In 2019, companies across the globe spent $106.5 billion on pay-per-click (PPC) advertising.1 By 2022, experts believe global PPC ad spend will reach $137 billion.2 These numbers say a lot, and perhaps the most glaring message is that businesses and organizations at every level are using PPC. But why? And what does that have to do with senior care PPC?
Internet advertising has come a long way from the pop-up ads of the ‘90s and early 2000s. Modern online advertising, of which PPC has the largest market share, is an accepted, effective way to drive more traffic to your senior care website and find new residents. A robust PPC campaign can increase brand awareness by as much as 80%.3
Why You Need a Senior Care PPC Strategy
Most seniors are online, and when they’re on their computers and smartphones, 82% use search engines.4 Every time they perform a search, they’re exposed to PPC ads. Is a promotion for your senior living community something they see? Or are they only getting ads from the competition?
Here are five reasons you should initiate a PPC campaign to connect with more seniors.
1. Pay-Per-Click Works
PPC is one of the most powerful marketing strategies available today. When compared to organic search, PPC leads are twice as likely to convert. But this statistic doesn’t mean you should abandon your SEO efforts. The best marketing strategies employ a multi-pronged approach with diverse tactics, including SEO, PPC, and other proven methods.
The click-through rate (CTR) of paid Google ads in first place on the search engine results page (SERP) is 7.11%. Even though that comes out to roughly 7 out of 100 people, the rate is twice that of PPC ads appearing in second place on the SERP. The average CTR of a PPC ad on Google is 3.75%.5
You may also be surprised to learn that 63% of users—well over half—say they’d click on a PPC ad in Google. Text ads are the most appealing as 49% of users are most likely to click on a text ad.
2. Advanced Targeting for Senior Living Communities
High CTR and conversion are great, but do those statistics apply to the unique demographic you’re targeting for your senior living community? Absolutely. PPC gives you an unprecedented amount of control over who’s being exposed to your ads.
Most forms of advertising are limited by exposure. For example, billboards are only seen by those that drive by. Newspaper ads need to be read. Radio ads have to be heard to be effective. But with so many seniors using the internet today, the possibilities of targeting a senior care PPC campaign are limitless.
You can set parameters for the age, location, and interests of the users you want to see your ad. You’ll not only find more people in need of a quality senior care community, you’ll also see a higher return on investment from your ad spend.
3. Cost-effectiveness of PPC
PPC advertising offers a relatively low-cost with high returns. With a solid strategy, your senior living community can around $2 for every $1 spent on Google ads. This is an excellent result for any marketing effort!
You can also look at PPC advertising in terms of the cost-per-click (CPC). This rate varies based on the PPC medium. Overall, the CPC for a Google ad is about $2.69.
On the other hand, the CPC of a Facebook ad is about $1.86, making Facebook a more affordable option. Don’t forget, Facebook is the most popular social network among seniors, with nearly half of Americans over 65 using the platform.6
4. Versatility
Although Google is by far the most popular PPC advertising platform, you can employ this marketing tactic on your social feeds, as well.
We’ve already established the minimal CPC of Facebook ads, but you should also look at Facebook’s average CTR of 1.11%. This is admittedly low, but when you consider Facebook’s CTR and CPC, the affordability of Facebook advertising shines through. You set how much you want to spend and your ads will appear accordingly.
Social networks like Facebook broker billions of dollars in PPC revenue annually. Why? Because it works! Twenty-six percent of clicks on Facebook ads result in a purchase.
5. Fast Results
One of the most significant benefits of PPC advertising campaigns is how quickly PPC can transform your business. Unlike SEO strategies or other marketing solutions that take months to plan, execute, and enjoy, PPC can be deployed in a few minutes. Once initiated, your new resident leads will start pouring in.
Executing Your Own Senior Care PPC Campaign
But fast doesn’t mean easy. Setting up a senior care PPC campaign takes sophisticated keyword knowledge, accurate targeting, and well-written copy to ensure success. As a busy senior living professional, you probably don’t have the time to create effective PPC ads.
Dreamscape Marketing knows PPC and understands the unique needs of your senior living community. Schedule a strategy session with us by calling 888.307.7304.
For a list of references, please contact us.
Editor’s Note: This article was originally published in October 2021 and has been updated for accuracy and comprehensiveness.