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    Five Ways Google AdWords Can Give Your Optometry Practice a Boost

    Capturing leads online takes practice. Here are five tips to bolster your online presence with a well thought out campaign.

    Sponsored by: Logical Position

    Potential patients are firing up their computers and turning to their smartphones as they embark on researching their healthcare decisions, and that includes which eyecare providers they seek out.

    A prospective patient might interview you or ask for recommendations, but it’s likely that he will visit the Internet powers-that-be at some point in this process. You should put your best foot forward online.

    This phenomenon of patients searching the Internet for healthcare information stresses the importance of having a cohesive and coherent online presence. While this is typically thought of as an artistic and poetically-written website, online advertising is taking the reins on how influence is created within consumer groups.

    You can rack up an expensive bill in making a beautiful website, but it will not mean anything if Internet searchers cannot find you.

    Thankfully, with the invention of Google AdWords, advertisers have more control over who sees their online ad and when they see it. The tool from Google allows you to select your desired audience and choose which search terms your ad will appear next to in the Google search results. The best part, it is a pay-per-click model, so you only have to pay when the internet searcher actually clicks on your ad.

    Here are five tips on how optometrists can run successful local Google AdWords campaigns to generate appointment leads:

    1. Customize your search terms

    What specific services does your practice offer? What search terms do you think people would use to find a new eye doctor?

    Consider these questions when selecting which keywords to align with your advertising campaign and be as general or specific in your terms as you’d like.

    Don’t want to guess? The Google AdWords Keyword Tool can give you the exact keywords searchers use.

    Georgia Eye Associates, an optometry-ophthalmology provider we work with, examined its general services to identify keywords such as “Atlanta eye doctor.” Then the group combined the campaign with more specific keywords such as “cataract surgery.” The term “cataract” is more expensive than “surgeons,” but the more generalized terms can balance out the cost.

    This campaign’s impressive results reminded us it is possible to cast a wide net and still convert quality leads — the trick is being thoughtful about your search terms.

    2. Take advantage of your location

    Especially in an industry like optometry where it’s important to be physically accessible to customers and patients, making your contact information clear is a must.

    Furthermore, because AdWords allows you to incorporate specific location targets into campaigns, many advertisers will hone in on a radius around their locations (you can literally show your ads only to people within a specific distance of your practice). Location is a simple piece of information but can be utilized to garner great results — it can be used as a selling point for clients and to target ads more specifically.

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