.

Microsoft Ads can offer dematology practices with campaign import capabilities from Google Ads, easing the process of getting started and maintaining consistency between platforms.

Reach: It offers outstanding reach through Yahoo, Bing, AOL, and DuckDuckGo Search Engines, reaching billions of patients.
Ad Formats: This ad platform features image ads, shopping ads, text ads, video, and audience ads.
Demographics: The user base of this ad platform is a slightly older demographic of an age group above 35 with higher household income.
Unique Features: Dermatologists can integrate this platform with Yahoo, Bing, and AOL.

Dermatologists who are looking to reach an older age group with skin problems, then this ad platform is ideal for them.

How can dermatologists implement Microsoft Ads?

In order to set up Microsoft Ads successfully, dermatologists need to navigate to Microsoft Ads and click on “Sign up.”
Now enter your email address, create a strong password, and verify your email to set up Microsoft Ads. After you are signed in, you need to enter your business’s legal name, address, phone number, time zone, and currency you wish to use for your payments.
Now you need to choose between prepay and postpay options and enter your payment details.
In the Microsoft Ads dashboard, click on “Create” and set a goal like “Drive Conversion” or “Build awareness.”
Select “Skip” if you already know the campaign type you want.
Now select the campaign type you want to create, such as a Search campaign or an Audience campaign.
After this, dermatologists need to set up their daily budget, choose the location and languages for their campaigns, define their targeting preferences, write an engaging ad copy, include ad extensions, and set bids.
When you go live and are satisfied with your campaign settings, save and enable it to start.

Meta Ads

Social media is one of the most effective platforms for effective PPC for dermatologists. By implementing meta ads, dermatology clinics can reach a wider online audience, and Facebook and Instagram Ads are one of the best platforms for doing that, given the large number of people who use these platforms.

With over 2.28 billion users on Facebook and 2 billion monthly active users (MAUs) on Instagram, Meta’s ad platforms offer a huge ad volume and targeting abilities.

Demographics: Through these ad platforms, dermatologists will be able to target a wide age range, specifically individuals within age groups of 18-49 years.
Ad Formats: Meta ad platforms offer image ads, carousel ads, slideshow ads, video ads, Stories ads, and Collection Ads.
Unique Features: The most unique features of meta ads are that they offer highly targeted ads based on detailed user insights, along with advanced demographic and interest targeting. With integration with Instagram, Meta ads a wide range of ad formats with robust performance tracking.

Dermatology practices that are looking for better social media engagement and target audience based on interest and demographics can implement this ad platform. Furthermore, this ad platform is great for upper funnel branding and awareness.

How can dermatologists implement Meta Ads?

Firstly, dermatologists need to go to “Meta Ads Manager” to get started.
To start a new campaign, you need to click on the “+Create” button to start setting up your ad campaign.
After you are done with that, you are required to select a campaign objective that reflects what you want to achieve through your ad campaigns.
For successful targeting, specify your target audience by using demographics such as age, gender, and location to make sure your ads reach the right people.
Now you need to decide where you want your ads to show up. Dermatologists can choose to show them across Facebook, Instagram, or other Meta apps.
Now you need to choose a budget. Dermatologists need to set a daily or lifetime budget for their campaign and determine the start and end dates for their ad campaign.
Select the Facebook page or Instagram account you want to represent your ad.
Choose your ad format and add your media, headline, description, and CTA.
Once ready, publish your ad and monitor its performance in Ads Manager.

LinkedIn Ads

This is another top B2B advertising platform owned by Microsoft. LinkedIn offers an abundance of advertising opportunities for healthcare practices that are looking to target healthcare professionals to connect or collaborate with them.

LinkedIn has more than one billion professionals, and they can all be targeted by professional criteria. This means it is still one of the best-paid advertising platforms to reach an interested audience.

