REACH MORE PATIENTS ONLINE
using Google and Facebook Ad Campaigns
Attracting new patients using Pay per click (PPC) ad campaigns can be extremely effective at reaching potential patients.
DID YOU KNOW?
Potential patients are out there looking for you.
1 in 3 Australians search online for health information?
81% of people click on a sponsored link when searching for health information?*
HOW TO TAKE ADVANTAGE?
So how can you bring them to your practice using digital advertising?
With PPC advertising, you only pay when someone clicks on your ad. Ads through Google AdWords or Facebook can target patients geographically and in the case of Facebook, even by interests, and conversations.
This is not only targeted advertising, but is also far more economical than traditional advertising.
By geo fencing your ad spend your ad is only seen by people that are within range of your practice or the location of your choice.
You can fine tune your search criteria further with Facebook by filtering using other demographic and personal criteria.
When creating ads, it’s important to also create effective landing pages, so your visitors don’t just land on your homepage and then have to figure out where to find what they are searching for.
A landing page should be clear and useful to visitors and also related to the keyword (condition or procedure) that they are searching for.
The following factors can play a role in determining your landing page experience status.
Images – Use an image that grabs attention and highlights someone that your target audience can relate to.
Copy - Keep your landing page copy short and use bullet points whenever appropriate. It makes it easier for those skimming your page and draws attention to important text.
Call to Action (CTA) – A call-to-action button is what you want the visitor to do next. Collecting their information is how you generate a new lead.
Lead form - Include a simple, pre-populated form - the less information you require, the more likely that a visitor will request information.
Conversions are actions taken by the visitor and are a great way to measure if your ad is working. To maximise your return on investment (ROI) it is important to set and measure your conversion goals or Conversion Metrics. Goals can be: Calls, Submissions, Bookings etc
Key Conversion Metrics examples: number of visitors, number of conversions, cost per conversion (calls, bookings, form submissions), conversion rate, as well as keyword conversion data and data on landing pages.
WHAT’S NOT WORKING?
Improving conversion metrics is one thing but improving the quality of your calls can also be reviewed.
By recording all sponsored callers you can focus on inbound caller quality and also your reception staff performance. By reviewing how your reception staff speak to new inquiries and improving standard responses (by scripting), we have seen booking and advertising performance double.
BE FOUND ONLINE
Patients are searching the internet for health info, so make sure your practice can be found and make it an easy experience for potential patients.
Your Practice Online is a certified Google AdWords & Facebook Partner. Contact us to take your digital marketing to the next level.
Learn more at: www.quantumdigital.com.au/online-marketing
or call us today at 1300 880 230 to get started.