Search marketing is one of the best ways to attract new patients to your practice. In fact, about 85% of consumers use the internet to search for local businesses. By developing a strong PPC advertising strategy, you can attract more patients and boost your business.
You can also improve your ROI. Paid advertising returns $2 for every $1, giving you a 200% ROI rate!
Unfortunately, many people make mistakes when using PPC advertising for the first time. Every time someone clicks on an ad, you have to pay for that click. If you’re not using the right strategies, those clicks can get costly.
You need to make sure every click converts into a new patient.
Want to learn how to create an effective PPC strategy? Keep reading for the tips you need to succeed!
1. Target Your Audience
Before you can start advertising, you need to know who you’re trying to reach with your ads.
Failing to start with audience research could cause you to target a broad audience. Instead, it helps to target your ideal patients. Then, you can focus on paying for clicks from people most likely to convert into paying patients.
Without your research, your ads will fail to appear in front of the right people.
You don’t want to pay for wasteful clicks. Instead, targeting a niche audience will help you use the most of your advertising budget. Then, you can improve your ROI.
When determining your target audience, think about your current patients.
Who are they? What are they interested in? What products and services are you already using?
The better you understand their needs and wants, the more likely you’ll lose ad language that appeals to those needs.
PPC advertising allows you to target patients based on keywords and demographics. You can target different audience groups by breaking your larger audience into smaller personas. Try basing your buyer personas on:
- Marital status
- Household income
Once you key in your audience settings, you can reach those patients with your ads.
You can create a new campaign for each target audience. That way, you can personalize your ads. Personalization can help you better connect with patients to attract them to your practice.
You’ll need to complete keyword research before running your campaigns, too. You can use tools like Google Keyword Planner, SEMRush, and Google Trends to develop a list. Focus on keywords with a high search volume and low cost-per-click (CPC).
Once you determine your keywords, you’ll need to set a match type for each one. A broad match type will cause you to appear for nearly any search. A search for “marketing company near me” could turn up results like “farmer’s market near me.”
Showing up for searches that have nothing to do with your practice can become costly.
Instead, you can use exact match, phrase match, and broad match modifier to adjust how often you appear. You can work with a PPC advertising agency to avoid wasting your budget.
2. Set a Goal
Social media and Google PPC advertising campaigns are based on goals. You can set different goals for each campaign.
Think about your overall business and marketing goals. Then, try to create campaigns that will help you achieve those goals.
For example, are you trying to attract more traffic to your website? Do you want to boost brand awareness with visual ads? What about increasing leads, conversions, and sales?
You can tie a different goal into each of your PPC advertising campaigns. Using multiple campaigns will help you achieve all your goals.
Are you trying to reach local patients? About 80% of local mobile searches lead to in-store visits and purchases. You can create a local PPC ad campaign that focuses on locals.
Try using location-based keywords in your ads. Remember, the language you use within your ads will help you better connect with your target audience.
3. Update Your Website
In order to generate leads and conversions, you’ll need help from your website.
About 38% of people will stop interacting with a website if it’s unattractive. Another 39% will stop using a site if pages take too long to load. You want your website to work for you, not against you.
First, make sure your pages load quickly. You can use Google’s PageSpeed Insights to make sure there’s nothing slowing your site down. There’s a chance you need to compress images or update old plugins.
Make sure your visual brand appears throughout your site, too.
Try to keep your brand consistent between your visual ads, website, and other marketing platforms. Consistent brand presentation across all platforms increased revenue by up to 23%. Using a distinct colour palette can improve brand recognition by up to 80%.
Connecting your PPC ads to your website will help develop brand awareness and recognition. Otherwise, people might click on your ad, visit your website, and think you’re a different practice.
For Google PPC advertising, it also helps to match your ad language with your landing page language. Try to use a single, focused call-to-action (CTA). Direct patients to complete one specific action, such as filling out a form or making a purchase.
Updating your website will help you generate more leads and conversions!
Otherwise, people will leave your site without taking action.
4. Create Compelling Ads
Now you’re ready to start writing ads!
Make sure to use compelling language within your ads. Encourage people to click your ads, visit your website, and discover your product.
As you begin running your campaigns, try using A/B testing. You can create two different ads (with one small difference). Then, review the data to determine the language that best works for generating leads.
Try different ad formats, such as responsive ads, video ads, text, and display ads to attract your audience.
5. Add Extensions
Adding extensions to your ads will help you attract more site traffic. It can also ensure your ads stand out. Try using:
- Structured snippets
- Price extensions
- Call extensions
- Affiliate locations
- Call extensions
- Message extensions
You can even use call extensions to create a call-only campaign that generates more calls to your practice.
Smile Wide: 5 Ways to Create a Strong PPC Advertising Strategy
Ready to give your practice a boost? Use these tips to start using PPC advertising today. By working with a talented PPC advertising agency, you can get ahead of competitors and generate more business.
Otherwise, you could make costly mistakes.
Want help from the pros? Contact us today to learn how to sell better!