Paid advertising is a great way to reach new customers, but it can also be a costly investment if not executed properly. When setting up your paid advertising account, it’s important to ensure that each visit has the best chance of converting into a lead. One way to do this is by finding and choosing relevant keywords that have a specific search intent.
When it comes to addiction treatment, qualified leads are more likely to convert when the search intent is specific and relates to the personal needs of the searcher. Here are a few tips to help you choose the best keywords for your addiction treatment business:
- Location-based terms: If your visitors are looking for a rehab in a specific location, they’re much more likely to convert, especially if you’re in that location. However, keywords with location terms tend to be costly, so be sure to weigh the potential return on investment before using them.
- Qualifiers like “drug rehab” or “alcohol addiction treatment”: These keywords indicate that the visitor is looking for a specific type of treatment and is more likely to convert. They also imply that the visitor is serious about seeking help for their addiction.
- Long-tail search terms: Visitors who use these keywords are looking to meet a specific set of needs, which can include location and qualifiers. If you meet their needs, they are very likely to convert, so these are the people you should target the most.
However, be aware of the connotations of certain keywords when advertising with them, especially in addiction treatment. Some common examples of how connotation can get in the way of a conversion include:
- Words like “hospital”, “center”, “facility”, and “clinic” imply that the visitor might be looking for physical therapy instead of addiction treatment.
- The terms “rehab” and “rehabilitation” have different connotations. “Rehab” is generally associated with addiction rehabilitation, while “rehabilitation” implies physical therapy. If you use the term “rehabilitation”, be sure to qualify it with terms like “drug”, “alcohol” or “addiction” to prevent irrelevant searches.
- The keyword “detox” must be handled carefully as it can imply an at-home kit or detox drink instead of a professional facility. To avoid this, qualify all detox keywords with terms like “inpatient”, “residential” or “medical” detox.
Lastly, be sure to add any addictions that you do not treat to your negative keyword list. This will prevent them from showing up in your advertising and save you from wasting money on visitors who will never convert. By following these tips, you can make the most of your paid advertising budget and reach the right audience for your addiction treatment business.