Google Ads for fertility clinics is the best way to attract new patients to your clinic. The key to growing your patient base is no longer dependent on word of mouth advertising referrals. If you have ever wondered where or how to advertise online, this Google Ads for Fertility Clinics guide is for you. Simply put, the three things you need are a free Google account, a budget, and a desire to grow your practice.
Google Ads Explained
Google Ads is the go-to advertising tool for professionals in every field. This especially applies to the medical field. Patient acquisition is the most important factor for a medical practice. Google allows your practice to do just that. Search Ads are the safest, most cost-effective method for a beginner to the Google Ads platform.
Google Ads runs on a PPC, or pay-per-click model. This means that you will only be charged if your ad is actually clicked on. Your ad will show to potential patients when you bid on the keyword that person is searching for.
For example when a person searches for ‘fertility clinic near me’ on Google, and you placed a bid on that keyword, your ad will show up on the search results for that person. The bidding process happens in fractions of seconds when someone searches ‘fertility clinic near me’. This process is completely automated after you choose which words you want to bid on when setting up your ad.
It may seem intimidating to set up and run a successful Google Ads campaign. Increasing awareness for your practice is anything but stressful. Google Ads allows you to grow your patient base by reaching a new audience, and this Google Ads for Fertility Clinics guide will show you how.
Why use Google Ads for Fertility Clinics
If you’re not running Google Ads you’re missing out on a huge potential patient base. The most common way a patient finds new doctors isn’t by word-of-mouth, but by Googling. Digital marketing has become an integral part of growing businesses.
Many people consider fertility issues to be a very private matter. They don’t want to ask around for advice. If a person is searching for a fertility clinic, they want privacy. When your practice is advertising on Google, this is exactly where you’ll reach new patients who are hoping to find you.
Practice Growth with Digital Marketing
Why pay for a website but not send traffic to it? Google Ads will assist in directing online searches to your practice’s website. Many people research fertility issues online before contacting specialists. You should use online strategies to influence them while they’re looking.
Your digital presence and marketing plan will reach them during their search. To do this effectively, you will need to determine your target audience who will benefit most from your services. Those potential patients will generate a ROI because they are the ones who will be engaging with your ads to book your services.
There are many fertility clinics, and people are actively searching to book fertility services. Use paid digital advertising to showcase your clinic and make conversions with those people. If you’re new to digital marketing for fertility clinics, it can be wise to hire professionals who will use your budget most efficiently.
We are the professionals to consult.
Reasons for Google
Seventy percent of internet users use Google. This tells us that other search engines do not have the same reach as Google search results does. If your practice is interested in finding the largest amount of potential new patients, Google Ads is the best tool.
Google is already a resource for fertility patients seeking information online. Doctors can invest in their digital presence to provide answers and support and to gain attention for the clinic.
Even if patients are broadly researching fertility clinics or treatments, your practice can still benefit from marketing to them. You can apply broad keywords to reach them with paid search ads, social ads and relevant content.
Your content should be useful to the searcher and provide information. For example, you can provide downloadable resources or record webinars. This forms a connection between you and prospective patients. This is a simple way to build your credibility and name recognition.
Google ads will allow you to achieve more patient leads, conversions, and a thriving practice.
Structuring and setting up a campaign is very important when using Google Ads. It is as simple as defining a goal for your practice, such as new patient sign-ups. Setting up a campaign isn’t something only a marketing professional can do.
Account, Campaign, Ad Group, Keyword
The structure of Google Ads tapers from Account, to Campaign, to Ad Group, then to Keywords. At first, your advertising goals will be broadly defined. Eventually, you will narrow down to a specific list of keywords that will show up on your ads.
As an example, your Google Ads for Fertility Clinics campaign can focus on bringing in new patients. The Ad Group could be “in vitro fertilization”. The Keywords will be relevant to “in vitro fertilization ”, such as “infertility treatment”.
Establishing a campaign goal allows you to focus on the content of your ad. If you are looking for new patient sign-ups, make sure your ad entices them. Your practice will gain exposure when your ad shows at the top of the search results page.
After your practice gains exposure through the ad, directing quality leads to your website comes next. A lead is a person clicking on that specific ad to arrive on your website’s landing page. Once you have this new lead, it is the landing page’s purpose to seal the deal. If someone has seen your ad, clicked it, and arrived on your website, they are definitely in the market for your fertility services.
