Chiropractic Newspaper Ads: Do They Work?

When I first started out in practice, newspaper ads were all very popular. A well known ad “kit” was being sold that contained a handful of advertorial style full page chiropractic ads.

These were reported to bring in 60, 80 and even 100 new patients upon running them in a local newspaper. While I never received 60 patients from just one ad, I did get 20 or more the first time I ran it. Friends of mine in smaller towns got 40-60 every time they used the ad.

The reason these newspaper ads worked well was because of the way the ad looked. The ads were developed in the 1920-30’s by marketers selling books and “home study courses.” They were designed to look like editorial in the newspaper, but written to persuade the customer to take action and buy. Since the ad is a combination of an advertisement and editorial, it is now referred to as an “advertorial”.

But over the years, two things have made these ads less effective.

1. Everyone else bought the ad kits and started running them in the papers. So the ads weren’t as believable and personalized because every chiropractor in town was running the same exact ad.

2. Newspapers became less and less effective in certain markets due to the increase of internet news.

So do they still work?

My clients and I have not noticed a huge decline in newspaper ads over the years, unless everyone is running the same type ad in our area. Granted, we aren’t running the same chiropractic advertorials that came out 10 years ago either.

I’ve written my own advertorials to more closely match recent trends like decompression and fibromyalgia. I also created my own so that no one in my area would run the same ad, therefore the ad looked personalized for my practice.

And remember, the most important number to look at is your return on investment. If you spend a $1, does it come back and make you $1 or more. If newspaper ads do that, then it’s obvious you should still invest in them as part of your marketing plan.

Chiropractic Marketing: Advanced Adwords Strategies

With the recent buzz about my ChiroMarketing Academy that launched last week, I wanted to delve more into advanced chiropractic internet marketing strategies. Today, I’ll review 5 advanced strategies you can use with your Google Adwords campaign.

Adwords is Google’s version of pay-per-click ads. These are the ads that come up on the right hand side of the page when you do a search on Google. Each time a person clicks through the ad to your website, Google charges you a certain bid price. This can be a very effective way to get targeted traffic to your website.

#1. Improve Your CTR

CTR is your Google Adwords Click-Through-Rate. Your CTR is shown as a percentage, and is the your clicks divided by your impressions. So if your ad shows 50 times (impressions) and 2 people click on it, you will have a 4% CTR for that keyword. The higher your CTR is, the lower your bid price with Google and the higher your ad can be.

One way to improve your CTR is by testing 2 different ads at the same time. Create two ads and let Google rotate them for you. After 30+ clicks, you’ll clearly see which one is the winner. Delete the looser and try to beat your winner with another one. This will continue to improve your CTR over time.

#2. Improve Your Quality Score

Google has three levels of quality score — Ok, Poor and Great. You can see your score by mousing over the spyglass icon on the keywords tab inside your account. The better your quality score is, the less you will pay per click. Google won’t tell you exactly how to improve your score, but they do reveal a few keys to help you. The score is based on your keyword relevance, your landing page relevance, and your landing page load time. Therefore, you should make sure you landing page loads fast and has your keyword in the headline. Also, make sure your adwords ad has the keyword in it and you will get a better quality score.

#3. Use A Landing Page

A landing page is where the person lands after clicking through your Adwords ad. For multiple reasons I don’t have room to list here, I do not recommend the landing page be on your “main website”. A simple page that collects information like name and email address works much better than putting them on a website with too many choices and options. You should have a headline, some copy, some bullet points, and testimonials. Videos and audios work very well too. If done right, you can expect anywhere from 20-50% of the visitors to your landing page to leave their name and email.

First build your landing page for your visitor. Since 2006, you also have to build it to please Google. This is because your Adwords ad quality score is based on the “relevancy” of your landing page (as mentioned above). Google wants to make sure your page is relevant to your keyword and to your ad. If your landing page is not relevant, you can be “slapped” with a high cost per click, in the range of $5-10. To help with this, make sure you have a privacy policy, your keyword is listed about 10-20% of the time on the page, and that you have a link out to some “big” sites like your main website and blog.

