What is Google Pay per click or PPC Advertising?
Google Pay Per Click Advertising, also known as PPC or AdWords, is a form of advertising designed to promote your business's website every time someone searches for your services or the products you sell. It's called pay per click because you don't pay until someone clicks on your ad. Good PPC ads are usually listed at the top of the Google Search results above the organic search results that presented as a result of strong SEO. PPC ads can be listed at the bottom of the search results too. These ads cost less per click, but they are also less commonly clicked on. The goal for most advertisers is to be first and foremost in the SERP (Search Engine Results Page) so you get the most clicks, website visitors and customers.
Imagine you're a dentist located in Philadelphia, Pennsylvania and you need marketing for your dental clinic or dental practice. There are literally hundreds of dentists in the Philadelphia area so how do you own your territory and get as many visits or new patients as possible? Well first of all, hopefully you have maximized the value of your Dental business website through quality design and strong Dental SEO strategy. Assuming these are in place the best next move is to run a Google Ads Campaign. Web Logix group specializes in Google Ads development and management. Well-developed Google Ads Campaigns will actually get your business listed above everyone else in the SERP, even if they have a better site and better SEO than you.
This is how we do it:
We research, monitor and record web traffic for all the dental service inquiries or searches over a period of time within a geographically targeted area. We create search campaigns and various other campaign types using the words and phrases people used to find Dental Services in the Philadelphia, Pennsylvania area during their Google Searches. We manage the bidding process against other Dental Practices who are also running PPC campaigns, and while watching the cost per click of the keyword database we build for you, we use our creativity and marketing strategy to find lower cost per click keywords and phrases to get your Dental Practice's website more and more conversion traffic. Conversions are when someone clicks on your ad, contacts you through the Calls to Action on your Dental Website's landing pages and turns into a paying customer at your Dental Clinic. The goal is always to be at the top of the search results with the most attractive ads within a targeted geographic area, have the best landing pages for the ads and capture traffic at the lowest cost per click and therefore lowest cost per conversion. We monitor and refine this process over time and typically within 30-90 days of us building your campaign your business has a PPC Marketing engine generating regular volumes of new customers. Call us today!
Google advertising for almost any form of healthcare agency requires a lengthy application process through an agency called LegitScript. Web Logix Group is well versed in this process and includes the application process and certification management in any of our digital advertising packages using Google Pay Per Click.
LegitScript certification became a major obstacle for addiction treatment organizations running Google Ads over a decade ago. The certification was put in place to ensure that only quality drug rehabs and reputable addiction treatment programs were able to use the Google Advertising services. Web Logix Group has been building Google Ads campaigns since before the certification requirements were put in place for behavioral health organizations and we have been perfecting compliant ad strategy ever since. Addiction treatment organizations choose Web Logix Group for drug rehab digital marketing expertise because we keep your campaigns certified, compliant and producing high volumes of quality leads at lower costs than our competitors. Our knowledge of the addiction treatment industry and diligent campaign research strategies put our Google Ads performance at the highest level for drug rehab marketing. We perform at the same high level for most other healthcare industry specialties running Google Ads campaigns.
Google AdWords Marketing is an absolute must if you want your addiction treatment facility or organization to stay afloat, but at the same time poor campaign management and the associated cost of advertising will quickly sink you.
Marketing rehabs and addiction treatment requires a special skillset, because Addiction Treatment is such a highly competitive industry. Furthermore, marketing addiction treatment in a place like Florida requires even further diligence and advanced strategy as it is the most concentrated market of addiction treatment providers in the country.
How do we win low cost, high converting addiction treatment search traffic in places like Florida?
First of all, we have developed and continue to maintain the most effective and low-cost keyword and search phrase index for Addiction Treatment. We have developed this database over a decade of campaign management and facility operations. As you may or may not know, keywords alone won't win you an admission, you also have to know how to target geographically. We have a system for real-time national survey of what phrases are used in popularity and where they are currently being used the most. This gives us a major competitive edge in our Addiction Marketing by surveying for addiction treatment interest and instantaneously targeting to capture clicks that other behavioral health providers aren't looking for.