Choosing Keywords and Match Type
Choosing the correct keywords is critical to run an effective PPC campaign on Google. The keywords you bid on must match what users are searching for to have your ad displayed. When choosing keywords, take into account what step your potential customer is at.
If they are just beginning their research, use broad terms to build name-recognition for your clinic and make the initial connection.
Conversely, if they are seeking a specific treatment, narrow your keywords to those treatments. For instance, your keywords can be “in vitro fertilization procedure” or “intrauterine insemination” to find the patients ready to begin those treatments. At this level, the marketing is individually distinguished to target potential patients on a personal level.
In this stage of their path to treatment, patients have already done their research. They are ready to commit to the procedure and are seeking the right clinic for it. Targeting these patients will maximize your ROI by bringing them in for those treatments. They are the ones who will click on your ad and book an appointment or consultation right away.
Use precise keywords to spend your budget cost-effectively and accomplish your specific marketing goals. Taking the time to research what people are searching for is important. On the bottom of a search result page, Google tells you what people are searching for in relationship to what you searched for.
Keyword consideration needs to focus on match types. The four match types of Google Ads are Broad Match, Broad Match Modifier, Phrase Match, and Exact Match.
Match types determine how closely your campaign keywords need to match the user’s search keywords for your ad to show. You can further check out match types here.
For a local fertility clinic, an example of a reliable keyword choice using the Exact Match type is “[Service + City]”.
Another tip is to avoid using Broad Match. This can help to filter out non-local ad displays. You want to make sure that you are targeting local potential patients. They need to physically arrive at your practice, after all.
Sounds too complicated? We can explain it.
Common Google Ads campaign parameters focus on demographic, geographic, and language settings. This allows you to pinpoint exactly who your ad will show to. These are critical to reach your ideal new patient.
Patient Privacy Policies
When advertising in the medical and healthcare fields, be sure to follow the regulations described by HIPAA, Society for Assisted Reproductive Technology (SART), or professional organizations.
Verify that you are abiding by these rules before posting statistics or analytics from your clinic. For more information about Google Ads’ policies, click here. You can read further about regulations from HIPAA here. SART provides information on IVF and other fertility topics on their website.
Google Ads allows you to target specific demographics for your ads. For example, if you want to focus on a younger age range of potential patients who are trying to conceive, you can select that when setting up your ad.
You can even include gender, parental status, and the range of household income. If you want a ‘hands off’ approach, Google can optimize your demographic settings based on a few factors. This includes the content of your website.
You can also choose these settings manually if you want more control over your ad, which is highly recommended. Every practice has an ideal patient, and Google will help you find them.
You need to make sure that your ad is being displayed in the proper geographical location that you want. You can select a target radius around a location as small as one mile for your ad to display.
This feature allows you to decide if the city you are located in is the target market for you. Or maybe there is a city nearby that offers a new patient base you want to tap in to.
Google can detect a user’s primary language settings. When setting up your ad, Google Ads allows for language targeting.
For example, if someone in your practice can speak a different language, it may be beneficial to display an ad to users who need a doctor that speaks their language.
Google allows for precise settings to optimize when your ad shows so you can find these new patients. You can either choose these settings manually, or allow Google to optimize your ad for you.
It is highly recommended that you have full control over your ad and adjust these settings manually.
Setting up a budget dedicated to running your ads is imperative. There is not a universal approach or template to copy for budgeting. You need to figure out how much you are comfortable spending for your fertility clinic.
Potential patients become leads when they show interest in your practice or offered services. Your marketing efforts will convert prospective leads into conversions. Support them with enough information until they are prepared to make an appointment at your clinic.
To assist your leads to conversions, add call to action (CTA) sections on each of your marketing contents. These sections instruct users to take a definitive step, such as calling your office to make an appointment.
Also, investing in lead management systems can aid you in keeping track of all lead interactions. This allows you to more effectively convert them into patients.
Budgeting your Ad
When creating a budget for your campaign and ads, you need to know how Google decides when your ad will show up in the search results.
You will be competing with other businesses. They are also bidding on keywords they believe potential new patients are searching for. This means that you are also bidding, hoping to ‘win’ the attention of searchers.
