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Are you finding it challenging to fully leverage Google Ads for your Orange County practice?
With over 2,800 orthopedic surgeons competing in California, is your orthopedic practice standing out—or are patients choosing your rivals instead?
To compete in such a crowded market, practices like yours are turning to pay-per-click (PPC) marketing to attract more patients and secure more bookings.
However, managing a successful PPC campaign takes time and expertise—not something you want to juggle alongside running your practice. The complexities of bidding, keyword selection, and ad placement require a deep understanding to navigate successfully.
If you’ve tried other marketing agencies that overpromised and underdelivered, you’re not alone in this jam.
Many practices struggle to find a partner who truly understands their needs—especially in highly competitive markets like Orange County. Fortunately, you found us.
Our focus on delivering measurable results has turned frustrated clients into long-term partners. Many of them came to us after cycling through three to seven agencies without success—and they stick with us because of the results we deliver.
Unlike other digital agencies, we’ll try to understand your practice’s current situation and what it needs. We’ll conduct extensive statistical analysis and continuous testing and adjustment to get you the best results.
We’re not about cookie-cutter solutions. Instead, we’ll tailor healthcare marketing plans that align with your unique situation—your budget, objectives, and most sought-after patients.
We understand how your local market can be a valuable marketing channel. With PPC, we’ll ensure your ads reach local patients searching for orthopedic services right when they need them.
Our approach to creating your PPC campaign will be focused on your target audience’s search behavior, considering that 75% of users say that paid ads help them find what they need.
Our team specializes in optimizing PPC campaigns across platforms like Google Ads, Bing Ads, and social media ads. With expertise in Meta advertising, we’ll ensure your ad dollars deliver better-quality leads and more bookings via Facebook and Instagram.
We’ll create and manage your ad accounts, but you’ll still own them while we handle the heavy lifting. The best part is that you’ll know what you’ll be paying for, and our fees won’t go up just because your clicks do.
Ready to grow your practice? Call us today at (+1) 310 879 8003 or email us at contact@digitalspotlight.com for a no-pressure consultation! We’ll be more than happy to explain how we can maximize the impact of PPC on your quality leads.
What is Orthopedic PPC?
PPC is a digital marketing approach that charges advertisers a fee to display their promotional material on platforms like Google or social media.
The advertiser only pays once users interact with the marketing material, making PPC a cost-effective measure for medical practitioners like orthopedists.
To bolster your PPC campaign for the Orange County area, we’ll conduct in-depth analyses, audits, and research to pinpoint your most valuable potential patients, research effective keyword options for orthopedics, and write high-value ad copy for your practice.
Don’t let your competitors steal the spotlight.
We’ll make sure your orthopedic practice stands out.
Ready to grow your practice?
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The Importance of Orthopedics PPC
Your Orange County orthopedic practice can get significant value for its investment in PPC, as you’ll have to pay only for the clicks your ads get.
To ensure that you’ll pay only for relevant and profitable clicks and traffic, we’ll perform the following steps:
- Check your website: Using Google Search Console (GSC), we can determine the keywords that attract users to your site and identify the areas for which you’d want to optimize your campaign.
GSC’s “Queries” tab also helps us know your site’s top queries, clicks, impressions, and click-through rate (CTR).
“Top queries” are the keywords that make your site appear in search results, while “clicks” measure the number of users who visit your website from a particular query.
“Impressions” are the number of times a page from your site appears on Google for a specific query, while “CTR” is measured by dividing the number of clicks by the number of impressions.
- Ask you about your priority keyword targets: Targeting relevant audiences is particularly beneficial for your PPC campaign, as Google gives relevant and high-quality ads a higher quality score.
Once we determine your most desired keywords, we’ll use the targeting options available on platforms like Google Ads and Facebook Ads to zero in on the most valuable audiences for your ads.
- Analyze your business and niche: Niche businesses and specialized service providers, such as orthopedic practices, will significantly benefit from PPC marketing due to their smaller audiences and more defined demographic targets.
