Assisted Living Retargeting

PPC vs Retargeting

These organic search results are achieved without paying for ads on search engines such as Google for your search results high rankings. Organic marketing could be very effective and have the advantage of providing a great return to your ROL. However, the downside of organic marketing is that, in order to gain traction, it could take many months or even years.

Another way to increase your website visitors is paying for ads on social media sites and search engines. This method can bring immediately to your website some highly targeted visitors.

Before we continue to cover the paid online advertising method, we need to highlight the fact that an approach of holistic inbound marketing could be more effective because the information provided shows that your expertise in your field. You are building a trust with your prospects, as you offer solutions to their needs and wants.

You should not base your entire marketing strategy on paid advertising. This needs to be used as support for your inbound marketing and a means to accelerate the results. Advertising can very quickly become very expensive and most often it is not possible to scale it well. If it is not correctly planned, paid online advertising might not provide many results.

For these reasons, it is recommended to consider online paid advertising as an additional tool in your inbound marketing strategy. Online advertising can help you find customers who are looking right now for a community designed for senior living. Advertising allows targeting your ads in order to find the best leads.

PPC Advertising

Online advertising is most associated with PPC (pay-per-click) advertising performed on various search engines such as Bing, Google and others. An online marketing advertiser selects keywords believed to be used on search engines by prospects and then creates a text ad.

The ad will appear (how often the ad is shown is depending on the price paid “per click”) when internet users are searching for those keywords. Prospects are taken by the ad to a landing page and the advertiser is charged a fee for displaying the ad only when an internet user actually clicks on it.

PPC Tests Content And Keywords

PPC advertising allows online marketers to find in a timely manner which assumptions, keywords, headlines, and offers work best. Evaluating all these indicators can help advertisers to know how to sharpen and where to prioritize their inbound efforts.

Social Media Advertising

Many social media platforms, and in particular Facebook, are making it difficult to organically reach your audience. However, when you are using social media advertising, if you are willing to pay for advertising it becomes easier to reach your potential customers.

Retargeting On Facebook

The basics of Facebook retargeting are remarkably simple. You get an opportunity to re-engage with people who came to your website, but did not make a purchase. Facebook provides you with a pixel that can be page specific to each offer that stalks your visitor during their use of Facebook. Maybe you offer them a discount, free eBook or a tour. Whichever way it is that you choose to remarket to your potential customers on Facebook, you’ll need to start somewhere.

You can A/B test these banners and see which gets a better engagement and more importantly a better conversion. Whichever way it is that you choose to remarket to your potential customers on Facebook, you should start somewhere.

Focused Targeting Capabilities

You will have to test your keywords and ads in order to evaluate which one provides the best results. Social media and search engine programs provide in depth analytics that help you to analyze demographics, age and gender of internet users who are clicking on your ads. You can also use the analytic tools present on your own site in order to track people who visited it via an engaged ad (emailed you, downloaded an offer, or purchased the product / service advertised).

How does Adroll’s retargeting work?

Technically all that is necessary is to place a JavaScript tag in the footer of your website. This code creates a list of people that visit your site by placing anonymous retargeting “cookies” in their browser. This list allows AdRoll to display retargeting ads to your potential prospects as they visit other sites. Since AdRoll works with the largest ad exchanges, we can retarget your prospective community members just about anywhere they might go online.

Why is retargeting so effective?

Retargeting generates greater exposure by keeping your brand front and center and bringing “window shoppers” back when they’re ready to book a tour. Every time your potential community member sees your retargeting ads, your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.

Retargeting Best Practices

Retargeting is most effective if you segment your visitors (eg, people who looked at your communities website) and tailor the retargeting ads shown to each group, or not retarget them at all (eg, people who converted.)

The best performing retargeting creative has a clear call-to-action and promotes an offer.

This information can be used in order to narrow the target of your ad. For example, you can cater your ad only to married people between the ages of 65 and 85 who are the owners of homes valued at more than $200,000, are looking for dementia care, and who use to be online on Wednesdays between 7-9 a.m. This means, in other words, that you can design your ads to cater to only the audience that fits your exact client profile.

Online paid advertising can be used, as mentioned above, as a method to find prospects who want your services now. This advertising channel provides you reach, scale, control and consistent results. Then you can use your engaging content to turn these website visitors and prospects into your assisting living community’s future residents. Pairing a strong organic marketing component with advertising campaigns is the foundation for a holistic strategy.

I am a digital marketer that got my start marketing my restaurant businesses in Costa Rica and San Juan del Sur, Nicaragua. I took my online marketing success and joined an elite online SEO Mastermind to learn SEO. These skills have allowed me to drive traffic and leads to my clients and other SEO’s websites. Now I am a digital nomad based out of Chandler, Arizona but spend much of my time in the Tropics.