If you want to get more quality and high-intent hernia patients for your hernia surgery clinic, in this article we will discuss how you can achieve this with Google ads for hernia surgeons.
What are Google Ads?
Google Ads is one of the most powerful and popular digital marketing platforms. It follows the PPC or pay-per-click model and allows your Google Ads for hernia surgeons to appear at the very top of search engine results pages when people search for the specific treatments and services you offer.
Google Ads is considered the top digital marketing platform due to its powerful targeting capabilities, and its ability to increase patient volume for your hernia surgery clinic.
Why Google Ads for Hernia Surgeons?
Creating Google ads for hernia surgeons can give you faster results, compared to other marketing strategies, such as SEO (search engine optimization). By investing in Google ads for hernia surgeons, you will have full control over your campaign and ad spending, and you will personally be able to track and monitor the performance of your campaign. Once it’s up and running, you can optimize it to increase your return on investment.
Key Terms for Google Ads
Familiarise yourself with the following key terms, to better understand how your Google ads for hernia surgeons will be created and operating:
- The campaign level will contain all your ad groups, including your keywords and your preferred advertising settings.
- Ad Groups are where your keywords will go under.
- Your Keywords are the specific terms that potential leads will likely use to search for your services.
- Conversions are the set of actions people take to contact, sign up, and schedule an appointment for your services.
- The Landing page is usually a standalone page relevant to your Google ads for hernia surgeons, and this is the page users should be directed to when they click on your ad.
- PPC stands for pay-per-click. It’s the format that Google Ads follows, and it means that you only pay when someone clicks on your ad.
Do you want to start increasing your hernia patient volume?
Creating Google Ads for Hernia Surgeons
To create your first Google ads for hernia surgeons, you will need to sign up and create an account on Ads Google by clicking “Start now”.
If you already have a Google Ads account, simply sign in.
Next, click the blue “+New Campaign” button to start a new campaign.
Campaign Settings
For your campaign objective, select “Create a campaign without a goal’s guidance”. This option will allow you more control over your Google ads for hernia surgeons campaign, and you will be able to freely implement different marketing strategies to help achieve your advertising goals.
For your campaign type, select the “Search” type. This option is the most beginner-friendly for first-timers advertising through Google Ads due to its functionality, and it is also the campaign type that will allow your Google ads for hernia surgeons to appear at the very top of search engine results pages.
Next, select the type of results you want to achieve such as “Website visits” and “Phone calls” and enter the name of your campaign.
For this guide, we will name our campaign: “Hernia Services – Campaign” but you can also consider examples like “Hernia Surgerion – Search Campaign”.
Network Settings
Your network settings allow you to choose where specifically you want to reach your target audience. We recommend checking the box for “Search Network” because it will allow your Google Ads for hernia surgeons to be shown to a wider audience through Google’s search partners, resulting in more potential conversions.
Only consider the Display Network if your Google Ads will be using high-quality images to promote your services as a hernia surgeon.
Location and Language Settings
For your location settings, select “Enter another location”.
Enter your target location, for example, “Irvine, California”. If you want to target more than one location, or exclude certain demographic areas, select Advanced Search.
The advanced search feature also allows you to set the distance of how far you want your Google ads for hernia surgeons to show through the radius setting, although we don’t recommend entering a distance higher than 15 miles, since potential patients may not be willing to travel further than that distance.
Then, select “Presence: People in or regularly in your targeted locations”. This ensures your Google ads for hernia surgeons will be shown to users interested in your services but still within your target locations.
Consider implementing location bidding strategies for your Google Ads for hernia surgeons to help you achieve your desired results. For example, you can set up a location strategy where the further the location is, the lower you want your bid to be.
Not sure how to implement location bidding strategies?
Languages
For your language settings, select the language you want your Google ads for hernia surgeons to appear in.
If your hernia surgery center offers its services in a different language, for example, Spanish, and you want to target a specific community that speaks that language, you will need to create a brand new campaign.
Audience Segments
Audience segments can be helpful for your Google ads for hernia surgeons if there are specific demographics you want to target.
You can enter keywords within your niche or industry, for example, “Healthcare” and then select the options applicable to your hernia surgery center.
After selecting your audience segment options, make sure to choose “Observation” as your targeting setting. This will ensure your Google ads for hernia surgeons campaign will not be narrowed by your audience segments.
Ad Rotation
Select the “Do not optimize” option. This ensures that all of your campaign ads equally rotate, which will allow you to identify which ones are effective and which ones need optimization.
Ad Schedule
For your ad schedule, you can keep your Google Ads for hernia surgeons to run All Days for now, and then experiment to run it during your business days.
Keyword and Asset Generation
Keyword and asset generation is a new feature available on Ads Google as of 2024. Powered by AI, it automatically creates ads for you by simply entering your website URL.
If you wish to use this feature, you will need to make sure your website content is accurate, and you will still need to create headlines and descriptions for your ads.
We strongly recommend skipping this option, especially if this is your first time creating Google ads for hernia surgeons.
Ad Groups and Keywords
As we mentioned earlier, your Google ads for hernia surgeons will be made up of your ad groups, and these ad groups will contain all your keywords.
