The more you learn about healthcare digital marketing, the more you discover the nuances of search engine marketing (SEM), which include search engine optimization (SEO), and pay-per-click (PPC), and Google Business Profiles. One of these areas of interest is branded vs. non-branded paid search.
So, what is branded paid search? In this blog, you will become familiar with these two types of search queries and their importance in optimizing a brand’s online presence, customer reach, and conversion rates.
Understanding Branded and Non-Branded Search
As your medical practice grows, so does the significance of branded search. It sometimes acts as a digital business card in search engine results pages (SERPs), establishing your online presence so that patients can easily find your medical practice. In keyword research, marketers consider branded vs. non-branded paid search categories.
Branded searches are those queries that include the name of the practice, branded services, or provider names. These searches are made by individuals already aware of your practice and are associated with higher conversion rates. Non-branded search includes queries related to healthcare services that generate a selection of different providers to choose from.
Branded Search Advantages & Benefits
Maintaining your brand’s online reputation and visibility with branded search is essential in the healthcare industry, where trust and brand recognition play a crucial role in influencing patient decisions. When patients search using branded terms, they are probably familiar with your medical practice, and so they tend to be more likely to convert. By bidding on branded terms in your PPC campaigns, you can enhance conversion rates and protect your brand’s online reputation.
Non-Branded Search Advantages & Benefits
Being discoverable by potential patients in non-branded search is the opposite side of the coin. These health-related searches include keywords that are related to your brand but are also related to your competitors, so patients will see a mix of medical practices in the search results. By targeting non-branded keywords in your paid search ads, you increase your brand’s visibility and awareness, which is crucial for brands that are still establishing their market presence.
Navigating PPC Marketing with Branded vs. Non-Branded Paid Search Keywords
When it comes to PPC marketing, taking into consideration the strengths of both branded and non-branded keywords can enhance campaign success. Using data from your branded keywords can help you refine your non-branded strategies, maximize growth potential of your medical practice brand. This strategy involves adjusting your strategies based on keyword performance.
Branded keywords in PPC often have less competition and lower cost-per-click (CPC), leading to efficient conversions. They carry higher conversion rates and reinforce the brand’s online reputation, making them a valuable asset in any PPC strategy.
Non-branded keywords in PPC, while generally having higher competition and cost, serve to increase visibility and brand awareness to help your brand reach a wider audience and attract new patients.
Should I Be Running PPC Ads on My Branded Search Terms?
Medical practices will generally prioritize non-branded keywords when it comes to branded vs. non-branded paid search. In some cases, medical practices will make a point to include branded search keywords to preserve their online presence. For example, when your medical practice is well-known and faces stiff competition, running PPC ads on branded terms can secure your brand’s prominence in search results. Or for healthcare brands that have a very similar name to others, branded keyword paid search can ensure traffic intended for you isn’t diverted elsewhere.
In short, when choosing your keywords, healthcare marketing experts recommend putting more resources into non-branded keywords and adding branded keywords under certain circumstances, depending on how your medical practice brand fares in the market.
Summary: Branded vs. Non-Branded Paid Search
With search engine marketing (SEM) for medical practices, the goal is to be found by patients online as they get closer and closer tvo arranging services. An effective paid search strategy takes into account all of the essential elements, including what keywords will be most effective in reaching patients. Thorough keyword research considers branded and non-branded keywords.
Branded keywords are searched for when a patient intends to find a specific medical practice, branded treatment, or provider by name. Branded terms are generally lower cost and lower competition (easier to rank). On the other hand, non-branded keywords are generally associated with a patient who intends to see what options are out there. Because many medical practices in your market want to be found for these keywords, they will probably cost more and harder to gain rank (winning keyword bidding).
Deciding whether your strategy should include branded vs. non-branded paid search keywords depends on your brand and the current state of your particular market. If you find that other brands are diluting your search visibility, including branded search keywords could help. Through proactive competitive research, PPC marketers can help you identify more opportunities to gain visibility in search.
Boost Your Visibility Online With iHealthSpot’s PPC Solutions
Medical brands that invest in medical advertising solutions will have a stronger online presence in Google searches. This matters because patients who search engines are often actively pursuing care, so they are more likely to sign up for services. iHealthSpot offers a range of digital marketing solutions designed exclusively for medical practice brands to build online visibility and grow their businesses. Contact us today to find out how we can help you reach your target audience through cost-effective paid search strategies.
