Chiropractic Marketing: Advanced Adwords Strategies
By drbeck | August 18, 2008
With the recent buzz about my ChiroMarketing Academy that launched last week, I wanted to delve more into advanced chiropractic internet marketing strategies. Today, I’ll review 5 advanced strategies you can use with your Google Adwords campaign.
Adwords is Google’s version of pay-per-click ads. These are the ads that come up on the right hand side of the page when you do a search on Google. Each time a person clicks through the ad to your website, Google charges you a certain bid price. This can be a very effective way to get targeted traffic to your website.
#1. Improve Your CTR
CTR is your Google Adwords Click-Through-Rate. Your CTR is shown as a percentage, and is the your clicks divided by your impressions. So if your ad shows 50 times (impressions) and 2 people click on it, you will have a 4% CTR for that keyword. The higher your CTR is, the lower your bid price with Google and the higher your ad can be.
One way to improve your CTR is by testing 2 different ads at the same time. Create two ads and let Google rotate them for you. After 30+ clicks, you’ll clearly see which one is the winner. Delete the looser and try to beat your winner with another one. This will continue to improve your CTR over time.
#2. Improve Your Quality Score
Google has three levels of quality score — Ok, Poor and Great. You can see your score by mousing over the spyglass icon on the keywords tab inside your account. The better your quality score is, the less you will pay per click. Google won’t tell you exactly how to improve your score, but they do reveal a few keys to help you. The score is based on your keyword relevance, your landing page relevance, and your landing page load time. Therefore, you should make sure you landing page loads fast and has your keyword in the headline. Also, make sure your adwords ad has the keyword in it and you will get a better quality score.
#3. Use A Landing Page
A landing page is where the person lands after clicking through your Adwords ad. For multiple reasons I don’t have room to list here, I do not recommend the landing page be on your “main website”. A simple page that collects information like name and email address works much better than putting them on a website with too many choices and options. You should have a headline, some copy, some bullet points, and testimonials. Videos and audios work very well too. If done right, you can expect anywhere from 20-50% of the visitors to your landing page to leave their name and email.
First build your landing page for your visitor. Since 2006, you also have to build it to please Google. This is because your Adwords ad quality score is based on the “relevancy” of your landing page (as mentioned above). Google wants to make sure your page is relevant to your keyword and to your ad. If your landing page is not relevant, you can be “slapped” with a high cost per click, in the range of $5-10. To help with this, make sure you have a privacy policy, your keyword is listed about 10-20% of the time on the page, and that you have a link out to some “big” sites like your main website and blog.
#4. Keywords
Keywords are the terms people are searching for. Doctors usually think of chiropractic, chiropractor, and all of it’s derivatives. But terms like back pain, sciatica, etc have great potential. People searching for these conditions are looking for health information, usually have or know someone who has the problem, and will be motivated to do something about it.
Think of the problems people come into your office with, and do some research using Google’s keyword tool or at SEObook.com.
#5. Write effective ads.
This one sounds simple, but don’t underestimate it’s power to lower bid prices and increase your CTR. When writing your ads, you only have so many spaces to get your message across. No time for wasting words. 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 if possible
We’ll go into greater detail in the course about how you can affect and improve these 5 strategies. If you haven’t signed up, what are you waiting for?
Topics: Chiropractic Marketing, Internet Marketing | No Comments »
ChiroMarketing Academy
By drbeck | August 12, 2008
It’s time for you to experience what the internet can do for your practice.
http://www.chiromarketingacademy.com
If you’ve been following this blog lately, you know I talk a lot about using the internet to market your practice. We’ve talked about Google Adwords and using email to get new patients. All of these are covered in great detail in this course.
Check it out now: http://www.chiromarketingacademy.com
Almost everyone I’ve had look at the course tells me it’s very in depth, but also easy for anyone to understand. While you’re there, check out the video where I reveal one of the “7 Advanced Strategies to Google Adwords”.
This course is a complete chiropractic internet marketing plan, where you’ll discover…
-The “magic words” you must have on your web page
-How to get you at the top of Google, MSN and Yahoo’s Search listings!
