Creating PPC Ads to Attract Your Ideal Patients
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?
What is PPC?
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?
Don’t forget about negative keywords.
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.
Solidify a PPC budget strategy
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.
Create compelling messaging
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. Make that turnaround time from online user to client quicker by creating a landing page for each ad that goes directly to what they are talking about. Consistent messaging makes all the difference. Check out this video to learn more on using PPC to grow your practice.
What makes up a successful PPC campaign?
The efficiency and effectiveness of your keyword choices in the Google Ads bidding system not only depends on your experience and how much time you want to spend managing it, but also how many others are also bidding on your chosen keywords.
For instance, when setting up a Google Ads account, you have the option to perform automated bidding, which takes a majority of the work off your hands. It is the easiest option, but it is not the most efficient. It does not maximize your return-of-investment (ROI), because Google’s goal is different than your own. It wants you to spend as much money as possible, while instead, you should be trying to maximize your ROI.
On the other hand, if you decide to choose the live or managed option, you will need to constantly keep track of your campaigns since the results they bring in are always changing. The live option is beneficial because of the depth of control it allows and the opportunity it gives you to find the most valuable visitors to target. However, it is difficult to set up and requires an in-depth knowledge of how Google Ads works, which makes it challenging for a beginner.
On top of managing your campaign, you also need to keep track of your quality score. The quality score is an estimate of the quality of your ads, keywords, and landing pages. When your campaign has a high score, you will receive lower prices and better ad positions.
The higher the quality score, the less expensive the keywords are going to cost you, so you want to make sure that you’re tracking that very efficiently and improve your quality score as much as possible. It is important to note that quality score changes every time someone completes a search. It can be difficult to manage.
Keeping this in mind, you may want to consider having it professionally managed, as managers have the experience necessary to improve quality score, as well as work around nuances that most self-run campaigns are not able to get on their own.
Finally, be aware that if you set up a campaign that runs well and attracts more new clicks to your ads and less to your competitors, it may cause your competitors to change their actions to become more competitive.
It is common to find that people set up accounts that run well at first, and the reason they run really well at first is because nothing has changed. Once your practice has jumped into the game and your competitors start to lose traffic, they will have to change their strategy. In order to run an effective Google Ads campaign, it is necessary to always adjust your strategy to find what has the best conversions.
Let’s start creating ads!
Pay-per-click (PPC) advertising is a rewarding, yet overwhelming tactic if not managed properly. This powerful tool, when done correctly, can provide a high ROI, but can understandably be overwhelming if you’re tackling it alone.
With iMatrix digital marketing services, you can utilize the power of paid advertising and be confident in our team’s ability to gain the ROI you’re looking for from those ads.
Want to learn more about paid advertising?
Utilize these resources:
The Difference Between Paid and Organic Web Marketing
Retargeting: What Is It?
How to Make the Most Out of Your Google Ads Account