Using Google's Pay Per Click For Your Chiropractic Practice

By Frank Gordon

What is pay per click advertising? Pay per click advertising is advertising is marketing where an advertiser displays an ad on a site and agrees to pay the owner of the site each time a web surfer clicks on that advertisement. When a surfer clicks on the advertisement, it takes the surfer to the site of the advertiser so that they can read more about the advertiser's product or service, buy it, or leave their contact information for subsequent follow up.

The best known pay per click advertising program is one offered by Google. Google offers a service called AdWords. With AdWords, an advertiser buys the display of a three line advertisement on the right hand side of the search engine results page when a specific word is entered into the search engine. The price the advertiser pays depends on many different factors including how many other people are bidding on AdWords ads. Another determinant in the pricing of the AdWords ad is what position on the page the AdWords ad is displayed on. The top position cost the most in terms of pay per click and the bottom position is the lowest priced ad.

For a local chiropractor, the cost for an AdWords ad can me modest and may be effective in attracting new patients to your practice. Following are the key steps involved in developing an AdWords campaign for your chiropractic practice:

1. Use Google's AdWords keyword research tool to determine what keywords you should buy for AdWords. With the tool, you can determine how many searches are conducted for the keyword you are investigating. AdWords will also notify you of the cost per ad.
2. Test different AdWords ads. Develop 2-3 different versions of the ad to determine which are more effective.
3. Decide how much you want to spend per day for your AdWords program. Since the cost for AdWords can be significant, putting a daily dollar cap on the ads can better control costs.

Here are several tips for developing and deploying an effective AdWords program:

· Link your AdWords ad to pages that relate to the ad. If you don't Google will penalize you because one of the factors that determine how high your ad will be placed is not only how much you pay but the quality score for your ad. A high quality score means that your ad is highly relevant to the page it links to. A low quality score means the AdWords ad is less relevant to the page it links to. Google's quality score concept is meant to assure that consumers are not confused when they click on an ad and don't see what they anticipate.

· Utilize testing for your AdWords program. As in the case for any offline or online advertising, testing different ads can yield a significant increase in the effectiveness of the advertising. The main component of the ad you should test is the first line or headline for the ad.

Using Google AdWords can be an effective way to promote your chiropractic practice but, particularly in the beginning, you should put a dollar limit on how much you spend each day; otherwise, you can spend a ton of money quickly without proving the advertising approach you have designed will generate results.

Billing Precision, LLC, is a leading-edge chiropractic office profitability management solution. Its all-in-one Internet-based system includes accountable and transparent billing service, state-of-art touch-screen SOAP notes, advanced patient scheduling, and real-time monitoring for compliance and audit exposure. Billing Precision's unique value stems from its ability to level the playing field with payers and get chiropractors paid in full and on time by capitalizing on modern Internet technology and billing network effect. More at http://www.chiropracticbillingprecision.com

Article Source: http://EzineArticles.com/?expert=Frank_Gordon 

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Search Engine Optimization Basics For Your Chiropractic Practice - Part 2

By Frank Gordon

A chiropractor recently commented to me that "this search engine optimization stuff seems very complicated." If you boiled it down to the key things I should be doing to get my practice's site to rank high, what would you do?

First, you need to understand that there are two basic components of search engine optimization. One component is called "on page optimization" and the other component is called "off page optimization". On page optimization has to do with what you do with the content you place on your site. Off page optimization is about what you do elsewhere on the web to help get your site ranked high.

First, as I indicated in my part 1 article, you must understand how potential patients search for you and what words or phrases they type in the search engines to find a chiropractic practice. Next you need to decide which of those keywords you want to focus on.

Once you decide on keywords, each page of your website should focus on one keyword or keyword phrase as it relates to your chiropractic practice. From an "on page" optimization perspective, the most important action you can take is to make sure that the headline of the title on your page contains the keyword selected because the search engines pay attention to that. After all, the headline is supposed to give a clear indication of what the content on the page is about. Next, you should make sure that the keyword you want to focus on begins the first sentence of the article or is at least contained in the first sentence. Also keep in mind that the first 220 words in the first paragraph will display on the search engine results page so you should write content that get the attention of the web surfer and get them interested in your chiropractic practice. There are a few other tips to consider related to on-page optimization but the ones I have outlined is a good starting point.

From an off page optimization perspective, of all the possible actions you can take to help the search engine ranking for your chiropractic practice, the most important action you can take is to get inbound links to your site. Inbound links result from another site making a reference to your site with a link that can be clicked on to bring a person to your site. Inbound links are reviewed positively by the search engines because they indicate that a site is an authority site. Google pays attention to and gives preference to authority sites. There are a variety of ways to get links to your site. Some of them include:
- Making relevant posts or comments on another site with a link to your site
- Setting a reciprocal link program where you and another site link to each other.
- Syndicate articles to article directories and populate the article resource box with a link to your site.
- Distribute press releases about your practice to free press release directories. Place a link to your site within the press release.

Search engine optimization is not as complicated as it sounds. You simply need to master the basics and consistently persistently take action!

Billing Precision, LLC, is a leading-edge chiropractic office profitability management solution. Its all-in-one Internet-based system includes accountable and transparent billing service, state-of-art touch-screen SOAP notes, advanced patient scheduling, and real-time monitoring for compliance and audit exposure. Billing Precision's unique value stems from its ability to level the playing field with payers and get chiropractors paid in full and on time by capitalizing on modern Internet technology and billing network effect. More at http://www.chiropracticbillingprecision.com

Article Source: http://EzineArticles.com/?expert=Frank_Gordon 

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