In the world of advertising and marketing, there's one thing I often tell my clients: It's not brain surgery. I'm not saving any lives but I do try to respect my client's budgets. It may look difficult to some, but at the end of the day, your business (especially if you're a health practitioner) is probably way more difficult than mine!
That said - online ads aren't easy for everyone. Below is a common mistake in advertising and advice for folks who've tried it or are considering trying online ads.
That said - online ads aren't easy for everyone. Below is a common mistake in advertising and advice for folks who've tried it or are considering trying online ads.
Targeting
In my 20 years in advertising, the most common mistake I've seen is NOT targeting enough. Now that we have the internet where most ads are free until someone clicks on them, there's NO reason for this. You can set up & run online ads targeting a very specific audience. If it doesn't work, it didn't cost you a thing. You can always broaden your locations, keywords, etc. but you can't take back a campaign that was too broad and reached too many folks not interested in what you're offering.
Note: Luckily, everyone gets to choose to opt-into advertising demographics information. Not everyone allows Google to target them with their data. That's why it's good to know your clients and the sites/social media outlets they use.
In my 20 years in advertising, the most common mistake I've seen is NOT targeting enough. Now that we have the internet where most ads are free until someone clicks on them, there's NO reason for this. You can set up & run online ads targeting a very specific audience. If it doesn't work, it didn't cost you a thing. You can always broaden your locations, keywords, etc. but you can't take back a campaign that was too broad and reached too many folks not interested in what you're offering.
Note: Luckily, everyone gets to choose to opt-into advertising demographics information. Not everyone allows Google to target them with their data. That's why it's good to know your clients and the sites/social media outlets they use.
Online Advertising Tips
1. Geographic:
Know where 80% of your patients/clients are located and spend your money there.
Trying to expand? Set up a different campaign for that as it has different objectives.
2. Age & Gender:
If most of your callers or clients are female, why spend money advertising to men? Same goes for age groups - you can eliminate certain age groups from your ad campaigns.
3. Where To Advertise?
Google Adwords is, by far, the way to go in most cases but it can get technical and difficult for non-ad peeps. That's probably why Facebook is doing such a great job - it's easier for regular folks. The downside is they can charge more per click (not always) and using their easy "boost" tool limits your targeting options.
And of course, Lamb Consulting can help with all of your online advertising needs for your small business or healthcare practice. Get a complimentary quote or set up a call now.
1. Geographic:
Know where 80% of your patients/clients are located and spend your money there.
Trying to expand? Set up a different campaign for that as it has different objectives.
2. Age & Gender:
If most of your callers or clients are female, why spend money advertising to men? Same goes for age groups - you can eliminate certain age groups from your ad campaigns.
3. Where To Advertise?
Google Adwords is, by far, the way to go in most cases but it can get technical and difficult for non-ad peeps. That's probably why Facebook is doing such a great job - it's easier for regular folks. The downside is they can charge more per click (not always) and using their easy "boost" tool limits your targeting options.
And of course, Lamb Consulting can help with all of your online advertising needs for your small business or healthcare practice. Get a complimentary quote or set up a call now.
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