Why PPC Is Beneficial For Nursing Homes

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Find out the benefits of PPC for Nursing Homes in this article.

Pay-per-click (PPC) is a very useful and highly popular advertising model. This model of online advertising allows advertisers to pay every time an advertisement is clicked on. The most popular platforms for PPC are Google ads, Facebook ads, and Twitter ads.

Pay-per-click is proven very beneficial in business advertising, both for advertisers and publishers.

How does PPC work and why you should consider including it in your marketing strategy?

The pay-per-click relies on keywords. For example, in search engines, online ads only appear when someone is searching for a keyword related to the specific product or service being advertised. Therefore, companies that rely on pay-per-click advertising models need to analyze and implement the keywords most applicable to their products or services – in this case, keywords related to the caregiving and assisted living industry. Investing in the right and relevant keywords will result in a higher number of clicks and, eventually, higher revenue.

PPC for Nursing Homes

PPC is a very powerful advertising tool and it can expand your online presence and make you more visible and approachable to new clients.

When looking into senior care and nursing home options, it’s often an adult child or in-law or other members of the family are the one who searches and makes the ultimate decision. Not knowing where to start, some of the common ways people look for senior care include:

• Reading articles, blogs, and reviews

• Browsing the Internet

• Asking friends, neighbors, and relatives for recommendations

Using pay-per-click (PPC) advertising can make a big difference for people who are pressed to find a senior care provider. And why your facility shouldn’t be their choice? PPC for nursing homes can do exactly that for you – bring you new residents, help you increase your revenue, and expand your business. So, we could freely say that PPC for nursing homes has more than enough potential benefits.

Successful home care agencies know that Google and Facebook ads are dominant tools in their marketing toolkit. They are considered as necessary if you want to lift up your business, catch up with your competition and improve your overall online presence.

As we mentioned, searching for a nursing home facility can be an urgent matter in numerous cases, so you shouldn’t waste valuable time. Let them see you, gain their trust, and let them choose you! 

For patients and their families, the need for senior care can be urgent, in most cases due to established diagnoses or acute or increased health problems. And they need to act fast. And so do you. That is where PPC for nursing homes can be most beneficial for you.

Digital marketing on Imac screen

PPC for nursing homes can be a very effective way to:

  • Place content at the top of search results for competitive keywords
  • Connect with closely target audiences in need of senior care and assisted living
  • Buy search engine visibility that’s targeted toward specific locations
  • Get bottom-line results for high-intent, highly competitive keywords faster than with SEO

PPC ads to generate home care leads

An investment in search engine optimization (SEO) and pay-per-click (PPC) for nursing homes is essential in the long run. SEO is a good staple strategy, but times like these, especially after covid pandemic crises, call for a new focus on PPC, because it brings faster engagement and results.

You are probably wondering can you afford PPC Ads?

PPC ads are costlier, but if your business isn’t front and center, your competitors will be. From some experiences and research, Facebook campaigns can be a better option for small businesses because the cost per click is lower than Google ads. But, if your budget allows, you will certainly have more success by running Facebook ads along with Google ads. That would be an ideal combination, with a strong marketing impact.

How PPC can work for you and help you in its full capacity?

1. Develop a Strong Keyword Strategy

PPC for nursing homes first step is to build a list of the top keywords you want to advertise for. Keep in mind that senior care is a very locally oriented choice for many people, so you should include location in your keyword list. Next, focus on the keywords most likely to drive the conversions you’re looking for. This includes long-tail keywords, which tend to reflect the natural language people use in their online quests.

When it comes to expensive keywords, temper your expectations around broader, high-volume keywords. Common sense will tell you that, for instance,  “senior assisted living Chicago” is a highly competitive keyword phrase. Keywords like these might get thousands or tens of thousands of clicks per month, making them costly targets for paid advertising. Think about what makes your company unique, and why should people choose you?

Focus on the keywords that reflect what your ideal customers are searching for. Use PPC for nursing homes to advertise your specific advantages in a form of a keyword. That can be “Senior living facility with a swimming pool”, or “Assisted living facility with excellent reviews”. “Nursing home with a highly skilled and compassionate staff”. Basically, turn your advantage into a keyword and PPC will do the rest.

Team of marketing experts sitting at a table

2. Consolidate Your Google Ad Campaigns

Proper campaign structure is an essential element of effective PPC for nursing homes advertising strategies.  A consolidated campaign structure can help improve ad budgeting, improve ad quality scores, and result in more insightful campaign reporting.

Campaign consolidation is also the first step toward utilizing algorithmic ad-buying tactics, such as smart bidding. A simple way to consolidate is to create two campaigns per location: brand and nonbrand. Then you can push service granularity to the ad group level.

Campaign-level consolidations can help drive more leads at a lower CPA. Think With Google estimates an 11 percent increase in reach efficiency after brands consolidate their campaigns.

3. Lean on Smart Bidding

Smart bidding uses predictive machine learning to automatically set bids during an auction. It’s a portfolio bidding strategy that groups together multiple campaigns, ad groups, and keywords to reach certain performance goals. Most ad platforms offer some kind of smart bidding option.

Smart bidding can help reduce the cost to serve up display and search ads. In senior care, for example, you can use smart bidding to pull out certain locations for incremental budgeting on an as-needed basis. This is useful for locations that chronically underperform on some channels.

In summary, PPC for nursing homes strategy, properly implemented, can be a very powerful and significant advertising tool. Ultimately, PPC leads to higher viability of your business, emphasizes your unique qualities, distinguishes you from the competition, and ranks you at the very top of an online search.  Altogether, PPC for nursing homes can make a significant difference in the way your business is perceived in a community and greatly expand the number of people looking for the services you provide.

If you’ve made it this far, you now have a good idea how you can leverage PPC (Google Ads) to grow your nursing home business. Of course, the most effective way to leverage PPC is to actually hire a team of experts to run your campaigns for you. This is where the team from Monument SEO & Design jumps in. With over 5 years of experience, and over 1 million dollars managed, we’re your ticket to bringing your business to the next level.

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