We’ll create effective PPC campaigns that maximize the impact of a narrowed-down audience for you, especially considering that Orange County is home to the three most populous cities in the US—Anaheim, Santa Ana, and Irvine, each with populations exceeding 300,000.
- Understand your business objectives: We’ll ensure that your PPC campaign aligns with your goals to let as many people as possible know about your practice and services. As time passes, your Orange County practice can focus on promoting specific services.
We aim to truly understand your practice and objectives. The insights from this step will help us develop a strategy aligned with your intended ad budget.
- Research your competition’s ranking keywords: “Know thy enemy,” as the adage goes—and investigating your competitors’ keyword strategies will help you learn how to counter their online marketing campaigns targeting Orange County.
Our keyword competitor analysis and market research will allow us to draft an offensive strategy to help your practice beat competitors for their ranked keywords.
We can enhance your PPC keyword campaign by identifying new keywords and gaps in the competition’s strategy.
- Use tools like Semrush and Ahrefs to identify valuable search terms to target: Semrush provides information on high-traffic keywords through its “Visibility %” relative metric. A higher visibility percentage is associated with higher keyword rankings.
Meanwhile, Ahrefs Webmaster Tools (AWT) can show all the keywords your site ranks for, their monthly search volume, and their keyword difficulty score (a metric that measures how hard ranking for a specific search term would be).
Our services will help relieve your mental load of PPC management and help you avoid one of the most significant challenges orthopedic practitioners face: burnout.
Leave the work to our PPC specialists. We’ll do all the heavy lifting in your campaign, giving you plenty of room to focus on your Orange County practice and your patients.
How PPC Management Services Can Help Orthopedic Practices
We’ll comprehensively monitor and manage your spending on this ad type to maximize your investment. You’ll know these resources will be dedicated to getting only the leads that matter to your Orange County practice.
We’re proud of our sterling track record of efficient PPC ad spending. On average, our agency has slashed our clients’ cost per sale by 23% and their ad campaign costs by over 30%.
We’ve also boosted our clients’ leads and sales by around 83% and even up to an incredible 400% in some cases.
We can also deliver the same results for your orthopedic practice in Orange County.
Constructing a Google Ads Account for Your Practice
If you don’t already have your Google Ads account, we’ll happily set one up for you.
As a Google Ads agency with a robust presence in the United States, we excel in developing customized strategies to optimize your orthopedic PPC campaigns in Orange County and derive the utmost value from your advertising expenditure.
You’ll be the account owner, and we’ll be the account manager. Through this setup, you’ll know exactly how much we’re doing, and you can take over the account anytime.
We’re a certified Google Premier Partner, which means your campaign will benefit from the know-how of a dedicated Google agency team providing us with training.
We have a direct line to Google Ads’ top support teams and exclusive access to confidential data that helps us deliver unparalleled service.
Here’s how we’ll proceed with your Google Ads campaign:
Creating a Campaign for Your Orthopedic Healthcare Clinic
Our in-depth audits are crucial in developing your ad campaign targeting Orange County.
We’ll extensively research your Orange County practice to identify potential campaign issues—such as the sheer difficulty of identifying and capturing a target audience, considering that around 3.2 million people live in the county—and adjust our approach.
Our comprehensive analysis will yield high-value keywords for your PPC campaigns, drawing on resources and keyword tools like AdWords/PLA (product listing ads), Google Search Console, competitors’ rankings, and others.
Constructing Your Ad Groups
In a PPC campaign, an ad group is a series of ads targeting similar keywords. An ad group ensures the development of multiple pieces of content and landing pages aimed at a common goal or theme.
An ad group will also boost your ads’ relevance, making them appear more often for the most closely related searches in Google.
Our extensive approach to keyword research will help outline your ad group structures with the keywords you want to target.
We’ll then use the insights from these segmented ad groups to test multiple ad copy and landing page versions. This will help us find which versions best relate to your most valuable keywords.
