PPC Marketing Services: How We Can Help
At Ads Up Marketing, We have an entire department of our company dedicated to PPC management and PPC marketing services. When you become one of our clients, you will be assigned your own PPC specialist who will help you build, manage, and optimize your PPC accounts. All our PPC specialists are certified in Google AdWords, Google Analytics, and Bing Ads, and therefore are the most qualified people to help you in your PPC efforts.
We will walk you through the process of building campaigns specific to your marketing goals. If you already have campaigns created, we will perform audits and give suggestions on how to optimize them in order to increase your ROI. If you are a complete stranger to PPC we can build and manage accounts for you while sending daily performance reports to ensure full transparency, allowing you to understand exactly what we are doing in order to grow your company.
We offer a free Google AdWords audit for anyone who is interested in our services. Keep reading for our full guide to the topic, and to learn how Ads Up Marketing has helped clients large and small in achieving the results they need in the behavioral healthcare space!
Digital Marketing and PPC Campaigns for Substance Abuse Clinics
The right PPC agency should accomplish several different things for your organization. Currently, selecting the right digital marketing agencies to help you optimize your PPC campaigns, especially paid search and social media ads, is vital for any substance abuse treatment center.
As a bonus, many PPC agencies also specialize in search engine optimization, allowing you to take on two of your most important battles when it comes to marketing. But how do you select the right PPC agency? What types of services should they provide, and how deep into search engine optimization should they go? Is there any specific paid media expertise you should seek out specifically?
If you’re in the addiction treatment space and you’re looking for a successful digital marketing company to help optimize your ad spend and paid media strategy, stick around until the end. Not only will we demonstrate how to find the best-paid search companies, but we’ll tell you what types of digital marketing services they should provide.
What Is PPC Advertising?
PPC advertising is the act of running ad campaigns based on a certain cost-per-click. The idea is to obtain the best quality clicks for the lowest price, decided by using an automated bidding system that involves other advertisers.
Users can generally set their CPC bid at whatever level they choose – however, too low of a bid and you likely won’t receive high-quality clicks, and too high of a bid means you’re overspending. There are different pay-per-click models, and depending on your goal and target audience, one may be more suitable than the others.
The following list contains the most common PPC models:
Native Advertising
Native advertising is a PPC model that is fairly new compared to search engines and social media models. You’ve probably browsed a website or your favorite blog and noticed links to articles that were labeled “Sponsored Content” that looked like additional blog posts.
This is what is known as native advertising – the name demonstrates that the ads look natural, rather than intrusive like other forms. Native advertisements have become wildly successful among many types of PPC agencies, and are commonly used for affiliate marketing and general paid search purposes.
Some of the most common native advertising platforms include:
- Taboola
- Outbrain
- NativeAds
Search Engines
PPC agencies generally always specialize in search engine PPC management. Search engine marketing is one of the most widely used forms of digital marketing efforts and is extremely popular among substance abuse treatment centers.
What makes this type of PPC marketing so effective for rehabs?
It’s simple – the majority of those seeking treatment use search engines to find the facility that works for them. This also presents a two-fold benefit. Not only can treatment facilities use paid ads as part of their arsenal, but search engine optimization is in play as well.
With pay per click (PPC) digital strategy, users are bidding on keywords. You create ads that contain designated keywords based on user intent, and the highest bidders show up in favorable positions when people search for their chosen keywords.
These show up naturally among Google search results and are usually the top 2 and bottom 2 results on any given page. You’ll notice them by their “Sponsored” tag contained before the meta description.
Push and Pop Traffic
Push and pop traffic are known as forms of disruptive advertising. This designation means that no matter where you are or what you’re doing, these ad sets pop up, often interrupting whatever you’re reading or using on your computer.
These ad spaces are sold on the pay-per-click advertising model and are often some of the cheapest forms of marketing available. The best PPC companies often sell these ads for pennies per click. The upside is they’re great for testing PPC marketing campaigns, as you won’t run up your budget generally on three-cent clicks.
Push traffic is the type of advertising that you opt in for. Have you ever been browsing online and received a notification that asked if you wanted to receive notifications from “xxxx company?”
After a while, you might have gotten little popups in the corner of your window that read, “Your Computer Has a Virus!” or “Click Here for Your Prize!” These are what are known as push ads. These ads are basically push notifications with advertisements on them.
