Millions of people access Google’s search engine every minute. Some of them are within driving distance of your practice, and they are looking for a chiropractor to help them. You can reach these prospective patients by running little pay per click ads on Google’s Adwords network. Here are 5 strategies for success in your Google Adwords campaigns.
#1. Choose the right 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, neck pain, headaches, sciatica, etc have great potential. People searching for these conditions are looking for information, usually have or know someone who has the problem, and are 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.
#2. Write effective ads.
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
#3. Improve Your CTR.
Your click through rate (CTR) is very important to you and to Google. How much you pay, what position your ad is in, and your quality score all relate to your CTR. To get your CTR higher, make sure you are in ad position 2-5 on the first page. As your CTR goes up, you can readjust your bid to lower your position, and still keep your CTR up. If your CTR goes below .5%, Google can pull your ads from running on their searches.
One easy way to improve your CTR is through split testing. Adwords has a built in feature to their system that allows you to run tests. They will rotate your ads evenly and give you the stats to determine which ad is winning. By continuously testing your ads against each other, you can improve your CTR and your clicks.
#4. Watch Your Quality Score.
Google currently has three levels of quality score. “Ok”,”Poor” and “Great”. 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. One is to make sure you have your keyword in your ad and headline. Having it as part of your URL (domain name) can help to. Another way to improve quality score is by having a higher CTR. And the most important factor of all, and the one that will give you the most headache, is the quality of your landing page.
#5. Improve Your 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 be on your “main site”. A simple page that collects information like name and email address works much better than putting them on a website with multiple options. You should have a headline, some copy, some bullet points, and testimonials. Videos and audios work very well too.