Let's say you're an addiction treatment provider located in West Palm Beach, Florida and you're trying to market your facility to stand out against your competitors locally and even nationally. We use our aforementioned strategies to get you top of the results as often as possible, but we also piggyback off your competition's ads so that every time a prospective patient visits their website the prospect will automatically be more frequently presented with your facility's ad as an option. This goes beyond the standard search campaign development.
The ultimate goal for most Pay Per Click Google Ads for addiction treatment is to get phone calls and website visits. People searching for addiction treatment services often use phrases like: Drug Rehab Near Me, Addiction Treatment Facilities, Drug Rehabs, Inpatient Treatment Organizations, etc. Logically, if these are the chosen keywords in a rehab's Google Ads campaign then the ads should easily match with people searching for addiction treatment. Unfortunately, depending on the "Match type" used for the rehab campaign's keyword selection people will be calling for all kinds of reasons other than actual addiction treatment.
Broad Match Keywords Are the Most Expensive and Least Productive for Marketing Addiction Treatment.
Broad Match keywords get quick clicks and lots of them which means dollars going out the door for unqualified, low-quality clicks and calls. Google's Broad Match for a key word like "Drug Rehab" could attract clicks for physical therapy. Similarly Broad Match for Addiction Treatment may attract clicks for Narcotics Anonymous meetings. There are an alarming number of matches for Broad Match keywords that have nothing to do with people looking to admit to an addiction treatment program at any level of care.
Phrase Match and Exact Match Are the Match Types That Create Addiction Treatment Leads
To avoid the Broad Match money pit, we choose keywords that are classified as Phrase Match or Exact Match. Phrase Match keywords for addiction treatment pay per click campaigns will match a campaign keyword like "Treatment Center" with search phrases like "Recovery Center", "Addiction Recovery Center", "Addiction Treatment Center", and so on. Exact Match type keywords only match when someone searches using the exact terminology and arrangement of the keywords chosen for the addiction treatment campaign.
The Impact of Costs and Match Types in Addiction Treatment Digital Marketing
There are cost considerations which guide the keyword decision making process. Broad Match type keywords will always be the lowest cost per click. Phrase Match will be more expensive per click than Broad Match, and Exact Match will be the most expensive cost per click. The greater the cost per click, the fewer the clicks there will be, but the more likely the click will be high quality and truly be someone seeking help with an addiction related issue.
When building an addiction treatment or drug rehab marketing campaign geo targeting is as important as picking the right keywords and keyword match types. Every drug rehab in the country is marketing their addiction services through Google pay per click if they hope to be competitive, and so no matter where an ad is chosen to run, it will be running against several other typically closely located facilities. Sometimes ads for a rehab will run against other rehabs that aren't located anywhere nearby but there are other strategical reasons for this.
Assuming a detox or rehab facility is located in Pennsylvania, and they are marketing their addiction services to Pennsylvania residents there is a best way to win against the competing drug rehabs also running digital campaigns. If every drug rehab in Pennsylvania chooses to run their campaigns to the entire state, and they are all using the same keywords, then every search will trigger every rehab's campaign and only the highest bidder or rehab with the biggest budgets will get the chance to be visible to the people searching for addiction treatment services. If an addiction treatment facility chooses a specific area in Pennsylvania to run their ads, then they have a greater chance of appearing more prominently in search results for a lower cost against all the programs that chose to target their addiction ads across the entire state.
How to Find the Best Small Areas to Run Addiction Ads
This can be done through research and testing. Testing is simply picking various areas, building quality addiction ads and seeing how many impressions and subsequent clicks are generated. Research is done using available online resources like Google Trends and SEM Rush. Google Trends will show near real-time search interest in specific geographic areas, and SEM Rush will show actual search volume within geographic areas for specific addiction related search terms.