One of the fundamentals of an overall search engine marketing (SEM) strategy is paid advertising. With paid advertising you can boost your website’s placement on the search results page and increase its overall web traffic. However, it’s important that you have the right paid advertising strategy if you want results. Here are a few tips to make sure you’re getting the most bang for your buck.
Do Keyword Research
Pay-per-click (PPC) ads through search engines are the most common form of paid advertising. With PPC ads, you are bidding on your ad to populate in search results for certain keyword queries. In order to understand what your audience is searching for, it’s important to know which keywords are trending in your industry and how much those keywords are going to cost you. Google’s Keyword Planner tool is a great way to find trending keywords that are cost-efficient.
More Long-Tail Keywords
While performing keyword research, make sure to spend some time looking for significant long-tail keywords, generally three or more words. Not only will these keywords have less competition ranking on the first page of search engine results, but users with very specific searches have an increased likelihood of purchasing a service or product. The end result is that you have stumbled upon potential clients who are highly motivated and ready to buy.
Analyze Your Ads
Understanding your ROI and other metrics is crucial with paid advertising. Google Analytics compares click-through rates (CTR) and cost-per-click (CPC) metrics to help measure the success of PPC ads. It’s also useful to try A/B testing — tweak your ads from font to placement and color to see which ads work best for your needs. By analyzing your ads, you can determine what course of action to take next, whether it’s targeting new keywords, trying a new ad format or targeting a new audience that fits better with your business goals.
Custom Landing Pages
Even if a visitor clicks on your ad, it won’t make a difference until that click becomes a lead or a new patient. Specially targeted landing pages that support your paid ads will help convert clicks into leads. The purpose of a landing page is to keep the visitor’s attention on the page and provide a clear call-to-action (CTA) to sign up with your practice before they have a chance to leave the page.
ChiroMatrix is an industry leader that implements, analyzes and optimizes paid advertising strategies for a wide range of chiropractors. If you’re ready to get results and save money on your paid advertising campaign, speak with ChiroMatrix today.