-The Seven Advanced Strategies for Google Adwords
-Why your current website could be turning patients away
-The quickest, easiest way to get Free Traffic to your web page and how to convert them to new patients
And I even share with you weekly videos to show you exactly what to do. If you’re completely knew to the internet, these are easy lessons to understand.
The first 10 doctors that order will get a free Newspaper ad (full page) I wrote that makes me a 10 to 1 ROI every time I run it (valued at $199 at least).
The first 100 doctors that order will get a s$100 off the membership price before it goes up.
Find out more now:
http://www.chiromarketingacademy.com
If you’re looking for “get-rich-quick” without any effort, this system is not for you. I don’t beat around the bush in it. It takes some effort to succeed in any marketing plan. All I can do for you is shorten the learning curve and give you the TOOLS to get started quickly.
Topics: Internet Marketing | 2 Comments »
Contest Winner And An Announcement
By drbeck | August 11, 2008
Last week I announced the contest for a free membership to my upcoming chiropractic internet marketing course. It was difficult to pick a winner, since both entries were ready to dive into internet marketing and could use the program immediately. But in the end, I had to make a choice.
I picked…Dr. Terry Crow.
Hi, Mike!
Pick me, pick me, pick me!!!
I am 47, a Chiropractor since age 24. I either have to learn a better way to do marketing, or figure out how to get one of those good jobs in Iraq. Seriously, I am a willing student and I have very little money right now, so I need you to pick ME!!!
I chose Terry because he’s in need of learning new marketing strategies and could really use the training. Congratulations Terry!
I’ve been getting a few questions about the course. I thought I’d post the answers to the two most commons ones…
“What If I Have A Website, Isn’t That Good Enough?”
Many chiropractic offices have a website. A website that has not changed much in the last year.
In the early days of the internet, all you needed was a static old-fashioned, brochure type website. This would work well because there were so few websites online and your competition there was slim. These websites aren’t very effective anymore and are becoming the bland standard that everyone else is putting up.
What are people to do when they arrive at a website like that where there’s no clear purpose for them to follow?
It’s crazy to think they’ll just browse around and somehow stumble upon the action you want them to take. I see this all the time. Most chiropractors and web designers have not taken the time to map out any kind of a process for conversions on their website. It just confuses people and they use the back button or get lost poking around without taking any kind of action that convinces them to call your office.
Plus in today’s marketing message frenzy, you need more than just a website to convince new patients to choose you for their health problems.
“Does This System Work With Decompression Marketing?”
ChiroMarketing Academy can be used to market any of the services you provide in your practice.
With lead-generation newspaper ads getting so competitive and declining in effectiveness, the internet is the smartest place to market your spinal decompression machine.
In fact, there is a way to tell exactly how many people are searching for a spinal decompression clinic compared to other terms on the internet. Just by knowing this information and using it in a special strategy, you can be way ahead of other decompression clinics in your area. I teach this strategy in Lesson#10.
I’ll just say that if you’ve spent as much as you have on a decompression machine, you should be using every possible marketing method you can to stay ahead in this very competitive market.
Tomorrow, at 10AM Central time, the website for the course will go live.
The first 10 doctors that order will get a free Newspaper ad I wrote that makes me a 10 to 1 ROI every time I run it.
The first 100 doctors that order will get a s$100 off the membership price.
I’m excited for how this course is going to help hundreds of chiropractors learn effective internet marketing.
Topics: Internet Marketing | 1 Comment »
Contest For Chiropractic Internet Marketing Course
By drbeck | August 5, 2008
It’s time for a contest!
Post below in the comments why I should choose you to receive a free membership to my upcoming course on chiropractic internet marketing.
I will then choose a winner next Tuesday from the comments on this post. I am the only judge, you’re convincing me to pick you as the winner from your comment here alone.
Here’s a video to describe a little more about the prize…
Topics: Chiropractic Marketing, Internet Marketing, Uncategorized | 2 Comments »
Chiropractic Marketing And How Patients Think
By drbeck | July 28, 2008
Have you ever thought about how patients think?
When I first started out in practice, I didn’t really care what patients thought about their health problems. I was the doctor, and I was just going to tell them the “truth” about what was going on and how to fix it.