Demographics: Related healthcare professionals and professionals aged from 25 to 54 years.
Ad Formats: This platform offers text ads, sponsored content, dynamic ads, and sponsored InMail.
Unique Features: LinkedIn offers professional targeting unlike any other ad platform.

Dermatologists who are looking for business professionals or decision-makers to collaborate with, or related healthcare professionals to connect with.

How can dermatologists implement LinkedIn Ads?

If a dermatologist does not have a personal or business LinkedIn account, they need to create one first.
Now log in to your personal LinkedIn account and click on the “For Business” dropdown at the top of the page.> Then select “Advertise.”
On the Campaign Manager welcome screen, add the name of your account, choose a billing currency, and link your dermatology business’s LinkedIn page to the ad account.
In the Campaign Manager, you need to create a new campaign by choosing an objective (e.g., brand awareness, website visits).
Now define your audience by implementing LinkedIn’s targeting tool to filter your audience based on job titles and demographics.
Now choose the type of ad you want to run (e.g., sponsored content, dynamic ads).
After that, you need to determine your daily or lifetime budget to set the duration of your ad campaign.
Dermatologists need to design their ads by adding text, images, or videos.
Now set up your payment details to enable billing for your ads. After you have launched your ad, monitor your ad’s effectiveness in the Campaign Manager.

YouTube Ads

In today’s fast-paced world, audiences are more likely to watch a video rather than read large chunks of paragraphs conveying the same message. This is why video ads are rising in popularity.

Running ads on YouTube is a great way to reach people, as most of them spend their time on this platform. Dermatologists can choose to play their ads in the middle, beginning, or end of YouTube videos, so they can reach patients at the right time.

Demographics: Through this ad platform, dermatologists can target a wide range of audiences, especially young individuals who are dealing with skin problems.
Ad formats: This ad platform offers text ads, video ads, skippable ads, non-skippable ads, In-feed ads, and YouTube Shorts ads.
Unique Features: What makes YouTube ads unique is that they are cost-effective and highly targeted. Furthermore, YouTube advertising can help dermatologists reach a wider range of audiences and provide metrics that are easy to measure.

This ad platform is ideal for dermatology practices seeking to reach a broader audience and target young individuals with severe skin conditions.

How can dermatologists implement YouTube Ads?

Firstly, dermatologists need to open YouTube and go to “Your Channel” and select the file they want to upload.
Now, when you are ready to set up your advertising campaign, go to your Google Ads account. If you do not own one already, you can sign up with a Google Workspace email.
After signing up, you will be prompted to create a campaign.> Search for an option that says, “Are you a professional marketer?” or “Set up without creating a campaign” and click.
After this, you will be directed to a fresh Google Ads dashboard. When you access that dashboard, click on the option, “+ New Campaign.”
Dermatologists will be prompted to select a goal and then a campaign type.
You need to choose whatever goal you prefer and under the campaign type, select the “Video” option.
Again, you will be prompted to select a campaign type. Dermatologists need to choose the “Video reach campaign.”
Now, dermatologists need to enter a name for their campaign and leave the bid strategy as it is.
Set your budget per day or for the entire ad campaign and choose a start and end date.
Now you need to determine where you want your ads to appear (e.g., YouTube search results, YouTube videos, or Video partners on Display Network).
Next, select the location of patients whom you are willing to show the ad to, and lastly choose the language.
Dematologists will be provided with an option to add relevant videos to appear below your ad.
Next, determine the maximum amount you are willing to pay for each view.
Insert the YouTube link for the video you would like to run the ad for.
Include a short and engaging title and description.
Click on “Done,” then “Create campaign.”

Top Performing PPC Campaign Types for Dermatologists

The top-performing dermatology ppc campaigns are search ads for high-intent searches, display ads for raising awareness, remarketing ads for regaining the attention of past website visitors, and local service ads for attracting local patients.

Search Ads

These are online advertisements that usually appear on Google search results when an individual searches for terms closely related to the keywords you have targeted.

