Running a dermatology practice is hard work. Even harder when your business will be in competition with other dermatologists in your area. while trying to give your patients the best quality care. Don’t let this get under your skin. This guide will explain and help you through the wild world of Google Ads. Giving your dermatology clinic a fighting chance.
Google Ads is an advertising service by Google. Google Ads allows businesses to display their ads on Google’s search result pages. These ads appear at the start or the end of a Google search engine result page.
Using Google Ads is an effective marketing strategy. Many areas of business looking to increase market share in a given market can use Google Ads. In this guide, we will explain some of the basics of how to use Google Ads for your Dermatology practice.
Google Ads is an amazing tool that is essential to advertising a business online. Below are some advantages that your dermatology practice could enjoy using Google Ads:
Google Ads has many targeting options in its arsenal. Your dermatology practice can ensure your ad is only displayed to potential customers. You can segment your target audience on geographic, demographic, keywords searched and more. A useful setting of Google Ads is the choice of the time when your ads will be shown to the target audience. A common practice that many businesses find effective is only running ads during the weekdays from 8 AM to 5 PM. This practice will maximize ad spend because businesses are slower on the weekends.
Google Ads ad schedule
This practice could be especially advantageous for your dermatology practice. Studies have shown, 50% of mobile users that searched for a local store on their smartphone. Made a visit to the store within a day. This means local businesses that use Ads can get potential customers by being first on the search engine results.
Target Specific Devices
Google Ads allows businesses to select the devices to target in their ad campaign. Your Dermatology practice can choose between PC, tablets, and smartphones. On the display network, businesses can target specific device os like Android or Mac. Bid adjustments allow automatically bidding higher or lower on devices that are more likely to interact with your site.
Pay Only For Clicks
This is the primer advantage of advertising with Google Ads. With Pay Only For Clicks, Your Dermatology practice will only pay for the clicks on your ads, instead of impressions. This is called a pay-per-click (PPC) advertising model. This way, you will save money by only paying when a potential customer has taken action to view your website.
Google Ads will allow your dermatology practice to track the performance of ad campaigns. Your practice can track the number of users that view and interact with your ad. Ads will track the number of users that took the desired action on your website.
Google’s Economic Impact Report, businesses make an average of $2 for every $1 spent on Ads. Google Ads became part of your dermatology practice’s online presence will bring positive results. The best way to discover how profitable Ads will be for your dermatology practice is to give it a try.
Preparing for PPC
Pay Per Click advertising is one of the most powerful tools in the Google Ads toolbox. Plan and figure out your objectives then make your Google Ads accounts. “more patients” may be your end goal, but will need to be more specific with online advertising.
It unlikely that someone visiting your website for the first time will become a patent. Online interactions are dependent on a relationship of trust with your potential patient. There are many objectives for your dermatology Clinic to use AdWords to achieve. Such as:
- Generating sales
- Email sign-ups
- Lead Generation
- Enhancing brand awareness and recall value
It is fine to have more than one objective. Be aware, you may have to run different campaigns for each objective as a result. Other than stating your objective, there is a very important page on your site for advertising on Ads, a landing page.
A landing page is a webpage on your site that allows a user to “land” when they interact with your advertisement. A landing page is where the user gets sent to after clicking on your ad. It is a different page from your main website. With an intentional design to focus on a specific objective that you set. A well-designed landing page is a crucial part of the success of your Google Ads campaign. A well planned and designed landing page will convert visitors into patients.
Keep the following in mind when you are designing the landing page:
Focused landing pages: Design different landing pages for your different individual offers. A landing page that has many different focuses will end up confusing your visitors.
Call to action: include the desired call to action button and highlight it on the landing page.
Mobile friendly: Most users on the internet are on mobile devices. It is important to ensure your landing page is friendly to mobile browsers and devices.
Fulfill your promise: Your dermatology landing page should deliver the promises made in the ad. If your ad promises a discount, the landing page should feature the discount.
