Many optometrists have found that Pay Per Click (PPC) advertising on the major search engines (Google, Bing & Yahoo) is a very effective way of generating leads and new clients. Getting your PPC campaign to be highly optimized, relevant, focused and results-oriented will give you a far higher Return On Investment on your PPC dollar spend.
PPC for optometrists utilizes different keywords “nuances” which can save you a lot of money. Research and selection of relevant keywords are crucial, especially considering how expensive some optometrist keywords can be. Our experience has shown that using long tail keywords (phrases with three or more words) can be very effective, as is building up a list of negative keywords so that your ads are not shown to the wrong audience.
Google AdWords has various means of geographic targeting, including targeting by city and shape. Its crucial to get this right, and to identify your business as local. This can be done by incorporating your city or neighbourhood name within your ads, as well as having a local phone number.
Optometrist PPC adverts are often too general and don’t address your potential customers greatest “Pain Points.” It’s crucial to ensure that your ads focus on your specific area of expertise, and reflect that throughout the campaign. For example, someone searching for a vision exam should see a specific ad referring to vision exams with a clear Call To Action, for example, “Book Now: Seniors Discount.”
When potential customers click on your PPC ad, they should be directed to a highly specific and relevant Landing Page that provides information about the services you offer, for example, Eye Exams; Eye Glasses; Contact Lenses; Pediatric Optometrists; etc.
Your landing pages should also have a Call To Action that is clear, easy and measurable. If your business has different areas of expertise, then your PPC campaign needs to be broken up into the specific areas (different ad groups connected to specific landing pages). As a result, each campaign and area of expertise should have its own dedicated landing page. This will ensure that your ads are relevant and your visitors are provided with only the information they seek.
It is also critical to keep in mind that, in general, most people are now searching for services using mobile devices. Therefore, landing pages connected to PPC for Optometrists need to be responsive, meaning that they automatically adapt to mobile devices by shrinking content and images and adapting them to your visitors’ mobile device. Let’s not forget that people prefer to scroll up and down rather than click on mobile devices, hence a dedicated landing page provides a better user experience to a searcher looking for a solution. What’s more, these pages load super fast and reduce the possibility of visitors abandoning your site because it loads slowly.