The first step in healthcare PPC advertising is choosing keywords for your ads. Keywords trigger your ad to appear in search results, so if you want to appear in front of the right patients, you need to choose relevant keywords. To find relevant terms for your ad, conduct keyword research. Keyword research helps you find key terms you can use and target on ad networks like Google Ads.  

When you conduct keyword research, focus on long-tail keywords. Long-tail keywords, which contain three or more words, are better for PPC ads because they drive more relevant leads and keep your cost-per-click (CPC) low.