When was the last time you evaluated the effectiveness of your senior living PPC campaigns? If you haven’t recently, there’s no time like the present to get started!! The incredible economic changes of the last several years are hard to miss and have forced many marketers to change how they find leads.

The strategies you were using in 2019 or even 2020 just aren’t good enough for 2023. You’re facing a climate of inflation, a looming recession, and a “triple-demic” poised to impact older adults negatively. And, by the way, 40% of your target market lives on a fixed income.¹

For now, senior living occupancy stands at a respectable 82.8%.² But with so much economic and public health turmoil going into 2023, the tide will soon turn. When change happens, will your senior living PPC strategy be ready?

3 Tips for Getting Quick Leads from Your Senior Living PPC Campaigns

You know the basics of PPC, but to get the most out of this digital marketing tool, you need to step up your efforts. PPC is an excellent driver of quick leads, and with the right strategy, you can maximize the value to bring new residents to your community.

1. Tend to Your Landing Page

You already know how vital dedicated landing pages are for effective PPC ads. But do you take as much time to create a landing page as you do pages on the rest of your site? Probably not.

PPC landing pages are just as important as your website’s content pages. In fact, you could argue these pages are even more impactful! When users navigate to a landing page from a PPC ad, they’re already intrigued, enticed, and maybe even ready to take the next step in their journey. Carefully craft your landing pages to seal the deal.

Google places a high value on landing pages, too. The search giant now assesses Core Web Vitals on PPC landing pages to determine search engine rankings. They expect pages to load in less than 2.5 seconds and include stable visuals. Optimize your landing pages as if they were any other content page to improve your senior living PPC ad performance and increase your Quality Score.

2. Try Manual Bidding

Yes, you read correctly. Manual bidding. As scary as this notion may sound, here’s why you need to consider this approach.  

For the last few years, automatic bidding has ruled PPC campaigns. Overall, this strategy works well and ensures you’ll see a decent return on your PPC investment. But how about a great ROI? You need to step up with advanced senior living PPC campaigns to generate enough quick leads to keep your occupancy up in 2023.

Manual bidding increases your ad visibility, enables you to prioritize high-performing keywords, and lowers your cost per action. To do this, focus on one campaign at a time. Any more, and you’ll have too much to keep straight.

Start by lowering bids for core keywords that don’t result in sales or leads. At the same time, increase bids for conversion-heavy keywords to elevate their position in the SERP. And don’t forget to set a default bid close to the typical CPC for automatic bidding campaigns.

This approach does take a great deal of time and effort to execute well. To make your life easier, you can set up automated bidding rules to increase or lower bids at certain times of the day or pause poor-performing keywords.

If you’re brave enough to attempt manual bidding for your senior living PPC campaigns, allow a few weeks before comparing your performance with automated bidding. There is a bit of a learning curve, and you should evaluate your success after weeks, not days, of trying.

3. Don’t Neglect Other Funnels

PPC is hands-down the best digital marketing tactic to get quick leads. But quick leads aren’t the only leads.

Play both the long and short game to market your senior living community effectively. After all, most prospective residents and their families take several months to select a community and require long-term lead nurturing strategies.

Maximize your marketing budget by carefully selecting a mix of different digital marketing tactics connecting with your prospective residents at different points in their journey. Along with your senior living PPC campaigns, maintain a robust SEO plan, including content marketing, social media engagement, and email nurture sequences.

Build success metrics into your marketing plan, and make sure you’re evaluating your campaign performance regularly. 

Dreamscape Marketing can help with your senior living PPC goals. Schedule a strategy session by calling 888.307.7304.

 

For a list of references, please contact us.