Acupuncturist PPC Agency

What is Paid Ads Management for Acupuncture Clinics?

Acupuncturist PPC management consists of creating and optimizing paid advertisement campaigns for acupuncture clinics. That is an incredibly simple explanation though, so let's dive a little deeper.

To provide professional PPC management, a paid ads company for acupuncturists often starts by getting to know you. Since the way you approach paid advertising for a local acupuncture clinic is much different than how you would for a nationwide acupuncturist ecommerce brand, this information helps determine the next steps.

For example, local acupuncture clinics are often only interested in contact form submissions or phone calls. To accomplish this, paid advertising can drive traffic to a landing page or sales funnel that is optimized. 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.

Alternatively, ecommerce-minded acupuncture clinics tend to be interested in online sales. This can be accomplished through paid advertising that gets traffic to an optimized product page or category page. In some cases, it might even make sense to include Google Shopping Campaigns in your strategy. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale acupuncturist PPC campaigns, it's important to understand what metrics will be used. For some acupuncture clinics, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

Your acupuncture clinic should use a variety of advertising strategies and marketing tools to be successful with paid advertising. For example, the best acupuncture clinic paid advertising services will include tactics to:

• Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
• Increase conversions for your acupuncture clinic through qualified leads or online sales.
• Integrate third-party attribution tools to better understand ad attribution.
• Showcase social proof through case studies, white papers, video testimonials, and other factors.
• 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.

Types of Paid Ads for Acupuncture Clinics

For acupuncture clinics, there are many ways to run paid advertising. Let's discuss some of the most common PPC advertising being run for acupuncture clinics.

1.) Local Advertising

Local Area ads for your acupuncture clinic can be run through nearly any advertising platform. Depending on the nature of your local acupuncture clinic, you may find better success in one platform versus another. To find out which option works best for you, you should try all of the options available. Let's talk about a few localized advertising choices.

From Google, you'll have two options.

The first is to run traditional Google Ads, potentially using their newer campaign type of Performance Max. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. The Google Local Service Ads offers a pay-per-lead model, which means you get charged a flat fee for each lead the platform provides you. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in the area. This is a little more straightforward, since it just involves setting up a campaign that has ad sets with geographic restrictions. Local Facebook Ads are often used by acupuncture clinics of all types.

2.) Social Ads

Almost all online ads you see on social networks qualify as social ads.

The trick to social media ads is keeping the ad creatives fresh. 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.

One of the best things about social media advertising is that you can target audiences who aren't yet aware of your product or service. When running search engine advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your acupuncture clinic offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

3.) Search Ads

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

In some circles, this is referred to as acupuncture clinic Search Engine Marketing, or SEM. 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.

If you have been running search advertising on Google for a while and have been successful, consider copying your campaigns over to Bing 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

Many different message boards, chat rooms, game lounges, news websites (even nearby news stations), gossip sites, and more run display advertisements.

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

Not everyone is going to convert during their first experience with your acupuncture clinic website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

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

6.) Shopping Ads

This type of search ad was popularized by Google Shopping Campaigns.

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 acupuncture clinic.

With these tools, you can provide Google Ads with an accurate list of all your product data, including title, SKU, image, price, and availability. Using that information, they can determine what types of search queries to display your products at the top of search results.

7.) Video Ads

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

Using YouTube Ads is as basic as setting up a video ad campaign in Google Ads.

To run video ads in Facebook or Instagram, you'll need a working Facebook Ads account.

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!

You should consider incorporating video ads into your paid advertising campaigns if you have the budget to do so.

Tips for Managing PPC for Acupuncturists

Our team of paid advertising experts is knowledgeable in the latest PPC trends for acupuncturists and other industries.

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 PPC advertising, keyword research for acupuncturists largely relates to Google Ads and Bing Ads search campaigns. After all, search ads only show up based on what your acupuncture clinic targets on Google or Bing.

A search for "nearby acupuncturist" on a search engine, for example, might lead someone to a acupuncture clinic website in their area. Knowing to target that exact phrase wouldn't require in-depth keyword research.

What if, however, that exact match keyword wasn't producing enough search volume and the acupuncture clinic wanted to increase their traffic and conversions? The solution would require keyword research.

