Empirical360



Chiropractic PPC Marketing


Attract more new patients for your practice with an effective pay-per-click (PPC) marketing strategy.

by the marketing wizards @
Empirical360

As seen on The Evidence Based Chiropractor!

The Definitive Guide to Mastering Google Ads

What You Need to Know About PPC Advertising and How It Can Grow Your Practice

The Game Has Changed.

In today’s technological age, companies looking to sell products or services have more means at their disposal to reach prospective customers than ever before.

The most powerful avenue is arguably the Internet; over a third of the world’s population carries it within reach of their fingertips as they go about their daily routines, and there are more than 40,000 searches queries per second.

The advantages of digital marketing are obvious, but because more businesses are realizing its potential, there is more competition for user attention. And in an oversaturated consumer culture, these users are improving their ability to ignore you.

This is why PPC (pay-per-click) advertising is critical for anyone looking to have a successful online marketing.

So what is PPC?

PPC is the solution to the oversaturation, your sharpest and most effective tool for cutting through the clutter and attracting new clients (patients!). It is based on the principle that people search online at the times they are most likely to convert.

If you can put your ads in front of the people searching for you by advertising for specific keywords related to your products or services, you dramatically increase your chances of being selected above other companies. Because you only pay when someone clicks on your ad, you are guaranteed

  • Higher ROI
  • More qualified traffic
  • Better leads
  • The bottom line is that PPC works, and works well.
  • But Ads (Google’s PPC platform) is complex, and there are many different moving parts that go into creating a successful account. Crafting campaigns can be extremely frustrating for anyone who is unfamiliar with paid advertising online, and if the accounts are not properly set up, companies risk losing time and foregoing profit.

    Empirical360 is here to help

    At Empirical360, PPC is our specialty. Our team of experts wants your business to thrive, which is why we’ve put together this free resource that will simplify and clarify everything you need to know about how an AdWords account can take your digital marketing to the next level.

    How Do I Start?

    You will need to sign up for an account at ads.google.com with your Gmail address. The platform will prompt you to enter billing information, choose a budget, and start creating your campaign.

    We recommend beginning the process with keyword selection. This is one of the most important aspects of PPC, and one that will lay the foundation for many other factors moving forward.

    Keyword Selection Strategy

    Keywords are search terms that you choose to target based on what objective you are trying to achieve. For example, if you own a chiropractic practice, you may choose to show your ad to anyone that searches for “chiropractor near me” or “find chiropractic care”, in order to focus on anyone that is searching for chiropractic treatment and entice them to visit your office.

    The trick to choosing good keywords is to get into the mind of your customers. You have to think like theydo, not like you do.

    Be mindful of…
  • Industry jargon that you have become accustomed to: People searching Google don’t use it, and though it may make sense to you, that’s exactly the point. Put yourself in your customers’ shoes, and ask yourself what you would type into Google if you were searching for the product or service you offer.
  • Inventing keywords: One of the common misconceptions when it comes to search terms is that you have to come up with ultra-creative keywords in order to stand out, but this mindset often results in making up keywords that don’t exist and that won’t bring in in any traffic. The best technique is not to think more creatively, but to think more specifically. You want to reach people who want exactly what you’re offering.
  • Google can help you out with this—they offer a free tool, the Keyword Planner, that contains all of the historical data for every search conducted on Google in every location. It shows you how many times specific terms are searched, how much you might pay per click, how many clicks per day you should expect to receive, and how competitive keywords are. For more on the Keyword Planner, check out our blog post. (Link: https://www.empirical360.com/google-adwords/find-business-online-potential/)

    Structuring the Account

    Now that you’ve chosen your keywords, the next step is to structure, or organize, the account. This is the most complex aspect of PPC, but if done correctly, it will give you complete control over all of the components of your campaigns and allow you more overall clarity.

