Pay-per-click advertising through Google AdWords, Facebook paid advertising, and LinkedIn paid advertising can make a lot of sense for employee wellness providers, health and wellness technology companies, medical practices, health clubs, yoga studios, wellness centers and other wellness businesses.
Done carefully, it’s an excellent way to win new members, clients and customers and win business your competitors would otherwise get. But…it can also be a great way to blow through thousands of dollars in just a few weeks — with little to show for it.
Successful PPC advertising is an art and a science
Successful pay-per-click advertising is not “set it and forget” marketing. It’s both an art and a science, with three distinct components:
- Knowledge about the health and wellness industry
- Insight into your specific business and customers
- Active, ongoing analysis, tweaking and tuning of your ads, ad extensions, keywords AND landing pages based on CTR, conversion rate and cost per conversion results and trends — just to name a few!
When performance lags, what should you tweak? Ads? Keywords? Landing pages? Something else? It’s easy to make changes — but hard to know which changes matter, which ones will move the needle.
Successful PPC is always tailored to your industry and your business
PPC only delivers a return on investment when its tailored to your business, your market, and your ideal customer.
Take the phrase “cantaloupe migraine.” Non-wellness-industry PPC and paid search advertising experts have never heard of the phrase. AdWords will identify that as a low search volume keyword. You’d be led to conclude you shouldn’t use it.
Unless you have patients and clients suffering from the condition. There, it’s a term specific to migraine triggers that’s instantly meaningful in health and wellness.
And yet, one fellow we interviewed for a position on our staff identified it as a negative keyword. His assumption would have cost our client’s business potential customers.
That’s why someone who never talks to you, who does PPC “blind” without any knowledge of your business, nearly always sub-optimizes your campaigns. They mean well, but they don’t know what they don’t know. They’re applying what they know from working with restaurants, auto repair shops, clothing retailers and others to health. But people simply don’t buy health and wellness the same way they buy an oil change.
Moreover, even within health and wellness, each business has unique goals and an “ideal customer” around which your PPC strategy should be designed. For example, “simple, easy weight loss” is not an effective headline for every weight-loss program out there. “Bikini body” is not a meaningful goal for every prospective fitness client.
The bottom line: you can’t mail it in and expect to see a return on your PPC investment. On the other hand, active management based on analysis of what’s working can actually get you new customers. And best of all, you’ll know exactly what combination of ad, keyword, ad extension, landing page and more actually worked.
Which pay-per-click service is right for you?
We provide PPC audits, tune-ups and ongoing campaign management.
Typical services include:
- Audits of existing AdWords, Facebook, and LinkedIn PPC campaign structure and effectiveness
- Identification of ideal customer and high-value, relevant “resonant” keywords at all levels of search volume
- PPC landing page evaluation against highest value keyword clusters
- Creation of AdWords campaigns, ad groups, and ads around meaningful keywords, persuasive ad copy, actionable landing pages, and your business’s ability to deliver on value
- Monitoring and optimization of major ongoing PPC campaigns against goals for impressions, click-through, conversion, and cost-effectiveness
If you’re already running AdWords and/or Facebook campaigns, it’s best to begin with an audit, starting at $695 for a single brick-and-mortar location with up to 2 AdWords campaigns. You’ll get a list of detailed observations with specific recommendations.
If you’re planning to start an AdWords or Facebook campaign for the first time, our PPC consultation starts at $375 for a single brick-and-mortar location. You’ll get specific, detailed budget and campaign strategy recommendations tailored to your unique business, so you avoid expensive implementation mistakes.
Email us or call (877) 851-0098 to get your PPC audit or campaign consultation started.