If you’re a chiropractor, the goal of your marketing efforts should be to get more patients in the door and grow your practice.
More patients in the door means more revenue that you can use to help even more patients achieve optimal health outcomes. But growth doesn’t happen overnight – it takes intentional, smart effort. In today’s digital world, traditional marketing methods like billboards and newspaper ads are no longer going to be effective ways of reaching potential patients. Word of mouth and relationship marketing will absolutely always hold power, but if you rely solely on those channels, you are missing a huge segment of the population that has no connection with you. You won’t gain new patients at a rate that’s sustainable for your practice.
Even if you already have great SEO and rank high in Google or Bing search results, PPC (pay-per-click) advertising is the best way to get new clients.
Why? Because PPC is an advertising method you directly control, and it allows you to put yourself in front of people who are already searching for you. It’s a guaranteed return on investment. Here’s how PPC works: you choose certain keywords that people are searching for, and then you bid on those terms. The higher you bid, the more likely you are to come up at the top of the search results page when a user types in a query that includes your keyword. You only pay when someone clicks on your ad. PPC is worth the investment for any business, but for chiropractors, PPC needs to be central to your marketing strategy because it has so many great benefits! Here are 5 invaluable things PPC can do for your practice:
Increase brand recognition
Even if you already rank organically, having paid search ads that show up at the top of search results means that you take up more real estate on the page. Users will see your name first, and see it more often, and mere exposure is a reliable, persuasive psychological strategy. If a potential patient is more familiar with you, they are more likely to choose you when they need chiropractic care. In the picture below, you see an example of how one chiropractic practice used paid search ads to their advantage, even though they already had great SEO. In doing so, they had their ads shown three different times on the page.
Because the patient journey has multiple touch points, paid search ads can be another method of leading your patients to your website and continuing to show them who you are and what you offer. Say Emily heard your name mentioned by a friend, and then sees a sponsored post on her newsfeed about the latest patient you’ve helped. Suppose she gets into a car accident the next month and experiences really severe whiplash. When she performs a Google or Bing search for a chiropractor, if you show up again in her search results (and show up high on the page), that’s the third time in two months that she’s seen your name. That’s the benefit of paid search – it keeps you consistently in front of your patients and can boost other marketing efforts that you are using.
Drive qualified website traffic
Because PPC targets users who are already searching for you, you know that traffic that you get is already going to be qualified. You can use negative keywords to filter out people who are not high intent or are looking for something related to chiropractic education, but for the most part, PPC will automatically result in qualified traffic. One bonus of PPC is the ability it gives you to target certain demographics and geographic locations. You can also target potential patients based on interests, behavioral patterns, and previous interaction with your site. If you have a limited budget or only want certain types of patients, PPC allows you more control over your advertising efforts than any other marketing medium.
It also helps you obtain more leads, get more conversions, and book more appointments. You can have a phone number in your ad that users can call just by clicking on the ad, and tailor specific landing pages that match the language of your ad in order to increase the likelihood of users converting.
Change messaging in real time
You can create unique messages that advertise for different services or different calls to action you want your patients to take. Chiropractic technology is always changing; if you begin to offer new services or therapies, and you want potential patients to know about them, you can target them, and it doesn’t take much to do so. Adding site links, extensions, and headlines to your ads, or modifying the copy, can be done quickly and easily. SEO takes years to change, and it’s costly and time consuming to change the content for billboards, TV commercials, print ads, or radio spots.
Show you where you can optimize
With paid search, you can visualize your data and clearly see results. You’ll know what’s working and what’s not working, and you can AB test a variety of factors in order to improve performance. You have total control over every aspect, and you have a wealth of keyword & ad data insights to use in your campaigns. PPC is a data-driven strategy; success is measureable, trackable. You don’t have to guess about what patients respond to, and based on what the data shows, you can adjust placements and language accordingly.
Give you an edge over your competition quickly
PPC is an auction system. This means that you can outbid your competitor for keywords, even if they are more established practices, and rank higher than them on the search results page. If they are not using PPC, you can rank higher for less. Unlike in organic rankings (SEO), where it can take years for new players on the scene to even come close to chiropractors that have been in business for decades, paid search is an immediate way to put yourself above them.
If your competition is using paid search, you also are able to gain insights into what they’re advertising for and what value propositions they’re promoting, and you can use that information to inform your own campaigns.
Have questions about PPC or SEO? Empirical360 has more than 25 years of experience in digital marketing and web development for medical professionals. Our team members are Google Partners and Ads certified, so we have the expertise to help you realize your monetization potential. We want your chiropractic practice to succeed as much as you do, and we’ll work to make it happen! Contact us at (844)397-2247.
Shea Antonucci - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!