These keywords will be the specific terms that will trigger your Google ads for hernia surgeons to appear at the top of search engine results pages. This is why choosing your keywords is a critical step when creating your campaign.
Enter your ad group name, for example, “Hernia Treatments”, then enter your website URL to scan for keywords, or you can enter keywords or services relevant to your ad.
After you click “Get keyword suggestions”, the results will show up as a list in the text box like in the example below.
Make sure you check the list of keywords and remove any irrelevant terms to your ad group and Google ads for hernia surgeons campaign.
Need help choosing the right keywords for your Google Ads for hernia surgeons?
Keyword Match Types
Once you have your keywords, you will need to format these into keyword match types, which you can do with tools like Free Keyword Match Type.
The keyword match types you can use for your Google Ads for hernia surgeons are Broad Match, Phrase Match, and Exact Match.
Broad match – These keywords are terms relevant to your chosen keywords, including misspellings. Broad match type will most likely have the highest reach but lowest relevance in comparison to the other match types.
Phrase match – These are usually terms or queries found in phrases that will have your chosen keyword’s meaning, and close variations of that phrase. To use phrase match, you will need to format your keywords in quotation marks, like “hernia surgeon near me”.
Exact match – These are terms and queries that match your keywords or your keyword’s meaning. To use exact match, you will need to format your keywords in brackets, like [best hernia doctor in Los Angeles]. This match type will most likely give your campaign the highest relevance to your keywords, with the lowest reach compared to broad match and phrase match.
Your keyword bidding will depend on how your local competitors are bidding and your location. If your local competitors are overpaying for low-intent keywords, you can bid higher for higher-intent keywords and vice versa.
Ad Text for Google Ads for Hernia Surgery Services
Final URL and Display Path
Now that you are done setting up your campaign settings for Google Ads for hernia surgeons, you can start entering the information needed to create your ad text.
The first step is entering your website or landing page in the Final URL and Display Path section. Enter relevant keywords in your display path to inform the user or website visitor of where they will be taken once they click on your ad.
Headlines
Headlines are usually the first thing people notice or read from your Google ads for hernia surgeons, so you will want to use target keywords that will grab the attention of your potential patients.
Here are some headlines you can consider using for your Google ads for hernia surgeons. You can include your location in these or even key benefits to attract leads.
Examples:
- “Board-Certified Hernia Experts”
- “Best Hernia Surgeons Near Me”
- “Hernia Repair Doctors, Irvine”
- “Free Online Consultation”
- “Learn More”
- “Trusted Local Hernia Clinic”
If you need more headlines for your campaign for Google ads for Hernia Surgeons, you can click “More ideas”. It will provide you with keyword suggestions that have high-volume searches based on Google’s database, which are relevant to your ad campaign.
Descriptions
The descriptions feature is where you can include more key information for your Google ads for hernia surgeons. Use descriptions that will help convince your potential leads to click on your ad and convert, for example, by highlighting features or unique selling points of your hernia surgical clinic.
Examples:
- “Award-Winning Hernia Clinic in Irvine, CA”
- “The Best Herniorrhaphy in Irvine”
- “Board-Certified Hernia Doctors With Over 50 Years of Combined Experience”
- “Highly Experienced and Skilled Hernia Specialists”
Ad Assets
To increase your click-through rate and help your Google ads for hernia surgeons stand out, you can add ad assets (previously known as ad extensions) to make your ad appear bigger on search engine results pages.
An ad asset we strongly recommend adding to your campaign is sitelink assets. These act as direct links to your website’s landing pages, encouraging conversion actions, such as “scheduling a free consultation” for a service advertised on your Google ads for hernia surgeons.
To create sitelinks, you will need to add your sitelink text, 2 descriptions, and the final URL.
Examples:
- “Testimonials”
- “Free Consultation”
- “Hernia Surgery”
- “Treatments”
Once your sitelinks have been created, you can see what your Google ads for hernia surgeons with sitelinks will look like in the preview section.
Other ad assets you can consider adding to your Google ads for hernia surgeons are the following:
- Location assets – This will showcase the location of your hernia surgical clinic.
- Call assets – This asset option will allow potential patients to contact you through calls or text messages without needing to click on your ad.
- Structured snippet assets – These allow your ads to contain listed products or services on your ad that potential patients may find valuable.
- Price assets – These allow potential patients to browse straight from your ad.
- App assets – Ideal for your organizations or businesses that have an app they wish to promote.
- Lead form assets – These encourage potential leads to submit information in response to the service being advertised on your Google ads for hernia surgeons.
Want to include more ad assets in your Google Ads for hernia surgeons campaign?
Manual CPC and Bidding
For your bidding settings, select “Clicks” as your bidding focus. If you want a more controlled setup for your campaign, you can set a maximum cost-per-click bid limit.
Ignore the customer acquisition option since we don’t want your Google ads for hernia surgeons to limit its reach to new customers only.
As for your manual CPC or budget, choose the “Set custom budget” option and enter “$50”.
