SEO and Content Marketing are great long-term strategies to establish yourself on search engines, and be found by people looking for eye care in your area. As essential as these strategies are, though, they’re also slow to show results. It can take some time for your SEO and Content Marketing efforts to ramp up and bring higher rankings for your website, especially if you’re in a highly competitive area, or you’re late in coming to the SEO game compared to your competition. This is where PPC comes in!
Unlike SEO and Content Marketing, PPC doesn’t rely on Domain Authority or similar organic ranking factors that might bury your site deep below your competition. Instead, PPC ads go to the highest bidder for a given search term or group of terms, and the ads will begin to show up above even the top organic search results on page 1 from the moment you click “go” on your PPC campaign. It’s like overnight SEO!
One age-old problem of paid advertising is that it can often be very expensive to create quality ad campaigns that reach the audience you want to target. Traditional forms of advertising also require you to pay the same amount whether your ad fails or succeeds in finding your audience and bringing in revenue for your practice. This creates a steep barrier to entry that can make it difficult and risky for some practices to try to break into a high-competition area or an area where larger organizations are already advertising. This isn’t so for PPC advertising.
Usually with PPC, there’s no minimum spend to start out (though EyeCarePro does ), and since you only pay for the clicks your ad gets, you’re not on the hook if your campaign doesn’t find your audience. Simply set your maximum budget, choose the key terms you want to target and you’re off to the races!
Unlike organic SEO and traditional paid advertising, PPC allows you to choose what kinds of people see your ad campaigns, where they see them and when. This allows you to create campaigns with messaging tailored for very specific audiences, based on things like age, gender, physical location, user interests, and more. This kind of market segmentation allows you to create multiple campaigns simultaneously that more accurately speak to the various audiences you may want to bring into your practice.
Oftentimes running multiple highly targeted PPC campaigns costs the same in ad spend as running a single ad through more traditional paid advertising, which would only produce a single campaign that doesn’t accurately target any specific part of your audience!
Whether you’re a single doctor generalist or a multi-location specialist, digital marketing is the single most effective means to grow your practice, with the biggest ROI bar none. And regardless of where you are on your growth journey or aspirations, we have the right marketing plan and strategy for you. We use the latest technologies, strategies, and techniques to make your practice front and center on the patient searches that matter to you.
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