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Overview

Have you found yourself intimidated, but still curious, about using Google AdWords? Maybe you’ve wondered how it really works and if it would be helpful for you as a clinician. I’m in this category also, as I’ve wanted to know more and learn the ins and outs from a knowledgeable person. Today is the day! Join us to learn more!

John Sanders is an expert in the field of Google AdWords, as he has been in the field for many years and helped healthcare providers use wise marketing dollars to increase web traffic and convert those clicks into clients. On an interesting side note, his significant other, Laura, and I were in grad school together. Since she is a therapist in private practice, John has a handle on the nuances of how this concept applies to clinicians, and I’m excited to hear what he can teach us.

What We’ll Learn

• Google AdWords: Why many people find the concept intimidating, but the potential is limitless
• What is Google AdWords? An advertising platform that is essentially a search campaign with paid ads for your business
• Most of Google’s revenue comes from advertising to the tune of $95 billion in 2017
• The quality control in Google AdWords, and why Google wants it to be relevant and genuine
• A “Google Ad Campaign” is an organization of keywords and your ad text, targeted to your specific audience, with several other customizable key considerations
• The filters you use are optional and depend on your physical area and what products and services you offer
• John’s tips for your Google AdWords campaign:
  • Define your goals and your success, based on the return on investment
  • Pay attention to your geography and your target area
  • Realize your “match types” should be specific in relation to your keywords (For example: exact match, phrase match, and broad match, as options)
• Why John says listeners should avoid “Ad Words Express,” which is a similar platform that only increases irrelevant clicks
• The major advantage of Google AdWords over traditional advertising is that it can target specific customers who are looking for your services
• How to use telehealth services in Google AdWords, mixing in online providers with local services
• How you need to collect data to evaluate your customer base map
• In most major cities, count on customers driving no more than 20 minutes to see a clinician, while in rural areas, people are accustomed to longer distances
• Look at the campaign as a process, over 30-60 days, because you will evaluate and tweak the ads
• Common mistakes clinicians make in Google AdWords:
  • Not using negative keywords to weed out irrelevant clicks
  • Not having a way to track conversions (John advises using tracking software)
  • Not using ad extensions in your text
• “If you don’t track conversions, then you won’t know where to spend your marketing dollars.”

Resources

Find John: RevKey

Find resources from John: RevKey

Learn more about Google AdWords: Google AdWords

Find out about tracking software:  Call Tracking Metrics

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Thank You for Listening

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