More people are turning to the web to find healthcare information and practices and businesses they need. And why not? Search engines like Google, Yahoo, and Bing can make it easy for all kinds of people to locate all sorts of healthcare products and services. During these searches, people often form a first impression. They learn things like ”Which insurance carriers does your practice accept?” “What kind of reviews have previous patients left?” and “Does your practice conduct itself with high standards of integrity and ethics?”
Often, they get their first impression of your business before your website is even visited. First impressions may take shape as consumers subconsciously ask themselves:
- Are they ranked high on Google?
- Have I seen advertisements by them?
- Do I keep seeing their name?
- Does it seem like people like them?
Are you unsure of what kind of first impression your potential patients and customers might have of you based on these four questions? If so, it might be a good time to take a few minutes to look at your business from the eyes of a potential patient or customer. Google yourself. Take stock of your community outreach. Complete a self-assessment.
Evaluating oneself can sometimes be difficult, but it’s an essential step to improving your digital brand. Check out the solutions below from marketing experts at DBC Interactive and learn how you can improve your business’s first impression.
DIAGNOSIS: Your website’s search engine ranking is low
TREATMENT: Search Engine Optimization (SEO)
If your website is easy for search engines to read, search engines are more likely to rank your website higher in subsequent search results. Here are some tips that will help you optimize your website code:
- Make sure your website lists relevant keywords and phrases
- Include Alt tags on your photos
- Edit meta tags to ensure accessibility
Don’t panic if you have no idea what an “Alt tag” is; most people don’t. Optimizing a website is frequently an ongoing effort in an unfamiliar territory, which is why many business owners hire digital marketing consultants like DBC Interactive to manage their SEO efforts.
DIAGNOSIS: No digital ad presence
TREATMENT: Search Engine Marketing (SEM)
Your healthcare business is losing leads if you’re not marketing your services online. Search engine marketing, or SEM, is a quick way to drive traffic to your website, especially if your healthcare business appeals to a specific demographic. One of the most effective SEM techniques used to target specific audiences is called Dynamic PPC. Dynamic PPC, commonly referred to as “pay-per-click”, allows your healthcare practice to:
- Place paid ads around relevant searches
- Pay an amount for your ads that is based on the number of clicks to your site
- Have presence on search result pages without relying solely on the search engines to rank your website
DBCi has experts who can help you create a vibrant PPC program that drives the right people to your website.
DIAGNOSIS: You’re having difficulty keeping your healthcare practice top-of-mind with your patients and customers
Being at the top of the search engine results will certainly help bring consumers to your website, but retargeting will help you even more. Retargeting keeps your ads in front of potential patients and customers, even after they have left your website. A retargeting program can sending ads for days or even weeks after a website visit. Using retargeting, you can:
- Target display ads directly at potential patients or customers that have visited your website
- Send specific messages to potential patients based on their behavior
- Remind past website visitors that they should consult with you
Retargeting is one of the many digital products that fall under DBC Interactive’s menu of services. Whether you want digital, web, mobile or radio advertising, the media experts at DBC Interactive for are ready to help you build a media plan that delivers your best customers.
Google has a great reputation of making its products user friendly and easy enough so that even the most non tech savvy users can navigate. Just think…Gmail seems to have taken control of the email market, Google Business is a go-to for hours and directions, and google+ for business reviews.
But there are also many other products, more geared towards business owners, that while sure they SEEM super easy, but ultimately partaking on your own wouldn’t be the best idea – PPC (pay per click) being one of them. But just because you can and are able to take on this venture yourself, doesn’t always mean that’s the best approach. Business owners and marketers have the best of intentions when they take on PPC without the help of a professional. And why wouldn’t they have high hopes when Google makes it look so easy and is usually accompanied with fun, upbeat videos?
Now, I’m sure there are a lot of smart, self-taught business owners and in-house marketers who have found some success with PPC. But they also have their day jobs, and that’s where it gets tricky to stay on top of all the newest paid search features, trends and strategies that are essential for staying ahead, not to mention trying to monitor and optimize the account daily in between everything else.
Not surprisingly, many do-it-yourselfers end up seeking the help of a professional at some point, and here at DBCi, we are working with a number of those types of clients. From those, we typically see three common mistakes that those who take on PPC themselves make.
Let’s look at those now, and if you’re a DIYer, be sure you’re not making these all too common “mistakes”
1) Bidding too low
You’ll know if your bid is too low in Google AdWords if 1) your maximum cost per click (max CPC) bid is lower than what Google shows as the average cost per click (average CPC) for your keywords, and 2) Google shows that your keywords are below the first page bid estimate.
It can be quite frustrating to create an entire Google AdWords campaign only to discover your ads are not running because your bid is too low. So it’s essential for you to find out when your bid is too low in Google AdWords.
2) Trying to do too much in one ad group
Each ad group should have one job to do, with one focus. A common mistake is to try to make one ad group do too many things by including keyword phrases that are too dissimilar.
If you’re a DIY PPC person, this intro video from Google illustrates how to organize your account conceptually.
Having focused ad groups helps you better tailor the message of the ads that are served for those key terms to make them more relevant to your audience and your business.
3) Not keeping up with innovations
One of the hardest parts of AdWords management is keeping up with all the new features and strategies. It truly is a full-time job. So when you already have a full-time job, it’s nearly impossible to do. This means you can miss out on big opportunities. Opportunities like call-only ads.
If you dabble in PPC internally and take a few days or sometimes even weeks off, you might come back many new AdWords features you now have to learn in addition to your regular workload. It’s just not worth it!
In the end (even though I’m sure Google would beg to differ), businesses that want to remain competitive with their search ranking — and make good money from PPC — should always consider hiring a professional to manage their accounts full time.
If you’re a DIYer, make sure you at least look into some of the pitfalls I outlined here to see if you can make immediate improvements to your PPC account. Need help? Don’t hesitate to contact DBCi today to see what changes we can make for you!