Diving Through Google Text Ads Structure
This ad type features a clickable title linking to a website. It comes with text and a URL (uniform resource locator). Text ads are displayed above and below Google’s SERPs (search engine results pages).
Google Text Ads can also appear on the search platform’s partner sites, where they are displayed with the “Ads by Google” label. These ads are often presented with ad assets, allowing advertisers to include details like business locations or phone numbers.
Our PPC services include using text ads to reach your desired audience, make them more receptive to your products or services, and convince them to book their next orthopedic appointment.
Keeping Track of Conversions and Results of Your Ortho Page
We’ll closely track your campaign metrics to determine when your target audiences will likely see your ads and perform your desired actions (such as booking an appointment or purchasing an orthopedic care product).
We’ll continuously evaluate your PPC campaign’s performance, helping us align your ads more closely with potential patients’ preferences and peak activity periods.
To keep you updated, we’ll also provide monthly reports and analyses through the customizable Looker Studio platform. This comprehensive live dashboard organizes all your data in an easily digestible format.
Here’s how we’ll track your Google Ads conversion rate:
- Identify your campaign or business goals.
- Check your website for specific actions or engagements you want us to track.
- Outline essential interactions, including purchases, form submissions, and calls from ads or landing pages.
- Monitor and analyze the steps needed to generate such engagement.
- Provide web developers with instructions on setting up conversion tracking tags and triggers.
- Test the conversion tracking systems that have been put in place.
Keywords to Include in Your Ortho Ad
Using the most relevant keywords in your orthopedic ads can help your campaign target the most relevant potential patients.
Google rewards relevance with a higher quality score, which can lead to lower cost-per-click and better ad placement.
During the final month of 2024, these were some of the top related keywords to the search term “orthopedics” in the US, according to Google Trends:
- Orthopedic
- Advanced orthopedics
- Orthopedics near me
- What is orthopedics
- Pediatric orthopedics
- Center for orthopedics
- Children’s orthopedics
- Rush orthopedics
A crucial key term for some orthopedic practices is the prestigious designation granted by the American Academy of Orthopaedic Surgeons (AAOS).
The AAOS awards the FAAOS (Fellow of the American Academy of Orthopaedic Surgeons) identifier only to orthopaedic surgery practitioners that meet the organization’s professional and ethical standards.
The FAAOS designation can appear on a practitioner’s website and marketing material, making this a reliable indicator of an orthopedic surgeon’s reputation and skill.
Restricted Keywords Not to Include in Your Surgical Marketing Ad
To protect users, Google evaluates ads’ compliance with its policies through a combination of AI and human expert input.
Google takes guideline violations seriously, with penalties ranging from ad disapproval to account suspension. Google also implements an expanding strike system for repeat offenders, ensuring the safety of its ad platform.
Google has strict limits on promoting content that can be legally or culturally sensitive. Here are some of the restricted keyword categories that we’ll keep in mind during your campaign:
- Alcohol: In accordance with the law and industry standards, Google limits ads featuring alcohol and drinks that resemble alcohol, including (but not limited to) beer, wine, sake, champagne, and spirits.
Alcohol-related ads must not target minors and must target only countries where alcohol ads are explicitly allowed. - Copyrights and trademarks: Google protects the rights of copyright holders, and thus forbids ads that are unauthorized to use copyrighted content. This includes ads for sites or apps that illegally copy and distribute copyrighted content.
- Financial products and services: Ads must adhere to state and local financial regulations for any location that the ads target. Restricted financial products and services include cryptocurrencies, personal loans, loan modification, and credit repair services.
- Gambling: Gambling ads, such as those featuring casinos, lotteries, and betting sites, are limited to targeting-approved countries and must never target minors. These ads also need to have a landing page that highlights responsible gambling.
- Political content: Google requires political ads and destinations, including promotion of parties, candidates, or advocacies, to comply with local campaign and election laws for their target areas.
- Sexual content: These ads must not target minors, and they will only appear in a limited capacity based on the user’s search queries and age, along with local laws.
