Google Ads For Podiatry Practices
Pay-per-click advertising can lead to a surge of growth for your business. With that said, it's important to take the right approach.
We have a decade of experience with PPC ads, and we're very familiar with the world of podiatry.
This combination allows us to deliver amazing results to our clients.
About Google Ads
Google provides tremendous opportunities to both advertisers and business owners through its pay-per-click Google Ads platform. This platform allows companies to advertise on Google's search networks as well a variety of websites.
Ads appear above Google's organic search results, which is why they're such an effective way for businesses to get noticed. With a strong advertising campaign, businesses can see growth very quickly.
Why Google is the Best Choice For Your Ads
If you operate a podiatry business, and you're not using Google Ads in your marketing strategy, you'll want to make some changes to your approach. This is particularly important if your business doesn't currently have a strong presence online. PPC ads can be one of the most effective ways to generate leads.
These are just a few of the many reasons your business should be utilizing Google Ads:
You can use your budget effectively
There are limits on every advertising budget. When you run a campaign on Google Ads, you'll be able to make sure you don't go beyond the budget that you've set. Since there isn't a minimum spend on Google Ads, you can run a campaign even if your budget is very small.
You'll get faster results
Search engine optimization (SEO) can bring traffic to any site. Unfortunately, it can be awhile before you see noticeable results. This isn't the case for Google Ads. Ads will appear shortly after you run your PPC campaign. As soon as they do, you'll start seeing results.
It's easy to measure
When you use Google Ads, you can track every element of your campaign. When you get a call, you can find out if people were referred to your site by your ad campaign. When people fill out a form online, you can see if they found the form via an ad. You can see how well your campaign is doing and whether it's leading to profits for you.
Precise targeted advertising
The targeting tools Google offers are highly advanced. You can target by location, the type of device a person is using, or even a specific time period. This targeting means you'll be able to reach the audience for your podiatry business.
Bringing back potential customers
Sometimes, a person may visit your site and leave without scheduling an appointment. Google Ads allows you to remarket your business to these users. Once they visit your site, they'll continue to see advertisements for your business, which means they're more likely to become clients in the future.
What Many Google Ad Campaigns Do Wrong
Failing to take advantage of negative keywords
This mistake is easy to avoid, but it's still quite common. When you include negative keywords in your campaign, you can ensure your ad won't display for terms that aren't relevant to your business. This means there will be fewer irrelevant impressions, which means you'll be able to bring more quality leads to your site.
Failing to research keywords
It's important to use the right keywords in your ad campaign. You should choose keywords that your prospective clients are using and select keywords that compliment your brand and the services you're offering. If you don't research keywords, you'll receive irrelevant clicks, which is money down the drain.
No ad extensions
With ad extensions, you can add more features to a text ad. For example, you can add clickable links or extra text. These extensions usually won't cost you more, and they can give you better results overall.
They're an excellent way to boost visibility and make an ad stand out. They can provide your campaign with a much-needed boost.
Using the wrong match type
It's important to control the types of searches that can cause your ad to be displayed, which is why you'll want to learn more about keyword match types. Match types fall into four different categories, which are Broad, Broad Match Modifier, Phrase, and exact.
Broad Match: Podiatrist Houston
These matches give you broader coverage for the keyword that you are using. It won't just display your ads for the keywords that you're using. Your ads will also display on similar keywords. In some cases, it may display for keywords that aren't related to your ad, which is why we advise against this category.
Broad Match Modifier: +Podiatrist +Houston
Although this has a similar name to Broad Match, it functions in a very different way. Your ads will display if someone makes a search query using your exact keywords or a very similar variant, such as a misspelling. It's an excellent option that can give you a lot of bang for your buck.
Phrase Match: "Podiatrist Houston"
If you opt for this category your ads will be displayed to people that match a particular phrase, or use a close variant of the phrase that you've specified.
Exact Match: [Podiatrist Houston]
This category will cause your ads to be displayed to people that enter the exact keywords you have specified.