For example, if your target keyword is “dermatologist in [City],” your ads will appear on Google search pages when a patient searches for dermatology services in their area using terms related to your target keyword.

This type of ad can help your dermatology practice to reach patients who are actively searching for dermatology services, and typically appears at the top or bottom of the search result pages.

Display Ads

Display ads are visual advertisements, including images and videos, that generally appear on third-party apps, websites, and social media platforms.

The purpose of these ads is to enhance brand awareness and boost conversions by placing images and text-based messages in front of potential patients across the Internet.

Unlike search ads, these ads do not require a patient-initiated search, allowing dermatologists to actively reach audiences through audience demographics (age/gender/interests) and targeted placements.

For dermatology practices, this is the best PPC campaign for targeting relevant interests, building their brand, and reaching new patients.

Remarketing Ads

Remarketing ads are a digital marketing strategy where businesses show their ads to patients who have previously visited their website or engaged with their content.

These ads retain potential patients who showed interest in your business but did not convert, reminding them of your services and encouraging them to complete their journey.

Through this PPC campaign, dematology practices can convert potential patients who have previously engaged with their business but did not consider converting.

Local Service Ads

These ads appear at the top of the search engine results for specific local searches such as “best dermatologist near me.”

Local Service ads are specially designed for direct bookings and lead generation. These ads connect patients directly with service providers and have a “Google Guaranteed” badge, which fosters trust.

By implementing this PPC campaign, dermatology practices can capture the attention of users who are ready to book appointments immediately.

Step-By-Step Guide to Successful Ad Creation for Dermatologists

When it comes to developing a successful PPC campaign, there are a few crucial things dermatologists need to consider. Here is a comprehensive guide to setting up a successful PPC campaign.

Establish your PPC Goals

Before you get started with creating a campaign, you need to take some time and think about what you want to achieve through your PPC campaigns. Are you looking to enhance brand awareness? Drive more traffic to your website? Or generate high-quality leads? Establishing a clear PPC objective is very important for successful PPC for dermatologists.

When you have a clear idea of what you want to achieve, you can create a campaign that is especially designed to achieve it.

For example, if you wish to boost the brand awareness of your dermatology practice, you may consider a display advertising campaign. On the other hand, if you are looking to drive high-quality leads, a search ad campaign will be a great option for you.

Some common PPC goals for dermatologists include:

Lead Generation: Getting new patient consultations, sign-ups, and same-day appointments.
Brand Awareness: Enhancing your practice’s visibility in your local area.
Book Appointments: Encourage prospective patients to book consultations or visit your dermatology clinic.
Website Traffic: Increase the number of visitors to your website to drive engagement and boost conversion rates.

Understanding your Patient Demographics

When you are done determining what you want, it is time for you to consider who your target audiences are and what they are looking for.

In order to understand that, consider factors such as age, location, gender, and medical needs. Dermatology practices must make sure to address common health concerns and conditions that are relevant to their services.

Having a thorough understanding of these details allows dermatologists to customize their ad campaigns to meet the specific needs and preferences of their target audience, making space for engagement and conversions.

Conduct Thorough Keyword Research

Once you have figured out the needs of your target audience, you need to start with your keyword research. These are the words or terms that your prospective patients are going to use when they search for a dermatologist in their area.

This is why it is crucial to choose the right keywords that are closely related to your practice and have high search volumes.

To identify the best-performing keywords and get an idea of how much traffic they are getting, dermatology practices can implement advanced keyword research tools such as Google Keyword Planner.

For instance, if you are a dermatologist based in California, you may want to target long-tail keywords such as “best dermatologist Los Angeles,” “dermatologists in California,” and short-tail keywords such as “dermatologist California,” California dermatology.”

Steps to do Keyword Research

To conduct thorough keyword research, dermatologists must follow the steps listed below.

