Once CROs and sponsors have determined a CPC estimate, they can multiply that by the traffic required in order to build their total budget. So, if a trial determines that their average CPC is $5.00, then the formula would read:
CROs and sponsors looking for guidance in establishing a PPC campaign, and the tools to effectively manage the entire process, may want to consider working with a patient recruitment firm that specializes in digital marketing. A patient recruitment firm with specialized, digital marketing experience in clinical trials and the medical industry is essential to help sponsors and CROs reach the right patients, and to meet their enrollment goals on-time, and on-budget.
Modern marketers looking to promote their business will find a lot of choice of PPC networks. Google remain the Kings of the pay per click advertising world, the Google Ads and Adsense platforms dominate the industry.
Another native advertising content platform, AdNow offers access to over 160,000 publishers. Offering real time bidding through AdNow gives advertisers the option to display native content ads, or display banner ads.
When setting up your ads, you can choose specific cities and zip codes to target. CROs and sponsors should consider building regional ad campaigns to recruit patients who live near an investigator site or cluster of sites. This helps trials save money by focusing only on users who can actually enroll, as opposed to those who are interested but unable to participate due to their location.
Paid search can help clinical trials reach new audiences as they search for relevant treatment options. When well-executed, PPC can greatly increase web traffic and boost study enrollment. If your trial is new to paid search marketing or looking for ways to increase your ROI, you may want to consult a digital marketing vendor to maximize results.
ClinicalConnection creates highly-targeted, text-based study ads that display online to people who enter relevant keywords into search engines like Google. These ads are designed to use your advertising dollars strategically and efficiently. They will only be shown to people in and around your study market who are searching for health or clinical trial information relating to your study indication. Clinical trial digital advertising is an effective way to get your ad in front of relevant candidates who may be interested in joining your study.
We create a customized digital advertising campaign that spreads your budget and management fee across a 30-day period. Each time someone clicks on one of your ads, they are automatically taken to your study listing and can express interest by providing their contact information. You will then receive a referral alert and can contact the potential study participant for screening and enrollment. Don't worry, we'll never exceed your monthly budget, which resets each month so you can continue to receive referrals as long as your campaign is active.
Pay-per-click, or PPC, is a form of advertising that allows you to pay a fee to have your website on the search engine result page (SERP) when someone types in specific keywords or phrases to the search engine. The SERP will display the ads you create to direct visitors to your site, and the fee you pay is based on whether people click your ad.
The objective of all forms of digital advertising is to rank for a target keyword, which you can do in several ways. Search Engine Marketing (SEM) refers to any digital marketing (paid or unpaid) done on a search engine, like Google, Yahoo, or Bing.
AdRoll is a retargeting platform that advertises to people who have already visited your website. For instance, say someone read your article on cheese making. You can retarget them on other sites they visit with display ads that advertise your online cooking classes.
While retargeting is possible with Google Ads, the benefit of using AdRoll is that it can display ads on Google and social media sites, which gives you more opportunities to capture clicks or impressions, depending on your goal.
Display Ads allow you to place ads (usually image-based) on external websites, including social. There are several ways to buy display ads, including Google Display Network (GDN) and other ad networks.
At a high level, maximizing ROI on your ad campaigns means considering customer lifetime value and customer acquisition costs, which will help you determine how much is worth spending on a new lead and how much of that spend can come from paid advertising.
When faced with costly delays, many clinical trials turn to digital marketing to boost patient recruitment at the eleventh hour. However, from choosing the right keywords to creating a landing page that converts, executing an optimized PPC (pay-per-click) campaign can be a complex endeavor.
Many CROs and sponsors are surprised to find that it can take about two months to pass regulatory and get a digital marketing initiative off the ground. For clinical trials, this delay in recruitment can be very expensive. In fact, clinical trials may lose as much as $8 million for each day a trial is delayed.
A well-crafted and strategic PPC campaign can help speed-up patient recruitment at the beginning of a clinical trial, as well as help troubleshoot later on in the process. Once an initiative has been set up and approved, it can be reactivated at any time. For example, if someone drops out of a trial, a reinstated PPC campaign can help recruit new patients at any time.
With the eventual deprecation of third-party cookies, reporting and targeting as 80% of advertisers know it will be no more. Google, Facebook, publisher sites, and other platforms are coming out with new tools and technology to help advertisers navigate this shift, but you should be preparing now.
Susie is the Content Marketing Specialist at WordStream, where she uses her experience as a PPC consultant to share tips, tactics, and best practices in the ever-evolving marketing and advertising space. Outside of work, Susie loves to get outside for some snowboarding or (once the cold weather melts away) hiking!
For more than two decades, pay-per-click (PPC) advertising has been one of the most powerful promotional tools available to digital marketers. It allows advertisers to only pay for their ads when someone clicks on them, ensuring they always maximize their budget.
Whether your ads appear in Google search results, or as display ads on a website, PPC advertising gives marketers a reliable and easy-to-measure way to direct qualified leads to their business websites.
We hope that the advice covered in this post will inspire you to go ahead and incorporate custom landing pages into your own PPC campaigns. But if you need a little extra motivation, give the Leadpages landing page builder a go by starting your 14-day free trial today!
Google Ads is the most well-known and commonly used advertising platform when it comes to PPC. It offers the easiest user interface to navigate and has exceptional data compared to most other platforms.
One particular perk of Ad Roll is their trial run to see how you enjoy using it. You can do a free trial to run ads and then decide whether to continue with premium. Their most affordable package starts at $9 a month.
To create Google ads for SaaS businesses, you choose the content you want to sponsor and bid on keywords that you want that content to rank for in the tech niche. When your target B2B audience searches those terms, your content with the trial signup will be one of the top results.
Remarketing is the strategy you use to bring your website traffic back to your site after they initially left. While there are several ways you can remarket, retargeting tracks the visitor and then displays PPC ads with your content on third-party sites. These reminders of your products and services offer visitors a chance to reconsider their decision and encourage them to return to your site.
To optimize your landing page fully, you will need to perform A/B testing to see which formats and page setups connect best with your audience. For instance, you can run several ads that lead to a copy of the same landing page. However, each landing page might use a different color trial signup button. You can watch to see which color received the most trial signups.
The average person sees between 6,000 and 10,000 ads each day. In addition, many of those ads are the same across different platforms. If your buyers see a copy and paste of your ad several times a day for several days, they will quickly develop ad fatigue. Instead of reaching them with your invitation to your trial, you will create a negative response.
To avoid ad fatigue, continually switch up your ads, message, images, and format to keep your ads fresh. Each interaction will feel like a new experience and give you another opportunity to highlight the benefits of your trial and products.
For example, what motivates the head of marketing to sign up for your trial will be different than what motivates the CEO of the same company. Therefore, adjusting your ad to those titles allows you to reach your audience more effectively for a higher conversion rate.
Before your buyers sign up for your trial, several micro conversions take place. The first micro conversion is clicking on your ad. Next, you can track how long they stay on your page or whether they scroll through the landing page to read your content.
For example, you might see many micro conversions leading up to filling out the form. However, most of your visitors might abandon the trial signup form before completing it. Therefore, you can identify the form as a roadblock to trial signups and work on improving that specific area of your landing page.
For example, once a buyer fills out the trial signup form, this action might trigger an automated email drip campaign. Through the emails, you nurture the lead and address any remaining roadblocks they may have.
These are real-time leads for your business and no one else, as generated via your own product/service landing page. This advertising is exclusively and only for one of your products or services and not for any other businesses. 59ce067264