Get More from Your Physical Therapy Paid Campaigns

Get More from Your Physical Therapy Paid Campaigns

Every day, you have to deal with growing competition in the healthcare market. To increase your patient base, you need to retain existing patients and focus on acquiring new ones with your online marketing strategies. One of the best ways is to run paid campaigns for your physical therapy services. It’ll get the audience to click on your web ads and convert prospects into clients.

How to go about it? Let’s discuss it here:

Google AdWords Account

Get a Google AdWords account for yourself. Although there are other search engines such as Bing and Yahoo, Google still holds the highest share and Google AdWords is the best way to approach people searching for specific products and services. But while getting an AdWords account, build a strategy on the basis of which you will have to set up your account for the campaign. The structure of the account can be modified according to your preferences.

Ad group selection

Ad group selection entirely depends on the campaign you are planning to initiate. When launching an ad campaign, segment it according to the services you offer. And the ad groups and keywords should be consistent with the campaign selected. For instance, if you have a campaign about “Physical Therapy Services,” then the associated ad group should mention the sub-services you offer, such as “arm physical therapy,” “back physical therapy” and so forth.

Keyword selection

As the word suggests, ‘keywords’ are the essential words. You need to bid on keywords related to your services. When an individual searches with the keyword you have bid for, your ad will be displayed. The more services you offer, the more keywords you will have. So make a judicious decision when selecting the keywords to bid on.

  • Prefer term-specific keywords instead of generic keywords. For example, if you want to acquire consumers in your locality, select location-based keywords. You will beat competition and anyone in your locality searching for a service offered by you will see your ad instantly. For this you can use geo-targeting that makes your ad appear only to searchers in that geographic area. The radius can be set in the campaign’s setting tab.
  • Make use of Google’s Keyword Tool for finalizing your keyword list. It provides information related to competition, global and local monthly searchers and bidding rates.

The search depends on these four keyword types, known as broad match, phrase match, exact match and broad match modifier. To have minimal bad traffic, it is suggested to opt for the last three types of keywords. Broad match is likely to bring unwanted searchers. Let’s see what these four keywords type look like:

  • Broad Match: back painThis default match type reaches a large number of audience. Here your ad appears whenever the searcher types in any word or phrase in your ad.
  • Broad Match Modifier: +back +painThis allows your ad to appear for searcher only if they add a “+” sign (plus sign) in front of your keyword.
  • Phrase Match: “back pain”This offers a control on the viewing of your ad. Thus, a searcher is required to type keywords in exactly the same order you have entered them.
  • Exact Match: [back pain]This most restrictive match makes your ad appear only if the searcher has entered the exact keyword phrase and not if a single keyword matches.

In case you get unwanted traffic, i.e. people who aren’t interested in your service but have clicked on your ad, you can simply add such keywords as negative words to your campaign and get rid of bad traffic. The types of negative keywords are:

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