Learn how to use PPC and SEM campaigns to target potential clients on Google and Bing and generate more leads and revenue for your chiropractic practice.
If you are a chiropractor looking for effective ways to market your services and attract more clients, you might want to consider using PPC and SEM campaigns or do chiropractor advertising. PPC stands for pay-per-click, which means you only pay when someone clicks on your ad.
SEM stands for search engine marketing, which involves using paid ads to appear on the search results pages of Google and Bing.
PPC and SEM campaigns can help you reach people who are actively looking for a chiropractor near them, or who have a problem that your services can solve.
You can also use PPC and SEM campaigns to showcase your unique value proposition, build trust and credibility, and drive more traffic to your website.
But how do you create and manage effective PPC and SEM campaigns for your chiropractic practice? In this article, we will share some tips and best practices that will help you get started.
1. Define Your Goals and Budget
Before you launch any PPC or SEM campaign, you need to have a clear idea of what you want to achieve and how much you are willing to spend. Some common goals for chiropractors are:
- Increase brand awareness
- Generate more leads
- Increase conversions
- Boost retention and loyalty
- Grow revenue
Your goals will help you determine the key performance indicators (KPIs) that you will use to measure the success of your campaigns. Some common KPIs are:
- Click-through rate (CTR)
- Cost per click (CPC)
- Cost per lead (CPL)
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
Your budget will help you decide how much you can afford to bid on your keywords, how many keywords you can target, and how long you can run your campaigns. You can start with a small budget and test different keywords, ad copy, landing pages, and targeting options until you find what works best for your practice.
According to WordStream, the average CPC for the healthcare industry on Google Ads is $3.13, while the average CTR is 3.82%. However, these numbers may vary depending on your location, niche, competition, and quality score. You can use tools like Google Keyword Planner or Bing Keyword Research Tool to get an estimate of the CPC and CTR for your keywords.
2. Choose Your Keywords Wisely
Keywords are the words or phrases that people type into the search engines when they are looking for something. They are also the words or phrases that you bid on to show your ads to those people. Choosing the right keywords is crucial for the success of your PPC and SEM campaigns, as they determine how relevant and effective your ads are.
There are different types of keywords that you can use for your chiropractic practice, such as:
- Branded keywords: These are keywords that include your practice name or brand name, such as “Heart & Hand Chiropractic” or “Dr. Smith Chiropractor”. These keywords are usually low in competition and high in conversion rate, as they target people who already know about you or have heard of you from referrals or reviews.
- Generic keywords: These are keywords that describe your services or niche, such as “chiropractor”, “chiropractic care”, or “spinal adjustment”. These keywords are usually high in competition and low in conversion rate, as they target people who are not familiar with you or who are still comparing different options.
- Long-tail keywords: These are keywords that consist of three or more words and are more specific and descriptive, such as “chiropractor near me”, “chiropractor for back pain”, or “how to find a good chiropractor”. These keywords are usually low in competition and high in conversion rate, as they target people who have a clear intent or need for your services.
You should aim for a mix of different types of keywords that match the different stages of the buyer’s journey: awareness, consideration, and decision. You should also use negative keywords to exclude irrelevant or unwanted searches that may trigger your ads but not lead to conversions.
You can use tools like Google Keyword Planner or Bing Keyword Research Tool to find relevant keywords for your practice, along with their search volume, competition level, and suggested bids. You can also use tools like SEMrush or Moz Keyword Explorer to analyze your competitors’ keywords and find gaps or opportunities in the market.
3. Write Compelling Ad Copy
Once you have chosen your keywords, you need to write compelling ad copy that will entice people to click on your ads. Your ad copy should:
- Include your main keyword in the headline and/or description
- Highlight your unique value proposition or offer
- Include a clear call to action
- Match the intent and expectation of the searcher
- Follow the ad guidelines of Google and Bing
For example, if you are bidding on the keyword “chiropractor near me”, your ad copy could look something like this:
Chiropractor Near Me – Free Consultation Looking for a chiropractor near you? Visit Heart & Hand Chiropractic today and get a free consultation. Call Now or Book Online
This ad copy includes the keyword in the headline, highlights the free consultation offer, includes a call to action, matches the intent of the searcher (finding a nearby chiropractor), and follows the ad guidelines (no excessive punctuation, capitalization, or spelling errors).
You can use tools like Google Ads Preview Tool or Bing Ads Preview Tool to see how your ads will look on different devices and locations. You can also use tools like CoSchedule Headline Analyzer or Emotional Marketing Value Headline Analyzer to improve the quality and appeal of your headlines.
4. Optimize Your Landing Pages
Your landing pages are the web pages that people land on after clicking on your ads. They are an extension of your ads and should provide more information about your services, benefits, testimonials, credentials, contact details, etc. Your landing pages should also:
- Be relevant to your ads and keywords
- Have a clear headline that matches your ad headline
- Have a clear call to action that matches your ad call to action
- Have a simple and user-friendly design
- Have fast loading speed
- Be mobile-friendly
For example, if you are bidding on the keyword “chiropractor for back pain”, your landing page could look something like this:
Chiropractor for Back Pain – Get Relief Today Do you suffer from chronic back pain? Are you looking for a natural and effective solution? At Heart & Hand Chiropractic, we specialize in treating back pain with spinal adjustments, massage therapy, acupuncture, and more. We have helped thousands of patients get relief from back pain and improve their quality of life. Don’t let back pain ruin your day. Contact us today and get a free consultation. Call Now (555) 555-5555 or Book Online
This landing page is relevant to the ad and keyword, has a clear headline that matches the ad headline, has a clear call to action that matches the ad call to action, has a simple and user-friendly design with bullet points and images, has fast loading speed (you can test it with tools like Google PageSpeed Insights or Pingdom Website Speed Test), and is mobile-friendly (you can test it with tools like Google Mobile-Friendly Test).
You can use tools like Unbounce or Leadpages to create landing pages without coding skills. You can also use tools like Hotjar or Crazy Egg to analyze how visitors interact with your landing pages.
5. Track Your Results And Optimize Your Campaigns
The last step is to track your results and optimize your campaigns based on data. You should monitor your KPIs regularly and see how they compare with your goals and benchmarks. You should also test different variations of your keywords, ad copy, landing pages, bids, targeting options etc., until you find what works best for your practice.
You can use tools like Google Analytics or Bing Webmaster Tools to track your website traffic sources behavior conversions etc. You can also use tools like Google Ads Conversion Tracking or Bing Ads Conversion Tracking to track how many people complete a desired action after clicking on your ads such as calling booking an appointment filling out a form etc… You can also use tools like Google Optimize or Optimizely to run A/B tests experiments on different elements of your campaigns.
By tracking optimizing testing analyzing data etc., you can improve performance efficiency profitability etc., of PPC SEM campaigns etc…
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