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As a chiropractor, there’s possibly no better, cheaper, faster way to get new patients than this.
It targets only the most interested potential patients who have expressed a desire to learn more about chiropractic. Focuses on only the most local individuals to your practice. And, in many cases, generates new patient leads for you for as little as .01 cent.
And, according to one expert’s opinion as reported on CNBC last night, this new patient acquisition method is provided by, “the most successful company in the history of the world”.
The company I’m talking about is Google. And, the .01 cent new patient acquisition method I’m referring to is Adwords – Google’s pay-per-click service.
If you’re not familiar with pay-per-click marketing, here’s a quick 4-step breakdown of how it works:
Step 1: You identify the words and phrases prospective patients type into Google when looking for more information about chiropractic care or a chiropractor in their area. For example, “chiropractic office in Boca Raton” or “chiropractor in South Florida”.
Step 2: You tell Google which words and phrases, when typed into the Google search-box, you want an ad displayed for your practice. Once this is done, Google will ONLY display your ad when one of these words or phrases are typed into the search box.
Step 3: You tell Google where searchers must be located if they are to display your ad. You can even narrow it down to certain towns, zip codes, or within a certain radius of your practice.
Step 4: You tell Google how much you’re willing to spend for a searcher to click on your ad after they search Google with one of your words or phrases, and after Google confirms they live within the local area you’ve specified. You can bid as little as .01 cent. More common is closer to .10 cents. And, you can even tell Google the maximum you’re willing to spend on any given day (as little as $1, if you’d like).
And, that’s it.
Google will then display your chiropractic ad when searchers in your geographic area search Google for one of the words or phrases you’ve specified.
Set up correctly, this can very quickly generate hundreds of prospective patient leads for you.
In fact, if you’re not using the Google Adwords pay-per-click system right now, you can be up in running, with an ad being displayed and new patient leads being generated, in as little as 45 minutes.
Think of Adwords and pay-per-click marketing like this:
You get to target local people exactly when they’re searching for information about chiropractic; you get to pay as little .01 cent each to bring them to your chiropractic website; and you only pay when they actually see your ad AND click on it bringing them to your website.
There’s no other chiropractic marketing method or opportunity as good as that.
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What keywords are you going to get clicks for at 1 cent??
Even if you did extensive keyword research and found longtails that may bid that cheap the volume is going to be so low it’s not likely to produce enough clicks to generate patients.
You can bid whatever you want, of course, but for that price it’s highly unlikely you’ll get any clicks at all.
Very familiar with pay per click… and nowhere in the world on google are you going to get .01 cent per click. If you’re not setting a monthly budget of $200 to $300 minimum you’re not going to get much traffic at all…and to say 100′s of leads..more like 5 to 10 a month on a good month.
Most people DO NOT click pay per click for looking for a chiropractor or other professional. They look at the map listings first before anything else…which is totally free. Then the regular listings underneath the map listings, so it’s important to get videos, articles, etc on the net to get dominating google.
Hey guys… keep in mind… there are several additional campaign formats you can and should use within the Adwords system besides the straight PPC plan for Google search.
Many of the lower-cost opportunities for docs can be found with placement targeted ads, the search network done with CPM, and image ads instead of text ads… all still restricted locally. Because most marketers – especially chiros – don’t understand or use these other channels through Google, costs are substantially lower.
Plus, since there are many more page views online compared to searches performed, properly leveraging the Google content network not only brings overall cost per click way down, it also exposes you to many more potential clicks every day. Hope that helps clarify a bit for you.
Content network in my opinion is not worth much. These people are surfing the web and cme across an add embedded on someone elses web page. Half the time they don’t even know it’s an ad until they click through and realize – then click back to the site they were on.
The appeal with PPC or any search for that matter is just that… They are SEARCHING for a solution you offer and your add presents your service as that solution.
The key is to attract patients not chase them down. That’s the same problem I see with the Twitter machine. You are no longer positioning yourself to attract patients but actively chasing them down. It’s an invasion of privacy.
Hey Noam – thanks for sharing your perspective. It’s important, though, to realize that when done correctly, with the search network, you’re targeting people that are clearly interested in your solution because they’ve sought-out and are reading targeted content.
For example, being able to have a good direct response ad displayed on a webpage with an article about natural back pain relief is an incredible value for a chiropractor. Plus, when done with CPM instead of PPC, on the content network you’re ad gets displayed without the noise of other ads surrounding it. Google runs your ad alone.
Regarding contacting folks on Twitter tweeting about their pain, health, fitness, etc… it’s not an invasion of privacy because Twitter is a public platform with searchable database, being indexed by Google daily. Folks can choose to keep their tweets private. Most choose to keep them public. This is also why Twitter offers the search box right on a users home page: so users can search out and contact others with similar interests, needs, etc.
Hope that helps clarify things a bit for you,
Todd