  • By Campaign - If you have multiple treatments or services you want to promote, you need to separate the campaigns by category and then decide how much you want to spend on each. For example a typical chiropractic practice may offer treatments such as spinal decompression or cold laser therapy— if you would want to advertise for both of these services at the same time, you would want separate campaigns. If the search intention is different, the campaigns should also be different. The language of the ads and the keywords that you use should reflect what you are targeting, and the cost per lead is going to vary depending on what you are advertising for.
  • By Device - You can add a second layer of optimization to your account when you segment by device type. This is critical; by doing so, you are able to specifically target inbound calls on mobile and form submission on desktop, and allocate more money to the highest performing device. This will result in a higher number of conversions. Segmenting by device will also prove helpful when you design landing pages, something we will discuss later. It has been our experience that mobile devices outperform desktop in most industries and as such we typically allocate a higher budget to our clients’ mobile campaigns.
  • By Implementing Exact Match Campaigns - Another way to structure your account is by implementing exact match keyword campaigns. If you are broadly targeting a search term and then discover that a certain keyword is being triggered by the exact phrase more times than not, you can take the exact phrase and create a refined campaign using this keyword. You are then able to allocate more of your budget to this campaign, because exact phrases are cheaper and bring in more qualified traffic. Find out more about exact match campaigns on our blog. (Link: https://www.empirical360.com/google-adwords/why-you-should-have-exact-match-campaigns-in-google-adwords/)
  • By Using SKAGs - Many people put a number of related keywords in an ad group, but those can be hard to manage. Empirical360’s approach is to create single keyword ad groups (SKAGs), which consist of only one keyword. This gives you a better view of what keywords are working (yet another layer of budget allocation), and will help you focus on ensuring that the ads match the keyword exactly. Structuring your account is all about doing all that is in your power to ensure that users follow a clean scent trail to your landing page and are more likely to take the desired action.
  • Writing Ads

    Google recommends that you next create three distinctive ads per group. For best results, you should include the keyword you are bidding on in the headline, description text, and display url. When the keyword is prominent in the ad copy, the likelihood of a user clicking your ad increases.

    We like to write ads based on a few different principles. One is by researching what industry competition is doing. Other companies in your market are using Google ads; by looking at theirs, you can either identify a different value appeal than they used to center your ad around so it stands out, or you can try to come up with a more creative way to present your value. Either way, you get a sense of what your potential audience is currently encountering and can use this knowledge to improve your ad copy.

    You can also appeal to emotion in your ads with phrases like “Feeling tired of…?” or “Feeling frustrated with…?” This catches the user’s attention. You can insert a value appeal (“Get help with…”, “Many treatments available…”) or try to create urgency with your ad (“Same day appointments…”, “Get relief today…”).

    Because you will create multiple ads per group, you have the opportunity to test different appeals and see which ads perform the best, which should give you a good idea of how to optimize your landing pages.

    Landing Pages

    Landing pages are what we call “the missing link”. You can have the best keywords, the most structured account, and beautifully written ads, but if your landing page isn’t excellent, your user won’t convert, and all of the above will have been for nothing.

    Your keywords and ad copy should be directly related to the landing page destination. It is better to send a person searching for spinal decompression to a page specifically designed for spinal decompression than to a general page for chiropractic that includes a spinal decompression section, for example.

    We always suggest putting the keyword from the SKAG on the h1 tag, and littering the page with the keyword to keep the focus consistent. The call to action should be visible, clear, and strong, and this will vary by device; on mobile, the form should always be above the fold, and on desktop, the contact number should always be in the top right-hand corner. Use pictures and videos that elicit strong emotions. It should be aesthetically appealing, but also be effective and serve your purposes.

    Custom landing pages always lead to better results. It is a worthwhile investment to hire an experienced web developer, because landing pages are of vital importance to the success of your campaigns.

    Optimization

    When all of the above steps have been taken and your campaigns are running, there are still many steps you can take to increase your ROI and improve the performance of your campaigns.

  • Add negative keywords- Negative keywords are keywords that prevent your ad from being shown whenever a certain word or phrase is typed. This is extremely helpful because in PPC advertising, you pay for each click, so you want to guarantee that no one is clicking on your ad if they are not likely to convert; negative keywords are how you make sure that doesn’t happen. For example, an outdoor lighting company we worked with was receiving many clicks from users who were searching for information on how to do it themselves, and so the company was rapidly losing money. When we added “DIY” and related terms to their negative keywords list, they started receiving more qualified leads. Finding keywords that may be closely associated with your product or service but that are not going to accomplish your business goals and then adding them to your negative keywords list is a sure way to enhance your digital marketing efforts in Google Ads.
  • Review and edit keyword strategy - Semi-regularly, and at the very least every 30 days, you should take a look at your highest performing keywords and try to get more volume by raising bids on those and lowering bids on the ones that are not bringing in as much traffic. You can pause keywords or add new ones—keyword additions, which are longer-tail variations of a particular keyword, can bring in more traffic for match type targeting.
  • Modify bid strategies and make bid adjustments- Bidding is one area of your Google Ads account that has terrific potential for optimization. One thing you can do to test the effectiveness of your ads and get the most favorable cost per lead is to try different bid strategies. When you modify your bid strategy in Google Ads, you can undercut your competitors by getting leads that are more likely to convert. There are so many different options for you to choose from that you should be able to customize your bidding to attain the highest ad performance possible.
  • You can select the ad to focus on clicks; Google Ads allows you to either manually set bids for clicks at either the ad group (less specific) or keyword (more specific) level. If you want to drive traffic to your site, focusing on clicks will accomplish that goal. However, if there is a certain action you want visitors to take on your site, then focusing on conversions may be the best bet. If you select a flexible bid strategy, Google will take control over the optimization of your ads, and make decisions about your bids based on their data and algorithms.