The next steps might involve the paid advertising manager discussing with the acupuncture clinic about what types of products / services they want to target more often and within what geographic areas. A broader keyword targeting plan than exact matches might also be necessary.

Suppose the PPC manager discovers that there is high traffic volume for "nearby acupuncture clinics" or even "acupuncturist services." The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.

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

For example, an individual searching for "free services from acupuncture clinics" or "when to advertise to acupuncturists" is unlikely to convert. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

You can see that as you scale your ads and reduce wasted ad spend, the needs for keyword research become more complex.

2.) Audience Research Tips

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

We'll review some audience research and targeting history within Facebook Ads.

In years past, acupuncturist-focused PPC advertising managers relied heavily on building out their own custom audiences within Facebook. After all, one of the most attractive features of the Facebook Ads platform was the data it collected on its users, which acupuncturists lined up to exploit.

The rise of data privacy and machine learning had a significant 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. The change negatively affected Facebook's ability to track user behavior. In fact, it even affected the accuracy of ad attribution reporting.

For most acupuncturist-focused advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. 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.

While there will still be plenty of acupuncture clinic paid advertising firms relying on custom audiences, the trend is moving toward broad targeting. Don't take our word for it though. If you've been involved in the creation of Facebook ads, you've probably noticed the removal of interest-based targeting options here and there. Maybe you've even seen changes to how "Advantage Detailed Targeting" is recommended during the setup process.

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 acupuncturist ad campaigns to squeeze a little extra performance.

3.) Tips for Optimizing Landing Pages

The quality of your landing page will be a big factor in the success of your acupuncture clinic PPC advertising campaigns.

Let's begin by examining the landing pages for your acupuncture clinic to make sure they follow best practices. Here are some of the factors we look for in this review:

• Do you have a headline that emphasizes benefits?
• Are there any images above the fold?
• Is the content written in a compelling manner?
• Do you have a lead form I can use right away?
• Can you easily identify the call to action?
• Does the page load quickly?
• Is there social proof?
• Can I load the page on a mobile device?

There are so many factors that come into the design and development of a quality landing page. Here is a great blog article about what makes a results-driven 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. For continuous improvement, run A/B testing every few months.

4.) Sales Funnel Tips

As an alternative to a landing page, you might want to consider building out one or more sales funnels. Our lead generation, email marketing, and even online purchases are heavily dependent upon sales funnels.

For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their digital marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:

• 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 acupuncture clinic 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.) Conversion Optimization 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 site.
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 acupuncture clinics, 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 firm 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 PPC 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 acupuncturists, 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 good looking 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.

Why Choose WebCitz to Manage Your PPC Tactics

We'd love to partner with your acupuncturists on PPC advertising! As a comprehensive paid ads management agency helping acupuncturists, we have multiple internal teams focused on search engine marketing, social media ads, sales funnel development, and ad creative testing. This is not true of all acupuncturist-focused PPC management agencies, since most only have a single person handling all the tasks. You might not get the results you want from acupuncture clinic paid ads agencies if you don't test campaign optimization and innovative ideas often enough.

There are many factors to consider when researching paid ads agencies for your acupuncture clinic. The paid ads plans and strategies we suggest for your acupuncture clinic are backed by more than 20 years of experience. These are often the same PPC plans we use for our own lead generation.

In addition, you should choose us as your PPC advertising company because you are confident we can help your acupuncture clinic grow. Here are a few reasons we suggest considering our PPC experts:

• We have been in business since 2004, which means we have more than 20 years of experience.
• Our PPC advertising help us rank for keywords we don't yet rank organically for.
• Our internal advertising team handles all acupuncturist-targeted internet marketing services, such as PPC management, sales funnel development, and ad creatives.
• If you call us during normal business hours, you will likely get an answer from one of our teammates within a few rings.

Let's discuss what our paid ads consultants can offer your acupuncture clinic! Acupuncturist-related small businesses often hire us for paid advertising management packages, but larger acupuncture clinics can also hire us to augment their marketing departments.

When it comes time for your acupuncture clinic to start the search for a PPC marketing company, we hope you keep our team in mind for the task. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

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