Artificial intelligence (AI) is changing just about everything in the business world. From how consumers buy lattes to how brands purchase advertising, tactics are evolving as technology grows. And the catch is, these changes are exponential, picking up velocity with every innovation. Keeping your senior living community’s marketing strategy up to date can be a daunting challenge. 

But keep up you must. As a senior living marketer, you know just how much the game has changed in recent years. Today, if you want to connect with the most prospective residents, you have to take advantage of AI marketing tools.

One marketing strategy impacted by AI, perhaps more than any other, is PPC (pay-per-click) advertising. AI first became a PPC factor with smart buying. Now, AI impacts nearly every aspect of PPC ads—including the creative portions.

How AI Can Improve Your Next Senior Living PPC Campaign

PPC is a must-have component in a senior living digital marketing strategy. Paid ad campaigns have the potential to generate up to 200% ROI while increasing brand awareness and boosting conversions.¹ And with the expanding role of AI in PPC, the scope of what this marketing technology can do to help you promote your community is growing just as quickly.

Here are four ways you can use AI to optimize your PPC campaigns and get the best ROI for your digital marketing dollars.

1. Enhanced Ad Creative

There’s quite a bit of discourse these days around AI and the role it should play in creative and content creation. Questions and challenges should always be part of the conversation when an emerging technology moves from theoretical to experimental, to novel, to part of daily public consumption

But using AI as a starting point to create new paid ads is actually a great application of the technology. Google Ads gives you access to AI tools that let you quickly generate relevant keywords, headlines, descriptions, images, and other assets. You can choose which, if any, of these components you use in your final copy.

For a more hands-off approach, use Google’s Performance Max tools to create a high-quality ad from an URL alone. Just remember, when AI creates your ads, always review the copy before using it in your PPC campaign. AI won’t ever be perfect, and humans still need to be involved!

2. Streamline Ad Buys

There are several moving parts of successful PPC campaigns. Of course, you need to start by knowing your audience. Understanding your leads’ content preferences and pain points is pivotal to designing high-performing PPC campaigns. Your senior living community’s goals, budget, and campaign scope must be considered, too.

There’s quite a bit of trial and error involved in getting an advertising campaign just right. The ability to tweak and pivot your PPC ads quickly is essential. AI-integrated PPC can streamline the ad buying process, taking much of the legwork out of creating a successful marketing strategy. This technology helps you get your buys right the first time, minimizing the need to make changes after the campaign kicks off.

3. Stay Within Your Budget

PPC is a proven method for generating more leads and boosting conversions. But there can be challenges because paid advertising on Google functions like an auction. As competition for your target keywords increases, your costs per click and other associated PPC costs will also increase. 

Because of this, your PPC spending can quickly spin out of control. Usually, the more you spend, the more leads you’ll earn. This is why three out of five marketers increased their PPC spend last year.² So as the cost per click and cost per lead for your chosen keywords increase over time (especially if you’re going after high-converting, competitive search terms), putting systems in place to keep your spending in bounds is necessary.

Smart buying allows you to set bids and budgets so you never pay more than you want for a lead. And, you can now use AI to adjust PPC bids autonomously, preventing ad bids from being placed too low or too high. Your ROI is optimized without your constant involvement!

4. Identify Poor-Performing Ads

You don’t have time or money to waste on ads that aren’t delivering results. And your budget isn’t unlimited. So the only ads worth keeping around are the ones providing the most robust results. Fortunately, you can use AI to set performance parameters so you only bid on the most successful ads.

AI also helps you flag ads with low click-through rates—those that are negatively impacting your quality score. Quality score is significant because the higher your score, the less you’ll pay per conversion.

Ready to use AI to take your senior living PPC to the next level? Dreamscape Marketing can help you learn more about incorporating AI into your paid advertising to improve ROI and support your business goals. Call us at 888.307.7304 to schedule a discovery call with our senior living digital marketing strategists.

 

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