You can imagine how many patients I “turned off” by doing this.
I’ll never forget what a new patient taught me regarding this attitude.
I was just finishing up the new patient exam and x-rays, when she asked “Well Doc, do you think you can help me?”
I said “Mrs Smith, we’ve had great success with other patients that have had…” and I went on to list many of the problems chiropractic can help with. I think I even mentioned a few of the testimonials in the books we had around the office, and handed her one to look at. I was in a hurry and had the patients stacking up out front.
That’s when she looked at me angrily, and said “Dr. Beck, that’s not what I asked. I asked if you could help me with my problem?”
That’s when it hit me…
Patients want help with their problems! They want to believe you can help them, before they even come in to see you.
They aren’t interested in the history and philosophy of chiropractic.
They don’t care about all the problems you can help or who you’ve helped before them.
I have remembered this lesson every since. She was almost furious that I wasn’t addressing her problem directly. That’s the one question all patients want to know. That’s why the come in to see you!
Now obviously I couldn’t guarantee her I could help her problem. But I could have been more specific about the successes we had with her exact condition in the past. And I could have reassured her that if anyone was capable of helping her, we had the best chances of doing that.
How does this relate to marketing?
Marketing is teaching, telling, showing, persuading people to use your services over anyone else’s. And the best marketing message is one that’s relevant to your prospects.
People are searching for answers to their problems in life. They want a doctor who can help them and they will respond to marketing message that appears customized to them.
You can go on and on about chiropractic, but all they want to know is how you can help them. They want to know “what’s in it for me” (WIIFM). And we can’t assume every potential new patient knows what chiropractic is or how it can help them. Most Don’t!
So when marketing your practice, be sure that you are speaking directly to the person’s problems. Make them believe you are the one that can help. Whether it’s on your website, landing page, newspaper ad, yellow pages, or even on your business card.
For chiropractors with conversion problems, this one thing can make a huge impact. The more specific your marketing is, the more credibility and proof you build to that new patient. So that when they do come in, they are less likely to question your recommendations.
P.S. This of course does not negate using testimonials. It prooves the point you need to make your testimonials specific to the target patient you are marketing too. More on this in a later blog post…
Topics: Chiropractic Marketing | 1 Comment »
How To Setup A Google Adwords Campaign
By drbeck | July 22, 2008
Google Adwords should be a part of your chiropractic marketing plan. Adwords are the small ads that run on the right hand side of the page when someone searches on Google.
To setup a campaign, go to www.adwords.google.com
When asked between a starter or 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’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 url 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.
Then you will choose your daily budget. Be sure to set a daily budget that you are comfortable with. But to low because once your daily budget is reached, your ad stops running. And this could be 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. This will apply to all the keywords you chose earlier. Later you should set a bid price for each keywords, as the competition will be different.
Now your campaign is ready to go. One last recommendation is to run a test ad against your original. You can do this under the “Ad Variations” tab inside each keyword. Change one line and test it in your campaign.
Included in my upcoming course on Chiropractic Internet Marketing will be video tutorials on how to setup these features, plus many more advanced strategies for Google Adwords. Look for it to be released in a couple of weeks.
Topics: Chiropractic Marketing, Internet Marketing | 2 Comments »
Do You Make This Chiropractic Marketing Mistake?
By drbeck | July 14, 2008
Running a chiropractic practice, you may have said or done something in the past that actually hurt your marketing message. We all have at some point. The lesson is to not continue to make these mistakes over and over.
In an effort to create a tagline or jingle for their practice, many chiropractors come up with some really bad marketing material.
Here are few that I have heard…
“I can’t wait to get my hands on you!”
“We got your backside.”
“We get on your NERVES!”
“We’ll break our back fixing yours!”
“I do my best work behind your back”
While these may sound cute or funny, they only hurt your marketing message. People already are a bit hesitant to see chiropractors. We don’t need to give them other reasons to question their decision to see us.
Can you imagine a dentist, attorney or M.D. saying these lines? Ok, maybe an attorney 
If my dentist said “I can’t wait to shove my hands in your mouth”, that would be my last appointment to his practice.
