PPC Basics: Common Mistakes Care homes Should Avoid
If you’re working in the care home sector, you know how tough the competition can be. Attracting the right residents is crucial to keeping your business running smoothly. You’ve probably heard about pay-per-click (PPC) advertising and maybe even dabbled in it. It’s a powerful tool for reaching potential residents and their families right when they’re looking for you. But here’s the catch—you’ve got to do it right. Simply tossing a bit of money at some ads isn’t going to cut it. Let’s break down the most common PPC mistakes you should dodge.
Effective Care homes PPC involves more than just setting up a Google Ads account and bidding on a few keywords. It requires thought, patience, and a strategy tailored specifically to your goals. Sounds a bit more involved, right? But don’t worry, tackling these common pitfalls can make your campaigns far more effective and ensure you’re making the most of your investment.
Ignoring Target Audience Needs
Yeah, it’s obvious, but it’s often the first mistake. You may have skipped past digging deep into what your target audience really needs. When crafting those PPC campaigns, ask yourself: Who are you trying to reach? It’s not just about the residents but their family members too. They’re the ones often making enquiries or comparing services. Tailor your ad copy to address concerns common to your future residents and their families. It’s about them, not you.
Skipping Negative Keywords
Remember to take advantage of those negative keywords. They filter out search terms that might lead to irrelevant clicks. Imagine paying for clicks on “care homes for sale” when you’re offering long-term living services. Negative keywords save you budget and ensure only relevant clicks come your way. It cuts down wasted spend and keeps your campaign focused. Now, isn’t that better?
Improper Keyword Match Types
Care home PPC can get messy with keyword match types if you’re not careful. Broad match sounds great until you realise it attracts irrelevant traffic. Instead, try using phrase match or exact match, which are likely to give you more control over where your ads appear. Google Ads allows for plenty of experimentation, so don’t feel stuck with one match type. Find the mix that keeps your leads relevant.
Overlooking Mobile Experience
It’s 2024, folks! Most people are browsing on their phones while on the go, including when searching for care home services. If your PPC ads lead users to a site that isn’t mobile-friendly, they’ll leave faster than you can say “bounce rate.” Ensure your landing pages load quickly and look slick on any device. No one’s hanging around if they can’t navigate easily or find what they need in a few taps.
Failing to Test and Optimize
A huge mistake often made is setting up a PPC campaign and then letting it run without supervision. You need to test out several versions of your ads and landing pages. It’s old news that A/B testing can boost results, but it’s surprising how many skip this. Use your data wisely. Noticing low engagement? Maybe the headline needs tweaking. High clicks but no conversions? Check that landing page, it might lose visitors. The key is to keep testing and modifying.
Not Setting a Clear Budget
Running PPC campaigns without a clear budget is like shopping without any idea of what you’re spending. Set a limit and adjust your bids based on performance. This way, you won’t exhaust your marketing budget on clicks that don’t bring value. Over time, reviewing your budget can help spot trends and make smarter investments.
Using Generic Ad Copy
It’s easy to spot generic ad copy that doesn’t resonate with people looking for care home options. Your ad copy should speak directly to your audience with precise language. Talk about what makes your care home unique and why it suits prospective residents and their families better than the alternatives. Highlight services, community values, and inviting features that set you apart.
Conclusion
Avoiding these PPC pitfalls can make all the difference in attracting the right residents to your care home. It’s not just about being out there with PPC; it’s about being out there smartly and effectively. Remember, each improvement brings you closer to those ideal enquirers, making managing those campaigns worth every penny. If you’re looking to refine your PPC strategy further, our PPC management for Care homes team is here to help. Together, we can turn those clicks into meaningful connections.