Pop ads work differently – only they don’t require permission. There are pop-up ads, which many are familiar with as many ad blocks made their fortune off the intrusiveness of pop-up campaigns. More recently there are pop-under ads, which work in the same manner as pop-ups, but they emerge UNDER all of your windows, only becoming visible after you’ve closed everything to appear much less intrusive.
Social Media Marketing
Finally, we have social media platforms that use the pay-per-click (PPC) model. These have become one of the most popular forms of PPC marketing, and depending on what you’re advertising, can drive a significant amount of traffic and conversions.
Social media marketing takes place on one of several platforms. The most popular channels for this type of digital strategy include:
- TikTok
- Snapchat
- Quora
Each has its own variations of PPC marketing within its platforms. For example, Facebook offers Feed Ads, Native Ads, Video Ads, Chat Ads, and more. Most platforms have a similar offering, with many native options that make the advertisements look like regular posts.
Why Choose a PPC Marketing Agency?
PPC management is a multi-billion-dollar industry – and for a good reason. Your digital strategy is critical when you’re in the substance abuse treatment business, and PPC marketing is one of the primary paths to revenue.
With pay-per-click advertising, however, there are multiple variables involved. So many, in fact, that deploying efficient digital marketing strategies can be a full-time job. So, what does a PPC management agency do for its clients? Let’s look.
Planning and Market Research
A PPC agency conducts research regarding the most appropriate channels to use for your digital marketing strategies, with Google Ads and overall PPC ads often being the focus. This includes researching demographics, winning creatives, costs, and other dynamics involved.
After finding the optimal platforms and the best types of paid advertising services, a PPC agency plans your ad creatives, developing the most powerful copy or other content that captures your brand voice and speaks to your audience.
Finally, after this is accomplished, they move on to the next step, and most important – the testing phase.
Testing
The testing phase is probably the most important – and most difficult portion of digital marketing. PPC agencies should be experienced in testing and selecting winning ads and landing pages, leading to the opportunity to scale.
Sometimes testing takes a significant amount of time – time that many owners and managers of substance abuse rehab facilities don’t have. Despite the fact that PPC agencies come with a sizeable investment, it’s money well spent considering the alternative.
Most Significant Benefits of a Digital Marketing Service
When you find the right company to run your PPC campaigns, they deliver a significant number of benefits for your substance abuse treatment facility. Consider the following advantages of hiring the right PPC digital marketing agency.
Saves You Time and Money
Let’s face it – in any business, time can be a more precious commodity than money itself. A digital marketing agency that handles your PPC management saves you significant amounts of time – many times it’s difficult to put a value on this time, especially when you consider it’s nearly impossible to predict how long the testing phase of a PPC campaign can take.
In addition, these agencies save you countless dollars that could potentially be wasted on unsatisfactory creatives, scaling, and testing. It takes an expert-level marketer to turn a profit with any advertising campaign – and substance abuse rehab facilities exist in such a competitive space, it’s easy to have your budget swallowed by a few simple missteps.
The right agency knows what terms are working, how to place your ad creatives, and how to efficiently scale, leading you to a much faster and higher success rate than if you had deployed the ads yourself.
Delivers High Quality Ad Creation and Copy
Hiring a professional in the PPC industry ensures that your ad copy and creatives are top-notch. In the world of digital marketing, small nuances can make or break the success of a campaign. Seriously – the color of your lettering, the size of your images, and the way you word your copy, all have a profound effect on potential clients.
The right agency will know how to place these things, and if they don’t already know how they can quickly figure out the fastest way to success. You can compare two ads side-by-side that are essentially saying and selling the same thing – but worded differently, one will perform 1,000% better than the other. PPC agencies know winning formulas when it comes to ad deployment and successful campaigns.
Well-Versed In Keyword Research
Keyword tools are extremely useful – that’s common knowledge. However, it never hurts to have someone with a significant amount of industry know-how plotting the course for you.
When you hire a PPC organization, for Google Ads or other channels, they should have first-hand knowledge regarding winning combinations and specific keywords that garner the best results. At Ads Up Marketing, we’ve got decades of combined experience and are ready to help take your efforts to the next level of success.
Top-Tier Reporting and Tracking Results
The right PPC agency will deliver results in the form of efficient reporting and excellent tracking. This goes along with testing, but it’s also vital when gaining an understanding of how your ROI looks.
This has a significant impact moving forward, as you’ll already have a good idea of what works and what doesn’t. When you go running future campaigns, this saves you a significant amount of time as you don’t have to do as much guesswork and testing when you have measured data to use as a starting point.
