This article is a must-read if you want to save money on PPC ads for chiropractors! This most common PPC (Pay Per Click) platform is Google AdWords for Chiropractors, but these concepts apply to any type of paid digital advertisements as well as Bing Ads, Yahoo Ads, and others.
PPC means “Pay Per Click”
The reason I wrote this is because I have seen many people (including myself) spend money on digital advertising and not have good results. If you hire someone to manage your digital ads then this list will give you some questions to ask them. Hopefully this article will give you some actionable information to get the most out of your chiropractic marketing and help you get more new patients right away!
Some common PPC ad pitfalls to avoid include:
1. Not Linking your Ad to a Landing Page
A landing page is a purpose built webpage with targeted specific content designed (with a form) for capturing leads from your website. If you just lead people to your homepage after clicking your ad, then there’s a higher chance they will leave if they don’t find what they are looking for. This not only doesn’t get you new patients but also makes you rank lower in paid search due to low ad quality score. I would suggest you make a specific landing page for each keyword or ad group. Then add the shortened link to the landing page for your ad. You can group your keywords into similar topics (like “low back pain”) and use a common landing page. The important thing is to try to cater the content to the person searching.
2. Not Measuring ROI for PPC Ads
What is the goal of your ad campaign? Do you want to drive website visitors? Get more new patients? Make sure to measure the output against how much you are spending. You should be able to measure $/NEW Patient or $/FreeAssessment Given. Make sure to ask people how they heard about you, as well as use analytics to track sources of website visitors. This free chiropractic advertising ROI calculator will help you measure which ads are more effective. Some maketing software tools, such as HubSpot, will even show you campaign details for each website visitor.
3. Not Aligning Keywords with Business Goals
Your keywords in AdWords should be aligned with your business goals and with your patient’s goals. This means you must understand what potential patients are searching for during each phase of their search process. For example, someone early in buying process might be searching for “causes of low back pain”. Let’s say they know their low back pain is related to a herniated disk. Then they might be searching for “ways to reduce pain of herniated disk” or more simply “how to reduce low back pain”. If they are near end of buyer journey, and they have decided to see a chiropractor, then they might search “best chiropractors in CITY NAME” So, while location based search terms are a good start you should dig deeper to grow your list to several hundred or more keywords or phrases.
Furthermore, Google recommends doing the following:
- Think holistically about the different ways that customers could reach you.
Why: Your keywords should reflect all of the different types of user queries that could help someone find you when they’re looking for something you offer.
- Align your keywords and their management with your overall business goals. Why: Different keywords have different purposes, and they should be held accountable to the goal that most aligns with their purpose.
- Delete your low search volume keywords. Why: Reduce clutter. If keywords aren’t going to drive any traffic for you, there’s no need to keep them around.
4. Not Targeting Campaigns by Location
Make sure to select your target region/city/location! Location targeting helps you focus your advertising on the areas where you’ll find the right customers, and restrict it in areas where you don’t. You don’t want to waste your hard earned advertising dollars on website visitors that will never visit your office because they live too far away. Bing, Yahoo, and Google AdWords all have settings to only who ads to people searching from within a particular location. Make sure to be generous in the size of your area and include neighboring towns because a person’s physical location could be different from the IP location of their ISP (Internet Service Provider). Google recommends at least 10-mile radius. You can also choose by city/town/zip code.
5. Thinking you can “Set it and forget it”
Last but not least, you need to keep on top of your ads. The reason is that ad quality can change over time. Also, competitors are often changing their budgets and tactics. With ads it’s all about outranking the competition. I would suggest at a minimum having monthly reviews with your marketing person or AdWords consultant.
In conclusion, there are many pitfalls to avoid when placing chiropractic web ads. You should consider inbound marketing as a long-term strategy to reduce reliance/spend on ads. Additionaly, people are becoming conditioned to ads they are losing their affectiveness. If you must, then do your homework and prepare to spend some $$$.
As with any ad, you want to have a great website to lead patients to. Download my free eBook below: 25 Chiropractic Website Must Haves. This is full-of useful tips to improve SEO, and conversions for your chiropractic website!