Promoting Your Facility with Effective Online Advertising
In 2023, pay-per-click (PPC) advertising remains an effective method for addiction treatment clinics to reach new clients. When executed properly, a pay-per-click advertising strategy can and will boost admissions at your addiction treatment center.
However, the difficulty of paid search advertising for addiction treatment centers (also known as alcohol and drug rehab PPC) is not just in deploying your campaign but rather in assembling the many moving parts that lead to higher conversion rates among highly qualified leads. Your addiction treatment center is probably only accepting limited forms of insurance or cash pay, which can hurt your target demographic.
Luckily, we’ll show you how to optimize your paid search efforts for addiction treatment and help you stop wasting money on paid advertising to the wrong markets.
In our updated 2023 addiction treatment PPC advertising guide, we’ll show you all the crucial parts you need to gain more customers and save more lives!
What Is PPC Advertising for Addiction Treatment?
Marketing using paid advertising (aka; “PPC Ads”) is precisely what it sounds like. In a paid advertising campaign, you place a bid to have your PPC ads displayed to users who use search engines to obtain search results about a certain keyword or combination of keywords.
As the name implies, you will only be paid when a user engages with your ad. There are a lot of components that go into making a good addiction treatment PPC advertising campaign, but we feel these are the most important:
Targeted Website or Landing Pages
Sending traffic from drug rehab PPC ads to your treatment center homepage is insufficient. You need a high-converting landing page that motivates the individual seeking addiction treatment help to call out in the first place.
AdWords headlines are the first thing a searcher will see, so it’s important to craft them carefully. It’s crucial to not just entice them into clicking but build an initial trust value. You should look at potential treatment center bidding terms and see what advertisements come up first. Test different sets of keywords by searching manually before you create a PPC ad. Find out what results are visible when people search for “addiction treatment” or “alcohol addiction treatment.”
Specific Keywords for Paid Search Success
You may believe keywords like “rehab” “rehab centers” and even ‘drug rehab centers’ may be decent keywords, and if you bid on them, you may end up receiving potential results. That said, they are expensive terms for PPC campaigns that are not focused enough and will substantially raise your cost per click. Refine your emphasis to unique, high-intent phrases that are looked for less frequently.
It’s possible that you haven’t given much attention to how your website’s speed affects your ad campaigns’ success. Addiction treatment PPC campaigns and drug rehab SEO rankings are both impacted by how quickly a page loads.
Effective Drug Rehab PPC Campaigns
We presume you could use additional clients coming into your facility continuously monthly, right? And that’s precisely what a well-executed Google AdWords campaign for your addiction treatment centers can achieve for you. Imagine not having to worry about word of mouth and the unreliability of admissions and referrals coming in. You may rest easy knowing that you have more control over who is discovering your facility, thanks to your effective drug rehab PPC campaign planning.
The cost per click can be reduced by concentrating on strategic phrases that suggest the addict or family member in need of treatment is covered by an insurance policy accepted by your facility. For example: “Molina addiction treatment centers in _______” can be a great keyword phrase to bid on. Keeping your search results up and helping more people is a priority that you can address.
Addiction Treatment Centers Require LegitScript Certification
Legit Script certification is required if you plan to advertise on Google, Bing, Facebook, YouTube, or other search engines. This is an outside firm working in tandem with Google and has a stringent procedure for assessing potential qualifying treatment centers.
While it takes time to complete and can come with a significant price tag, depending on how many licensed facilities you have, if you do not have it, you cannot advertise on the aforementioned sites.
The experts at Ads Up Marketing have helped dozens of clients get their LegitScript certification and overcome any obstacles encountered. If your facility is serious about promoting services as effectively and economically as possible, getting a full audit from Ads Up can let you know the right route for your budget.
Reach out now for a complimentary audit that will give you a ton of insight into whether our alcohol and drug rehab PPC campaigns are right for you, and the best approaches you can take to make each dollar count!
Improving Your PPC Digital Marketing Results
There are a few main things that you need to pay attention to in order to have a genuinely successful PPC campaign for your addiction treatment centers. All of these factors contribute to a higher “quality score,” which improves the overall performance of your advertising and may even get you preferential treatment in terms of where your ads appear. According to Google, the following are the most important aspects of establishing your quality score:
- Bounce Rates. What happens on your landing page once a user clicks on your ad copy? If people stay on the site and interact with it, Google considers it a positive experience. If a visitor lands on your website but doesn’t stick around for any length of time, they have a negative experience.
- The CTR of your advertisement is the percentage of individuals who saw it and went on to click it. Your ad’s performance will improve as your CTR increases.
