Here is a strange thing about old habits, they die hard. No matter how incorrect they seem, there is still a part of you that swears by them. Every time we speak with a new client, this is the first concern we hear from them, “Is it worth paying for Google ads in my field”? And if we counter question “Is it worth to invest in Yellow pages anymore”, we still get surprised looks. We honestly admit it can be a little uneasy about disposing a historically indispensable marketing tool. But as the needs are changing, every medical practitioner needs to optimize their use of fund.
The answer to the question if PPC is worth it. It’s not really complex. Though Google ads have varied performance depending on the niche and specialization, it most definitely works for Medical practitioners. That is because a person suffering from toothache will be actively searching for a dentist and search ads is an easy way to grab attention..
Though there are pros and cons to spend money in AdWords, but if done with precaution, the pros outnumber the cons any day. We think unlike some other professions, AdWords for Doctors is likely to work in your favor as long as you keep in mind your niche and create targeted campaigns. From here, I’m going to touch each aspect of AdWords and what you should focus on being a Doctor.
Sometimes it is really intimidating to select the right keywords for a good AdWords campaign. When you begin, you are tempted to try every possible keyword that could be related to your Clinic, but not every one of them suit your need. The truth is researching your keywords wisely sums up to 50% of your AdWords setup.
But selecting the relevant keywords and discarding the irrelevant ones is not the only thing. This brings me to the the next most common question, should you go for long tail keywords which are hard to manage manually? or more mainstream keywords with high visibility?
Our recommendation is to strike a balance between the two. Maintaining a trade-off between the two will essentially give you an exposed view of your customer base, which can only be considered a big plus. Below are 4 major practices for doctors to keep in mind while selecting the most relevant keywords for your AdWords campaigns:
If you use ‘Surgeon’ or ‘Surgery’ as keywords. It can trigger your ad for search terms like, “Best school for surgeons”, “should you eat before surgery”, “Surgeon qualification”, “Types of surgery”, etc. which are not even close to what you want to target for. Therefore choosing these keywords carefully is very important.
Although bidding on the popular keywords can give you an easy exposure, long tail key phrases are likely just as useful for a successful AdWords campaign. Since there is going to be least competition while bidding on long tail searches, it is likely to get a good bang for your buck- meaning you will have more clicks at a lower cost. For example:
Considering the above cases, long tail key terms for ‘General surgery’ are as follows:
Most of the big hospitals target for the most popular terms, thereby increasing the competition and driving the prices through the roof. There’s a big say that “exact match” type is worth considering as the statistics show that it gives maximum conversion at minimum cost. While some swear by such views, others swore them off completely. Perhaps, a wise way to structure your campaign is to consider using all kinds of match types, including the ones other doctors are neglecting. Because, this way you won’t end up paying a huge amount, even if some of your keywords end up flopping.
Adnabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different Adgroup (one for each match type) ensuring that you target the right keyword for the right search term.
“Broad match modifier” (a.k.a BMM) is a variation of “Broad match”. As Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be the trigger. It Includes ‘synonyms’ but does not allow related words
For Example, If you target ‘Broad’ match-type for keyword “General surgery”, it might trigger for a search term like ‘surgery ’ which is not always relevant for you as it may trigger your Ad for words like, “Dental surgery” or “Heart surgery”, etc
Instead, BMM will ensure that the word ‘General’ as well as ‘surgery’ are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.
Many professionals already use research tools to incorporate negative keywords into their campaign. Although, it is a ceaseless process to gather resourceful negative list. Unfortunately, the negative keyword research tools which are offered is far from best. Especially when it comes to Adwords- where each click costs a fortune. For beginners, below is the list to keep in mind while incorporating negative keywords
For example, if you specialize in “General surgery”, put all other specialization like “Heart”, “Eye” “dentistry”, etc in the negative list.
Also, if under ‘General surgery’, you only specialize in ‘Surgical Oncology’, then add other sub-specializations like ‘Transplant surgery’, ‘pediatric surgery’, “Colorectal surgery” etc under the negative list
You have to keep an eye on such keywords during reporting and assessment or you can use AdNabu, as it automatically recommends you to pause such ineffective keywords
Landing Pages are used to drive highly-targeted advertising based on selected keywords. Each page contains various elements like result-oriented headlines, trust badges, partners information, explainer videos, guides, testimonials etc. Considering high cost per click, we feel it is important to create high converting landing pages.
Below are few things to consider while creating your landing page:-
Background of the landing page should be a relevant image of your specialization.
Use headlines to clearly mention your specialization and with words of authority like “16 years of experience” to inspire trust in the potential customer
Catchy phrases like “Free body checkup” or “free consultation”, etc also tend to work
In your headline, add the location you are catering to. It will immediately add to the confidence of the prospect that they are at the right place.
