Business owners are often surprised when they figure out how many online searches are occurring for home care, home health, hospice, and physical therapy. For most practices and agencies, there are tens of thousands to hundreds of thousands of relevant searches monthly! Imagine all those people trying to find providers and who must be getting that business. Here’s how to know the numbers for your market.

Keyword Planning Tools Will Underestimate

Google’s keyword planning tools are not terribly helpful. Google has tools that show search volumes for particular keywords, but these tools tend to under-represent what will happen with search advertising. Google’s keyword planning tools focus on the exact keywords you select. This is overly narrow, because in real life, people searching for services all type different keyword combinations.  

When we develop search advertising campaigns, one of the many parameters we create is a list of keywords under which we want the ads to appear, but we are not limited to that exact list. Additionally, we usually run algorithms that detect synonyms and other keywords that would work as well. This opens possibilities for ads to appear in a limitless number of relevant phrases. This is why keyword planning tools tend to underestimate the possibilities of actual search advertising campaigns.

The Process and Calculations for Number of Searches Out There

Therefore, the first step to calculating the number of searches out there for you is to run an actual search advertising campaign. After one month, one of the performance indicators reported back to you will be “search impression share.” This means how many times your ads appeared in searches compared to how many of those searches actually occurred. Another performance indicator in your monthly report will be “ad views.” This is the number of searches in which your ad appeared.

If you divide the number of ad views by your search impression share, you will see how many similar searches are occurring each month. For instance, let’s say you had 10,000 ad views and your search impression share was 11%. Dividing 10,000 by 0.11 produces 90,909. That would mean there are more than 90,000 similar searches out there.

Why Search Impression Share Matters

Most importantly, as long as your search impression share is below 50%, you know that you can simply increase your monthly investment and expect proportionally greater results. Search impression share tells you if your marketing campaign has unrealized potential. This is a good thing to know when you start asking yourself, "How can I grow my agency."