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Pay-Per-Click Ads: Powerful Tools to Drive At-Need Case Counts

If you’re having trouble meeting or exceeding your quantitative goals for at-need cases in a given month (or quarter, or year), it’s time to take a look at how that can be remedied.

When it comes to online marketing, the most successful technique I’ve found to generate at-need contracts is pay-per-click (PPC) advertising. It’s fast, it’s efficient, it’s cost-effective, and most importantly, it works!

PPC ads are the paid advertisements you see when you do a search on Google or another search engine. They appear above the organic (unpaid) listings for a given search phrase.

These ads are vitally important for driving visitors to your site and converting visitors into paying clientele. PPC is one of the primary types of effective, efficient funeral home advertising.

A key difference between organic (unpaid) search results and PPC advertising is that PPC ads give your business priority on a search engine results page (SERP) almost immediately.

Improving your SEO is more of a gradual process — it will make your site organically rank higher, and it’s absolutely worth doing, but it doesn’t happen overnight. PPC advertising does. If you’re looking to rapidly increase website visits and drive at-need case counts, PPC is one of the most effective tools.

PPC is also great for funeral home advertising because of its excellent return on investment. “Pay per click” means exactly what it says: You only pay when someone actually clicks on your ad, sending the searcher to your website. Compare that to a print ad where you’re paying no matter what, regardless if it even resonates with a reader.

A click means you already have an interested lead who wants to learn more about your business. At this point, it’s up to your website to close the deal by getting the lead to call you (to convert, as we say). But if someone doesn’t click, the ad doesn’t cost you anything.

PPC is additionally useful for your funeral home advertising campaign because it provides excellent analytics. If you run several different PPC ads (with different calls to action and/or language), you’ll know exactly which of these are most effective. You can retire ads that don’t work well and push forward with ones creating the most click-throughs. And these changes also “go live” virtually immediately, so you won’t be wasting any time.

It’s always a good idea to simultaneously work on improving your organic SEO and to invest in PPC ads for an immediate effect. That combination of funeral home advertising lets you cover the long-term and short-term approach.

As your SEO takes effect and helps you climb the rankings in your local market, you’ll have both methods working to attract leads and improve at-need case counts.

Note: Ready to supercharge the leads you get from the internet and convert them into real-life clientele? In his free webinar, marketing expert Welton Hong delivers practical techniques you can employ today. Click here to register!

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