While you do not have to study all the technical terms in paid advertising in order to scale your practice on-demand, here are a few of the things we focus on that really matter for your practice.
Key performance indicators like the ones above are very important to keep us on track in achieving your practice goals. The ultimate goal is to get your cost per conversion to its lowest amount in order for you to have a higher return on ad spend. Once that is already achieved, it only means that our paid ads are working at the most optimised level.
The first step in using PPC. This would help us in targeting words and phrases that connect with your ideal patients. We will also filter out opportunities in which your ads may show up by determining the “negative keywords” - essentially the types of people that you don’t want clicking on your ads. Believe it or not, it is just as important, sometimes more important that you filter out the wrong crowd from your ads and searches. This can be done with “negative keywords”.
The goal of your landing page is for the visitor to take action. The design and copy should be personal and relevant to them in order for your landing page to convert eventually into new patients.
Conversion tracking and monitoring allows you to better understand how your campaigns are performing. Through this, you can see which marketing channels, campaigns, ads and even keywords are driving inquiries and eventually new patients. With conversion tracking in place, you can get a more accurate view of your ROI and ROAS.
To get high quality leads at a lower cost per click, we perform split testing (much like a control group and a treatment group on a research paper) on ad copy, landing pages, keywords and basically anything that we can change. This will help us choose the best-performing ads and focus our efforts and the budget on the one with the most ROAS.
This is where we have a look at all the competition in your area and see what they are doing, what is working and what is not working for them. We can then use this information to get you higher ad positioning and lower cost per lead to your local competition.
As you scale on-demand, your PPC marketing can adapt to your needs in order to target more or a wider range of audiences.