By Michael Dorausch, D.C.
Was that a chiropractor you were looking for?
Sometimes I see the strangest advertising results. I am in Santa Clara California for a three-day Internet conference. As I often do while I’m in my hotel room, I’ve been doing research on local chiropractic advertising to see what’s popular in this area. I know that Dr. Gavin Carr is in the Palo Alto area but I’m not too familiar with what chiropractic offices are just outside my hotel room (Hyatt Regency on Great American Avenue), so I decided to do some online searching.
I discovered two or three local chiropractic offices doing some PPC ad campaigns online. One of the interesting results I found was for an advertisement trying to capture people searching for the term chiropractic.
Finding chiropractor offices in the bay area wouldn’t be at all surprising, but this ad mentioned nothing about chiropractic. Instead, the ad was marketing terms such as non-surgical spinal decompression, massage, and physical therapy. I didn’t get a chance to find out if it was a chiropractic office providing decompression services, and other therapy based services such as physical therapy or massage (not tushy massage), as the ads were gone the next time I went through performing a search.
I may be wrong but from a marketing perspective I think it strange that someone would be paying for placement in the search category of chiropractic and then delivering results for non-chiropractic services. Almost seems like false advertising to me. If somebody was seeking tissue massage I would assume that’s what they’d be searching for. Same goes for spinal decompression therapy (by the way search volume is considerably low for such a term nationwide) and physical therapy.
This reminds me of ads I used to see for orthopedic surgeons targeting the term chiropractic in PPC ad campaigns. I am no longer seeing orthopedic surgery type results in chiropractor type targeted keyword searches.
Reminds me to pay closer attention to what industries may being running ad campaigns directed at potential chiropractic patients. See my posts on Chicagoland Chiropractors and West Valley Chiropractic for related local search results.