Step 1: Set up Campaign Goal

Before starting with keyword research for PPC campaigns, dermatologists must decide what they are trying to achieve with their PPC ad campaign. Setting up specified goals is crucial as it is going to influence your entire ad campaign.

Ask yourself:

What do you want to achieve through the PPC campaign?
What action do you want your patients to take?
What can be your target cost per conversion?
How much are you ready to spend on your ads every day or per month?

Step 2: Plan your Seed Keywords

Next up is brainstorming your seed keywords. These are basically broad terms that are closely related to your business, service, and treatments that can help dermatologists generate keyword ideas that are more specific.

Seed keywords usually fall under these 3 categories:

Product-based keywords: These type of keywords describes what you sell and are often leveraged by businesses who know what they want. (e.g., “Best dermatologists”).
Problem-specific or Solution-specific keywords: These keywords often signify problems that target patients are looking to solve (e.g., “best treatments for acne problems”).
Branded Keywords: Branded keywords, as the name suggests, consist of your own brand name and sometimes your competitor’s brand names. (e.g., “Vitality Skin Solutions review”).

Note: Dermatology practices must aim for a list of at least 10-20 relevant seed keywords to ensure PPC success.

Step 3: Implement your Competitors’ keywords

Keeping a close eye on your competitors can be very valuable for your dermatology practice. By evaluating their PPC campaigns, you can get keyword ideas, especially if they have a higher budget and have already experimented with many keywords.

However, dermatologists must keep in mind that not every keyword that their competitors are bidding on will align with their business goals. So, they should evaluate their keywords based on your budget and search intent.

Step 4: Arrange by Match Type and Ad Group

Allocating match types to keywords and arranging them into ad groups can help dermatology practices control when they want their ads to appear and make sure they perfectly align with search intent.

Google Ads offer three match types:

Broad Match: Broad match is the default match type in Google Ads. Your ads will be displayed for your chosen keywords as well as for other closely related keywords, including synonyms, misspellings, and variations. For example, skin doctor, dermatologist, or dermatology.
Phrase Match: Your ads will be shown for any search queries that consist of your keyword phrase. For instance, if your keyword is “dermatologist near me,” your ad will be displayed for queries such as “Dermatologist near me,” “Dermatologist Newtown,” or “Dermatologist in Kolkata.”
Exact Match: This is the closest match type. With the exact match type, your ad will only be shown to patients who are using your exact keyword. For example, if your keywords are [emergency dermatology care] or [dermatologist near me], then your ad will be displayed only to those people who are searching for dermatology services in your service area.

Step 5: Aim for long-tail Keywords

For successful PPC for dermatologists, it is crucial to consider the length of the keywords dermatologists are using. While there are numerous benefits of using short-tail keywords, it can sometimes be a good idea to focus on long-tail keywords.

This is because these keywords have lower search volume and competition, making it easier for dermatologists to rank their business on these keywords. Furthermore, these keywords have a more specific user search intent, which can help dermatology businesses drive a more relevant traffic.

For instance, a lot of search intents and businesses could be associated with the term “eczema,” but “dermatologist for acne scar treatment” will attract only a specific group of patients. This will help dermatologists get a more specific audience and fewer competitors.

Step 6: Do not forget to Consider Negative Keywords

As important as it is to target the right PPC keywords, it is also essential to determine what keywords you do not want to target.

Google Ads allows dermatology practices to create a list of negative keywords that are not relevant to your ad’s content.

For instance, if you are trying to promote your dermatology practice, you might not want keywords such as “public health,” “free treatment,” “beauty clinic,” or “DIY skincare remedies.”

Adding negative keywords can be one of the most important strategies for successful PPC for dermatologists, as it helps them avoid wasted ad spend and guarantee that their PPC campaigns drive successful results.

To add negative keywords in Google Ads, dermatologists must navigate to “Campaigns”> “Audiences, keywords, and content”> “Keywords.” Then go to the “Negative keywords” tag and click on “+Negative keywords.” Now you need to choose whether or not to apply the negative keywords throughout the ad campaign or a specific ad group. Now enter your negative keywords and hit “Save.”

