By Bill Fukui, Director of Sales & Marketing
The key to getting a high ROI on your marketing is to concentrate on timely, relevant exposure to potential customers who are deep in the sales funnel and close to making decisions. Not only are they at the right point in time, they are in the right frame of mind.
In most cases, that means reaching them as they search for information and providers.
Reaching your highest quality prospects at this juncture of the buying cycle is the reason pay-per-click (PPC) is so competitive and expensive. But is that reason enough to not consider PPC? Absolutely not!
What is more important beyond just cost considerations is how you can convert valuable search exposure into consultations and profitable new business.
The following are some quick tips to get you thinking in new ways to leverage expensive, yet high value PPC exposure to some of your most desirable prospects.
Identify or Create Differentiators
If your PPC strategy is to simply outspend your competitors, you will likely not see a high return on your investments. Before you simply start creating generic ads and descriptions like all the other PPC ads, try to create and/or identify aspects of your practice, your services, or even you as a provider that makes you different or unique.
By doing so, you can develop a campaign that can more effectively reach the right people, with the right message, at the right time. This not only improves your conversion rate, it can help you minimize wasteful PPC spending.
For example, if your practice recognizes the need to provide convenient telephone and email access even on evenings and weekends (whether that is through a specialized intake service or through designated team members), you can leverage it in your PPC campaign.
Rather than simply setting generic costs-per-click and position limits along with a monthly click-through budget, and letting it go until you run out, concentrate your PPC exposure when you have a competitive intake advantage (nights and weekends) and costs per click are likely lower.
Create Ads That Are Synergistic With Your Prospect’s Search Strategy
When consumers enter their search criteria they have expectations of the results they hope Google serves them. Their eyes quickly scan through the results seeking the same words and phrase they just submitted. Campaigns that effectively identify the variety of key words and phrases that your prospects search and incorporate them into your ad descriptions typically get higher click-through rates.
On the surface, this may appear to be common sense. But high ROI results are in the detail, and that starts with the keyword phrases. In most cases your practices optimizes your website and targets PPC campaigns using a static list of search phrases that you or your agency threw together years ago.
Unfortunately, as consumer search habits and strategies change, many if not most of these keyword phrases get no searches. Before you develop your PPC campaign, you need to research how consumers actually search and the queries they perform for the service areas you want to promote and grow. Using actual consumer search queries will help you attract higher quality visitors with greater efficiency. And creating and linking to more relevant pages will increase your credibility with new visitors and generate more leads.
Combine With Other Digital Marketing
We all recognize that organic SEO results are impacted by a variety of factors. The more you engage, the greater your chances to secure dominant results. The same applies to PPC.
If the only value your practice gets from a paid click is the resulting lead, then you are minimizing the value of your marketing investment, and putting all the weight of your ROI on a call-to-action and your intake team. This is not only risky, it is limiting.
High-ROI PPC also leverages other digital marketing efforts to build marketing momentum and throws a much wider and deeper net over your potential leads and prospects. Some digital marketing that you will want to incorporate as part of your overall campaign are:
- Retargeting through Google Display Network
- Retargeting through Facebook and other social media platforms
- Inbound Marketing Automation (downloadable resources, data collection and automated follow up)
By taking a more proactive role in managing the traffic and contacts that your PPC generates, you will find that the sum of your marketing efforts will far outweigh your investment in the individual parts, including PPC.