    There are also options for you to focus on impressions, target search page location or target outranking share strategy (ideal for growing brand awareness), and there are even strategies tailor made for video ads.

    Bid adjustments are percentage changes that you can make to your spending on a particular ad to improve its performance. You can adjust the percentage of your bid based on location, time of day, day of week, and device.

    When you make a bid adjustment in Google Ads, you increase or decrease the chances that a particular ad will be shown on a particular day, in a particular location, or on a particular device; this can lead to more qualified traffic, and consequently, more conversions.

    If there is a certain place where your ad is being shown that is resulting in a high number of valuable leads, for example, you can raise the bid to more aggressively target customers visiting that location. Or let’s say that you see the most clicks coming in on Monday mornings—you can raise the bid for Monday mornings by a certain percentage to more aggressively target customers on that day in that timeframe. You can increase bids by as much as 900% (10x the current rate) and decrease by as much as -100% (opting out of the device/day/time/location).

    Conversion Tracking

    Analytics is your means of seeing how PPC is making you money. Basically, you need to be tracking conversions or something similar that is worth value to you to measure how PPC is working for your business.

    You can obtain data either from Google Ads or from Tracking Pixels, depending on the setup of your website. Ensuring that the attribution model is correct is key; typically for chiropractic, last click attribution is the best indicator of PPC success.

    One example of this is tracking form submissions. Empirical360 would suggest that the most reliable way to retrieve data is to send the user to a thank-you page and have a pixel fire on that page. You can also track phone calls using phone tracking software such as Call Rail, which pushes data back into Google Ads . For more detailed conversion tracking information, you can contact us via our website.

    In Summary…

    PPC is your best bet when it comes to controlling who sees your ad when, where, and how. By running campaigns via Google Ads, you can enhance brand recognition, gain conversions, and attain qualified leads, thus increasing your ROI and growing your business. While PPC management is complex, it is a worthy investment of your time and energy.

    If you need a little extra help...

    Hit the easy button and book a meeting with one of our experts!


    DATA SPEAKS. WE LISTEN.

    Erik Alicea || Co-owner and founder of Empirical360

    Marketing director by age 19 for a local business that recently sold for $250 million. Erik takes a strictly empirical approach to SEM campaigns. Erik has managed over 5 million dollars in pay-per-click spend and has served multiple industries that include: Insurance, Healthcare, Legal, Home Services, and Automotive. In his downtime, Erik enjoys split-testing and an occasional long walk on the beach.

    Elliot Alicea || Co-owner and founder of Empirical360

    Elliot is passionate about performance. In the office early every day, monitoring accounts and analyzing for any opportunities to optimize. Elliot has played a large part in Empirical360’s growth in the insurance segment of the business. Under his management, account budgets have grown from $650 per month to $500k+ per month. In his downtime, he also enjoys split-testing and an occasional long walk on the beach.

    Ben Alicea || Software Developer

    If you can dream it, Ben can make software for it. Ben plays a crucial role in the management of SEM campaigns for Empirical360 as he develops the programs and scripts that allow the agency to visualize data in ways that no other company can. Empirical360, and our partners, have a statistically significant competitive advantage because of the fine work Ben produces. In his downtime, Ben can be found still working but pretending that it is his downtime.

    Shea Duncan || Director of Content Marketing

    Shea writes a lot of content. While the rest of our team focuses on marketing performance and ROI for our clients, Shea produces the content to make us authentic. From ideation to conception, she is incredible asset to Empirical360 because of her ability to produce actionable content that drives results.

