Chiropractor PPC Agency

What is Paid Ads Management for Chiropractic Companies?

PPC management for chiropractors refers to creating and optimizing PPC advertising campaigns. Despite that simple explanation, let's explore it further.

To provide premium paid ads management, a paid advertising firm for chiropractors often starts by getting to know you. This information helps determine the next steps, since the way you'd approach PPC advertising for a local chiropractic company is much different from how you'd handle it for nationwide chiropractor ecommerce site.

For example, local chiropractic companies are often only interested in contact form submissions or phone calls. Through paid ads, traffic can be driven to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, we recommend you start with Google Local Service Ads or Facebook Lead Forms.

In contrast, ecommerce-focused chiropractic companies are most likely to be interested in online sales. This can be accomplished through paid advertising that gets traffic to an optimized product page or category page. You might even want to include Google Shopping Campaigns in some cases. We've even utilized sales funnels to help sell products, subscriptions, and services.

The next step in chiropractor PPC management is understanding the metrics that will be used to optimize and scale. For some chiropractic companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

To be successful with paid ads, your chiropractic company should utilize multiple advertising tactics and marketing tools. For example, the best chiropractic company paid advertising services will include tactics to:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
• Make your chiropractic company more profitable by acquiring qualified leads or selling online.
• Better understand ad attribution through the integration of third-party attribution software.
• Provide social proof with case studies, white papers, video testimonials, etc.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test the effectiveness of different ad creatives across different media and ad placements.

Tips for Managing PPC for Chiropractors

With in-depth knowledge of the latest paid ads trends for chiropractic companies and other industries, we are a team of paid advertising specialists.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of paid advertising, you'll find keyword research for chiropractors mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only show up based on what your chiropractic company targets on Google or Bing.

If you are looking for a chiropractic company in your city, you might search "nearby chiropractor" on Google. Knowing to target that exact phrase wouldn't require in-depth keyword research.

However, what if the exact match keyword isn't generating enough search volume and the chiropractic company needs to expand their advertising reach? The solution would require keyword research.

After discussing options, the next step might involve the PPC advertising manager talking with the chiropractic company about what products / services they want to target more often and where. It might also require some broadening of the keyword targeting.

For instance, the paid ads manager might discover high search volume for "nearby chiropractic companies" or even "chiropractor services." The first phrase is targeting a type of business or organization in the area. In the second phrase, a service is being targeted, which might result in a more lucrative conversion opportunity.

You can also benefit from keyword research when building out negative keyword lists. Negative keywords are used to stop your paid ads from showing in search queries that you know won't bring in patients.

For example, someone searching for "free services from chiropractic companies" or "how to advertise to chiropractors" isn't likely to convert with your chiropractic company. They might see your PPC advertising if you use broad keyword targeting without any negative keywords like "free" or "advertise".

As you can see, no matter how obvious your keyword research needs might be at the start of building out your campaign, they become more complicated as you begin to scale your ads and reduce wasted ad spend.

2.) Audience Research Tips

When you hear audience research talked about for chiropractic company paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.

Let's go over a little history on audience research and targeting within the Facebook Ads platform.

In years past, chiropractor-focused paid advertising managers relied heavily on building out their own custom audiences within Facebook. As a matter of fact, one of the most appealing features of Facebook Ads was its ability to collect data on users, which advertisers flocked to take advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most advertising agencies for chiropractors. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

Though there will still be plenty of chiropractic company paid advertising firms using custom audiences, the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

Interested in another take on audience targeting? Social Media Examiner's blog article does a good job of explaining recent changes.

This isn't to say audience research and targeting is going away. There will always be targeting options that can be manipulated within chiropractor ad campaigns to squeeze a little extra performance.

3.) Tips for Optimizing Landing Pages

It is important to focus on a high quality landing page when running paid advertisements for chiropractors.

When we take on the management of a PPC advertising campaign for chiropractors, we start by looking over the landing pages to see if they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Is the content written in a compelling manner?
• Do I have immediate access to a lead form?
• Are the call to actions easily noticeable?
• How quickly does the page load?
• Is there social proof?
• Am I able to load the page on a mobile device?

Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.

Until you have a landing page that follows best practices, don't spend money on paid advertising. Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.

4.) Revenue Funnel Tips

You might consider building out one or more sales funnels instead of a landing page. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

We have a client who promotes an online fitness challenge that you can even participate in from your local area. While managing their online marketing we built multiple sales funnels within Click Funnels. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
• We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

There are many different types of funnels, so your chiropractic company isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.

5.) CRO Tips

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
5. Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in PPC advertising you get one dollar in return.

For most chiropractic companies, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

To improve the situation, you hire a paid advertising agency to modify your campaign settings, ad creatives, and landing page experience.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.

6.) Ad Creation Tips

This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.

When you run Facebook Ads or Instagram Ads for chiropractors, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out great ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a good ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

Pricing for Chiropractic Company Paid Ads Management

The cost of our PPC management plans is calculated based on the monthly time allocation you request for your campaigns. Below is the starting cost for our PPC management services, but we are happy to have a conversation about adjusting the budget if your ad spend or service requirements exceed our initial estimate.

Types of Paid Ads for Chiropractic Companies

The options for running paid advertising for your chiropractic company are numerous. The following are some of the most common paid advertisements options for chiropractors.

1.) Local Business Ads

You can use nearly any advertising platform to run local ads for your chiropractic company. Depending on the nature of your local chiropractic company, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Let's talk about a few nearby advertising choices.

Google is going to offer two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. We often use Performance Max campaigns for professional services companies, such as accountants, lawyers, dentists, and physicians.

The second option from Google, if you are in a qualifying business industry, is to check out their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. Home service contractors, such as plumbers, electricians, roofers, and heating installers, frequently use Google Local Service Ads.

You can also use Facebook Ads to target people in your local area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions. We often rely on nearby Facebook Ads for all types of chiropractic companies.

2.) Social Media Advertising

Pretty much any online ad you see on a social network website is going to qualify as a social media ad.

It's important to keep the ad creatives fresh when running social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

The best part of social media advertising is you can target audiences that have never thought of your product or service, or perhaps just aren't thinking about it now. When running search advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your chiropractic company offers.

It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.

3.) Search Ads

If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.

There are some people out there who refer to this as chiropractor Search Engine Marketing, or SEM for short. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine above the SEO placements.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

4.) Display Ads

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.

Bing Ads and Google Ads both offer these.

To get started with display ads, you just need a set of ad creatives in different image sizes. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

There is a good chance that not everyone will convert during their first experience with your chiropractic company website, landing page, or sales funnel.

It is almost always recommended to set up retargeting ads to help bring people back to your website after they've had time to think through different options.

You can run retargeting ads on any ad platform, too.

6.) Shopping Ads

Google Shopping Campaigns popularized this type of search ad.

To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account for your chiropractic company.

By using these tools, you can provide Google Ads with accurate product data, including title, SKU, image, price, and availability. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

7.) Video Ads

You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.

If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

If you have the budget to support ad creatives in video format, look to implement them into your paid advertising campaigns.