Pay-per-click (PPC) advertising is a great tool that can help secure your website on Google's first page of results. It can also provide a clearly measurable (and often high) return on investment. After all, nearly 65% of people click on sponsored ads when searching for a service or product online. But you may be wondering, what do successful PPC campaigns entail, exactly?
PPC is a mode of internet advertising in which you bid on certain keywords that relate to your area of business. When an online user types in a search query relating to your keywords, you have an opportunity for your paid ad to show in the results. You only pay when someone clicks on your ad and everything is regulated via the daily or monthly budget you set. So how do you create a pay-per-click advertising campaign that attracts your ideal patients?
First, you will want to take a look at negative keywords. While that may sound intense, it simply means the words you don't want to come up during searches, such as "free" or "cheap."
You will also want to update your keyword list by researching which keywords you can include that will give you the highest click-through rate. The click-through-rate is essentially a ratio of users who actually click on your links versus the total people who view your page. The higher the click-through-rate, the better probability someone who sees your ad will convert into a paying patient.
Finally, you should tweak your budget strategy. Think about possibly bidding higher for exact matches on keyword searches, and decreasing bids for things that are a little bit broader. From there, you can adjust between those two extremes as needed.
Check out this video to learn more on using PPC to grow your practice.
When it comes to your ad itself, obviously it needs to have a compelling message. Focus on the benefits your services offer, rather than just listing the features. You want to entice people to your business so give them a great reason to! While you may be tempted to lead users to your homepage after they click on your ad, a better way to see a high ROI is to create conversion-heavy landing pages. A landing page’s main purpose is to turn online users into patients and clients. If you decide to use your homepage instead of a landing page, it is likely users will get frustrated and lose interest. When you have a landing page for each ad that goes directly to what they are talking about, to make the turnaround time quicker.
PPC is a powerful tool that when done correctly, can provide a high ROI, but can understandably be overwhelming if you’re tackling it alone. Our next post will include more information on PPC campaigns, including how to bid on keywords, what your quality score means, and more!