We highly recommend to put ‘click to call’ button on the top. It makes reaching you easy
Limited fields to fill on lead form (not more than five) makes it highly likely for customer to fill and leave an inquiry with you
Have your call-to-action button at the bottom of the form Tailored to the offer and with a pop out color to grab attention(for example, see the image below)
To create a sense of urgency or FOMO, you can add baits like “first 10 customers get 25%off on first treatment”, “Book my visit”, etc(as in the image above)
For content, have 2-3 bullet points- showcase your establishment year, award achievements, practices, etc or other data that helps customer build trust in you
For a deeper impact, add a video educating the customer about what are they entitled to, location, the modern equipment you use, technology,etc
Avoid using Logo with a clickable link to move to home page easily
Do not design ‘Disappearing label’ for field name (for example, see the image below) instead simply name the fields as it can confuse people
Do not have text heavy landing pages. It is very unlikely that it would be read
Avoid numerous outbound links or multiple Call-to-actions on the same page as it can distract the customers.
Creating a good Ad copy is the first touch point where the consumer interacts with the business, compelling the former to click on the Ad while ignoring other Ads from competitors.
Looks at these best practices to guide your way through making Ad copies for your enterprise.
Your Ad contains 4 sections. Firstly the Headline 1(character limit 30), you should make sure that your headline is tailored as per the prospect’s search. Ideally, the Ad Title should include exactly what they were searching for
For example, “Best General Surgeon Phoenix” or “Dr. <Doctor’s name>, General surgeon ”, etc
The next part of the Ad is Headline 2(character limit 30). It is separated with headline 1 by a hyphen(-), the best way to utilize this section is by encouraging the prospect to click on the Ad. a clear call to action should be included here
For example, “Top rated surgeon”, “ Advance Surgical Oncology”, "Call now for free consultation", etc
Followed by the two headlines is the Display URL which is automatically fetched by Google, which then gives you an option to customize it with 2 Path fields - Path 1 and Path 2(Up to 15 characters each). Make sure the sub-domain of the URL is relatable to the type of property the prospect is seeking for.
For example, “www.DoctorUrl.com/GeneralSurgeon/Oncology”, “www.DoctorUrl.com/Phoenix/GeneralSurgeon ”, etc.
[Note: Display URL is just for display purposes and need not be a valid Url]
The final field of the Ad is Description(Character limit 80). It gives you immense space for your ad’s messaging. Here, clearly define the value proposition and specialty of your practice that distinguishes you from others in the market.
For example, “Make Appointment Now -We Handles All Your Surgery Needs at our Phoenix Clinic” or “Find the Best Doctor. And Book an Appointment For Free!” or “We offer a full range of Surgical Oncology & Laparoscopic Surgery”, etc
Finally, Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using home page as a final URL, ensure that the prospect lands on the specific property section that relates to his initial search
Professional looking Ad-extensions can really add life to your Ad. Idea is to get plenty of additional impressions by sharing a better visible Ad than your competitors. First rule here is to make your clinic easily approachable. Below are a few extensions to consider for Medical practitioners:
Besides adding the information about physical location, this extension is essential in numerous ways:
Having a physical address adds to the authenticity of the clinic and reassures your customers
Encourages customers who live closer to your location to contact you
Also making it easier for people to navigate their way easily to your office
This extension allows Doctors to showcase their achievements as well as provide a space to link additional service offerings available to the customers, which is always a plus while conducting an online business.
This makes easy for the customer to relate their problem and increases the chance of them clicking on your ad.
Without further ado, it helps the customer to land directly to the most relevant page that encourages them to take a step further
This particular extension provides an additional 25 character space to specify robust, beyond basic and specific nature of information of the services, video walk-through etc.
Some examples for Medical practitioners are “#1 Clinic in town”, “free consultation”, “Read doctor review”, “Book online now! ”, “20+ years of experience”, “Accepting new patients” etc.
Call extension provides the crucial information like contact details. It is particularly usable for mobile Ad versions as the clickable call button allows the customer to call the doctor instantly.
Structured snippets are different from call out extensions. Although, both provides a space to describe brief and specific features of the business. Structured snippets usually contains the variety of the offerings, service catalogs, etc. For example:
Tracking, recording, analyzing the conversion data is clearly the last and an important step to optimize the performance for each ad type, on a regular basis.
Therefore, depending on the business type, different conversion types are tracked. It mainly works in two ways:
It helps track which keyword resulted in a lead, that can later help you optimize your campaigns. Setting up conversion pixel requires some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle.
In addition to tracking the conversion pixel, tracking calls can possibly give a better analytics. Call tracking will help if you are allowing customers to make a call to clinic directly through their smartphones. Calls are extremely beneficial for a medical clinic and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking.
Though we have covered most of the steps to follow while creating your adwords campaign exclusively suited for doctors. In-addition, here are a few mistakes which are unknowingly committed by marketers.
In conclusion, If you keep in mind the above practices while running your adwords campaigns,you will be focussing on your likely patients. Therefore optimizing your performance to every last advantage is going to take you to levels where you competitors can only dream to be.
Ultimately, fearlessly embrace high CPC(of course, with proper campaign targeting and the above smart control measures) will attract more exposure for your ads and more patients to practice.
We understand it’s hard to take a call on what to execute and what to discard. Here at Adnabu, we help you automate the complete process, along with a chance enjoy the freedom to choose and optimize your campaign with real-life data that might just inspire you to the core of your success.