Pay Per Click Advertising
for Private Practice
Per Per Click or PPC advertising, using such services as Google AdWords or Yahoo Sponsored Search, refers to the 3 or 4 line text ads which show up on the right column of a search results page. Here's a sample of a Pay Per Click ad:
Notice that there are four lines in a typical PPC ad: The Headline in blue; the two lines of ad which are the body of the ad; and in green, a website URL address.
Advertisers set their own budget and also can choose any keywords they want to be associated with their ad. When someone in your local area searches for any of your selected keywords, your ad shows up on the screen on the right column. But unlike traditional advertising media such as the Yellow Pages, where you pay a flat rate per month regardless of how many calls you get, with PPC, you only pay the search engines when someone clicks on your ad. (The analogy to print advertising would be if you only paid when someone called your office). When someone clicks on your ad, they are taken to a specific page on your web site where they learn about your services.
Many therapists are finding that their return on investment (ROI) for PPC to be 500 - 1000%. That is, for every $1 you spend on PPC, you get $5 - $10 in income - which is better than any form of advertising other than word of mouth.
PPC is a wonderful tool for private practitioners who have an online presence, because it enables you to show up on the first page of the search engine results, often in just one day. Contrast this with the enormous difficulty of getting on the first page of the main search results (see our article on the so-called
Google Sandbox
for more details on the challenges of getting a new web site listed on the first page of the major search engines).
There are five distinct skills necessary for a successful PPC ad campaign:
Creating a good headline;
Creating the right ad copy;
Deciding which page to send the reader to (called the 'Landing Page');
Designing the Landing Page using advertising methods to create the greatest likelihood of the reader contacting you for an appointment; and
Configuring the campaign settings which sets up your budget; locations where your ad is displayed; and selects the best keywords At Uncommon Practices, we have been successfully using PPC ads since 2003, and are currently getting over 45 therapy referrals a month from our ads for our therapy practices. Another good thing about PPC advertising is that not many therapists have even heard of it, so the competition tends to be fairly limited, even in high population urban areas. And remember, competition is limited to your area of expertise - and the specific keywords associated with that area of specialization - not all therapists as in a general online therapist directory.
We can set up an entire PPC campaign for you, or consult with you on improving an existing PPC campaign that you already have running. We have taken several advanced trainings in using PPC ads and are familiar with many of the subtle details that can greatly improve your overall results, and avoid some of the expensive pitfalls which can result from trial and error learning.
Here's specifically how the process works:
We start with a 30 minute phone consultation to be sure we thoroughly understand your practice; your goals; your areas of specialty and service, and whatever else you feel is important for us to understand. At the end of this consultation we agree on one area of focus for your initial Ad Campaign. We have found that the more specific you can be, the better the ads will work. We also explain all the details of how the ads work, and have you set a Daily Budget for your campaign.We then look at your Landing Page - the page on your website where people end up after they click on your ad. If this page is not designed to get a good conversion rate to a phone call or email to you, we do not proceed until the page is revised. We give you specific feedback on how to do this if any changes are recommended. We have programmers on our staff if you need help in making any changes to your site. Next we do a thorough keyword search on the area you have chosen to do your ad campaign, and then create your initial campaign settings, headlines and ads. Then we begin monitoring the results (which we do for 3 months). This is CRUCIAL to your success because what works in one community may not work in yours, and by monitoring your results we can revise your ads; your keyword list; your headlines etc. to get the best possible result. We regularly email you updates about how the campaign is progressing.
To register for any of our PPC Advertising services, please fill out the form at the bottom of this page.
For more information about Pay Per Click advertising, please call us at (800) 940-0185 or send an email to:
info@uncommon-practices.com
Register for the development of a pay per click advertising campaign by
clicking on the green Add to Cart button below.
Any questions -
or if you'd prefer to register via phone -
please call (800) 940-0185
or email us at info@uncommon-practices.com
 Development of a Google AdWords
Pay Per Click Campaign, $995
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