Dermatologists must make sure to update the list of their negative keywords regularly by checking the “Search terms” report under the “Campaigns”> “Insights and Reports”> “Search Terms” and including any irrelevant keywords you see.

Step 7: Implement Google Keyword Planner

The Google Keyword Planner tool is crucial for campaign success. It is a free tool that offers valuable insights, such as search volume and competition, which can help dermatologists discover new keywords and gap areas.

Furthermore, this tool also offers a competitive edge, budget planning assistance, and forecasts campaign effectiveness to optimize budget and boost return on Investment (ROI).

How Dermatologists Can Implement Google Keyword Planner for Keyword Research

To successfully implement Google Keyword Planner for keyword research, here are certain steps that dermatologists must follow.

Firstly, dermatologists must navigate to Google Ads and log in to their Google Ads account.
If your account is set in “Smart Mode,” you need to switch into “Expert Mode” to get complete access to the features of this tool.
Once switched, click on the “Tools” menu on the left side of your screen and, from under the planning section, choose “Keyword Planner.”
Now, dermatologists will see two tools within Keyword Planner: “Discover New Keywords” to find new keyword ideas and “Get search volume and forecasts” to get data for a list of keywords that you already have.
When you choose “Discover New Keywords,” you will see two options: “Start with Keywords” and “Start with Website”.
“Start with Keywords” are words and phrases that describe your business (for example, “skincare” or “dermatology”). This allows dermatology practices to access Google’s internal database of keywords.
“Start with Website” is specially designed for Ad users. However, you can sometimes find a handful of good keywords here by using your site’s homepage or an article from your website.
Once you are done entering the information, click on “Get results.” You will see the Keywords Results Page.
If dermatology practices choose the “Get search volumes and forecasts,” it will not help them generate new keyword ideas, but it can be useful if they already have a long list of keywords and are willing to check their search volumes.
To use this, you need to just copy and paste your list of keywords into the search field and click on “Get Started.”
After that, you will see the same Keywords Results Page that appeared when you used the “Get new keywords” tool.
The only difference is that, i) you will only get insights on the keywords that you have entered, and ii) Google itself will predict how many clicks and impressions you will get from the keywords you have entered.
Now it is time for you to filter down the list of keywords to achieve a shorter list of terms that are most suitable for you.
At the top of the page, dermatologists will see four targeting options that are provided to them. This includes Location (for the country, region, or area you are willing to market to), Language (the language of the keywords you want to see data on), Data Range (to choose whether or not you want to advertise solely on Google or Google and their search partners), and Search Network (you can leave this as the default “12 months”).
After that, you need to “Add filters.”
You will be provided with various options, Keyword Text (including “Exclude keywords in my Account,” “Exclude Adult Ideas”), Average Monthly Searches, Competition (including high, medium, low), Ad Impression Share (including top of page bid (High range) and top of page bid (Low range)), Organic Impression Shares, Organic Average Position, and Broaden your search.
Now, you need to analyze the Keyword Ideas section. Here is what each term in the section means:

Keyword (by relevance) is the list of keywords that Google considers the most relevant to your keyword or URL
Avg. monthly searches is the range and not a very accurate indicator of search volume
Competition is the number of advertisers who are bidding on that keyword.
The top of page bid is a way to assess a keyword’s monetization potential.

Finally, it is time for dermatologists to choose a keyword. For this, you need to think of a keyword that is broad but also clearly describes your dermatology services or content idea.
So, incorporate that keyword in the search field and hit “Get started.”

Set a Budget

One of the most crucial aspects of PPC campaigns is budgeting. Even though you have set up a budget that works great in your practice, you need to balance it with cost and performance.

Here are certain factors dermatologists must consider when setting a budget for their PPC campaign.

