If attempting to market services such as medical or healthcare services it can be very valuable to target a particular county or city in serving that area. Choosing to locally promote via pay per click advertising for your medical practice is a great advantage to search engine marketing.
As medical SEO and search engine marketing become more and more effective there are many ways in which optimizing these campaigns on a local level can pay off great in terms of more new patients and profit for your practice!
Geo-Targeting Your Medical Pay Per Click Advertising Campaign.
Say you already have your campaign set. It is very typical for someone to have this set up with a certain amount of keyword chosen and they are all targeted words which pertain to the services your offer. When choosing this keyword list it was very critical for most of the keywords to contain words and phrases which indicate your most profitable new patient type. You should also consider bidding on new keywords which will allow the campaign to have a focus target city or area, will be along the lines of the service which would be Doctor followed by the city or county, such as Dallas. When adding a new campaign there should be many variations to this such as Doctor in Dallas or Dallas Doctors. The more variations you can come up with initially the better.
Geo Targeted vs Not Geo Targeted
When someone goes online to search for a service they will most likely enter the city which they want the service in. Thus making a your healthcare campaign targeted to a city or county will improve the conversion rate of your adds into more new patient phone calls. There are a few steps which can be very easy and will allow the campaign to be great for any healthcare organization now choosing to make their Google Adwords campaign strickly geo-targeted.
These steps will help:
- Open one of the campaigns which were nationally target to the medical field indicated.
- Go in and copy the highest volume ad group seen and add to the new campaign
- Add the geo-target words to the keywords as indicated above
- This will be something such as (Dallas Doctors, Doctors in Dallas, Dallas TX Doctors)
- Make the ad text using the location chosen in above
- Add Dallas as the negative to the original campaign where the doctor keyword chosen was the high volume ad group
- If choosing to do more than one location for the Doctors office or Medical field repeat the steps 2-5 for the new location
Know Your Best Performing Areas
When beginning the new campaign for the Doctors’ Office you should spend your money around a designated budget that makes sense. Make sure to research locations and how well they do for Doctors’ office before you choose something. Ensuring your office will do great is done best by doing a ton of research at the start in order to let your campaign grow and work on its’ own after creating it. When spending money wisely you should go through high performance and low performance locations and find out more information.
High Performance Locations For Doctors:
Adjust budgets and maximize ROI by making sure the money is being dispersed into the correct order for more money being given to the higher volume locations.
Low Performance Locations For Doctors:
When looking into the lower performance locations for Doctors’ you should budget money to have less money going to them but still allowing clicks’ to happen if someone were to search it.
When you first generate the campaign for your Doctors’ Office you will notice that there will be fewer clicks. This isn’t bad at all. Your office will be getting high quality clicks rather than someone who isn’t even located near you just clicking because you are the first one to show up. The person who will click on your Geo-Targeted PPC Campaign will be ready to receive your service in your area; therefore it is better for your medical practice in terms of more conversions into new patient phone calls!