Chiropractic Marketing and Pay Per Click

If you don’t yet have an Adwords account, here’s a what you should do to get started.

How To Setup A Google Adwords Account

To setup a campaign, go to www.adwords.google.com. When asked between a starter and standard edition, choose standard. After choosing your language, you will be asked to choose how you will target customers by location. This is very important.

Be sure to choose the “customized” selection. This allows you to select a radius around your practice that your ads will show up on. This ensures someone from 500 miles away isn’t clicking your ad and running up your bill with Google. You can decide how far to go from your practice, but I recommend 15-30 mile radius depending on if you practice in the city or a small town.

You’ll then be asked to setup your first ad. You only get 25-35 characters for four lines of text, two of which are your headline and website address. Here’s the proven formula for your ads:

• First line should contain your keyword in a headline type phrase

• Second line should be a benefit you offer, for example “Get Rid Of Migraines” •Line three should describe a feature offer, like “Without Drugs Or Surgery”

• Line four is your URL, with each word capitalized and using a keyword in your landing page address if possible

The next step is choosing your keywords. These are the words that your ad will show for when people type them into the search engine. For now just choose the keyword “chiropractor yourtown” (replace yourtown with your actually town you practice in, like “chiropractor Dallas, TX).

Choose your daily budget. Be sure to set a daily budget that you are comfortable with, like $10-20 per day for now. Once your daily budget is reached, your ad stops running.

If set too low, your ad might stop running in the most important part of the day. In the last step, you will be asked to set your maximum cost-per-click. This is the most you will bid on your keywords.

The maximum cost per click will apply to all the keywords you chose earlier. I can’t tell you exactly what to bid on your keywords, as it will be different depending on where you practice and the keywords you choose. But I will show you how to determine what you should bid and how to get lower bids. Now your campaign is ready to go.

What keywords should you use? Choose keywords that you feel are important to your practice. What type of conditions or niches do you want to bring in to your practice? Bid on those keywords.

Keyword Matching One thing about keywords that may interest you is the different types of matching you can use with Adwords. The three types of keyword matching are broad, phrase and exact. You should also use negative matching to exclude those search terms that don’t apply to your Adwords campaign. Here is how Google describes their keyword matching…

• Broader matching options tend to give you more impressions but accrue higher costs. Therefore, include other matching options (like phrase- or exact-match) along with broad-matched keywords in an ad group.

• Broad-matched keywords should be at least two-word phrases (gourmet coffee or organic coffee beans).

• Narrower matching options tend to give you fewer clicks and lower your costs. It's still important to use descriptive words for these matching options.

• Negative keywords work well in most cases when you know a term doesn't apply to your business.

To use broad matching, you simply enter in the term by itself. Let’s use the word chiropractic for example. Here’s how the broad, phrase and exact match would work for the search term chiropractic

Broad match = chiropractic (any search typing which includes chiropractic will show your ad, including searches like chiropractic marketing, chiropractic tables, etc)

Phrase Match = “chiropractic Dallas, TX” (Enter this with quotes around it into your Adwords account. Any search that includes this phrase exactly will show your ad, including for example “chiropractic Dallas, TX clinics”, “advanced chiropractic Dallas, TX”, etc

Exact Match = [chiropractic Dallas, TX] (This match is entered into your Adwords account with brackets around it. This means for your ad to show up, someone will have to type this phrase in exactly like you input it, so your ad will only show for the search chiropractic Dallas, TX.)

Negative keywords = a word with a negative sign in the front of it, like “–tables”, without the quotes. When combined with the above broad and phrase match this will prevent your ad showing when someone types in “chiropractic tables”.

Which of the above match types should you use? All of them have their place. If you have a lot of competition for Adwords bid prices in your area, then the phrase and exact matches will allow you to beat out your competition and you will pay less for bids on keywords