Google AdWords For Clinics, Done Badly Will Lose You Money
Choosing an expert Google AdWords for clinics can be a real challenge. Not only does everyone and their cousin seem to claim to be the new Messiah when it comes to all things AdWords, but it’s hard to sort the wheat from the chaff, so to speak.
Which is why I’ve put together my own list of ‘Questions Your Google AdWords People Should be Able to Answer’. Knowing these questions means you should avoid being part of the $12 Billion a year that it’s estimated is completely wasted on AdWords (commonly known as Google’s stupidity tax).
Obviously there’s a lot of other stuff besides these questions – they’re designed to cover off the basics – but I’ve even seen alleged ‘experts’ in this area make some simple – and costly – mistakes. One client had two different people work on his account and spent £5,000 in a month but only had five negative keywords (which specify when your ad won’t show). That’s crazy, as even to launch the AdWord there should have been 100 at least! In financial terms, he wasted around £3000 of his spend in that month alone (ouch!) So to the questions…
Make Sure You Know These Questions If Your Using Google AdWords For Clinics
Which match types will be used on the account?
Brand match is the wrong thing to have as Google decides what search terms to use and that can be very broad – as an example, Google thinks that property finances are similar to payday loans. You should look for bid phrases or exact phrases to match, so, if you sold window shutters ‘window shutters’ or ‘timber shutters’ to start with.
How many negative keywords will you use in the campaign?
If a word or phrase is not wanted in a search you need to have this in your negative keyword search. Aim for 100 to start with, and focus on things like ‘free’, ‘jobs’, and ‘job’ including the misspelling of these (single words and broadmatch).
Where and When They Target AdWords For Clinics
What geographic areas are being targeted?
Consider geo-targeting in smaller areas to start with. Google’s ‘recommended’ boxes are normally focused on Google making money, so make sure you untick the ones that aren’t needed. You can also focus on geo-modifying for specific areas such as ‘Birmingham’ in the search.
What time of day are you running the adverts, and on what days?
The time of day and other details should depend on the call to action and the web page they’re landing on. Make sure it all ties together and is congruent
How often do you check the search term report on Google Ads?
This is available from the third day, and the reports will give you a lot more negative keywords to add to your initial terms. Make sure that your Google Ads expert is planning to factor in what people have searched for to see your advert and so evolve your listings
What score are the adverts?
5 is the normal starting score and when people click through, if they leave straight away, this reduces your relevancy score. Equally, when people look around and click through, your relevancy score goes up. Why’s this good? The higher the score, the cheaper the click through, so say the click through for a score of 5 is £1 each, a score of 10 might be 50p and a score of 1 might be £5 each. Get more relevancy and you’ll save yourself lots
How many ad extensions are employed?
Ad extensions are links to your other web pages and these are seen on your advert, so get you to take up more room and push your competition further down. All of which makes your advert bigger. Focus on your main click through then say six other web landing pages, contact page, and the like. You could also have review extensions which are reviews or awards from other third party websites, not your own testimonials.
How many conversions are you getting from your impressions and clicks?
If your Google Ads expert is telling you that they’ve got you 500 clicks and it’s your website’s fault that you’re not getting conversions. A. they should be advising you more on the landing page and B. what search terms are they using to find your ads (remember your search terms report)
Google AdWords For Clinics Is Only Half The Battle, The Landing Pages Have To Be Specific To The Advert
What’s the plan for the landing pages?
If, say, the keyword search you’re looking for is ‘timber shutters’ or ‘window shutters’, you can copy the web page that you’re sending the click through to, then you can change the keywords on that page so they’re completely relevant to the search, eg ‘timber shutters’ on one page then ‘window shutters’ on the other. Because the keywords match what the person was searching for, Google’s robots *really* like the page and it gets a higher relevancy score. One tip though, make sure these pages aren’t indexed as Google doesn’t like pages with the same content.
This is just a rough guide, but if your Google AdWords For Clinics person can’t answer these questions, or seems a bit unsure, walk away and save your money.
By Alan Adams The Clinic Coach
