There are over 246 million unique visitors and 3.5 billion daily interactions on Google every day. And with an estimated 700 percent return on investment, Google Ads is a great place to start if you’re considering investing some money on ads to reach your target audience.
Google Ads has been very successful, thanks in large part to the fact that you get the most bang for your advertising dollar, no matter how large or small your company is. The same platform is used by everything from small mom-and-pop stores to Fortune 100 companies.
What are Google Ads?
Google Ads is a paid advertising platform that falls within a marketing channel known as pay-per-click (PPC), where you (the advertiser) pay every time someone clicks on your ad.
This is an efficient way to bring potential traffic, or good-fit customers, into your hearing practice when looking for goods and services such as those you provide. With Google Ads, you can boost traffic on your website, receive phone calls, and increase your visits to the stores.
As a hearing practice, you might want to target the phrase “hearing test near me.” This means those searching for that phrase in your area will come across your ad, as it is clear what they are looking for, they are more likely to click on your ad as you are offering what they want.
What should I do to make my ad campaign better?
Below are some practical tips to improve your campaigns:
Use the right keywords
The primary Google Adwords targeting tool is the keywords. The viewers have already searched for words like “hearing loss,” “hearing specialist”, “tinnitus treatment,” etc. to pre-qualify themselves for your post. It is critical to ensure that you select keywords that target the right people looking for your hearing services.
However, providing too many keywords is a poor practice that can generate a lot of clicks and easily spend your ad budget, but does not yield conversions or leads. Take the time to delete all irrelevant keywords and concentrate on unique keywords that will monitor your ad spending and encourage people to pick up the phone and contact you.
Equally relevant is negative keywords. These are terms you do not want your ads to show up for. For instance, adding “jobs” as a negative keyword prevents your ad from showing up for queries for “hearing specialist jobs.” Negative keywords help you save money on irrelevant clicks.
Produce the right ad copy
While finding the right keywords will get your ad showing to the most receptive potential customers, delivering good ad copy motivates them to further investigate and click on the ad. Your ad copy has a direct influence on your click-through rate, along with your keywords.
Several ad copy strategies will make your ad more effective:
- Call-to-action: Invite the prospective student to act with words such as “Schedule a consultation today”.
- Include keywords: There is a quality score for every keyword that you choose. The higher the score, the more frequently your ad will appear, and at a lower price. Include your most valued keyword(s) in your ad copy.
- Explain why they should pick you: What sets your product or service apart from your rivals. Specify your unique value for prospective customers.
- Test regularly: build 2-4 ad variations and then review the results. Some ads will work better. Then, you can make the default ad better-performing.
Perhaps the most common mistake hearing practices new to Google Ads make to direct people from their paid ads to their site’s homepage.
Home pages are a terrible place to guide traffic.
Think about it this way: When searching, users are looking for a particular thing, whether it is earwax removal, hearing tests, or to trial a set of hearing aids. You’ve wasted their time (and your money) by sending them to your home page — which undoubtedly has at least a dozen different elements and options on it.
Instead, you should build a separate landing page. You need to construct highly targeted landing pages that address the user’s query entered into Google directly.
Landing pages should always be intended for one-time use. There is one conversion goal for the user to meet, and a straightforward path to that target. Include a clear call to action within this page, and how to contact you.
Keep the page focused and concise. Don’t include a million links to other pages on your website. You want to keep people on the page and get their contact info.
Nick Fitzgerald is the President and Owner of AuDSEO. He also serves as the Chief Marketing Officer at Hearing Health & Technology Matters. With 13 years of digital marketing experience, Nick is a highly data-driven marketer, with expertise in search engine optimization, digital analytics and forensics, social media, digital advertising, and web development. He has been involved in the construction and optimization of nearly 1,000 web presences, including some of the largest Fortune 500 companies.