Spending too little
You get out of Google Ads what you put into it. If you don't put much money into your ad campaign, you're not going to see big results. You'll get more clicks and more conversions if you spend more. Look at the average cost of a click in your area.
If you're going to be spending $4 a click, spending $20 each day means you'll only have a chance for five clicks. This could have a negative impact on your ad position, which means your competitors will have an advantage over you when it comes to add bidding.
What You Should Know About Google Ads
When people use Google Ads, ad placement is determined via an auction system. You will select the keywords that you want to bid on. For example, as a podiatrist, you may select keywords like "podiatrist (your location)" or "foot specialist (your location)."
Once your keywords have been selected, you'll want to determine the maximum bid you want to make on that keyword. Both your ad quality score and your bid amount will decide where your ad is placed. In order to maximize your ad position, both areas will need to be optimized.
There are numerous factors considered when calculating quality score, such as:
It's crucial to have a high score on your ads. It can benefit you in many ways, including:
Better Ad Positions: When your ad's quality score is high, you will receive better positions. Even if your bids aren't increased, your ad will display more frequently
Lower Costs: Having a high quality score means your cost per click will be lowered, which means you'll get more for the money that you spend
Setting Up A Better Google Ads Campaign
In order to create a campaign that will generate plenty of leads for your business, you'll need to go through these steps:
You'll need to decide on the keywords you're going to target. Thankfully, there are countless tools that make it easier to choose the right keywords, such as:
Podiatry businesses will typically want to target keywords in three different categories. You can see these categories and some examples below.
Foot and ankle clinic
Foot and ankle center
Podiatrist (your city)
Foot and ankle (your city)
Foot specialist (your city)
Best foot clinic (your city)
Service Specific Keywords:
Senior toenail cutting
Mobile podiatry services
Now that you have some examples, you should start mapping out potential keywords for your business.
The examples above show the way keywords are grouped. Your goal should be to build out your ad groups and run a more effective campaign.
About Negative Keywords
You shouldn't just spend a lot of time researching the right keywords for your site. You should also research keywords you want to avoid.
As mentioned above, failing to include negative keywords can exhaust your ad budget. You need to make sure you're not wasting your money by displaying ads on irrelevant keywords. Let Google know that your ads shouldn't display for searches containing certain words.
As a podiatrist, there are several negative keywords you'll want to be aware of, such as:
- Training, classes, start up
- Careers, full-time, jobs
- Hiring, salary, recruiter
- Amazon, Craigslist, eBay
- The brand names of your competitors
Having your ads display on these terms will deplete your budget, and it won't generate leads for you. Put together a long list of negative keywords so that you can make the most of every ad campaign you run.
Your Campaign Settings
You might feel overwhelmed the first time you try to set up a campaign on Google Ads. There are many things to consider, such as your campaign type, goals, bid strategy, audience, and location.
Goal Selection: When launching a campaign, Google will prompt you to select a goal. Our recommendation is to choose the "create a campaign without goal's guidance" option. You'll have more control over your campaign this way, and more choices will be open to you.
Selecting Campaign Type: Since you're running a podiatrist's office, "Search Network" is the right campaign type for your business.
Selecting Your Network: In our experience, neither "Google Display Network" and "Google Search Partners" deliver strong conversions. Because of this, our suggestion is to leave these boxes unchecked.
Selecting Your Location: You have many different options when choosing your locations. You can target a general radius or specific zip codes and cities.
Audience targeting: You'll want to select the demographic that your ads are intended to reach.
Daily spend: Here, you'll input the amount you want to spend on ads each day. If you've set a monthly budget, you should divide that number by 30. Once you've figured out what your daily budget will be, you can enter it here.
Structuring Ad Groups
You want your ads to get as many clicks as possible, so you'll need to ensure that they're highly relevant. You'll also want ads with a high quality score. In order to achieve this, your ad group is going to have to be properly structured.
Once your bidding strategies and objectives have been set, you'll need to make ads and individual ad groups. Many podiatry campaigns struggle to succeed because they create a single ad group that's designed to run for every keyword that is being targeted.
