We run a lot of PPC campaigns for senior serving companies like assisted living facilities. So, we are happy to share with you, from experience, some of our best tips for running successful pay-per-click campaigns.
PPC Ads (Pay-Per-Click) are a type of ad that is preferred by so many senior living organizations, including assisted living communities. Why? PPC ads are highly targeted and highly interactive ads that helps to target potential residents and fill up the community quickly.
So, if you are running an assisted living community, you will want to take advantage of PPC to ensure that more people see what you have to offer and drop by to see what you offer on-site.
That said, if you’re wondering what you can do to improve your PPC campaigns to attract more individuals to your assisted living community, here are some tips that will help you out:
1. Customize Your Ads
One of the biggest factors that will help your PPC ads is to customize them as much as possible.
This means that you need to do your research to understand what people are searching for particular to your area to help you craft your PPC ads.
This process isn’t easy, but there are ways to quickly do some research on the matter.
One way is to do some good old fashion competitor research to see what your competition is writing in their ads. Start by searching “assisted living in [city]”.
This will help you to understand the keywords that you need to target and the way you need to craft your ads.
Stick out from the noise my friends, if you do your search and you see a sea of bland, like this…
If you’re on this list, don’t get mad at us, but all of these ads blend in like they’re hiding in camouflage on a gaming trail, hoping that no one notices them.
Our advice, get creative and make headlines.
2. Understand The Types of Searches
When our team starts looking at your analytics, it’s our goal to understand what the different types of searches being searched are for your PPC campaigns.
For example, some people are searching with immediate needs or they’ve already decided they’re ready to tour. You don’t want to trigger an ad that spends a bunch of time “selling” them on your community.
You want ads that give the prospect your phone number and directions for those inquiries.
Alternatively, having a strong set of “top of funnel” ads that trigger off of searches such as “what are the benefits of assisted living”, it would be much more appropriate to send those people to a sales page that answers that very question.
This will help you to craft more effective ads that show up on these different types of searches, and it will also give you information to help you to target the right searches for your PPC ads.
3. Experiment With Long-Tail Keywords
Anyone, and I mean anyone, can run ads on the keywords “assisted living”. You don’t need an agency for that, not even one as glorious as Greatness Digital who specializes in senior living marketing.
The real good stuff comes from running ads on long-tail keywords that play an important role somewhere on the customer journey. Getting on people’s radar at the earlier stages of assisted living searches.
For example, if people are using the keyword “when is it time for assisted living?”, you might want to do more to focus on this particular keyword.
This will help you to better cater to the needs of these potential residents and make it easier to attract more people to your community.
4. Look at Your Landing Page
We’ll start by saying that about 90% of senior living advertisers DO NOT use landing pages. (Your competitors included) This means that you can be ahead of that crowd by using this PPC specific tactic.
When you set up your PPC campaign, you will want to have a landing page that will stand out when someone clicks on the ad you placed.
We advise you make sure that this goes with the overall look and feel of your website. Otherwise, you will be sending people to a landing page that feels disconnected and untrustworthy and plain not ideal for their needs, resulting in people who are dissatisfied with what they see or show no interest in your landing page.
Here an example of a killer landing page for one of our clients, Home Instead franchise owner:
Conclusion
If you’re wondering how you can improve your Google PPC campaign to better attract more residents to your assisted living community, you need to focus on these four tips and make sure that they are applied to your PPC campaigns.
This will help you to take full advantage of one of the most powerful forms of marketing today, PPC, to attract more prospects and help you to better cater to their needs by offering a more personalized PPC experience!
Greatness Digital is a marketing agency that helps senior care facilities reach out to the right individuals to grow their businesses. If you are looking for assisted living digital marketing help, reach out to us today!
