Let’s face it, this year hasn’t gone the way we planned. Focusing on improving your growth strategy’s while sustaining your business during this crazy time is a must. Google Ads is an effective way to drive qualified traffic, or good-fit patients, to your practice while they’re searching for your services. With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-office visits.
When it comes to online searching, there is no shortage of users looking for healthcare services. Most users and hypochondriacs search online before scheduling any type of appointment with a new doctor. Searching online first allows them to select a doctor and location that is most convenient to them. It is wise to put your ads right on the top of the search page for all future patients to see. Need some help with your search campaign, check out the tips below to make sure you are using all the tools effectively.
Getting into the mind of the patient is absolutely necessary when doing keyword research. Google Ad’s Keyword Planner is the perfect free tool to use to discover new keywords related to your practice and see estimates of the searches they receive. You can also see the cost to target them. Keyword Planner also provides another way to create a campaign that’s centered around in-depth keyword research.
While it may seem obvious to use broad keywords that are related to your practice or your specialty, you could miss out on many potential patients if you do not expand your keywords. For Example, a New Patient Campaign for a Cardiologist will mostly have broad keywords such as, Cardiologist and Heart Doctor. These broad keywords should always be paired with phrase keywords such as “Get A Heart Disease Screening”, to make sure the campaign does not leave out any potential keywords that can be used to attract new patients.
Ad Schedule – Day & Hour
Just because your practice hours are only between Monday – Friday from 8am – 5pm, doesn’t mean that should be the only time your ad shows. When creating a campaign Google Ads gives you the options to set a weekly schedule for your ads. The biggest mistake most people make is limiting your ads without assessing the best converting day and time. It is best to start off showing your ads 24/7 for the first month of the campaign, that way you’ll have just enough data to make the prefect schedule. Show your ads on the best weekdays at the most converting hours.
Automatic Bidding Strategy
If you do not have the luxury to have your campaigns managed by experts like myself, Google Ads makes it easy for you to manage your campaigns and its costs. The cost of each keyword clicks changes every minute of the day in Google Ads Bidding Auction and only I have the time to monitor this because its my job. Ha. Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business. Choose what you pay for.
Instead of Googling your practice all day to make sure you are on top, use Google Ads Auction Insights tool. Compare your ads performance with your competition who are bidding on your keywords. This information can help you make strategic decisions about bidding and budgeting by showing you where you’re succeeding and where you may be missing opportunities for improved performance. Use this tool to stay on top of your Market Impression Share, Ad Position, etc. Now you can peep the competition in an incognito orderly fashion.
This is a tool that is often overlooked by most marketers on Google Ads. The Search Network is huge and narrowing your campaign down in even the slightest way can save you lots overtime. Of course, you want to show your ads on all devices used, but keep in mind a few key things. For example, do you really want some toddler playing games on their moms’ tablet to cost you ad spend? For this reason, it is smart to make positive bid adjustments for the key devices used for your audience.
Google Ads allows you to place your ad in front of people actively searching for a doctor in your area. The number of new patients you acquire will depend on how well your campaign is set up. The better optimized your campaign, the more relevant your ads will be, which means more conversions (more new patients). It will also depend on your budget. The more you spend, the more patients you will acquire. Use these tips and you’ll see a big positive effect on your conversions.