To take it a step further, finding the maximum CPC, or cost per click, you want to spend on an ad is a good practice.
When creating your budget, say to yourself “How much of a commission am I okay paying to Google per qualified lead/call to book an appointment?”
Let’s work through an example. Take a look at the services you offer. Find the profit you make on each successful service. For example, say that profit is $2000. How much of a commission are you okay with paying to Google from your profit? Is 20% fair?
Say you are running a Google Ad through Search for one month. If 1,500 users click on your ad and you end up with 15 new patients that month due to your ad, you have a conversion rate of 1%.
As a reminder, Google will charge you for each click on your ad.
Okay, so take your profit, Google’s cut, and the conversion rate and multiply them together to come up with your ideal maximum CPC bid. For this example, it will look like: ($2000 profit/patient) x (20%) x (15 patients /1500 clicks) = $4/click.
That means $4 for a maximum CPC bid, and with 1,500 monthly clicks on your ad, you would need a $6000 budget.
There are other variables to consider when creating your practices budget. Cost-per-click for keywords is a good starting point if you don’t know where to start.
Don’t know how to budget for ads?
After you establish a budget, you need to decide which bidding strategy you would like to use for your ad. Determine your bid strategy based on the goals you have for this ad.
If you want Google to fully control how your bids work within a set budget, choose from the automated bid strategies. They are as follows:
- Target cost per action (CPA)
- Target return on ad spend (ROAS)
- Maximize Conversions
- Maximize Conversion Value
- Enhanced cost per click (ECPC)
- Maximize Clicks
Google further explains those automated bid strategies here.
If your main focus is sticking to a set budget with full control and maximizing clicks, make sure you are using Manual CPC. It has been previously mentioned, but as a reminder, manually set up your ad whenever possible.
Google My Business
Your listing on Google My Business should be accurate and updated whenever you make changes to your practice. Also, ensure that your clinic is shown on Google maps. With these combinations, you can possibly show in the ad section at the top of search results, in the map pack, and also in organic Google search results.
Extensions for Ads
To increase clicks on your ad, include ad extensions. Ad extensions provide extra information with zero additional cost. Include a call button, location information linking to specific landing pages, additional text to your ad, product prices, and more.
As long as Google believes they will increase your ad’s overall success with users, they will show the ad extensions. There are several ad extensions that are beneficial to your practice to choose from. They are as follows:
- Sitelink Extension: link directly to a specific page on your website
- Callout Extension: add any additional text to your add like featured services
- Structured Snippet Extension: allows you to choose categories for your practice’s services/products
- Call Extension: encourage searchers to call your practice
- Message Extension: if your practice has a phone set up with text messaging, searchers can message
- Location Extension: include your practice’s address
- Price Extension: include the cost of any services or products you want to highlight
- Promotion Extension: if you are running a sale, promotional offer, or want to include a coupon on your ad
- App Extension: include a download link through Android and iOS mobile devices
You can find detailed information about extensions here.
They do not add any cost to the CPC, so there is really no reason why you would not include these in your ad. There is no downside to including them, just the upside of more ad clicks.
Search Terms Report
Allow your ad to run for a couple of weeks. This will give your ad enough time to gather relevant information for you. To view the effectiveness of your keywords, you then check out your Search Terms Report.
The Search Terms Report will show you exactly what people are searching for when they clicked on your ad. After reviewing the report, you can determine at this point if you want to change the keywords of your ad.
The report will identify search terms as high potential or unnecessary. The search terms that are unnecessary are not relevant to your ad and practice. Put these search terms on a list of negative keywords, words that you will want to avoid paying for.
Google provides excellent insight that will enable you to improve on your keyword selection. You just need to spend some time narrowing down the best keywords for your ad.
Quality Score and Website
When searching, Google will prioritize the user’s experience above all else. To make sure the most relevant ads are appearing when a user searches, Google assigns all relevant ads a quality score.
When you are running an ad, this score provides information on the quality of said ad. Google will assign a numeric score value from 1-10 depending on these factors:
- Expected Clickthrough Rate
- Landing Page Experience
- Ad Relevance
You need to make sure you are using related terms for keyword selection, details on your ad, and the landing page assigned to the ad.
Assign an ad that offers a specific service/product to a matching landing page on your website. The page needs to reflect those same services or products in the ad.
