Jim Peake interviews Ryan Ellison, VP Sales of CollectRx to discuss out-of network billing collections in the addiction treatment industry. The advantage is that CollectRx...
Pay-per-click (PPC) ads for any business are probably the fastest way to drive targeted traffic to a website. The challenge for ANY business is to convert this targeted traffic into leads. This is no small task.
Here are the three steps to a PPC campaign for an addiction treatment center:
- Keyword Selection and Ad Creation
- Website and Landing Page Optimization for Conversions
- Closing the Incoming Calls – Converting Them into Admissions
The challenge is to have all three of these pieces working together smoothly, because if one of them is off-kilter, the whole campaign can be a failure. The key is to use a team with experience in providing PPC keywords and ad services specifically to drug rehabs. Addiction-Rep is such a team, as we have more than a decade of experience in online marketing on behalf of addiction treatment organizations.
A Team Experienced in Drug Rehab SEO
PPC for drug addiction treatment centers is the quick-fix solution for many rehabs. However, there is a catch, and the catch is that it can become very expensive very quickly. This is why Addiction-Rep assigns you a PPC professional with experience in the addiction treatment field. This experience is crucial because without it, you can find yourself paying a lot of money to the search engines for minimal results.
Our PPC experts excel in researching and identifying actionable keywords that attract users who are either ready or close to ready to call for treatment. One of the tricks of the trade is to avoid the temptation to target costly, hyper-competitive keywords. Our goal with PPC is to generate “quick wins” for our rehab clients.
Beyond keyword research, if there’s one area related to PPC where we spend significant time and resources, it would be website optimization for conversions. This is a relatively inexpensive step compared to the others, but it’s crucial in tying the entire success of your campaign together. After all, once the user lands on your website, the page needs to be optimized to exactly what they’re looking for, and it should clearly direct them to the next step of your sales funnel.
Other Paid Advertising Channels
It’s important to look beyond the search engines when it comes to placing ads online. Why? Google is constantly changing up its AdWords platform, and it seems especially hell-bent on making PPC difficult and rigorous for drug rehab entities. (We can’t entirely blame them, as there are a number of dishonorable entities posing as addiction treatment providers in this industry).
So when going beyond Google AdWords and Bing Ads, we look to Facebook and other social networks as viable outlets for placing drug rehab ads. Social media paid content is easier to optimize for engagement and lead nurturing than PPC ads are.
Nonetheless, by working with Addiction-Rep, your addiction treatment center ensures that social ads and PPC support one another. We use your paid advertising budget strategically to get the most bang for your buck.
Studies show that businesses that do PPC advertising well make about $2 for every $1 they spend. We can easily get your treatment center much greater returns than that, and part of the reason is because we don’t put all of our eggs in the PPC basket; we spend nearly as much time on social advertising because we’ve found it truly does pay off for drug rehab organizations.
Paid Advertising Is a Necessity, But to What Degree?
Like it or not, we live in a “pay to play” era of digital marketing, and this is especially true for the drug rehab industry. This means treatment centers have to set aside some budget for online advertising, particularly if they are a newer rehab and/or if their organic search rankings are nonexistent.
We’ve seen businesses come close to and sometimes cross the brink of extinction because they decided to abruptly turn off all of their paid advertising channels. Don’t do it! This is a game we all need to play, for better or worse.
At Addiction-Rep, we regard PPC and social ads as just one slice of the pie when it comes to comprehensive drug rehab marketing. Meanwhile, we’re spending considerable effort trying to build up your website’s organic rankings. Once your site starts showing up on the first page of various search results, then you can ramp down your paid advertising budget. The custom marketing strategy we’ll develop for you will help your website and your treatment center reach that exact point.