Digital marketer Steve Mulvaney explains how to gain new patients via search engine advertising
We are all familiar with typing in the white box in the centre of a search-engine homescreen such as Google, Bing or Yahoo. Often we are seeking information, products and services or just answers to simple questions that make us go ‘hmmm?’. As a user, while searching online, we may not always be aware that search engines are a tool driven by intent and the top four resultsgenerated are often companies that have paid to be there. As a clinic business owner or marketing manager, you need to know whether potential patients are actively looking online for services you provide. It’s important to understand your patients’ intent through their online search queries to maximise your opportunity to win new patients. Understanding your patients’ intent is particularly important if you’re running paid ads. In this article, I will explain what search intent is, the basic types of search intent and…
