3rd Commandment of Internet Marketing for Urgent Care, “Thou Shalt Pay Tribute To Ads For The Blessing Of Website Traffic”! – SEM (Search Engine Marketing)
This is the third of a 10 blog series. To get the most out of this series it best to read them from the beginning as they build on each other. Click Here to view all of the blogs in this series. These are the top areas Urgent Care clinics struggle with when it comes to Internet Marketing. It can be a tricky task, but these 10 commandments will help.
The key is to understand that online ads are a vital part of a successful internet marketing strategy. That also means knowing how to manage it in proper proportion of the overall budget. Since on average only 14% of people trust ads its important to scale the plan accordingly. Some target markets have a higher success ratio than others. Urgent Care is above that 14% average due to the fact that when most people are looking for Urgent Care services, time is of the essence and the person searching won’t spend quite as much time researching. They want a fast and relevant solution and an ad may be what does the trick. SEM is more than just ads on a search page though. Here are a few ways ads reach a target audience on the internet:
1. Search Ads – This is the most common and referenced when the term SEM or PPC is mentioned. When results show on a search page ads can be placed in favorable positions on those pages. Tops sites for this are Google, Yahoo, and Bing, but they are also distributed now in email, content landing pages and other sites in those search engines’ extended networks. The ad will show up based on a number of possible factors such as: keyword, content topic, email content, visited sites and more.
2. Social Networking Sites – Sites like Facebook, Twitter and LinkedIn all have valuable data about their users. This data is gold to advertisers. It helps them pinpoint some startling specifics. This can be narrowed by everything on a users profile, friends, activities, posts and more.
3. Re-targeting and Niche Site Ads – SEM can get quite complex. With the ability to track endless amounts of data from internet users there are some creepy ways to put relevant ads in front of an audience. With re-targeting ads can be placed on network sites that have data about a persons visit to their website or network site. This is why an ad will be on a separate site for a site recently visited. They are putting up moving billboards that follow their target market. Another place to have banner ads is on sites that offer ad space directly. Some examples are local radio and news websites.
SEM is an area that can suck a marketing budget quick with little to zero results if not done correctly. After the budget is spent nothing remains. It is highly recommended to use a professional for SEM. It’s also wise to have other internet marketing strategies in place along side the SEM plan. Internet marketing success is not a silver bullet. It’s a correlation of all the possible avenues working together towards the big picture.
If this is an area that has not been explored for your Urgent Care Clinic or has been explored without success we would like to invite you to take advantage of our free consultation. We can take a look at the opportunities that exist and develop a plan to make the most of them. Click Here to request your free consultation.