Running an effective Adword advertising or Pay-Per-Click (PPC)
advertising campaign for any business is not easy. Since PPC has
significant benefits for small niche businesses (such as Therapy
– especially if they are located in small geographic areas) it
is a marketing process that is at least worth testing out.
Here are a few tips that will help you get a significant return
on your investment? Below are several things every PT Business
should know about Pay- Per-Click – as well as a few helpful tips
to give you a fast track to success.
The investment
The portion of your marketing budget that you devote to your
PPC campaign is up to you, but it is probably a good idea to
“dip your toe in the water” with a smaller investment at firsts
– then as the program builds momentum, add to the program with
more emphasis on the areas bringing you traffic or returns.
Bidding on the keywords
When you sit down to bid on keywords (the supply-and-demand
process which determines who will “own” the terms associated
with your ad) you may be a little taken aback by the cost of the
more popular keywords. This is where you need to consider
employing the “long tail” method of thinking in your keyword
selection. Less common search terms associated with your
business may not have the traffic numbers you want, BUT they are
a lot less expensive, and buying up a large number of them can
have the same impact as a couple of more popular keywords. Think
about downsizing your keywords with geographical considerations.
For example instead of listing ‘San Francisco Marriage and
Family Counseling’ as a keyword phrase you may narrow it down to
several towns that surround your studio or yoga business such as
‘Domingo Marriage and Family Counseling’.
The landing page
Take time to think about where you want to direct those people
who see your PPC ad. Is the home page where you want to send
them? If an aspect of your business is Marriage and Family
Counseling and you are using PPC to market this service, you
would want to direct these clicks to the page on your website
which has information on your Marriage and Family Counseling
program. Put some thought into this, since you are likely to
experience a bump in traffic based on the PPC ad – and the leads
coming in should be highly qualified.
Don’t budget shop, use Google
There’s really no point in trying to nickel and dime your PPC
campaign by using smaller, less trafficked search engines.
Google’s tock is high for a reason: there PPC program, Google
AdWords is second to none and always delivers the most traffic.
The reporting
Finally, one of the most important yet overlooked aspects of
running a successful PPC campaign is reporting. You simply must
keep detailed records of what keywords are performing and which
ones are not. This information will help you decide – in the
coming months – where to focus more precious marketing dollars,
and where to cut and run and swap out old keywords for new ones.
If you know someone that has experience with setting up a PPC
campaign, it would be great to get his or her help. WebFlexor
Counseling specializes in helping Counselors and Therapists
succeed on the Web.
About the Author: Mikel Bruce, WebFlexor Counselor Websites,
888-282-7818, http://www.counselorwebsites.com
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