If you’re an optometry practice that’s looking for more exposure online, PPC ads could be the strategy for you.
Unlike traditional advertising channels, like newspapers and TV, PPC, or pay-per-click ads meet your customers where they’re already looking – online. These ads allow you to target your audience and use your marketing budget more effectively than traditional channels.
On this page, we’ll talk about the benefits of a PPC campaign, why it works for optometrists, and how to add a PPC campaign to your existing marketing strategy.
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What goes into a PPC campaign for optometrists?
PPC is one of the most cost-efficient ways to market your optometry practice online. But there are some things you’ll need to know before starting a campaign.
First, it’s important to understand where your ads will show up. When a customer searches for a keyword that you’re targeting with one of your ads in a search engine, your ads will appear if you’re the highest bidder – which we’ll get to in a second.
Keywords you could potentially target with your ads would be “thick brown eye glass frames,” “glaucoma testing,” or any number of other products or services that your target audience is likely to search for.
Next, it’s important to understand that PPC ads work on a bidding system. You’re essentially bidding for placement in search engine results.
You’ll only pay for your ads when they’re clicked on – not when they’re seen – which is one of the reasons why PPC is such an affordable marketing strategy.
You’ll choose how much each click is worth for each keyword – and you can change it at any time.
Why does my optometry practice need PPC?
Unlike traditional marketing techniques like newspaper ads or television commercials, PPC ads allow you to target your customers based on the keywords they’re searching online.
This is another reason that PPC is such a cost-effective strategy – because you’re not wasting your marketing budget on strategies that aren’t targeting your most qualified customers.
It’s also likely that your competition is using PPC ads, so it’s important to keep up in order to get the leads that you desire. And if they haven’t yet started using PPC ads, you’ll be ahead of the curve.
PPC ads help your practice focus on the most qualified leads, and bring users to your site as they’re actively searching for the services you provide.
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How to start a PPC campaign for your optometry practice
Starting your own PPC campaign requires a few steps that will prepare you to launch your ads. Let’s talk about a few.
1. Keyword research
Keyword research is one of the most important parts of a PPC campaign.
Finding the keywords that your audience is searching the most will allow you to target them and appeal to their needs – which makes it easier to attract them to your practice.
These tools will suggest keywords based on your ideas, and show you the search volume, competition, and average cost-per-click for each keyword. These tools can help you gain valuable insight into what users are searching for and how you can best appeal to them.
2. Set up an Google Ads account
Google Ads is one of the best platforms for PPC ads. It’s extremely user-friendly, and allows you to set up every aspect of your PPC campaign from one place.
In Google Ads, you'll be able to design your ads, set up your keyword targeting, set your bids, and set your landing pages. It also offers analytics that allow you to see how your ads are performing so that you can decide how to move forward with your PPC campaign.
3. Design your landing pages
Landing pages are one of the most crucial elements of a PPC campaign, because they’re essentially where your customers choose whether or not to become a patient.
Landing pages are where users are directed after they click on your ad in a search engine.
You want to keep a few things in mind when creating these pages.
You should always match your landing pages to the ad. For example, if your ad is for a new style of frames that you just received, your landing page should show that product.
Users can get frustrated if they click an ad thinking it’ll help them purchase one thing, but takes them to a page that’s totally different.
You should also design your landing pages with minimal distractions. The point of this page is to direct users to become a customer, or take the next step in becoming a patient at your practice. This means that the fewer ways you provide for them to leave the page, the better.
You should utilize some sort of call to action, or CTA. This could be a contact form, a phone number, or anything else that will get users to contact you or provide information so that you can contact them.
Just like the rest of your website, you should be sure that your landing page is designed neatly and professionally so that users want to work with you.
And if you need help creating landing pages that convert, WebFX has you covered.
4. Test your ads
A/B testing is one of the best ways to improve a PPC campaign, because it allows you to see how users interact with your ads.
When you perform an A/B test on your ads, you serve two different versions to users. The versions should vary the same element – for example, changing the button text on your ad, the color of the button, or the background image.
By testing your ads, you’ll be able to see what version generates the most clicks and conversions, and after a few tests, you’ll be able to serve the best of the best.
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Do you need help creating a PPC campaign for your optometry practice?
There are many different elements that go into creating a PPC campaign – and you may not have the time to do it on your own.
That’s where we come in. WebFX is a full-service digital marketing agency that can help you create a PPC campaign to target your potential customers.
We’ll set up your Google Ads account, create landing pages, and do keyword research to create the best results for your campaign.
If you’re ready to see more website traffic and more loyal patients, we can help.
Contact us today to talk to a specialist and get a free quote!