I get this question almost every day.
So listen up, because this applies to you and it’s killing your new patient flow.
In this episode of ask Tristan, James asks me
“Tristan – my analytics says that I’m getting heaps of traffic from my online pay per click campaign, but I’m just not getting enough new patients. I know that you specialise in this area – Is there anything else I can do to make my Ad Words pull new patients?”
Ok. So here we go.
Here is what James is really saying. Let me break this down.
What he’s saying is that he’s getting clicks on his online pay per click campaign online through google (which is good), it’s a good thing that he’s getting clicks, but the problem is that he’s not getting as many new patients as he wants.
So, first of all James, you’re getting clicks, so that’s good.
Problem is, getting a click and generating traffic is only part of what an online campaign is supposed to do, and if it only does this part, then chances are that you won’t get many new patients from the campaign, you need to look at it completely differently.
James had been focussed on the amount of clicks he’s been getting, but James, I would recommend that you pay close attention to these two things also. Pay attention to what your ad position is, and also what your quality score is as judged by google. Both of these are inter related.
Your quality score affects where your ad is positioned on average, and that will in turn affect the cost that you spend per click and as a result, how much traffic you can generate. They are all inter related. So we want to get you the best positioning and quality score so that we can generate even more traffic for the same cost.
Now, the big thing here James is that there are many different layers to an Adwords campaign, and if you don’t have a strategy for each layer, it all falls apart. Think about it like a pipeline.
If there’s a leak in a pipeline and you just pump more water down it, then water is going to spill out through the leaks and make the leak even bigger. And that’s what’s going on here. There is a leak along James’ new patient pipeline, and pumping more traffic down a leaky pipeline is not the solution.
The most likely area where you are going off track and can make some changes to improve your results is to correct a few areas.
The first one is the landing page. Your google paid traffic is being driven to your website and most likely it’s going to your home page which will kill your campaign. You need to drive that traffic to an internal landing page within your website that is specific to your ad.
The second thing to fix the leak and convert way more traffic into paying patients is to add a lead magnet.
A bait piece that gets your visitor to take the next step with you and give you their contact details so you can convert them into a patient.
And the third most obvious thing to look at is that you need to apply re-targeting of your ads. The most effective way to do this is to re-target your AdWords traffic with your Facebook ads.
That way your audience are seeing your ads more which increases the chances of them choosing you, plus they are seeing you on all types of media and this builds a lot more brand authority.
So that’s my answer for you James.
Assess your funnel – your new patient pipeline. Look at your landing page, build a more compelling lead magnet and install a re-targeting campaign once the funnel is water tight and really profitable so that you can really accelerate your new patient flow.
Here’s the thing, if you’re not sure how to do that, click on the link and book an Online New Patient Generation Evaluator.
Click here
I’ll personally check out your campaign and let you know what’s not working and needs to be removed, what needs to be changed and how, and I’ll give you a road map to follow so that you can smash it online.
Click on the link below and I’ll turbo charge your campaign for you.
That’s this week’s episode of #ASKTRISTAN – I’ll see you guys soon.