This is why it is very important to have a web built, well designed website. Google will assign a higher number if it believes the combination of your landing page and ad are useful to a search user. These tips will garner a higher quality score for your ad.
Landing pages on your website are extremely important. The information a user is searching for needs to be easily and clearly stated on your landing page to ensure a higher quality score for your ad.
If a search user clicks your ad and decides the landing page they arrive at is not helpful, they will leave your site shortly after arriving. Google monitors this situation, and calls it your Bounce Rate.
You definitely want to avoid bounces, because they will negatively affect your quality score. This means you need to make sure your practice’s website is user friendly above all else, with clear call-to-actions. If you need some more information on Quality Score, check this out.
Your Clinic as a Brand
Take a moment to consider your digital presence. Make sure that your clinic is branded in a cohesive, professional manner. The design is an important tool in appealing to potential patients. It enhances your reputation and helps you engage with your target audience. Patients are more comfortable booking appointments through web pages that appear reputable and up-to-date.
Your website’s design and functionality are critical in creating a successful first impression with potential patients. It should appear professional, informational, and easy to navigate. Consider what questions your potential patients may have. Answer those concerns comprehensively on your site. When your web presence provides a great user experience, they will interpret that your practice is pleasant to work with and customer-oriented.
Additionally, your website needs to function responsively across all devices -laptops, cellphones, tablets, etc. Your landing pages should include your keywords. Choose keywords and phrases that your potential patients will be searching for and that you provide solutions for.
Provide call to action (CTA) sections on each page of your site to direct the user to commit to items such as making a consultation appointment or booking a treatment. This action convert leads into profits.
Need a website refresh?
You should cultivate a helpful and relevant blog to bring traffic to your website. An added benefit to keeping a useful blog is that other blogs may use yours as a resource. They can link from their blog to your webpage.
Additionally, content like videos, articles, digital pamphlets, and graphics can achieve the same effects as blog posts. This content will often show up within search engine results.
When searchers find a site that provides knowledgeable and trustworthy content, they are more likely to utilize your services and book an appointment. These practices introduce even more potential patients to your site.
Engaging social media profiles can also introduce your clinic and serve as informational resources. Determine which platforms your patients use (Twitter, Instagram, Facebook, and LinkedIn), and create profiles to reach them.
You will need to connect with patients on a personal level to see meaningful results. Show that your clinic is credible and trustworthy by introducing your staff, facilities, and physicians.
You can also show off patient reviews and testimonials. This type of digital content establishes relationships between you and your followers. You can also interact with them by posting questions and asking them to share their experiences.
You can also share content about fertility and your services. People will relate to the content that addresses their concerns or gives them actionable information. This content can be tailored specifically to your target audience.
Also, add content that your followers will share enthusiastically. When your content is shared, you will be exposed to even more leads who will discover your clinic. This is free exposure that is created by devoted and relevant content.
Reviews on social media can be extremely beneficial to your clinic. Respond directly to reviews to show that you are engaged, aware of how your patients feel, and open to constructive criticism to enhance their experience. Potential patients will be more likely to try your services if they see that you are interacting with your patient community.
You can even incentivize your existing patient list to give referrals to keep them active in your virtual community. Managing your reputation should be a priority on your online platforms. Attend to unsatisfied patients’ needs and encourage your happy patients to describe how you helped.
As described above, Google Ads for Fertility Clinics is a necessary tool for marketing your practice.
Using this guide, you created an ad, found the keywords that worked best, and your website is ready to seal the deal. Now what? You wait. Google Ads requires patience. It may take a couple of days or even a month until you start noticing a steady new stream of patients to your practice.
Sign in and check on your Google Ad whenever you like to view your ad metrics. View your CTR, or click-through rate, to see if your ad is being clicked on. Another key metric is your Average CPC, which is just the total cost of all clicks on your ad divided by the total number of clicks on the ad.
By now, you should start to realize that Google Ads is nothing to stress over. It allows ad making to be user friendly and incredibly simple. In the modern digital sphere that we live in, Google Ads can be an extremely effective marketing tool for your practice.
Just make sure you are taking the time to monitor the overall effectiveness of your ad. Adjust your ads or campaign structure whenever you feel change is needed. The ultimate goal is to convert google search users into qualified leads then into patients.