In the competitive jungle of business (yes, that includes medical practices…) the name of the game is no longer just “getting people through the door”. That’s the final step of the process. But nothing more. And getting to that step at all increasingly depends on your online skill set and strategic abilities.
Before we move on to some targeted tips to boost your practice’s profits, let’s cover some rudimentary definitions. First on our list, what is SEO? SEO (“Search Engine Optimization”) involves a variety of on-page and off-page strategies with the end goal of helping a web page rank as highly as possible on Google. As a frame of reference, when you hear SEO marketers talking about that “coveted spot”, they mean the very first spot on Google’s search results for a particular query.
Secondly, what’s Google AdWords? AdWords is a digital tool published by Google to help companies track and optimize their marketing efforts. Its features include keyword planning, a range of advertising options, customer engagement initiatives, and more.
Given its bundled features, and that you only pay for results, AdWords is a must for every medical practice that’s serious about its marketing. So, essentially, every medical practice that cares about its continued existence...
Still on the fence about this modern masterpiece of digital marketing? Read on for 3 of our favorite features from this SEO powerhouse. They’ll be sure to get more people on your site and more patients through your door.
1. Keyword Planner lets you craft the perfect strategy
Knowledge (and eventual mastery) of keyword strategy is utterly vital to the health of your practice. Without going into too much detail (you can find that here), keyword strategy is based around the inclusion of predetermined words (keywords) on a web page.
The idea is to build a page with the goal of ranking top on Google for a certain keyword or cluster of keywords. For instance, if you’re an ophthalmologist, “glaucoma patient” might be a keyword that would interest you.
Keyword Planner presents you with an immense amount of incredibly useful info to help plan, implement, and track your keyword strategy. AdWords will show you the number of local and national searches for a given keyword, which are incredibly useful in choosing which keywords to go after.
For instance, let’s say you run a brain imaging clinic in Columbia, MD. “Brain imaging” would be an extremely hard keyword to rank for, since the competition for such a widely used phrase would be fierce. (You’ll be able to see all this in real time with AdWords.) But “Columbia brain imaging” might very well be a keyword your clinic could rank for.
Keyword strategy may be a vital aspect of SEO success, but it’s only one of the many benefits AdWords offers.
2. PPC (pay-per-click) means there’s no barrier to entry
PPC is an elegant solution to the single largest hurdle medical practices encounter when setting up a bona fide marketing push: budget.
The core appeal of a PPC campaign can be summed up in four words: you pay for results. Here’s what a PPC campaign with AdWords would look like, from a financial perspective. It’s disarmingly simple.
You merely create your ad for free, and set a predetermined daily budget. You’ll pay a set amount with each click on your ad, and that will continue until your budget is depleted (at which point you’ll be prompted to reset your budget).
PPC eliminates the “budget factor” with online advertising, allowing even startup practices to compete with confidence.
3. An emphasis on metrics means you can double down on what works
One of the largest recurring problems among marketing campaigns is a lack of emphasis on tracking results. No expense is spared when it comes to planning the content of a campaign, the psychological triggers that will send the patient into your office and yours alone, etc. We get it…it’s easy to get stuck there, especially if you’re new to marketing.
But here’s the honest truth. If you care about the health of your practice, you can’t get stuck there. Because marketing campaigns are won and lost largely in this: emphatically watching metrics that you’ve determined to be important (local page views, keyword ranking, etc.) and then readjusting your approach depending on the results you get.
If you can watch, you can adapt. It’s just that simple, and just that vital. Google AdWords offers a wealth of important digital metrics you can use to gauge the success of your campaign, according to your unique goals.
Google AdWords is hands down one of the most powerful digital marketing tools at your disposal. Just always remember (this should be part of your core marketing ethic): getting a patient in the door starts on the web.
Piqued your curiosity about AdWords? Good. Click here for even more ways you can maximize your relevance and impact with AdWords.