It’s important to understand that your daily budget for Google ads for hernia surgeons will depend on several factors, including the location of your hernia surgical clinic and your local competitors.
We recommend starting with 50 USD but if you want to start with a lower amount, make sure you don’t stretch your budget too thin to avoid preventing your Google Ads for hernia surgeons from underperforming, and not providing any results.
Once you enter your daily budget amount, Google will provide you with an estimate of expected weekly clicks, weekly cost, and average CPC. Remember, these are only estimates and your Google ads for hernia surgeons could perform better than these, with the right implementation of strategies.
Medical Restricted Content
As a hernia surgeon or a hernia surgery clinic, you need to first learn about Google’s healthcare and medical policy if you want to advertise your services through Google ads.
Google is extremely strict with its healthcare and medical policy, so it is imperative that you know of the specific healthcare-related content and keywords you cannot advertise, even if you might be Google-certified.
Google-certified advertisers may only advertise in Google-approved countries. Check Google’s policy for different countries when advertising your hernia surgery services and hernia surgery clinic. Make sure you review and ensure you don’t include certain keywords in your campaign to avoid your Google ads for hernia surgeons getting blocked or disapproved.
Restricted medical content for Google Ads:
- Specific healthcare-related services
- Prescription drug terms and sales.
- Unapproved substances.
- Experimental medical treatment.
- Clinical trial recruitment.
- Cell therapies.
Optimizing your Google Ads for Hernia Services
Keyword Planner
One of the tools you can use to optimize your keywords, as well as your campaign as a whole, is Keyword Planner.
This is a free tool on Ads Google that will give you insightful data on any keywords you search, such as their search volume over time, their historical trends, and their competition level. You will also gain insights into a keyword’s highest and lowest bids to help better understand your competitors and how they bid.
You can access Keyword Planner, by clicking “Discover new keywords” under the tools tab on your many dashboard.
Then, enter your keyword, for example, “Hernia surgery” and the results will show an extensive list of keywords that are relevant to your provided keyword.
You can also use the keyword planner tool to help you identify any negative keywords you may want to add to your Google ads for hernia surgeons campaign.
Negative Keywords
Adding negative keywords is critical to prevent your Google ads for hernia surgeries from being triggered by keywords that may be relevant to your industry, but might be irrelevant to your actual Google ads and the services you’re advertising. In addition, negative keywords can help ensure that your Google ads for hernia surgeons bring more high-quality leads and conversions, resulting in a higher ROI for your hernia surgery clinic.
To add negative keywords, select Search Keywords under Auriences, keywords and content then click on “+Negative Keywords”.
Then enter your negative keywords in the textbox. Remember, these are the keywords you don’t want your Google ads for hernia surgeons to be triggered by to show up on SERP.
Examples of negative keywords:
- “Hernia Course”
- “Hernia Introduction”
- “Herniated Disk”
- “Herniated Disk Surgery”
- “Hernia Anatomy”
- “DIY check for a hernia”
- “How to check yourself for a hernia”
- “Surgery Video”
Note: Ensure your negative keywords are added to the right campaign and ad group.
Are you struggling to identify the right negative keywords to add to your campaign?
Landing Page
As mentioned earlier in this blog post, a landing page is a standalone page that a user is taken to once they click on your ad.
This landing page has one main purpose, and that is to encourage the website visitor to schedule a consultation with your hernia surgical clinic. In addition, you can also encourage them to sign up for your email newsletter subscription.
To further help encourage conversions with your landing pages, it should contain a variety of conversion elements, such as a CTA button.
Here are the other elements to consider adding to your landing pages:
- Headline
- Trust Indicators
- Key Benefits
- Testimonials or Social Proof
- Unique Selling Propositions
- Hero Shot or Image
- Frequently Asked Questions
- Address the user’s fears and hopes
- Lead Short Form
Let’s look at a landing page for hernia surgeons:
Overall, this landing page for hernia surgeries uses a combination of key elements that can help increase the conversion rate, but some improvements could be made.
It could have more CTAs dominantly placed throughout the landing page, it could have a frequently asked questions section to answer and provide solutions to any fears or concerns the website visitor might have. Lastly, adding testimonials or social proof to the landing page will help build credibility and gain trust from the website visitor, which increases the chances of conversion.
Key Takeaways
If you’ve been meaning to increase your patient volume for your hernia surgical clinic, then Google ads is the best platform you can use to help you achieve this.
Google ads will help increase your hernia surgery clinic’s visibility, which will result in driving quality traffic to your clinic leading to more conversions, more new patients, and a higher ROI. This is all possible with Google ads when you closely manage and optimize your campaign and implement the right marketing strategies for your Google Ads for hernia surgeons to be successful.
We at YoYoFuMedia, have helped over a thousand clients achieve their advertising goals with Google Ads, and we have also survived and thrived over more than 15+ Google algorithm updates! If you want to experience the same success our clients experienced with Google Ads, you can learn more about our success case studies on YoYoFuMedia’s Page.
Want to get started with Google Ads for hernia surgeons but not sure how? We make it easy for our clients! Schedule A Free Consultation with our professionals today!
