While Search Engine Marketing (SEM) may seem like a complicated topic, all it really means is the process of boosting your website’s traffic through the use of paid ads. SEM should not be confused with Search Engine Optimization (SEO), which helps to drive organic traffic to your website by optimizing your website’s content and metadata.
You may be wondering why you need to invest in SEM tools like pay-per-click (PPC), since SEO is free. The reality is that SEO and SEM work best together. While SEO helps to get organic traffic to your site, you’ll reach more patients if you strategically pay to play. Though SEM is fantastic at building brand awareness, without an optimized website, your website won’t show on the first page of search results.
How can PPC Help my Practice?
PPC is an easy process that, if done correctly, can pay dividends. By using ad copy, a fool-proof strategy, and a solid budget, your ads will show up to patients searching and more. PPC is not a complicated process however it should be left up to the experts. We have a team of PPC experts at BlueWing Hearing who have years of experience running PPC ads that are sure to net more patients. So what, exactly, can PPC do for you?
PPC helps to increase awareness of your hearing care practice - according to Google, companies that regularly run ads have a 14% higher brand recognition than companies that run no ads at all. When setting up your ads, BlueWing will use keywords that people in search of hearing aids frequently use, which means your ads will serve to patients already looking for your products and services. The increased awareness will result in more leads for your practice.
PPC also provides measurable results - you can measure your budget, clicks, visits, views, and more with PPC. Since you can start seeing results from your PPC campaigns right away, you’ll be able to see your ads’ performance in real-time, which means you can make any updates to it as you see fit.
How can you start your first PPC campaign?
Define your Budget
Like most marketing initiatives, you should start with a budget. When considering this, first think about what your goals are. Do you want to get more patients or drive traffic to your website? Now that you know your goal, use one of the formulas below to create your budget. As Forbes reports, you can budget for the number of patients you want to secure, the number of leads, or the amount of traffic to your website.
(Revenue / Sales Period) / Average Sale = Number of Patients
Number of Customers / Conversion Rate = Number of Leads
Number of Leads / Conversion Rate on Traffic = Amount of Traffic
Once you’ve decided on a budget, you can begin the process of setting up your campaign. Ideally, you’ll want to decide the amount of funds you can allocate to your campaign per day. When you meet with BlueWing Hearing, we’ll provide you with a recommendation of what your spend should be.
Build a Strategy
After your budget is set, you should brainstorm a list of keywords to use in your ads. One way to do this is to perform a keyword analysis to determine the right keywords to feature in your ads. Not only will this help you stay up to date on industry trends, but you can streamline your budget and maximize your ROI. Do you wonder what your competitors are doing? A keyword analysis can help you find out what keywords they are using so you can better compete in the digital market. After that, you can start to hone in on the best keywords for your goals. For example, if you want to promote your hearing care practice’s line of hearing aids, it might be a good idea to use keywords that people can search when they are looking for purchase or upgrade a hearing device. Some examples are “hearing aid,” “hearing aid replacement,” “hearing aid trade in,” etc.
Create Ad Copy
After your keyword list is determined, you can finally develop your ad copy. Be sure to use the keywords you’ve outlined in a way that makes sense. Your ads should be compelling yet succinct. You aren’t just working with a character limit - you are also working with short attention spans. Most people have an attention span of fewer than ten seconds. Since most searches are conducted on mobile phones - over 50% - you’ve got to capture your patient’s attention right away. The team at BlueWing Hearing has discovered that ads are most effective when they use words like “you,” “get,” “save,” and “best.” Finally, don’t forget a call to action. A call to action, or CTA, is meant to compel your patients to take action. Remember, CTAs are most effective when they are paired with an action verb and are time-bound, i.e. “call now.”
At BlueWing Hearing, our digital team has the expertise to run campaigns for you that will deliver results. Whether your goal is to get new patients or drive traffic to your website, consider working with the experts at BlueWing Hearing. Give us a call today or fill out our contact form to get started.