Pay-per-click advertising is essential...
Practically everyone who wants an employee wellness provider, a health club, a weight loss program, chronic pain treatment, or sports conditioning starts their search online.
65% of those folks then click on a Google Ad (formerly Google AdWords).
So it's essential that folks see ads for your business when they're in a buying mood. If you're invisible, they can't buy from you.
...Yet it can feel like a tightrope.
It's the fastest way to grow most wellness businesses -- but done wrong, it burns through time and money. Yet not advertising at all is just a gift to your competitors.
The key to success is ads that target just the right people at the right time, with the right selling points and the strongest call-to-action.
That's the art and science of search engine marketing (SEM): managing campaigns to generate more leads and get more customers.
First, we apply our proprietary stages-of-change marketing framework to your business. This framework incorporates behavioral buying models unique to health and wellness.
Together, we identify your best customer profiles, your strongest programs and services, key growth and pricing strategies, your most serious competitors and more.
We identify your likely PPC competition and the most promising keywords for your campaign launch, based on fifteen years of specialized experience and an array of professional datasets and analytical tools that give us unique insights into all the ways people search for, evaluate and buy health and wellness services like yours.
We also estimate the likely cost to you for each click and each conversion.
Together, we develop your custom ROI model so that you can set a realistic budget based on your goals.
Then, we design your ideal campaign and ad group structure based on our earlier research.
Well-designed Google Ads campaigns let wellness businesses successfully target multiple customer segments with different buying criteria.
A yoga studio can target weekend warriors and pregnant women -- and a health club can target members who want family features and members who dream of the Ironman championships in Kona.
In the final step before launch, we build out your campaigns and ads with tailored selling points and marketing messages, calls-to-action, ad headlines and ad copy and more.
(And it all has to fit in just a few hundred characters, give or take. Which is why it's an art and a science!)
We apply best practices -- like developing multiple distinct ads -- at each step.
Google Ads is not "set-it-and-forget-it" marketing. Treating it that way guarantees rising costs and decaying clickthrough rates.
We continually monitor campaign results in detail and you also have 24/7 real-time access to your campaign results.
We continually monitor your campaign health.
Here are just a few of the 20+ metrics we continually monitor:
- Click-through rates (CTR)
- Conversion rates (CR)
- Cost/click (CPC)
- Cost per conversion or acquisition (CPC/CPA)
- Impression share
- Ad relevance
- Landing page experience
- Quality score
- Underlying search intent
- And many more.
As we spot opportunities, we optimize your campaigns and your conversion rate by testing new ads, keywords and landing page elements and retiring less effective components.
Google continually revises its PPC algorithms and adds new features to Ads. When changes are relevant to your business, we promptly adjust your campaigns to take advantage of them.