Many medical professionals are apprehensive about marketing their practice too loudly. They see marketing and advertising as too “sales-y” for healthcare, too commercialized, and possibly unethical. Few doctors are comfortable comparing their services to other practices. Medical practice marketing, therefore, is typically understated and conservative by nature. However, Google AdWords, now known as Google Ads, is a game-changer for healthcare professionals looking to attract more patients and establish their practice’s online visibility. This comprehensive guide will walk you through the steps to create, optimize, and manage your Google Ads campaigns effectively.
Google Ads as a Patient Acquisition Tool
Healthcare businesses have used Google as an effective patient acquisition tool for many years. If managed correctly, Google Ads can deliver a strong ROI.
Imagine your patients, or prospective patients, searching for information such as:
- An explanation of symptoms
- Details of a condition, or
- Understanding the side effects of medication.
Most Americans use the internet to find this type of information, and that applies to the people in your area as well. It’s invaluable for your business to have your healthcare practice appear high up on the result pages for those searches.
How much would it be worth if a patient clicked on a link about their condition and landed directly on your website? A lot, most likely. And yet, the costs are negligible.
The Changing Face of Marketing
Google Ads for medical marketing is changing the game for practices these days. You don’t need to spend large sums of money to have print advertisements designed and placed in local publications. You don’t have to pay for online ads if you’re tight on funds right now.
Google Ads is a pay-per-click (PPC) advertising program. It only charges you when people visit your website as a result of their Google search and you can set your budget limit upfront. By setting up carefully-researched, keyword-driven campaigns, you can target existing and prospective patients in your field or specialty. You can also increase your click-through rate with compelling, creative ad copy.
How To Market Your Medical Practice Effectively With Google Ads
1. Understanding Google Ads
Essentially, Google Ads is Google’s advertising system where advertisers bid on certain keywords for their clickable ads to appear in Google’s search results. For medical practices, this means showing up at the top of the search results when potential patients are looking for healthcare services you offer.
2. Setting Up Your Google Ads Account
First things first, you’ll need to set up your Google Ads account. It’s a straightforward process:
- Visit the Google Ads website and sign up with your business email.
- Follow the setup process, which will guide you through creating your first campaign.
- Set your budget, target audience, and keywords.
3. Keyword Research: The Heart of Your Campaign
Keywords are the terms or phrases people use when searching for medical services online. Your choice of keywords can make or break your campaign. Use tools like Google Keyword Planner to find relevant keywords with high search volumes and low to medium competition. Think like your patients – what would they type into Google? Include both general terms like “pediatrician near me” and more specific ones like “child asthma specialist.”
4. Crafting Compelling Ads
Your ads need to grab attention and make a compelling case for why potential patients should choose your practice. Here are some tips:
- Use strong, action-oriented language.
- Highlight what makes your practice unique (e.g., “Same-Day Appointments Available”).
- Include a clear call to action (CTA), like “Book an Appointment Online.”
5. Landing Pages That Convert
Your ad’s job isn’t finished when someone clicks on it; you need to direct them to a landing page that convinces them to take action. Ensure your landing page is:
- Relevant to the ad.
- Clear and easy to navigate.
- Mobile-friendly.
- Has a simple, straightforward form to capture leads or allow appointment bookings.
6. Optimizing Your Campaigns
Google Ads provides powerful tools to track and optimize your campaigns. Use conversion tracking to see what’s working and adjust your strategy accordingly. Regularly review your keywords, ad copy, and landing pages, and experiment with different combinations to improve your click-through and conversion rates.
7. Managing Your Budget
One of the biggest advantages of Google Ads is its flexibility in budgeting. You can set a daily budget to ensure you don’t overspend. It’s also crucial to monitor your campaigns closely, especially in the early days, to ensure your budget is being spent wisely.
8. Google Advertising Policies for Healthcare and Medicine
Be aware of Google’s advertising policies for healthcare and medicines. Some types of content, services, and products have restrictions or are outright prohibited. Ensure your ads and landing pages comply to avoid your ads being disapproved.
Google Ads FAQs
Q: How much should I spend on Google Ads?
A: Start with a budget you’re comfortable with, and adjust as you see results. There’s no one-size-fits-all answer, but the great thing about AdWords is its scalability.
Q: Can I target specific geographic areas with my ads?
A: Local targeting is one of Google Ads’ strengths. You can specify exactly where your ads will be shown, which is crucial for local medical practices.
Q: How long does it take to see results from Google Ads?
A: Some practices see results almost immediately, but it’s best to give it at least 3-4 weeks. Google Ads is about testing and optimizing over time.
Using Google Ads for Your Practice
A successful campaign takes trial and error, until you know what resonates with prospects and have reports to guide your advertising. It can take hours upon hours every day to figure out the different settings and bidding options. You may need to consult someone who knows how to determine the right metrics to see how your campaigns are performing.
If you’re a medical practice that is looking to grow, we can help you find the right keywords to drive high-quality traffic to your website. Contact us for a free consultation to discuss your medical practice marketing using Google AdWords.