Cost-Per-Click (CPC): It is the amount you pay every time someone clicks on your ads. Dermatology-related keywords can greatly vary from CPC based on location, search volume, and competition.
Bid Strategy: Dermatologists need to create options for a daily and monthly budget for their campaigns and stay up-to-date with their outcomes so that they never hit the spend-all limit with irrelevant leads.
Monthly Budget: You must choose a bid strategy that perfectly aligns with your business objectives. If you are looking to generate high-quality leads, the Maximize Conversions strategy will be ideal for you. On the other hand, if you are looking to enhance your brand awareness, dermatologists can use Target Impression Share.

Note: There is no strict limit on spending, but dermatologists should aim to spend at least $2,500-$5,000 per month to set up an effective ad campaign.

Develop High-Converting Ad Copy

A high-converting ad copy is compelling and clear content that encourages a target audience to take a desired action, like signing up for a newsletter or booking a consultation. It achieves this by aligning with the interests and needs of the audience.

A good ad copy should be clear, short, and to the point on the specific concerns and interests of their target patients. In order to develop a compelling ad copy, dermatologists must showcase the value of their products and services by communicating common pain points and highlighting what sets their dermatology practice apart from others.

Characteristics of an Effective Ad Copy:

Eye-catching: Ad copy is the first thing that a patient will see when they come across your ads. A good ad copy must be simple, informative, engaging, and to-the-point in order to encourage curiosity.
Emotionally Appealing: An effective ad copy must have the ability to connect with the audience’s feelings and personal attitudes to make the ad memorable and influential.
Focus on Pain Points: An ad copy must be designed in a way that it solves the common concerns of patients and answers their queries.
Simple Language: A good ad copy must contain words or phrases that will be easily understandable for your target audience.

By implementing powerful Call-to-Action (CTAs) such as “Book a free consultation today!” or “Schedule an appointment,” to can encourage patients to take an action such as booking a consultation or clicking on your ad.

In order to build authority and trust, dermatologists must include differentiators like years of expertise, certifications and degree, patient testimonials, and proven success stories.

You can also improve your ads by adding features such as locations, sitelink extensions, and call extensions that offer additional information about your dermatology practice and enhance visibility on search engine results.

Create Dedicated Landing Pages

One of the most important aspects of an ad campaign is a well-designed landing page. They are crucial as they are the first thing the prospective patients see when they click on your ad. So, dermatologists must make sure these pages reflect their ad relevance and aim to convey the value of their services by addressing common concerns of their patients and highlighting what sets them apart from other practices.

For effective PPC for dermatologists, they need to develop landing pages that are user-friendly, easy to navigate, fast-loading, and informative.

By implementing simple layouts, direct messaging, and clear headlines, you can prevent your patients from getting distracted from your offer. Furthermore, dermatologists must include powerful CTAs, clickable contact numbers, contact forms, and flexible online booking options to boost conversion rates.

For example, if you are promoting an offer such as a free dermat consultation through your ad campaign, you must make sure that your users are directed to a landing page that consists of details about that particular offer and not some random page. As this can make patients lose interest in your business, it can make you lose credibility.

Tools to Develop Effective Landing Pages

To successfully develop landing pages, here are certain tools that dermatologists can implement. These page builders feature a variety of templates to kickstart your creativity, an easy drag-and-drop visual editor, and much more. So let’s get started.

Unbounce

Imagine a drag-and-drop landing page builder that requires zero knowledge of code. Sounds interesting, right? Unbounce is a great landing page builder and CRO platform that can help dermatologists to create, publish, and optimize landing pages even without the help of developers.

Unbounce offers an abundance of features, including:

Drag-and-drop Visual Editor
A/B Testing abilities
Personalized domain publishing
Custom HTML/CSS option
Alert bars and Pop-ups
Design Recommendation tools
AI-powered Copywriting tools

The basic pricing option of this tool starts at $81/month, billed annually.

