There is one simple reason to participate in pay per click marketing, Google Ads, and here it is: it is the last stop on the train for low hanging fruit. And as Director of Paid Search, for Crystal Clear, Brad Keller, puts it, “It’s like patients are knocking on your door waving cash,” going further to say, “you are either “there,” to answer the knock or you are not. It’s as simple as that.”
Except it’s not an empty house, there is always someone home – your competitors. And they will gladly accept your could-have-been-guests (paying patients). Thus, there is no better time to begin the journey on Google’s paid Ads platform than now; and, when starting out there are a few things to be aware of, and here they are:
- Work Towards Failure
Because of the urgent need to begin advertising on Google’s paid platform many users approach it with a gungho attitude and spend far too much money. Now, if you are in a competitive market like NYC, LA or Beverly Hills, it may be appropriate. However, for the vast majority of practices, to sample the market, or “troll the waters,” as Brad puts it, it is much better to start off small and work towards failure. Organizationally, at Crystal Clear, we embrace this philosophy, and when we begin campaigns for our clients we like to put a dollar to work, and see how much of a paycheck it can bring home before we waste any of our clients money. In other words, we sample a concentrated local market, (think of a bullseye on a dartboard) once we see how much it takes to penetrate your local market, we progressively work outwards in concentric circles; sampling how much “impression share,” can be achieved and for what price. Then for example, once we know that 1,000 dollars captures 25% of the impression share in your local market, the equation is simplified, and the question becomes, “how much of the addressable market in your area are you able to capture?”
- Ensure Detailed Tracking & Reporting
Another item that is looked over in haste is: tracking and reporting of campaigns. A lot of our clients come on board with similar remarks regarding tracking their Google Ad campaigns, and that is that they did not track it, and thus, are incapable of determining ROI. Generally, there are two common items we see missed: landing pages, and calling tracking numbers. With the former, we run into a lot of clients that have their Google Ads campaigns going to a regular service page that can be accessed from anywhere on the internet. As a result, there is no way to determine the source of traffic and thus the ROI. The same principle applies for calls into the practice. If the number is simply the regular practice line, there is no way to distinguish between regular calls and those coming from Google Ad campaigns.By virtue of these two items being overlooked, campaign reporting becomes clouded and indistinguishable. With Crystal Clear we embed tracking mechanisms like landing pages, forms, and phone tracking numbers into all of our efforts and provide easy-to-read monthly reports with all relevant campaign metrics. Furthermore, what practices we serve find to be useful is our reports; because, they include actual patients names (because of the SPC tracking (insert backlink to SPC blog)) so, it allows for easy monthly reviews of actual real-time ROI.
- Get Started Now
People are knocking on your door, kindly asking you to be of service to them so that they can give you money. They want information about Mommy Makeovers, or how Botox works, or the benefits and risks of liposuction – and they want to know if you can be trusted to operate on their bodies. How much more trusting of your practice would they be if they searched for liposuction in your area and saw your Google Ad, a few organic listings, and Google Map Reviews of your practice? How much more willing would they be to call your practice and come in to see how you can be of service to them? The answer is obvious, much more. Because in today’s technology driven economy, patients and consumers want to know that you care about them and can be trusted. And if you don’t care enough about them to make the services and information you offer readily accessible, how can you be trusted to operate on their bodies?For clients like, X, who received x leads last month, and many more that we are contributing great Google Ad results to, we thank you for your trust in us, and for those that have yet to, give us a call today and find out how we can put you in a position to answer more knocks on the door….