And I won’t even go there with the M.D.
Do you think the guy saying “We got your backside” has many married female new patients?
What are some terrible taglines you have heard or seen? Post your comments below.
Topics: Chiropractic Marketing, Marketing for Referrals | No Comments »
How To Use Email Marketing
By drbeck | July 9, 2008
Do you use email marketing in your chiropractic practice?
If not, you should start today.
Due to spam filters on free accounts like yahoo, hotmail, etc, not all of it will get through, but since it’s free it won’t hurt to try.
The real key to email marketing is automating it with an autoresponder. You should use autoresponder email services like easyemailsystem.com to keep in touch with your new patients once they visit your website.
Most autopresponder servives provide opt-in forms for you to put on your website so that you can collect the visitors name and email. Then, you can have a preloaded email sequence educating the prospect on what your practice offers, why they should trust you, and how you can help them with their health problems.
Email systems can also be used to communicate with current patients. You can send out broadcast emails to your patient list when you are having a special event, like a food drive or patient appreciation day. A few quick reminders that the date is coming up and why they should plan to attend.
Also, if you have a blog, you can send out blog updates via email when you make a post. All you need is a free account with feedburner.com. Then just give the above mentioned autoresponder service the feedburner info, and it will send out a “blog broadcast” to your list whenever you post. If you arrived to this post from your email, this is how that email got sent.
So how much work is it to use email?
Very little really. Make sure there is a line on your intake forms to capture emails from patients. And make sure there is an optin page on your webpages. You have your staff manually enter in the patient’s emails, which takes just a few seconds each day. This is a good start, as you will have 2 separate lists that you can customize messages to. Later, you can segment your “prospects” list even more. All the HIPPAA stuff applies to your patient’s emails too.
What I would not recommend is sending emails from your own computer or email service. This appears more like spamming to email ISP’s, so you are likely to never get your email delivered. Services like easyemailsystem.com have special arrangements with these major ISP’s and claim a 99% delivery rate.
Topics: Internet Marketing | No Comments »
Google Maps And Chiropractic Marketing
By drbeck | July 2, 2008
Do you know the easiest way to get to the top of the search results on Google?
Watch this video to learn how and why you should be using Google Maps.
Topics: Internet Marketing | No Comments »
48 Hour Special: Chiropractic Newspaper Ad
By drbeck | June 27, 2008
Newspaper advertising is still a very good marketing tool for your practice. But there are two major problems with chiropractic newspaper advertisements.
1) The ad looks like an ad. This may sound silly, but if your ad looks like an ad (like everyone else’s), it’s not going to get much attention. But if it looks like an article (advertorial), it will look different than an ad, and people will read it more often. Advertorial’s have been proven to pull in new patients faster and have a higher ROI than standard display ads.
2) Even if you run an advertorial, all the other chiropractors have the same one and run it like crazy. This quickly decreases your response and within months it’s not worth running the ad. You know the one. Everyone bought that kit a few years ago. “A Doctor’s Confession To The Town of…”
To solve this problem in my practice, I studied copywriting for years, so I could write my own copy and ads. Ads that aren’t hypey and fake.
I planned to release a set of newspaper ads for chiropractors this summer, but due to other marketing projects that have come up, it looks like this will be delayed until later this year.
But I wanted to let a few doctors try one of my best ads and give me feedback. I selected my recent sciatica/low back pain (half page) ad which made me $8,000 the last time it ran. And that was in a tiny little paper that is free and gets mailed to people.
You can pick up this ad in the next 48hrs in Celebration of July 4 for only $99. All you have to do is let me know how it works. And after 6 months of trying it, if you aren’t happy, I’ll refund your money.
I will even customize it for you by putting in your practice info, picture, etc. Most copywriters would charge $500-$1000 for this type of work. You’ll also get recommendations on how and when you should run it.
Click here (link removed due to expiration) for the secure order page and pick up the half page newspaper ad. Then I’ll email you to get your information for customizing the ad.
Monday at noon CST I’ll pull down link, so get it before then. You’re not likely to see this opportunity again before 2009.
Topics: Marketing for Referrals, Newspaper ads | No Comments »