Instapage

This tool allows dermatology businesses to create targeted and post-click landing pages to help with their online marketing efforts.

In other words, Instapage can help you create, optimize, and customize your landing pages at scale to boost your conversion. The special features of Instapage include:

AI Content generation
Instablocks
A/B Testing and Optimization
Drag-and-drop landing page builder
Custom Code-editing
Axis Lock

The basic plan of this tool, called the Create plan, starts at $79 per month.

Hubspot

Hobspot is a free landing page builder that allows dermatologists to create and test engaging and seamless landing pages that generate high-quality leads and perform well on every device without the knowledge of coding.

Furthermore, by implementing HubSpot, dermatology practices can personalize their landing page content for individual visitors.

What makes HubSpot’s landing pages stand out?

Built-in customization to make your patients feel like you are having a direct conversation with them.
A WYSIWYG (“What you see is what you get”) editor that makes it easy to build professional-looking landing pages.
Integrated AI copywriting tools that can help you generate creative ad copies with just a few clicks.
In-built analytics to help you determine who is visiting your landing pages and what they are doing when they get there.
A library that offers a wide range of templates for quick and easy design.
Integration with HubSpot’s Smart CRM tools or Salesforce to keep patient records up-to-date and clean automatically.

Leadpages

This tool is a pretty affordable and all-around drag-and-drop landing page builder, making it a great option for small businesses and startups.

The features it offers are more or less similar to those of Instapage and Unbounce, but an additional feature this tool offers is Checkouts.

If you are a dermatology practice that manufactures its own products, you can use the Checkouts feature of Leadpages to build landing pages that sell services, deliver products, and accept recurring payments. Unlike other landing page builders, Leadpages comes with a complete landing page builder as well.

Monitor and Modify

PPC is not a set it and forget about it strategy. Once the campaign is launched and running, dermatologists need to monitor it regularly to determine its efficiency.

By regularly tracking their PPC campaigns, dermatologists can make necessary modifications and guarantee that their campaign is performing effectively.

Moreover, dermatologists must experiment with different elements of your campaign, such as your ad copy or your landing page, to see which one works the best.

To measure key metrics such as clicks, bounce rates, and conversions, dermatologists can leverage conversion tracking tools such as Google Analytics.

By regularly reviewing actions such as contact form submissions, phone calls, and appointment bookings, dermatology businesses can determine which ads, keywords, or landing pages are driving results and which areas need modifications to boost ROI.

Finding all of this a little too overwhelming? You can simply seek specialized dermatology PPC services.

Common Mistakes to Avoid

In PPC, even a small mistake can lead to the failure of your entire campaign. So, here are some common mistakes that dermatologists must avoid when developing a PPC ad campaign for their practice.

Not Using Location Targeting

For effective PPC for dermatologists, it is crucial to use location targeting. Why? Because if you do not target the right location, you waste your ad spend by showing your ads to patients who are not based in your service area or geographic target market.

By implementing location targeting options in ad platforms such as Meta or Google Ads, dermatologists will be able to specify countries, regions, cities, or even postal codes that they are willing to reach.

Sending Traffic to the Homepage

A homepage contains various business information that might not be relevant to your ad content. Directing your patients to the homepage rather than dedicated landing pages can leave them confused, as they will not be able to find the information they came looking for.

So, it is very important to develop specific landing pages for each campaign or offer. Dermatologists should focus on creating landing pages with a single and focused goal, limited navigation, and seamless messaging that perfectly aligns with their ad content or the link that a patient clicked to get there.

Ignoring Mobile Users

In today’s fast-paced digital world, mobile optimization is no more a need, but it has become a necessity. Do you know, 64.35% of website traffic comes from mobile devices? Which is quite a large portion.

A landing page that is not well-optimized for mobile devices will be very difficult to use, leading to higher bounce rates and missed conversions.

