Do you want to increase patient volume for your nephrology clinic? The best marketing strategy that will help you achieve this is Google Ads. By creating Google ads for nephrologists, you will drive more traffic to your nephrology website, gain high-quality leads, and increase your clinic’s revenue.
Keep on reading to learn how!
Why Google Ads for Nephrologists?
Investing in Google Ads for nephrologists is one of the best strategies to increase kidney patients for your nephrology clinic. This is because Google Ads will ensure your nephrology website appears at the top of search engine result pages (above organic traffic) when users actively search for relevant keywords or your clinic’s services, such as “kidney transplant” or “kidney doctor near me”. As a result, you can expect your Google Ads for nephrologists to bring you more quality leads, increasing patient volume and ROI.
Example of Google Ads for Nephrologists on SERP:
Understanding Google Ads
Many features make up your Google ads, and understanding these features and their purpose will help you better understand your campaign, and how they work together.
- PPC stands for Pay-Per-Click. You only pay this amount when someone clicks on your ad.
- The Campaign will contain all your ad groups and keywords.
- Your Ad Groups will contain all your chosen keywords, following a single theme per ad group.
- The Keywords in your campaign are the terms or phrases that will trigger your Google ads for nephrologists to appear on search engine result pages. These are also the terms potential leads will use to find your nephrology clinic and your nephrology services.
- Conversions can be a set of actions people may take to contact your clinic or book a consultation.
- The Ad Rank is the position of your Google ads for nephrologists on SERP.
- A Landing page is a standalone page that users are taken to when they click on your Google ads for nephrologists.
Do you want to get started with your Google ads for nephrologists?
Creating Google Ads for Nephrologists
The first step to creating your Google ads for nephrologists is to create an Ads Google account.
If you already have a Google Ads account, click “Start now”.
After signing up or logging in to Ads Google, click “+New campaign”.
Campaign Settings
For your campaign objective, you want to select “Create a campaign’s guidance with a goal’s notice”. This is the best option if it’s your first time creating a Google ads campaign since you will have more control over your campaign settings and you will be able to implement different targeting strategies.
Then select “Search” as your campaign type. This will make sure that your Google ads for nephrologists appear at the top of SERP when users search for your services or treatments.
Select the type of results you want to get from your campaign.
For example, if you choose “Website visits”, you will need to enter your homepage URL.
Then enter your campaign name. For this example, we will name this campaign “Nephrologists – Search Campaign”. Adding the type of campaign to the campaign name will help you keep your campaigns more organized.
Network Settings
You want high-intent leads to find your Google ads for nephrologists, so include Google’s search partners by ticking the box under Search Network.
Only consider including Google’s Display Network if your Google Ads for nephrologists will use high-quality images to promote your services.
Location and Language Settings
In your location settings, choose “Enter another location” and select the location you want to target for your Google ads for nephrologists. If you have more than one nephrology clinic, add these locations to your target location settings.
You can also exclude any areas from your chosen location by clicking “Advanced Search”.
After selecting your target demographic, select “Presence: People in or regularly in your included locations” to avoid wasted spam clicks.
In your language settings, choose “English“.
If you wish to target a different-speaking community or your nephrologist clinic offers services in another language, you will need to create a different campaign.
Location settings is a great opportunity for you to implement location bidding strategies for your Google ads for nephrologists. You can set up your location bid to be lower the further away the location is from your nephrology clinic, and you can increase your location bid the closer it is to your clinic. Take note, that your location bidding will also depend on your local competitors.
Not sure how to implement location bidding strategies?
Audience Segments
Your audience segment settings allow your Google ads for nephrologists to target certain demographics, which can be helpful for your campaign.
To use audience segments, enter your niche or industry, for example, “internal medicine”, then select the options applicable to your nephrology clinic.
If you choose to include audience segments as part of your campaign settings, ensure that you select “Observation” as your targeting setting, to avoid limiting your campaign’s reach by your audience segments.
Ad Rotation
Select “Do not optimize: Rotate ads indefinitely” as your ad rotation settings. This will ensure all your ads rotate equally, so you can identify which ads are performing well, and which ads need to be optimized, to improve your campaign’s effectiveness.
Keyword and Asset Generation
This step is a new addition to Google Ads, where Google’s AI will assist you in creating your Google ads for nephrologists by simply entering your website in the Final URL.
You can choose to try to use this option, but we strongly recommend you “Skip” this, so that you may be able to implement different marketing strategies throughout your campaign settings.
Ad Groups and Keywords
As mentioned at the beginning of this article, your Google ads for nephrologists will have ad groups containing the keywords that will trigger your ads to appear on SERP, hence their importance. We recommend creating different ad groups for specific nephrology services to help you identify which of your ad groups performs the best, and which ad groups need to be optimized to bring you the best results.
