When working on your chiropractic marketing campaign, you need to keep one thing in mind:
Are my efforts bringing me new patients?
That's the whole point, isn't it? To show more people the benefits of chiropractic and get them into your office for care.
When working towards this goal, you have to use every tool available to you that is effective. That includes content marketing, social media, and, in many cases, pay-per-click advertising. Search Engine Watch recently published a great piece on the role of PPC advertising when combined with regular online marketing. This article discusses the tangible benefits of including AdWords and other PPC services as part of a more balanced strategy.
There are a few points to keep in mind when working with pay-per-click to make sure you're getting the best results for your marketing dollar:
- Don't depend solely on pay-per-click. The problem with only running AdWords for your marketing is that if you turn your ads off, your new patient funnel turns off, too. Make sure you're also adding new content to your site, as well, so that you're building your organic search ranking over time.
- Make sure you've properly optimized your PPC. If you're not careful, you can really waste a lot of money with AdWords, so make sure you've followed our steps for optimizing your campaigns properly.
- Constantly adjust. Make sure you're checking your AdWords data on a regular basis to see what keywords are working and which aren't.
- Track conversions. This is a very common problem. Most chiropractors aren't tracking how many visitors actually take some kind of action on their site, so they can't tell what keywords work and which are a waste of money. We saw one doctor who was running PPC for 150+ keywords -- none of which were working!
While chiropractic marketing is something that you can do yourself, doing it yourself incorrectly often ends up costing you more money than hiring an expert. We've seen doctors who are spending over $1,000 a month on a poorly optimized AdWords campaign, when our complete service costs less than that!
If you want to get more patients into your clinic and would like some help, we're here for you. Check out our different levels of service, read some of our success stories, or give us a call at (800) 295-3346 for more information.