Restricted sexual content includes visible genitalia and breasts, sexualized models, sexual paraphernalia, and sexually suggestive live chat.
Orthopedics PPC Operation for Success
A successful PPC campaign can effectively advertise your orthopedic surgery practice and attract qualified leads—search engine users actively looking for what you offer.
For over 15 years, we’ve used a methodical and evidence-based approach to digital marketing strategies, including PPC campaigns.
Our commitment to our maths- and data-driven process helps us generate high-quality leads and new patient inquiries, leading to impressive returns at lower acquisition costs for you.
This is old hat for us, as this is something we’ve already done for thousands of local and global businesses.
Optimizing with Keywords: The Orthopedics PPC Blueprint
Our broad-ranging keyword analysis will pinpoint which negative keywords we need to repair first. The subsequent adjustment will take into account predictive traffic, the amount of negative feedback, and the keywords’ importance to your Orange County orthopedic practice.
Upon request, we can also analyze your competitors’ top-ranked keywords so that we can outpace them in crucial terms like “sports medicine,” “pain management,” or “knee replacement.”
We have a thorough understanding of how keywords operate. Instead of simply using the trendiest keywords, we’ll optimize for variants of your target keywords (your most desired and valuable terms).
These variations will be for key terms popularly searched in the past and for key terms we anticipate will be targeted in upcoming searches, paving the way for your practice’s future growth.
We never use spam tactics like keyword stuffing as we have no limit on the number of keywords we can optimize for your campaign over time.
The good news is that further optimization will not add any cost to your monthly fee.
Integrating Orthopedics PPC with Other Services
As a full-service digital marketing agency, we offer practical, data-grounded solutions that can address most problems your Orange County orthopedics practice might face:
- Search engine optimization (SEO): We specialize in improving your practice’s visibility in search engines when online users search for your specialization and procedures.
PPC and SEO can work together to increase your online presence. Purchasing PPC ads and optimizing your website can help ensure that your practice dominates SERPs related to your keywords and specialization. - Social media marketing: We can maximize your social media data footprint through our proven statistics-based approach.
While these platforms might not directly improve your search rankings, your engagement in these sites can affect your visibility, especially in your crucial locale (Orange County).
The combination of PPC and social media marketing can significantly boost your brand visibility, ensuring that potential patients see your practice at the moment they need it the most.
Consumer insights gathered from your social media targeting can also improve your PPC campaign and vice versa, helping unify your message across all the advertising channels you’re using.
What Are Landing Pages?
A landing page is the part of a website where users are redirected once they click your PPC ads. This page is central to turning search engine users into leads, consultations, and procedure bookings for your Orange County practice.
An effective PPC campaign drives sales or conversions from customers who are ready to act—and the action happens on the landing page. Optimizing your landing page is essential, as this part of your site will set the tone for your visitors’ user experience.
So, how can your landing page increase conversions and maximize return on ad spend (ROAS)?
- A landing page provides clear and concise information designed to convert target audiences into leads or customers.
- A landing page offers unmatched flexibility and can be specifically tailored to your ad campaigns, creating a consistent user experience from ad to landing page.
- A landing page maximizes your ad dollars through a smooth user experience that boosts conversion rates.
We’ll make your landing pages as compelling as possible by conducting split testing using multiple versions of these pages. This approach will help us strategically test and adjust crucial landing page elements, such as images, headlines, and calls to action.
We won’t limit the solutions you’d like to use. In fact, these approaches often operate together to bring the best results for our healthcare clients.
Choosing a Specialized Marketing Agency for Orthopedics
While there are no publicly agreed-upon criteria for finding the perfect marketing agency, ask yourself the following questions before working with a digital marketing service provider:
- Is the agency committed to your goals? The agency must start by listening to your objectives, not by talking about what it can sell you.
- Does it provide quality customized advice? The agency must know what it’s talking about when it comes to developing solutions that specifically address your unique problems and goals.
