Do you want new patients but are totally lost on where to start?

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What if I told you there’s something you could do to:

  1. get new patients within the month,
  2. easily measure the results,
  3. 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.

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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.

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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.

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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.

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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

[your city]”? As a quick experiment, let’s try it and really look at those results.

Did you do it? I’ll wait.

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Chances are everything in this search is targeted towards someone who is ready to book an appointment. Someone who searches this is ready to take the final step. In order to convert this person into an actual patient, you just need to convince them that you are the best person for the job.

How do you do that? Easy! Make sure your PPC campaign is bomb.com.

Okay… not that easy. But not super crazy difficult either. Mostly time consuming. If you don’t have tons of time to dedicate to this, your best bet is to find someone with a proven formula to manage the campaign for you (Psssst! We have a proven formula! Want to chat?).

But if you want to jump into the fray yourself… Good luck! You’ll need it.

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Just kidding!


Here are a few tips to get you started:

Target the right keywords.

Keyword research is pretty tricky, but there are tons of online sources to help you learn how to do it well. Here is a little something to get you started.

Create effective ad copy.

The key to creating a good ad is to make it as easy as possible for someone to say “yes” to it. That means you have to get inside your target’s head and answer their questions before they even ask them. What are the most common questions patients ask before they book an appointment? Don’t know? I promise your front office staff does. Use that information and combine the keywords you decided on in the step above to address your patients’ concerns.

Design an irresistible landing page.

Your landing page should not be your main website. I repeat, your landing page should not be your main website. As wonderful as your website may be, it is not optimized for conversion. Let me put it to you this way: imagine you’re on the hunt for a new black leather jacket, so you search “black leather jacket.” The Google Shopping results come up and you find the jacket of your dreams. You click on that image to purchase it and it leads you to the home page of Zara’s website — no jacket in sight. You then proceed to rip your hair out and curse the heavens… or is that just me?… Either way, you just lost all that momentum that you invested quality time to build! Now you have to search within Zara’s site just to find that jacket that you thought you had already clicked on. All you wanted to do was check out, give them your money, and be on your happy stylish way. But nooooooo. You now have to essentially start the search all over again. Why would Zara do this to me?!?!… I mean… you. Anyway, you get the point. It breaks the pattern and unless that person is 1000000000% committed to getting that jacket — or more importantly, booking the appointment — it is very likely that they’re not going to stick around to figure it out. They’re going to head straight back to a Google search and click on someone else’s site! To make a long story short, create a specific landing page that is in congruence with your campaign. If you’re targeting a certain insurance with your keywords and ads, make sure your landing page is too. Depending on how you choose to run your campaign, this might mean you’ll have to create multiple landing pages for different purposes. The good news is that if it’s done well, it’ll be worth it.

Track your conversions.

If you’ve gotten this far, you’ve done a lot of work. A lot. So you’re probably interested in finding out if it’s paid off, right? Right. Your best (and free) bet is to link Google Analytics and Adwords. You can learn how to do so here. This will allow you to create a much easier to read dashboard with just the metrics that matter — conversions. You’ll be able to define what a conversion means to you and have them beautifully displayed on the front page of Google Analytics. From there it’s just a matter of monitoring the campaign and making adjustments until you get your desired result.


Like I said, PPC is quite the undertaking. If you have a marketing person on staff, I highly recommend tasking them with running a campaign for your office. If not, there are so many services out there that you can turn to. Do your research, find one that you connect with, and give it a shot! You’ll never know if you don’t try.

If you’re toying with the idea, let me know and I’d be happy to send you some more information or answer any questions you might have 🙂