Examples of potential ad groups:
- Electrolyte Disorders
- Hypertension
- Chronic Kidney Disease
- End-Stage Kidney Disease
- Kidney Transplants
- Kidney Stone Prevention
- Genetic or Familial Diseases
You will need to conduct keyword research to ensure your Google ads for nephrologists show up to the right search queries and increase patient volume for your clinic.
For this guide’s example, we will focus on a more generic ad group for kidney specialists.
In your ad group settings, rename the ad group and enter your website’s URL or services to get keyword suggestions for your campaign.
Example:
- Ad Group Name: “Nephrologist Services”
- Products or Services: “nephrology services”, “nephrologist doctor”, “kidney doctor”
After clicking “Get keyword suggestions”, you will find all relevant keywords you can use for your campaign in the text box.
Ensure you review each keyword and remove any that may not be relevant to your ad group or campaign.
When you are happy with your chosen keywords, format these into keyword match types: broad match, phrase match, and exact match.
You can use free tools like Keyword Match Type to help format your keywords, saving you time from manually formatting each keyword.
Not sure if your Google Ads is using the right keywords?
Keyword Match Types
There are currently four known keyword match types that you can use in your campaign.
Broad match keywords are the terms that are relevant to your chosen keywords and these will likely have the highest reach but the lowest relevance.
Phrase match keywords are terms or queries found in phrases that include your keyword’s meaning, and also include close variations of that phrase. To use phrase match keywords in your campaign, you will need to format these in quotation marks, for example, “best nephrology clinic near me”.
Exact match keywords are the terms and queries that exactly match the keywords in your campaign and your keyword’s meaning. To use exact match, format your keywords in brackets, for example, [kidney specialist in LA]. Just like broad match has the highest reach but lowest relevance, exact match will likely have the lowest reach but will bring you the highest quality leads.
The last keyword match type is negative match. These keywords allow you to exclude your Google ads for nephrologists from appearing to those specific keywords or phrases, and avoid ad spending. For example, a keyword you don’t want your ad to appear to is “urologists vs nephrologists”.
Ad Copy for Google Ads for Nephrologists
Final URL and Display Path
Now it’s time to create the ad copy for your Google ads for nephrologists.
Enter the landing page URL in the Final URL section, then enter relevant keywords to that landing page in the display path section, for example, “Services” and “specialties”.
Headlines
Headlines create an opportunity to grab and attract potential leads for your nephrology clinic, so enter headlines that will encourage users to click on your Google ads for nephrologists.
Headline Examples:
- Best Nephrologist Near Me
- Board-Certified Nephrologists
- Kidney Treatments
- Best Kidney Doctor Near Me
- Nephrology Specialists in LA
- Learn More
- Book An Appointment
You can create up to 15 headlines for your Google ads for nephrologists, so if you need more headlines, click on “more ideas” and Google will provide you with headlines you can use, that are keyword-rich and have high-volume searches according to Google’s database.
Descriptions
Descriptions allow you to highlight or showcase key information about your nephrologist clinic. These should help convince potential patients to click on your Google ads for nephrologists.
Description Examples:
- “Trusted Nephrologists Serving Los Angeles With 25+ Years of Expertise”
- “Providing Personalised and State-Of-The-Art Care for Kidney Patients”
- “World-Class Center Offering Treatments for All Types of Kidney Disease”
Ad Assets (Ad Extensions)
One way to increase your CTR or click-through rate and stand out over your local competitors is by adding ad assets to your Google Ads for nephrologists.
One of the ad assets (previously ad extensions) we recommend adding is sitelinks. These act as direct links to your nephrology website’s landing pages, further encouraging conversion actions.
Sitelink Examples:
- “Chronic Kidney Disease”
- “Kidney Transplant”
- “Testimonials”
- “Schedule Consultation”
On the right side of your screen, you will also see a preview of your Google ads for nephrologists with your added sitelinks on desktop view.
Here is a preview of your Google ads for nephrologists on mobile view:
Other Types of Ad Assets
- Location assets – These work by showing the location of your nephrology clinic.
- Call assets – They allow potential kidney patients (or nephrology patients) to contact you without needing to click on your ad.
- Structured snippet assets – These are usually listed products or services your potential leads will find valuable.
- Price assets – Ideal for businesses that wish to showcase available products and services with their prices.
- App assets – Consider this ad asset if there is an app you wish to promote.
- Lead form assets – Perfect for encouraging leads to submit information in response to the service being advertised on your Google ads nephrologists
Want to include more ad assets to your Google ads for nephrologists campaign?
Manual CPC
As you set up your budget or manual cost per click (CPC), you will want to select the “Set custom budget” option.
Then enter your daily budget amount for your Google ads for nephrologists, for instance, “100 USD”. This will then give you an estimate of the expected performance stats from your campaign, such as weekly clicks, average cost per click, and weekly cost. Remember, these are only estimates so when your campaign is fully optimized and constantly managed, your Google ads for nephrologists might perform even better than its estimates.
It is also important to understand that your budget or manual CPC will depend on many factors, such as your local competitors and the location of your nephrology clinic.