Say that your three keywords are "mobile podiatrist," "podiatrist miami," and "foot surgeon near me." Each of these keywords needs to be in its own ad group. Once your ad groups have been created, you will have the option of making 2 ads or more for each group.
Ad Group 1: Mobile podiatrist
Ad Group 2: Podiatrist Miami
Ad Group 3: Foot surgeon
Doing this means you'll be able to create ads that are uniquely relevant to the users that are seeing them. Your ad position will be better, your quality score will be higher, and you'll have more conversions.
The headlines you create for a Google Ad campaign need to be highly relevant. Many podiatry practices make the mistake of using generic headlines.
If your target keyword is podiatrist (your city), that keyword needs to be included in your chosen headline. You'll also want to maximize the relevancy of your ad. Specific services you're targeting, such as mobile podiatrist services, should also be mentioned in the headline.
You should also take full advantage of ad extensions in all of your add groups. This will lead to a higher quality score as well as a higher CTR (click-through rate), which should lead to an increase in conversions. Extensions can determine whether or not a campaign is a success. In many cases, users will click on extensions even if they don't click on your headline.
These are the best extensions for a podiatrist's office to use:
Callout Extensions: These short sentences are designed to call out some of the benefits that your business offers.
Sitelink Extensions: This extension can make your ad larger, which can help it to stand out. If you have a bigger ad than your competitors do, people are more likely to click your ad rather than theirs.
Call Extension: With this extension, users can see your phone number even if they don't click the ad. This extension boosts conversions, and it can also be a great option if you want to track phone calls.
Location Extensions: This extension allows you to connect your Google Ads account to your Google My Business listing. Because of this, your ad can appear in the 3 pack of Organic Maps, which can generate plenty of leads. It can also display your address on your ads.
If you run a podiatry practice, you don't necessarily want to send traffic to your homepage. Your goal should be to boost relevancy and maximize your conversion rate.
Because of this, it can be helpful to send that traffic to a specific landing page. If you're advertising a specific treatment, but are sending users to your home page, many of them will click away without completing a form or sending an appointment.
Instead, make sure the traffic is being sent to a landing page that's relevant to what you're advertising. This will increase conversions and boost your relevancy, which will increase your ad quality.
All of your ad groups should have their own landing page. You need to make sure that the page you're sending traffic to is relevant to your ad group.
Consider these factors when choosing the best landing page for your ad groups:
- The keyword should be in the headline
- It should include a call to action
- It should feature a clickable phone number
- There shouldn't be a navigation menu, which means users can leave the page or convert
- It should be mobile-friendly
- The contact form should be short and simple, only asking for names, emails, and phone numbers
- It should include testimonials
- Load times should be fast
- It should include trust symbols, like industry association logos or trust pages
- Mention the areas you service
- Use actual photos of your staff rather than stock images
Google Ads Optimization
You can't just set up Google Ads and ignore it from that point on. You'll need to keep monitoring your campaign so that you can identify the ads, ad groups, and keywords that aren't delivering results for you. You should make adjustments as needed so that you can reduce your total ad spend.
You should also work to improve ad quality, which can lead to a lower cost per conversion. After your ads are set up and properly monitored, you can earn $5 for every $1 that you spend. That's a return that no one can complain about. Google Ads can be powerful if you use it correctly.
Some of our clients spend $500 per month on Google Ads, while others are spending $5,000 monthly. Which group do you think sees the best returns and pays the least per conversion? It may surprise you to learn that it's the client that spends $5,000 monthly. This is because, if you want to scale and see a better return on your investment, you need to spend more.
Reach Out to Experts In Google Ads
If you're here, it's because you care about your business and want to market it in the right way. Google Ad campaigns can be confusing, especially if you've never used it before. It can be even more overwhelming when you're trying to manage 30 campaigns or more.
Thankfully, we have a solution in place that's ideal for podiaty offices. Work with us, and you'll be able to see big returns from your Google Ad campaigns.
Don't waste money on ad campaigns that won't deliver results. Reach out to us or schedule a consultation. We want to help you grow your podiatry office into something bigger and better!