Do you want new patients but are totally lost on where to start?
What if I told you there’s something you could do to:
- get new patients within the month,
- easily measure the results,
- track exactly how many dollars you’re getting back for every single dollar you spend
Would you be interested? Raise your hand if you’d like to hear more.
What I’m talking about is PPC. Pay Per Click. These are the paid ads that show up in search engines and other sites. This is how you quickly get to the top of Google search results. It’s now common knowledge that getting to the top is absolutely crucial if you want to acquire new patients online — hence the recent surge in online marketing solutions. But don’t take my word for it, let’s just see how much.
This is a heat map. It shows how users navigate search engine results. You can see here that users mostly click on the first 2-3 links. The farther down the page you go, the less likely it is that your link will be clicked on — or even seen. In fact, a study done by Cornell University found that people select a site within 5 seconds of landing on the search results page and they click on the first promising link they see. That same study found that people would rather conduct an entirely new search rather than scroll down the page.
Yeah. Think about that for a moment. What that means for you is that unless you’re in those top 2-3 spots, you’re wasting your time.
You can certainly get to the top on low-intent keywords by using SEO (search engine optimization). There is definitely value in that if you want to dedicate the time to it. But the thing with low-intent keywords is that they don’t convert people into real patients as often or as fast. And if you want to place for high-intent keywords immediately, you’re going to have to pay for it. The good news is that you’ll actually get your money back and more, and you’ll be able to prove it.
Fair enough. Let’s dial it back a bit. What are high-intent keywords?
High-intent keywords are those used by someone who is ready to buy. For example, imagine someone who googles “best birthday present for husband.” It’s pretty clear that this person is still shopping around and doing some research. That’s a low-intent keyword. Now compare it to someone who googles “mint condition first edition Charizard pokemon card.” That person has already made up her mind on what to buy. She already did the research and is ready to make her purchase (and make her husband’s dreams come true). That’s a high-intent keyword.
So what’s the Charizard of optometry? How about “optometrist in