Paying for your own name sounds like a terrible idea, doesn’t it? Until last summer, I’d have laughed and told you not to waste your money on such a silly idea.
But in August of 2011, we heard a presentation by Melanie Mitchell from Digitas, an agency in Chicago that serves large national brands. Mitchell shared data from her project at Delta Airlines, which revealed a significant increase in conversions (in their case, conversions = airline ticket sales) when the brand name simultaneously appeared in BOTH paid and organic results.
If you’re a plastic surgeon, your name IS your brand. My first question was, “Will this work for plastic surgeons?” My guess was yes, but I had to test it.
The ads looked like this:
Does this actually work?
The data never lies! Now that we’ve collected data for nearly 7 months in several major markets, we can definitively say buying your own name is a cost-effective and worthy tactic with a terrific ROI.
For this plastic surgeon in a very competitive market, it has cost us a whopping $71 for 593 clicks and 14 conversions over a seven month period. When you’re looking for more conversions anywhere you can get them, this is major success.
Why does this work?
How often have you worried that your patients are going to all those other websites before they land on your actual website? The paid ad makes it very easy for consumers to find the official website of your practice, resulting in a happier, more confident user who has found what they were looking for very quickly.
If they don’t know how to spell your name and they guess, you’ve just made it very easy for them to find you by placing your ad in front of their nose.
Think about a grocery store shelf. If one brand of cereal appears twice as often as the others, will the chances of you purchasing it increase? Absolutely. I feel a craving for Cocoa Puffs Brownie Crunch coming on.
Appearing in the paid section lends credibility to your name. Remember that YOU are a brand, and you should appear in the section of a Google result where brands thrive, at the top of the page.
How To Set Up a Pay Per Click Campaign
1. Look in your junk mail (the paper kind that the mailman delivers) for a $100 coupon from Google. This should get you 3-6 months of ads running on your name for free. Yeah!
2. Sign up for Google AdWords, preferably with the same Google account that you use for Google Analytics.
3. Follow the steps to create a new campaign. If you need help, you can actually call AdWords if you need help choosing the best settings for your campaign. Adwords is one of the rare departments at Google with a public phone number.
4. Put together a very long keyword list with every variation you can think of and all of the common misspellings of your name. If you use Google Analytics, go to the organic traffic report, use the longest date range possible, then filter by your name, and export all the keyword variations of your name in about 10 seconds. Remove anything weird from the list, then enter the keywords in a new campaign in AdWords.
5. Set the budget low, even $1 per day will be enough. You won’t need much money.
6. Be sure to install conversion tracking!
Remember that internet marketing is all about “throwing spaghetti at the wall,” and if you think something is a good idea, it’s worth a try! For more spaghetti, you can reach Eva at 800-800-8314 or firstname.lastname@example.org, or via Strategic Edge’s website at yourstrategicedge.com