Finding the Best PPC Agency Based on Your Needs
Every substance abuse treatment facility is different. Based on these differences, you might want to select a unique type of PPC agency that’s best equipped to help you succeed.
So how do you find the best PPC marketing agency for you? Well, you need to take multiple elements into account.
What Is Your Target Demographic?
What audience are you speaking to? Different types of treatment facilities attract different groups of people. Is your rehab more focused on holistic types of therapy and more natural methods of recovery?
If this is the case, you might cater to a younger crowd or a certain region of the country. When you’re looking for a very targeted audience, it helps to have a marketing agency that specializes in paid search ads. Understanding which keywords to use is priceless – in addition to having the knowledge of which geographical locations are most valuable to target based on your program offerings.
It’s also possible you’re targeting your audience based on a certain type of insurance. If this is the case, social media platforms like Facebook might be your best bet. 90% of the time in any case, using an agency that specializes in SEO is going to be a huge bonus, as these copywriting and keyword benefits will net you organic traffic for a significant amount of time moving forward.
What’s Your Budget?
It’s important that you’re honest with yourself regarding your budget. It might be tempting to spend big on an agency that is well-reviewed and seems to be over-the-top – however, there’s nothing wrong with value.
At the same time, there’s a thin line you must cross between underspending on a company that doesn’t provide enough and overspending on a company that doesn’t match your budget. Keep in mind you’re also going to need to allocate funds for the actual campaigns themselves.
Do a rough estimate of how much you think your ad campaigns will cost before pulling the trigger. A reputable company can help you with this by providing rough draft quotes and helping you decide if their price falls within the range of what works best for your organization.
Doing Proper Vetting for Your Google Ads and PPC Agency
Be wary of companies that are eager to jump right into your ad campaigns. In fact, the best agencies go through a screening process before accepting new clients. This is for their benefit and yours – the worst thing that can happen is mutually wasting each other’s time, only to find out that you could’ve gone with a different company and achieved much better results.
Just because a company is considered right for one facility doesn’t mean they’re right for you. Use reviews as a benchmark for narrowing your search down to quality agencies and go from there based on your specific budget requirements and areas of expertise that match your goals.
How Much Are You Able to Do In-House?
What type of team do you already have in place? If you have a few people in place that are proficient in PPC, maybe you don’t need such a robust service. However, if your collective level of knowledge is minimal, you’re probably going to need a service that’s more comprehensive.
If you believe in the abilities of certain individuals on your team, it could be better to go with an organization that works on more of a consulting basis rather than taking the lead on everything you deploy. Creating your own campaigns can definitely save money, but it never hurts to have a professional opinion or expert input on any project.
What’s Your Availability?
Sometimes business is pouring in – leaving you with minimal bed space at your facility. In times like this, it’s smart to continuously market your services to keep the pace up. However, is it really necessary to throw large chunks of revenue on campaign after campaign if you’re already backed up or have a waiting list?
Asking yourself these types of questions will help you decide which company serves your needs the best, and which services to select when you do find the most appropriate company.
Ads Up Marketing: Why Choose Us For PPC?
The answer is simple: we are the best at what we do. We have worked with budgets as small as $300/month to as large as $5,000,000/month. We know how to efficiently scale PPC campaigns while maintaining your desired KPIs. We are 100% transparent in what we do and hold no secrets from our clients.
Our PPC Managers have attended multiple private workshops with Google and continue to gain access to all the new Betas (Google Test Features). This ongoing training allows us to help you do things that your competitors can’t.
Pay Per Click: Our Services
We have managed accounts of all sizes and budgets and are well-versed in successfully building and launching campaigns. We are constantly using new Google AdWords Betas, and Bing Ads pilots which allow us to remain at the forefront of the PPC world.
Once we have established your needs we will begin building campaigns that align with your marketing goals. Below, you can find a list of examples of some services you can expect when we are managing your accounts.
A Sampling of Our PPC Marketing Services:
- Keyword research
- Ad creation
- Campaign A/B testing & experiments
- Landing page content creation and optimization
- Landing page A/B testing.
- Conversion rate tracking (offline & online).
- Identification of KPIs
- Building negative keyword lists
- Daily reports
- Daily analysis
Driving Results: Your PPC Agency of Choice
At Ads Up Marketing, we’ve built an entire offering around the PPC industry. We have a team of experts that are well-versed in multiple forms of PPC and are ready to help take your organization to the next level.
For more information regarding PPC, enhancing your marketing plan, or any of our additional services, contact us today, and let’s set up a strategy call.
