Pay-per-click search engine advertising can be a specifically targeted marketing strategy when done right. One pay-per-click strategy that can make a big impact on your return on investment (ROI) is geo-targeting.
What is Geo-targeting?
Like direct mail, you can target a geographically defined area and spend your advertising dollars where they count the most: Your local market.
You can target open-ended keywords and phrases, like “dentist,” “injury attorney,” “cosmetic surgery,” or “LASIK,” or very focused ones, like “dentist Los Angeles,” “New York injury lawyer,” “Chicago plastic surgeon,” or “LASIK surgeon in Denver.” The best part is that only online users in a defined radius around your office will see your “sponsored listing,” thus limiting your marketing dollars to where they count the most.
How many keyword phrases should I target?
There is no real defined limit to how many words or phrases you should target. Different markets and industries will have different strategies. For instance, a personal injury lawyer in Los Angeles will have substantially more keyword phrases and have a more sophisticated campaign than a LASIK surgeon in Bakersfield.
How can I target better prospects in my PPC campaign?
Keyword phrases ultimately determine the quality of your traffic. Geo-targeted PPC campaigns allow you to target open-ended keyword searches (dentist, LASIK, lawyer, plastic surgery, etc.), which are also searched much more frequently than more focused or “niche” keyword phrases (Denver teeth whitening, injury lawyer Chicago, Los Angeles LASIK, New York breast augmentation, etc.). However, the more focused the search phrases, the more qualified the traffic. The key is to strike a balance between high quantity traffic and high quality traffic.
Should I try to be the #1 listing for all my keyword phrases?
Unless you have the advertising budget of Nike and an incredible intake staff to convert a high percentage of your leads, we would not recommend it. Because PPC advertising is a bidding process, the cost for top listings varies based on the competition for a specific keyword phrase and can be very expensive. Like other sophisticated media marketing (TV, radio, etc.), retaining a specialized media buyer to manage and track your positions and results can be the most important part of generating a cost-effective marketing ROI with PPC advertising.
Contact us for a detailed proposal on what Page 1 would recommend for your practice and marketplace. Or call 800-916-3886 for a no-obligation evaluation.