Healthcare Advertising Benchmarks for Search, Display and Social in 2021

Suppose you are advertising for your healthcare business. You can identify the best performing campaigns related to other campaigns or time periods, but what about other businesses in your vertical?

Or, suppose you are a healthcare company that is considering advertising. How much do you expect to pay and what kind of result? Understanding the industry average is essential to ensure that you get or will get the largest advertising budget.

This is why we have partnered with LOCALiQ to provide the healthcare advertising benchmarks you are looking for! With this data, you can understand your full ROI potential and set the right goals to achieve it. So let’s dive in.

About these healthcare standards

This benchmark data report covers the following indicators search, exhibit, and Social Ads across 11 healthcare subcategories:

• Average Click Through Rate (CTR)
• Average cost per potential customer (CPL)
• Average cost-per-click (CPC)
• Average conversion rate
• Average monthly expenditure

Search ads

Not in the healthcare industry? Check out our 2021 paid search advertising benchmarks for each industry

We know that consumers are most willing when searching, but did you know that in the healthcare industry, 88% Of consumers transition directly from online search to phone?In view of the very high conversion rate of calls in this vertical industry, companies wisely use the following methods to establish a prominent position in search results Healthcare search adsBased on these benchmarks, this investment is very worthwhile.

For search ads in all healthcare subcategories, we found:

• The overall average cost per lead is US$47.69, ranging from US$15.80 (massage therapy) to US$75.19 (diet and weight loss).
• The overall average click rate was 5.66%, ranging from 4.09% (chiropractic) to 8.49% (massage therapy).
• The overall average cost per click is US$4.78, ranging from US$1.73 (massage therapy) to US$7.77 (recovery from addiction).
• The overall average cost per call is US$55.28, ranging from US$16.12 (massage therapy) to US$115.58 (diet and weight loss).

When you consider the average price of regular visits in these subcategories, these average costs per potential customer and per call guarantee a high return on investment.For example, the average price of a regular dental visit is USD 127, So paying less than $50 for calls or potential customers is very profitable.

Go here to view search advertising benchmarks for all industries in 2021.

Display ad

Unlike search advertising, display advertising is a visual asset that allows you to stand out from your competitors and create a more memorable impression. When targeting people who have already visited your website (Redirect display ads), or who is viewing a site like yours (Contextual display), you can be sure that you are building brand awareness with the right people.

For display ads in all healthcare subcategories, we found:

• The overall average cost per potential customer is US$100.57, ranging from US$23.34 (assisted living, elderly and home care) to US$127.74 (hospitals and clinics). As you can see, the cost per potential customer in the assisted living category is a bit unusual, lowering the overall average.
• The overall average click-through rate is 0.12%, ranging from 0.10% (for dieting and weight loss) to 0.15% (for fitness clubs and gyms).
• The overall average cost per click is US$4.78, ranging from US$3.03 (chiropractic) to US$6.11 (diet and weight loss).

These click-through rates pale in comparison to search ad click rates, but statistics show that brand awareness leads to more customers converting in all your other marketing activities, especially your search ads (Learn about four ways to determine the impact of display ads on search ads here). Therefore, as the “enhancement” of all strategies, while also generating their own clicks and conversions, display advertising is a wise investment.

In what ways can you improve your account? Use our free Google Ads Performance Grader to find out.

Social advertising

Social media advertising It is especially helpful for healthcare companies because detailed positioning allows you to segment and hyper-personalize your activities-for example by age and interest.In addition, healthcare has Shows a higher conversion rate in history Compared with other vertical industries on social media.

For social ads in all healthcare subcategories, we found:

• The average cost per wire is US$88.07, ranging from US$58.56 (for health clubs and gyms) to US$116.7 (for hospitals and clinics, hearing aids and care, opticians, glasses and contact lenses).
• The average click-through rate is 1.38%, ranging from 0.97% (opticians, glasses and contact lenses) to 1.90% (assisted living, elderly and home care).
• The average cost per click is $1.57, ranging from $0.99 (hospitals and clinics) to $2.44 (general dentistry).

Compared with search and display advertising, social media advertising for healthcare companies has the lowest average cost per click. CTR is about 10 times higher than display ads, but still 4 times lower than search ads.

To learn how to optimize Facebook ads, Use our free Facebook Ads Performance Grader.

Reach your highest ROI potential with these healthcare advertising benchmarks

Now you can get an accurate picture of the good search ad click-through rate of the massage business, or the reliable cost of each potential customer of your addiction rehabilitation service on Facebook. You can determine which areas of the strategy need to be improved and which areas should be used and expanded.For a full report, including tips to improve the performance of each channel, go to LOCALiQ’s 2021 healthcare advertising benchmark report.

For other benchmark data, you may be interested in:

data source

This report is based on a sample of 2,838 North American LOCALiQ customer activity in the healthcare vertical from May 1, 2020 to June 25, 2021, covering search advertising, display advertising and/or social media advertising. Each sub-category includes at least 10 unique active customers. “Average” is the median technically used to account for outliers. All currency values ​​are published in U.S. dollars.