Do you use Google Adwords in your marketing plan? You should be.
Adwords are the small ads that run on the right side of a Google search page. Google charges you a price each time someone clicks on the ad. This is known as pay-per-click (PPC) advertising. When someone clicks your ad, they will then go through to your website.
While Adwords can look and sound quite simple, it is actually very complex. Here’s a list the concepts you must master to be effective at Adwords…
ad split testing
keyword selection and negative keyword selection
landing page quality
click through rate (CTR)
Broad match vs exact match
conversion rate and cost per conversion
As you can see, there is a quite a learning curve to using Adwords for your chiropractic practice. Google also gives you very little space with only 70 character limit for your ad text and 25 for the headline.
So does all this mean you shouldn’t be using Adwords? No, not at all. You can get a lot of traffic to your site with Adwords, and if done right quite a few new patients. But the key is making sure you know what you are doing (or the person you hired knows what they are doing!)
If done wrong, it can cost you. Google can raise your bid prices, “slap” you with ridiculously high bids because your site isn’t relevant to the ad, or stop running your ads completely if you fail to get clicks.
Many chiropractors are hiring this service out. The problem with this is that most PPC companies don’t even know (or if they know, they don’t care) about the concepts listed above.
Do you use Adwords or pay someone to do it for you? What’s been your experience? Leave your comments below.