Bidding
As for your bidding focus, choose “Clicks” for now, and don’t set a maximum CPC limit. You can always change your bidding focus in the future.
On the same page, make sure you skip the “customer acquisition” settings or you will limit your Google ads for nephrologists to new customers only.
Medical Restricted Content
When advertising with Google ads for nephrologists, you need to be aware of Google’s healthcare and medical policy. This is due to the strictness of Google’s advertising policies when it comes to healthcare-related keywords and content.
You will also need to ensure that you review Google’s policy for your country because Google-certified advertisers can only promote in Google-approved countries when advertising nephrologist services.
Restricted medical content for Google Ads for nephrologists:
- Online pharmacies and prescription drug sale
- Prescription drug brand names and active ingredients
- Specific healthcare-related services
- Experimental medical treatment
- Clinical trial recruitment
- Unapproved substances
- Cell Therapies
Previously created Google ads for nephrologists but your campaign got suspended because of medical-restricted content?
Optimize Your Google Ads for Nephrologists
Keyword Planner
One way you can optimize your Google ads for nephrologists is by using Google’s Keyword Planner. It allows you to get access to keywords and their data insights, like search volume, competition level, historical trends, and top-of-page bids.
You can access Keyword Planner by going to your Google Ads account first and selecting “Tools“.
Then, go to the “Planning” tab and click on “Keyword Planner”.
Select “Discover new keywords” then enter relevant keywords to your ad, for instance, “kidney doctor”, “nephrologist”, “nephrologist near me” and “nephrology services”.
After clicking “Get Results” you will see an extensive list from the keyword planner of all the relevant keywords you can use for your Google ads for nephrologists.
You can also use keyword planner to identify which keywords you want to include in your campaign as negative keywords.
Negative Keywords
As mentioned earlier in the keyword match type section, adding negative keywords (or negative keyword match types) will prevent your Google ads for nephrologists from appearing to those keywords on SERP to avoid wasted advertising budget spend.
Additionally, negative keywords will also ensure your Google ads for nephrologists only attract high-quality leads and conversion, increasing your ROI.
To add negative keywords to your campaign or ad group, go to the “Audiences, Keywords, and Content” tab, click “Search keywords”, and then click the blue button to add “+Negative keywords”.
Enter your chosen negative keywords in the text box and click “Save“.
Remember, these should be terms that you don’t want your Google ads for nephrologists to be triggered to show up on search engine results pages.
Examples of negative keywords for Google ads for nephrologists:
- “Urologist”
- “Urology Doctor”
- “How to pronounce nephrologist”
- “Pronunciation”
- “Pediatric Nephrologist”
- “Pediatric Nephrology”
- “Pediatric Kidney Doctor”
- “Kidney Surgery”
- “Nephrologist Salary”
- “Liver Doctor”
Landing Page
As mentioned at the beginning of this article, a landing page is a standalone page where potential patients are taken when they click your Google ads for nephrologists.
If your Google ads campaign has been optimized, but your landing pages lack conversion elements, you will end up wasting your advertising efforts and advertising budget, so make sure your nephrology website has the following elements:
- CTAs or Call To Actions
- Clear Headline
- Quality Hero Shot
- Key Benefits
- Trust Indicators
- Unique Selling Proposition (USP)
- Testimonials or Social Proof
- Frequently Asked Questions (FAQs) Section
- Addresses the user’s fears and hopes
- Lead Form (This can be short or long)
Let’s look at a landing page example for a nephrology service or treatment, for instance, “Kidney Dialysis” to see if it uses a variety of converting elements on the page.
This particular landing page example uses a variety of key elements to convince the user or website visitor to convert but could improve by increasing its CTAs across the page, including a lead form, and including testimonials or social proof from previous patients from their nephrology clinic.
Do your landing pages need to be optimized?
Conclusion
Investing in Google ads for nephrologists will help you increase your kidney patient volume for your nephrology clinic, due to its powerful targeting capabilities and proven effectiveness.
With Google ads, you can expect to experience an increase in revenue, helping your nephrology clinic grow and succeed by driving high-quality traffic to your site and encouraging conversions with a well-optimized campaign as well as landing pages.
It’s important to understand that this is also possible only when your Google ads are continuously being monitored, managed, and optimized with the right marketing strategies to help you achieve the best results. If you believe that you won’t be able to constantly manage and monitor your Google ads for nephrologists because you will be busy catering to your new patients, our professionals can help!
We have helped over 1,000 clients with their Google Ads campaigns, like How This Acupuncture Clinic Got 20+ Extra New Leads Per Month Through Google Ads or How We Got Dr. Chad Elkin’s Addiction Clinic 200+ New Patient Appointments Every Month Through Google Ads.
If you are still in doubt, you can learn more about our other successful case studies with Google Ads on YoYoFuMedia’s page or you can Schedule a Free Consultation with us to get started with your Google ads for nephrologists!