- Ad Relevance. The degree to which the ad’s wording matches that of the keywords for which you are competing. Use those phrases in the headline, the description, and the landing page itself.
While the quality score is important, it is more important to use language that clients are actually searching for when they are looking for a treatment option. Based on our own experience and trial and error, here are a few tips for improving your treatment center’s pay-per-click performance.
- Ensure your landing page is complete with positive feedback by including testimonials.
- Integrate a real-time chat feature onto your homepage.
- Focus primarily on keywords that suggest quality leads
- Incorporate videos into your ad landing pages.
- Try out different headlines and dynamic search advertisements to see what works best (Google will show the highest-performing ones)
- Maintain a proactive method of following up (not everyone converts into a client on the first contact)
- Call tracking metrics can be used in conjunction with a trackable phone number to record calls for later review.
- In the long run, it’s beneficial to compile a list of words to avoid.
- Give it time.
To get the most out of your advertising budget, we suggest doing daily or weekly tests and meticulously monitoring your campaigns. Your advertising performance and cost per admission will improve with time if you zero in on what works and ditch what doesn’t.
How Much Should Drug Rehabs Invest in Pay-Per-Click Ads?
Your ability to invest in pay-per-click marketing will significantly affect the results you see. The amount that major insurance plans pay for addiction treatment is significant, creating a highly competitive marketing environment.
It is suggested that you budget a minimum of $10,000 each month; however, this number should increase with the level of care offered. Google PPC advertising typically has a cost per admission between $6,000 and $10,000 or more, depending on the type of insurance and region being targeted. There are no guarantees in advertising, but you may reduce your average cost per admission by growing your campaigns in the appropriate ways.
The Top Media Outlets for Ads to Promote Your Rehab
Even while Google search advertisements have constantly shown to be the most effective in terms of bringing in new clients, there are other paid advertising platforms that might be even more beneficial.
Even though many clients use Google, there are still plenty of untapped channels where you may find your target demographic. This might offer you an edge over the competition if you can afford it. Please consider the following list of alternative channels to promote your rehabilitation center:
- Ads on YouTube
- Bing
- Facebook (Video and Image-Based)
- Podcasts
- Tik Tok: Even though it targets a younger demographic, TikTok’s 1 billion monthly active users represent an enormous, largely untapped market.
Using Drug Rehab PPC vs SEO
If you’re looking to advertise your addiction treatment centers, many are unsure about whether PPC or organic SEO is the best method. Consider the following information.
Using pay-per-click (PPC) ads vs. an efficient SEO approach depends heavily on how fast you need to start receiving phone calls. If your pay-per-click advertising is optimized for conversion, you may expect to start receiving phone calls within a matter of hours. PPC campaigns need a larger initial investment and are immediately disabled once payment has been stopped.
If you implement an organic SEO approach properly, it will keep producing results indefinitely. If you own a treatment facility, think of SEO as a full-time staff who works around the clock to bring in new patients. The main drawback is the length of time it takes to rise in Google’s search results, especially in a crowded field like addiction treatment.
Using Paid Advertising to Complement Organic Search
It’s best if you use a two-part approach for your addiction treatment marketing campaigns. The best way to begin is by utilizing your efforts on PPC marketing. This gives you the opportunity to analyze how much will be spent from your budget from the beginning since PPC is the most expensive. However, this will also allow you to pick up immediate results.
Your addiction treatment centers will be instantly visible and receive immediate attention from prospective clients. Over time, you can begin to scale down your budget. This can happen over a period of a few months as word catches on and your SEO marketing begins to catch up.
As your organic results begin to manifest and you see blog posts and other pages from your website begin ranking, you can slowly scale back your PPC efforts. Slowly but surely decrease your budget until you’re at a minimal investment – assuming your SEO efforts are generating the results you need to remain profitable.
Just remember, it’s important to remain proactive in your SEO approach. Make sure you’re always generating fresh new content and targeting new keywords. Google ranking is dependent on how often you update your site, and brand-new, relevant, updated content is what takes precedence over anything else.
Get Drug Rehab PPC Services That Drive Results Now
If you need help optimizing your PPC campaign, Ads Up Marketing has years of experience in online marketing and advertising for the substance abuse industry. We can help with every facet of your campaign and ensure you’re sending out the appropriate message to the right audience.
Let us kick off your campaign to help make your organization visible immediately. We’ll compile data and optimize your PPC campaigns until you’re happy with the results, showing you how we do it the entire time.
Contact us today to find out what we have to offer and get a complimentary consultation that can help your facilities succeed next quarter and well beyond!