    Matt Adams || Director of Client Success

    Matt joined with Empirical360 after having been a client himself. He is responsible for new client acquisition and retention. Matt has an extensive business development career and has worked in multiple industries. He is driven by performance and relentless with purpose. His constant communication with Empirical360 client accounts ensures that all parties are informed on account strategies and direction.

    Our menu is designed for success.

    Performance Driven Web Design

    Form follows function in performance driven web design. Content and creative is important so long as does not impact conversion. Measuring content performance and optimizing accordingly is the difference between designs that simply exist versus designs that perform.

    We leverage market insights and industry experience to build consumer experiences that yield results. Each touchpoint in the consumer journey is constantly audited and analyzed to find intent and turn it to profit.

    Paid Search Campaign Management and Strategy

    Simple principles. Explosive performance

    Driving a paid search campaign is much in the same as driving a car. Follow the rules of the road and pay attention to the signs (the data) and inevitably you are going to get to where you want to be.

    Here is how we drive our paid search campaigns

    Identify the destination: The destination in paid search is ALWAYS increased profits. We’ve taken plenty of clients there. We can do the same for your business.

    Choose the vehicles: Google Ads, Bing Ads, Oath Ad Platforms. Plenty of nice rides to help you navigate the roads. Our experience tells us what, when, and how to use each.

    Follow the signs: Stop when the data tells you to stop. Put the foot on the gas when the data says it is time to scale. Simple. Empirical.

    Custom Reporting and Attribution Modeling

    We’ve never worked with any two businesses that are 100% identical. With that said, every business will have unique reporting and attribution modeling needs. At Empirical360, we base our strategies heavily on data and that requires that we have actionable reporting and rock-solid attribution modeling.

    We have implemented and tested our framework time and again and it does not fail.

    Define Organizational Goals - Identify KPIs and Measurables - Build Actionable Reporting - Validate Data Integrity - Optimize and Scale

    Proprietary Performance Visualization

    Empirical360 has developed proprietary solutions to marketing performance visualization. Our clients use our technology to monitor their marketing initiatives and cross-channel performance. Our technology is constantly a work in progress as new platforms and APIs allow the opportunity to enrich the user experience.

    Landing Page and Conversion Optimization

    Our team has built thousands of landing pages in some of the most competitive online markets. We tediously micromanage our campaigns to drive out macro results. Although the data produced from our campaigns is what fundamentally drives our decisions, we tailor our strategies with one singular focus – the consumer.

    Custom CRM Development and Integrations

    There are going to be times where an out-of-the-box solution does not exist for a client’s needs. Our in-house software development capabilities allow us to provide custom solutions that help our clients better visualize their data and therefore make informed business decisions in real time.

    Data-informed Content Creation

    Not all “gut feelings” end up working out. The good news is that content marketing decisions don’t have to be made on “gut feelings”. We leverage multiple data sources to steer our content strategies. Keyword research, competitive analysis, customer feedback, employee feedback, and A/B testing all play a critical role in development and deployment of data-informed content strategies.

    Business Intelligence Consulting

    Our marketing efforts don’t stop at leads generated. We take a comprehensive and fully integrated approach to maximize marketing performance. Business intelligence consulting is how we place our partners on a long-term accretive trajectory.

    Are leads getting dispositioned appropriately in the CRM?

    Are we able to visualize data in a way that allows us to make actionable decisions?

    Does our current reporting allow us to change behaviors?

    Are all of our marketing efforts in alignment with organizational strategy?

    Are we maximizing our monetization potential?

    These are just some of the questions we aim to answer through our business intelligence consulting process. We constantly ask these questions of ourselves and our clients because it allows us to discover and unlock hidden growth opportunities.

    Digital Commerce

    At Empirical360, we practice what we preach. No one could ever ask us the question “if you are so good at it than how come you don’t do it for yourself?” because we actually do own and operate multiple digital commerce brands in various markets. Again, the reason we do this is not simply to drive our own business but rather to build commonality and trust with our clients. We do it ourselves and we can do it for your business as well.

    We employ advanced techniques in our digital commerce campaigns so that we can quickly identify opportunity and scale accordingly.

    No contracts. Just results.

    Each member of our team at Empirical360 embraces each day with a positive attitude and a strong desire to help our business partners. Historically, we have never bound our clients by long term contracts because there has been no need. Our relationships are month to month and therefore performance based. Without contracts, we retain our clients because we fundamentally believe in building synergistic relationships that foster growth on both sides of the equation - our agency and your business.

    Thanks,

    Empirical360