- Is it confident that it can deliver results without lock-in contracts? The agency must be able to provide high-quality services and results to the point where it doesn’t need to lock clients into long-term contracts.
- Does it have exclusive access to a Google team? The agency must have its own Google team that provides exclusive training, non-public competitor data, and early access to new features that will give you an edge before these are publicly released.
- Does it have something unique to offer? The agency must have a mathematically inclined culture that allows it to understand and apply the same advanced technical features that Google and Meta use.
We’re happy to inform you that when it comes to Digital Spotlight, you can confidently answer “yes” to all of these questions.
Work With the Best Orthopedic PPC Advertising Agency
A strong presence in Orange County, an expertise in creating customized ad campaigns, and a commitment to delivering the best value for your ad spend are just a few of the ingredients of the ideal PPC ad agency.
Here are some reasons why Digital Spotlight is the best PPC agency for your Orange County orthopedics practice:
- We’ve worked successfully in the digital marketing industry for over 15 years.
- We have a client retention rate of 95.67%, which is our badge of honor as one of the best in the field.
- We’re confident in the quality of our digital marketing services, which have significantly boosted revenues for a diverse range of businesses.
- We don’t offer guarantees. Instead, what we provide are long-lasting positive results for our clients.
What to Expect From Our Paid Search Services
We have the expertise, experience, and data from successful campaigns to make your PPC and other digital marketing efforts work.
We speak the same specialist language that major platforms’ engineers use, enabling us to maximize the impact of paid ads on your practice.
Here are other compelling reasons why we are the best choice for developing your PPC ad strategy:
Masters of the Machine
Throughout the years, as a Premier Partner, we have refined our understanding of Google’s algorithms, bidding strategies, and ad formats in California.
Given the vast number of competitors in the market and the increasing reliance on digital platforms, it’s crucial to establish a presence that stands out and resonates specifically with your ideal patients in Orange County.
We have partnered with surgeons from various specialties, from small clinics to established enterprises, consistently delivering significant return on investment (ROI).
Multi-location Account Structure Optimization
PPC can help you even if your orthopedic practice operates across several areas in Orange County and even across California.
Our PPC management service ensures your campaigns align with your target demographics in each locale.
Multi-location PPC strategies target niche markets with highly specialized ad campaigns, and thus are crucial for practices aiming to outmaneuver the local competition.
Given Orange County’s significant population numbers, this localized focus can be especially effective in this highly competitive market.
HIPAA-Compliant Remarketing
The Health Insurance Portability and Accountability Act of 1996 (HIPAA) regulates medical practices’ use of protected health information (PHI). PHI is any information created, used, or disclosed during healthcare that can be used to identify an individual.
According to HIPAA, orthopedic specialists must limit the use and disclosure of PHI, inform patients through a Notice of Privacy Practices, and ensure that patients have access to their medical records.
Thus, while patient testimonials for procedures like hip replacement or spine surgery are crucial to building credibility as a medical professional, we’ll ensure your remarketing ads that feature patient feedback don’t include PHI.
Post-click Optimization
Post-click optimization ensures that the ad click successfully leads to a conversion or sale by directing visitors to an SEO-optimized landing page that matches your ad’s message.
We specialize in website optimization, which includes creating landing pages that convert visitors to bookings after potential patients click on your paid ads.
We’ll make your offer appealing to your visitors, highlighting your best features and ensuring that your most significant message is funneled to the most appropriate audiences in the correct parts of your site.
We’ll test multiple combinations of these variables (A/B testing) to find the most successful version at the lowest acquisition cost.
Our A/B testing evaluates two campaign versions using two audience groups to determine which does better. This approach can indicate which version will be more effective when used, removing any uncertainty about your content, visuals, and distribution methods.
Are you curious about taking the next step in growing your business through the power of PPC ads? Call us at (+1) 310 879 8003 or email us at contact@digitalspotlight.com to book your pitch-free consultation today.
Ready to stand out online? Contact us today!
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