By now, you should have written a list of set objectives that you want your ad campaign to achieve. You should have also designed dedicated landing pages that will help accomplish your objectives. Now we will show you how to set up your Google AdWords account for your dermatology business.
Setting up Google AdWords Account
Step 1: Sign Up
go to the Google AdWords website and continue to sign up with a personal or business Google account. If you do not have a Google account personal or otherwise, you will have to sign up for one. This will not take long.
Once you have signed on, you can use this following page to create your first campaign for your dermatology practice. On this page, you will select your desired goal then, later on, you can choose a budget, target an audience, set your bids, or write your ad copy.
Step 2: Select Your Target Audience
Next, you specify the geographical location of your target audience. If you are a local dermatologist, you can limit the location to cities that are located around you. This feature will only show your ad to users that Google using your keywords and located in the geographical location that is specified by you.
One advanced search option you can use to great effect is “radius targeting”. Radius targeting allows your practice to target a certain radius around your location. Depending on the size of your dermatology practice, you might target multiple countries or only certain cities. You can set different bid adjustments for their location in the radius. For instance, you can bid higher within a 10-mile radius but bid lower within a 20-mile radius.
Step 3: Choose Your Keywords
Keywords are the terms or phrases that are entered into Google’s search box when conducting a search. You are able to choose 15-20 keywords that might trigger your ad to appear on Google’s search result pages depending on your bidding. You can add more keywords later.
Choose a few keywords that you are sure that will bring results, instead of choosing 20 that may be relevant. Pay attention to the search volumes of the keywords that you choose for the targeting. it may seem good to choose a keyword that has a large search volume, doing so may not be for great business.
AdWords works on a bidding system for Keywords. Keywords with high search volumes may be extremely expensive to bid on. Choosing keywords with a high search volume may be too expensive for your practice.
Keep your costs low by choosing relevant keywords with low to moderate search volumes.
Keywords Types and Determining the Right “Keyword Match”
There are four keyword match types that determine how you want your ad to be displayed.
Broad match: On Google Ads this is the default keyword setting. Google says, it “allows your ad to show for searches on similar phrases and relevant variations”
Broad match allows the widest matching for your audience. Since you are a dermatology practice using this is not advisable. For instance, when searching for a pediatrician your dermatology business may appear
Broad match modifier: The broad match modifier gives you more control over the broad match. By adding a ‘+’ before the term, you can lock the modifier into place. Only when a search term contains the words after the ‘+’, then your ad will appear.
For instance, if you bid for “+Dermatologist Corona”, your result will not show for terms like “Pie in Corona”.
Phrase match: The phrase match option offers more control to you. Phrase match lets your ad only display in search terms results that are exactly the same as your chosen keyword.
If you choose as your keyword “Dermatologist Corona”, your ad will not show for “Corona Dermatologist ”. In order to specify a phrase match, simply put your keywords between quotations.
Exact match: this option will ensure your ad only appears when the search with a search term identical to the chosen keywords.
If you have chosen the exact match option and your keyword is “Dermatologist Corona”. The ad will not appear on the search results for search terms like “best Dermatologist in Corona”.
To select the exact match option, put brackets around the chosen keywords. (Example: Dermatologist Corona])
Negative keywords: Negative keywords are terms that will help you to ensure your ad is not shown to irrelevant viewers. This Google Ads feature is helpful if you do not want your ad to be viewed by an irrelevant audience looking for pediatricians.
Learn more about bidding by match types.
Step 4: Write Your Ad
Take great care in writing your ad, It is the most important part of the process. Think about how you want to convey your messages or offer. Think about what you would want to see in an ad and try to apply it or look at competitors for some ideas.
How to write an Ad
Keep your message to the point. The headline is the first thing your user will view looking at your ad, let it call out to them and make them click on the ad.
Make your desired action clear: A clear call to action will tell the user to perform the desired action.
Anatomy of an ad:
Headlines: Three headlines can be shown in an ad, each being 30 characters. Make good use of the space you are given. It is recommended to include at least one of your keywords in the headline.
