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 SEObook.com.
#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?
Chiropractic Marketing, Internet Marketing