PPC, or Pay Per Click marketing, presents a great opportunity for senior living businesses. It’s more affordable than television and radio advertisements. It can be managed from anywhere with an internet connection. As long as you know how to build a strong strategy, you can reap enormous rewards by generating leads through PPC ads. How can you start optimizing your AdWords account this month?
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Use Relevancy to Structure Your AdWords Account
The structure of your AdWords account will impact your success. Each ad-group, ad and keyword should be relevant to one another. This will allow you to refine your marketing efforts and lower advertising expenses while increasing your conversion rates. Have a niche or theme for each campaign to get the best results.
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Start Bidding on Your Competitor’s Keywords
Did you know that you can bid on your competitor’s keywords and brand name? It is legal and can help you beat your competition. Start by creating a new campaign then add the keywords and brand name. Just remember to be careful if you use Dynamic Keyword Insertion. While you can utilize a competitor’s name brand as a keyword, you cannot use it in ad copy and doing so could get you in legal trouble.
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Use Geotargeting to Reach Your Market
Geotargeting allows AdWords users to create campaigns that focus on a geographic area. This is especially helpful for senior living businesses because a large portion of your clientele will most likely be local. Improve your ads by getting more of them in front of people from your community. This will help improve conversion while minimizing ad costs.
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Build Landing Pages That Are Relevant & Targeted
Landing pages can be a powerful tool if you know how to use them. This method involves creating a standalone web page with a purpose. When a visitor “lands” on the page, they are presented with content that’s meant to produce a certain call to action, like completing a lead form. Your landing pages should be relevant and targeted to give you more opportunities to capture leads for your business.
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Utilize Negative Keywords in Your PPC Strategy
Every AdWords account should utilize the negative keywords feature. A negative keyword is used to prevent your advertisement from appearing when an irrelevant search term is used. For example, if you plan to use the word “senior” in your marketing, then you should add “high school” and “pictures” to your negative keywords list. This will prevent your ad from appearing when someone is searching for high school seniors or graduation photos rather than senior citizens.
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Distribute Ads During High-Activity Hours
Timing can also be important when setting up your AdWords campaigns. Do you know when your demographic is most active on the internet? If so, distribute ads during those high-activity hours. You can make some calculations based on geographic location and other behaviors. You can also monitor historical data to determine when you are getting the most conversions at the lowest cost.
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Craft Excellent Ad Copy That Stands Out
No matter how much time you spend on keyword lists, it will mean little without excellent ad copy. Write attention-grabbing copy that draws the reader in. Keep it relevant to the campaign and make sure it speaks to your demographic. Mention things that are likely to entice them to click, like details about services, amenities, and events.
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Adjust Ads with Low Performance
Managing your AdWords account is an ongoing process. You should track performance and edit or change ads that are not performing well. Review the ad’s quality score to decide if you should make an update and potentially lose historical data. The best way to stay on top of low-performance ads is to have someone monitor AdWords for you either in-house or by hiring an SEO expert.
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Optimize Your Campaign for Mobile Users
More people are using their smartphone to access the internet. The total number of mobile phone users across the globe is expected to exceed 5 billion by next year. Your marketing strategy should be optimized for mobile devices to tap into this growing market. Create separate campaigns that are made specifically for mobile users.
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Consult an SEO Expert to Maximize ROI
There are many things to consider when optimizing your AdWords account. Consulting an SEO expert is the most effective way to ensure that you are utilizing best practices. A professional can provide long-term monitoring so that you can improve your search ranking and conversion rates without investing time into learning the process and implementing strategies.
Don’t Miss an Opportunity to Grow Your Senior Living Business
PPC marketing can significantly boost brand awareness and help you get ahead of your competition. As of last year, 4 out of every 10 seniors owned a smartphone. That’s double the number from 2013. Around 67% of adults over the age of 65 say that they use the internet with over half paying for a high-speed connection. And that’s not counting the younger generations who help support and make decisions for their aging loved ones.
There are many ways that a senior living business can expand through the right online marketing methods. Get started by speaking to an SEO professional to learn more about opportunities that you could be missing.
