Can pay per click marketing help grow your practice? Better yet, can you effectively use pay per click marketing profitably?
Well, whether or not you’ve used pay per click marketing or not, this article will outline three key factors for effective (and profitable) marketing for LASIK.
Keyword Research
Effective internet marketing begins, and ends, with proper keyword research. It really forms the essential foundation for all your web marketing efforts.
Yet, you would be surprised to learn just how few LASIK web marketing efforts have done this first step as thoroughly as needed to ensure successful results.
Because it’s not just about getting a huge list of keywords together. Or even targeting the high volume ones.
You need to track your efforts to find which keywords are performing best for your ads. And then see if these same keywords “convert.” And to do that, you need proper website tracking tools installed.
Pay Per Click Campaign Structure
Okay, so once your keywords are chosen you need to structure them into an effective campaign.
Years ago the idea was to pack as many keywords as possible into one ad and just let it run. Well, that simply does not work. In fact, if you follow this strategy you will end up paying much more for your traffic then you should be.
How much more? Well…
Recently we worked with a client that had used another marketing company in Philadelphia for 4 months. In the month of December 2008 alone they spent $5,688.76 in pay per click costs. This resulted in 46 leads for their business.
In late January they signed on as a client. During the month of February we generated 46 leads for their business. Their pay per click cost? $1,584.
So how are those results possible?
By creating proper pay per click campaign structure when you first get started. It does take a lot of time and effort to properly match your list of keywords to the ads you run, and then optimize each keyword list and ad to improve your results.
But the payoff is well worth it.
In the above example, it took 38 different ad variations until the campaign was running on auto-pilot. And I shouldn’t have to tell you that very few marketing companies take the time or effort to get this right for people.
Landing Page Marketing Congruence
This is one phase of lasik website marketing that, in our opinion, hurts your overall pay per click results. To keep it simple, the language on the page where you send your paid traffic must match the language and objectives outlined in the ad that generated the click.
We call this marketing language congruence.
It works like this:
Keyword —> Pay per click ad —> Landing page —> Action
The keyword that converts an “impression” to a “click,” the ad that generated the “click” and the language on the landing page all have to speak the same language.
What does this mean?
If your ad is for LASIK surgery, the page web visitors land on when they click the link better talk to them about LASIK surgery.
Forget about your office. Your credentials. Focus your efforts on ONE goal. To get the web visitors following your web marketing from ad to your site to stay on your site.
And then to ultimately take action.
The more relevant your keyword, ad, and landing page are, the more likely they’ll stick around and actually do something on your site.
Measurable Results
Let’s focus on the case study outlined above as a way of wrapping up. How did we cut their pay per click budget while generating the same amount of leads?
For starters, proper pay per click campaign structure resulted in a 36% savings on their cost per click. Secondly, we changed the layout, copy and font size of their landing page to increase conversion from 4.85% to 9.9%.
And we’re still testing and measuring new initiatives to make their website marketing more effective.
To learn more about how we can help you with your LASIK pay per click marketing efforts, or to learn about our turn-key LASIK web marketing systems, you can leave a message here.
Or you can send us an email to set up a phone appointment so we can discuss your specific needs and how we can help with your marketing.