#4. Keywords

Keywords are the terms people are searching for. Doctors usually think of chiropractic, chiropractor, and all of it’s derivatives. But terms like back pain, sciatica, etc have great potential. People searching for these conditions are looking for health information, usually have or know someone who has the problem, and will be motivated to do something about it.

Think of the problems people come into your office with, and do some research using Google’s keyword tool or at

#5. Write effective ads.

This one sounds simple, but don’t underestimate it’s power to lower bid prices and increase your CTR. When writing your ads, you only have so many spaces to get your message across. No time for wasting words. You only get 25-35 characters for four lines of text, two of which are your headline and website address. Here’s the proven formula for your ads:

-First line should contain your keyword in a headline type phrase

-Second line should be a benefit you offer, for example “Get Rid Of Migraines”

-Line three should describe a feature offer, like “Without Drugs Or Surgery”

-Line four is your URL, with each word capitalized and using a keyword if possible

We’ll go into greater detail in the course about how you can affect and improve these 5 strategies. If you haven’t signed up, what are you waiting for?

Contest Winner And An Announcement

Last week I announced the contest for a free membership to my upcoming chiropractic internet marketing course. It was difficult to pick a winner, since both entries were ready to dive into internet marketing and could use the program immediately. But in the end, I had to make a choice.

I picked…Dr. Terry Crow.

Hi, Mike!

Pick me, pick me, pick me!!!

I am 47, a Chiropractor since age 24. I either have to learn a better way to do marketing, or figure out how to get one of those good jobs in Iraq. Seriously, I am a willing student and I have very little money right now, so I need you to pick ME!!!

I chose Terry because he’s in need of learning new marketing strategies and could really use the training. Congratulations Terry!

I’ve been getting a few questions about the course. I thought I’d post the answers to the two most commons ones…

“What If I Have A Website, Isn’t That Good Enough?”

Many chiropractic offices have a website. A website that has not changed much in the last year.

In the early days of the internet, all you needed was a static old-fashioned, brochure type website. This would work well because there were so few websites online and your competition there was slim. These websites aren’t very effective anymore and are becoming the bland standard that everyone else is putting up.

What are people to do when they arrive at a website like that where there’s no clear purpose for them to follow?

It’s crazy to think they’ll just browse around and somehow stumble upon the action you want them to take. I see this all the time. Most chiropractors and web designers have not taken the time to map out any kind of a process for conversions on their website. It just confuses people and they use the back button or get lost poking around without taking any kind of action that convinces them to call your office.

Plus in today’s marketing message frenzy, you need more than just a website to convince new patients to choose you for their health problems.

“Does This System Work With Decompression Marketing?”

ChiroMarketing Academy can be used to market any of the services you provide in your practice.

With lead-generation newspaper ads getting so competitive and declining in effectiveness, the internet is the smartest place to market your spinal decompression machine.

In fact, there is a way to tell exactly how many people are searching for a spinal decompression clinic compared to other terms on the internet. Just by knowing this information and using it in a special strategy, you can be way ahead of other decompression clinics in your area. I teach this strategy in Lesson#10.

I’ll just say that if you’ve spent as much as you have on a decompression machine, you should be using every possible marketing method you can to stay ahead in this very competitive market.

Tomorrow, at 10AM Central time, the website for the course will go live.

The first 10 doctors that order will get a free Newspaper ad I wrote that makes me a 10 to 1 ROI every time I run it.

The first 100 doctors that order will get a s$100 off the membership price.

I’m excited for how this course is going to help hundreds of chiropractors learn effective internet marketing.

Contest For Chiropractic Internet Marketing Course

It’s time for a contest!

Post below in the comments why I should choose you to receive a free membership to my upcoming course on chiropractic internet marketing.

I will then choose a winner next Tuesday from the comments on this post. I am the only judge, you’re convincing me to pick you as the winner from your comment here alone.

Here’s a video to describe a little more about the prize…