Description: your description is up to 90 characters. Convey your message clearly. If you are offering a discount or offer, include it in this section. Check your grammar, then check it again.
Do not be afraid to look at the competitor’s ads to get ideas. many competitors have been in this industry longer than you and will know how to communicate well with potential customers.
Step 5: Set Your Budget
Defining a budget is one of the most important tasks on the list. setting the daily budget will ensure you never go over budget limits. An efficient way to find your daily budget is to know the number of landing page visitors which will convert into customers. Since your dermatology practice is first stating out, you can use averages set in your field.
In a report published by WordStream, the average rate of conversion across all industries is 2.35%. On average, 2.35% of users will take the desired action after interacting with an advertisement. Taking into account the average conversion rate for the healthcare industry which is 3.27%, you can figure out how much you each visitor is worth paying for. This is called the cost per acquisition (CPA).
For help increasing your return on ad spend, Check out our guide here,
Once you have chosen your desired budget, save and now we are on the next step.
Step 6: Set Your Bid
Google Ads uses a bidding model for their keywords. A bid is the amount of money you are willing to pay for every person that clicks on your ad. If two competitors have bid on the same keyword, The competitor who bid the most per click will have their ad shown.
On this page, two options appear. The first one lets an algorithm manage your bid in order to maximize the return vs your budget. If you want to set the bid yourself, consult the Google Keyword planner
If your dermatology practice is newly beginning, automatic bids may be the smart option until you study and become confident using the Google Ads system. Setting bids by yourself is usually better on your budget, but you need to micro-manage the settings.
Step 4: Choose A Network
In the next step, you can choose a network, where your ads will be shown. The two networks are Google’s Search Network and the Display Network. The Search Network displays ads on Google’s search result pages. While the Display Network will display your ad on websites that use google ads.
For a small dermatology practice, the Search Network is recommended. The search network will show your ads to users that are searching for keywords that are relevant to your practice.
Running Multiple Ads
Running multiple ads to focus on different goals is advisable. Thus, it is advisable to run multiple campaigns. After having experience with running campaigns, you will find out the best method to gain conversion.
A campaign consists of multiple ad groups. Each ad group will have similar keywords and the landing pages will be similar. For example, you may have an ad group for other doctors to refer you or an ad group for patients trying to find their own dermatologist.
You can combine multiple ad groups into a single campaign. Ad groups that are combined into a singular campaign will share a budget and targeting settings. If you are looking to target using different settings then separate the ad groups from the campaign.
A huge advantage of using google Adwords compared with other sites is being able to track conversions. Tracking conversions will help your dermatology business figure out how effective your ad campaign is to customers.
To start your analysis, first, select a conversion source. The two common conversion sources for a dermatology practice is:
Website interaction: This is when a user clicks your ad and performs the desired goal from your landing page.
Phones interaction: This is when a mobile user calls you using a number on your landing page or your ad.
To further track your Google Ads conversions, set up a Google Analytics goal on your website and use the links for more information below to set up tracking.
Google’s Quality Score
Google tracks the performance of each of your ads and then determines where to place your ad on the search results page. The following factors is how Google assigns a Quality Score to the keywords you chose:
Landing page relevance: How relevant your landing page is to the keyword.
Expected click-through-ratio: How often the user will click on your ad when it appears on the search results page
Ad relevance: relevance of the ad to the keyword.
To view the quality score of your keywords, add the “quality score” column in the keywords tab of the AdWords account.
The quality score helps to place your ad on the search results page. The score will also affect bidding and the amount you pay per click. Google multiplies the bid with the quality score to determine your placement. if your quality score is 0.5, and you bid $2, your ad will be below the competitor whose QS is 0.4 and bids $3. Read more about quality score and it’s effect on ranking here.
.7 Quality Score is what you should aim for. Going above .7 is difficult and is not worth the effort. If you are below .7 you need to work on your ad something can be improved.
Thank you for reading to the end! If you need more help check out this article, you may not be a dentist but the concepts are almost the same.