When it comes to developing a mobile-friendly landing page, dermatologists have two options:

Responsive design: Same page format for desktop, laptop, tablet, and mobile devices, but resized and reorganized for a smaller screen size.
Mobile dedicated: A version of your landing page that is built solely for mobile advertising.

Not Including a Clear and Compelling CTA

Call-to-actions or CTAs are major elements that often get overlooked by businesses. Not including compelling CTAs in ads can make dermatologists lose a handful of conversions.

Not including a clear and engaging CTA means you are not providing information to your patients on what to do next. Without an enticing CTA or a form that is easy to use, potential leads are less likely to take any action, like booking an appointment or scheduling a consultation.

Dermatologists must place clear, concise, and action-oriented CTAs such as “Book a consultation,” or “Call us now!” on their landing page to make sure they capture high-quality leads. Furthermore, they must make sure to ask for relevant and essential information only and avoid asking for any personal information from their patients.

How can Dermatology Practices Choose a PPC Agency that Specializes in Healthcare PPC?

It may be very difficult for a dermatologist to run a dermatology practice and regularly monitor how their PPC campaigns are performing. To make it easier, dermatology practices can seek help from a healthcare marketing agency that specializes in offering exceptional PPC services.

But with so many options out there, it can become really difficult to choose the right one for you. So, here are a few factors you need to keep in mind when choosing a digital marketing agency for your practice.

Run a Thorough Background Check

When looking for a healthcare marketing agency for your practice, you must look for relevant certifications or proper affiliations that showcase their expertise in healthcare marketing.

Do not forget to run a thorough background check on their stability in the market in order to make sure they are a reliable partner.

Assess their Industry Knowledge

Go for an agency that understands the challenges of promoting healthcare services, such as patient engagement acquisition for a particular treatment or service.

Dermatologists need to ensure they have a proven track record of serving dermatologists or related fields. If yes, then it is a green signal. This is because if they have previously served dermatology practices or related fields, they will have a clear understanding of the challenges and opportunities of the healthcare sector.

One of the most important things in the healthcare sector is HIPAA compliance. The agency you are choosing must understand and follow healthcare advertising regulations such as HIPAA to ensure compliance and avoid penalties.

To learn more about HIPAA compliance guidelines and their importance in Pay-Per-Click advertising for your dermatology practice, click here.

Evaluate their Success Stories and Client Testimonials

Success stories, such as case studies and client testimonials, are two of the major factors you need to consider when choosing a marketing agency. Dermatologists must ask for case studies that clearly demonstrate successful campaigns with proper proof, such as photos and graphs.

Again, dermatology practices must look for examples of how they have delivered measurable results and positive ROI to their clients.

A reliable marketing agency must have a separate page for case studies and client testimonials to showcase that their clients are satisfied with their services. However, do not get misled by agencies that are using AI-generated client testimonials rather than using real patients, as they are most likely lying and have no success stories to share.

Determine their Process and Approach

You must ask about their process or approach to develop a successful ad campaign. Evaluate how they do their keyword research and how they will target relevant keywords for your dermatology practice.

Furthermore, evaluate their knowledge on dermatology ppc ads and how they launch, monitor, and optimize campaigns to make sure they perfectly align with your practice’s goal.

Remember, transparency is a crucial part of every business communication. So dermatologists must choose an agency that maintains transparency in their communication and provides clear, detailed, and honest reports of their ad performance.

Conclusion

Pay-per-click advertising can be a game-changer in attracting new patients, but only if done right. For effective PPC for dermatologists, they must set clear PPC goals, conduct thorough keyword research, develop high-performing ad copy, and target the right audience.

As we discussed earlier, PPC is not a set-it-and-forget-about-it strategy; it requires constant monitoring, optimization, and making necessary modifications to make sure you get the best possible results out of it. In case you are someone who is just starting out and has no idea how to develop an effective ad campaign, you can perhaps partner with a professional Dermatology marketing expert.

PPC for Dermatologists: A Complete Guide to Attract More Patients Online