PPC Agency FAQs
Do PPC Agencies Only Specialize in Search Engine Marketing?
No, this couldn’t be further from the truth. Many people associate PPC with search engine advertising exclusively because the term has always been synonymous with search ads. However, PPC can fall under a range of different forms of advertising.
Essentially all forms of advertising and marketing work on a pay-per-click model. Even e-mail marketing works on a form of pay-per-click measurement – you’re paying for clicks, and only the clicks lead to opened e-mails. In this case, your success is measured in open rates, but at the end of the day, it’s still a click.
How Do You Calculate Your ROI When Using a PPC Agency?
This isn’t a question that has a simple answer. In the simplest terms, your ROI would equal the revenue generated by the PPC agency efforts minus their cost of services and cost of ad spend. Divide your profit by the total investment and you’ll come up with a decimal figure that converts to a percentage – which ultimately, is your return on investment.
However, there are multiple intangibles involved with PPC. Not every instance of PPC marketing is meant to lead to a conversion or signup. Obviously, this is the end goal no matter what.
However, some campaigns are meant only to raise brand awareness and a conversion isn’t necessarily client enrollment. Sometimes the conversion is a sign-up for more information. Sometimes it’s a client opting to watch a video or webinar about your facility.
It’s important to keep all of this in mind when measuring how successful a PPC agency is with regard to your marketing strategy.
How Do PPC Agencies Charge for Services?
Generally, PPC agencies charge based on the cost of ad spend. They charge a certain percentage based on what you’re investing in all of your advertising campaigns. Generally, the percentage is somewhere between 10 and 20%, but this also depends on what type of advertising they’re putting together.
For search engine marketing, the figure above is the industry standard. However, some agencies charge as high as 25%, especially when you start getting into other forms of advertising such as native and social media efforts.
How Are SEO and Search Engine PPC Marketing Related?
Technically these two forms of marketing are completely different but have similar mechanisms at their core. In both cases, you’re targeting keywords based on a certain price and measurement of usage.
With PPC search engine campaigns, you’re basing your cost on the pay-per-click model. Essentially, your cost is determined by each user that clicks on your ad. This can be as low as a couple of cents to as high as several dollars. The more sought-after the keyword is, the higher the cost-per-click will be. Normally the more sought-after keywords have much higher competition, leading to exponentially higher prices.
In terms of SEO when we talk about click value, it’s still cost per click, but you’re on the other side of the fence. You’re measuring keywords based on what ad companies pay per 1,000 clicks. Let’s say a keyword has a CPC of $3.45. This means that most ad companies pay $3.45 for every 1,000 times a searcher uses this keyword and a company’s ad is displayed based on your page ranking for these keywords.
Is SEO Cheaper than PPC for Addiction Treatment Marketing?
With cost-per-click in SEO, it’s all about how much revenue you can generate for your website with keywords. With PPC marketing, it’s about how much you pay to become visible when these terms are searched for.
Where the two overlap in the competitive nature and alternative strategies used. For example, certain keywords in SEO may have a CPC upwards of $10. This is excellent on the surface until you discover that websites with authority rankings of 80 or better are dominating the SERPS for these keywords.
Ranking in the top three for these keywords is seemingly impossible, let alone ranking number one. The same holds true for broad, general keywords when you’re running search engine ad campaigns. You might see a keyword that generates millions of searches each month. Initially, this looks like the best keyword to target.
Upon further inspection, however, you realize that for each click you’re going to pay about $8. In some cases, this is acceptable – especially considering you’re offering a high-priced service in the case of substance abuse treatment. However, this model isn’t sustainable, as some keywords are so broad that they are no longer efficient for use because they’re not targeted enough.
Can PPC Complement SEO Services for Rehab Marketing?
This is where the two forms of search engine marketing overlap: It pays to use low-hanging fruit or longtail keywords in both instances. Sometimes broader isn’t better, and using more hyper-focused, alternative versions of keywords makes more sense. For example, instead of choosing “drug rehab,” maybe the better idea would be to use “drug rehabs in New York for opioid addiction.”
It’s a given that you’re going to find a much lower number of people searching for the latter. However, what you’ll also find, is that the people searching for these longer-tail keywords have far higher percentages of turning into conversions because they have what’s known as high intent.
These users are focused on something specific, and often times they are already past the decision-making phase and ready to spend money. At this point in the rehab marketing funnel, all they need is a little more information about your facility in particular, and you can easily turn them into a client.