Online advertising can be a powerful tool for physical therapists. With the internet being such an integral part of our lives, having a solid online presence is more important than ever for businesses, small and large.
Physical therapists can gain a competitive edge on the market by utilizing Google Ads. You can reach potential clients searching for your services or related areas through targeted campaigns.
This alone presents an advantage that many of your competitors won’t have.
Furthermore, the analytical data from Google ads for therapists is invaluable and allows you to hone in on your targeting methods with better accuracy and precision than ever before.
With Google Ads, physical therapists can meet the needs of more patients and establish a more substantial presence within the community.
Setting up a Google Ads Account
Google Ads functions like an auction. When advertising on Google, you must choose the maximum amount of money (your bid) you will pay for a specific action on your ad. Of course, the higher your bid, the better your ad placements.
Cost-per-click or CPC is the amount you pay per click on your ad. Cost-per-thousand impressions or CPM is the amount you pay per 1,000 impressions of your ad.
When a searcher clicks on your ad, it will take them to your website. Depending on the physical therapist market competition, each click may cost 50 cents to $15, and you get to set the limit of how much you want to spend each day.
Before getting started, ensure that you have these four things:
- A current Gmail account
- Quality and engaging physical therapy website
- A marketing budget of several hundred dollars per month (from $200 to $1000)
- Your keywords and keyword strategy
You can use two modes when signing up for Google Ads: Smart Mode and Expert Mode. Unless you are a professional marketer, you will want to create your account in Smart Mode. You can always switch modes later if needed.
You will need to create your first campaign for Google Ads Smart Mode account creation. Here are the instructions:
- Log in to your current Google account at ads.google.com (Google Ads).
- Set up the following to build your first campaign:
- Campaign goal
- Name and website of your business
- Your ad with headlines, contact number, and descriptions
- Keyword themes
- Your Location
- Your budget
- Set up your billing information on the final page using these steps:
- Choose the territory or country where your billing address is located by clicking the drop-down menu “Billing country.”
- Choose the correct time zone. This is very important.
- If you have a voucher or coupon, enter it under “introductory offer” and then Apply.
- You will need to either choose to create a new payment profile or an existing one.
- Fill in the information for your desired payment method for this account, like a bank account, debit or credit card, or PayPal.
- Enter Submit to finish your account setup and create your campaign.
Once your account and campaign are submitted, your ad will be approved in about 24 hours and show up to potential clients.
Creating an Effective Campaign
Types of Ad Campaigns:
There are several types of ad campaigns with Google Ads. The three we consider most important for physical therapy are:
Search Ads – Text ads that show up on Google search results. Search ads are best for reaching people ready to book an appointment. The effectiveness of search ads depends on how well-written they are. It is best to focus your ad copy on the benefits of your services to the user, appealing to the searcher’s emotions and needs.
Video Ads on YouTube – Because YouTube is similar to a search engine and is owned by Google, you can reach potential clients on YouTube due to what they are viewing. Video ads are great for getting your service in front of relevant individuals. You can use demographics to target potential clients based on interest, age, and gender.
Display Ads – Image ads on websites, apps, or Gmail accounts. Display ads are based on an image and target those who aren’t necessarily searching for your services yet but are most likely to be interested in utilizing your service when needed. Display ads pop up while browsing websites, looking through apps or videos, or on a person’s Gmail account. These ads work best to connect with your target audience early in the buying cycle and increase brand awareness.
Creating Ad Groups
Your physical therapy campaign should be segmented by the services you offer. Your ad groups will allow you to hone from a higher-level service into specifically themed ad groups.
Here is a fundamental and practical approach:
Campaign -> Services you offer -> Physical Therapy Services
Ad Group -> Specific sub-services -> Leg physical therapy, Back physical therapy, Neck physical therapy
Your ad groups must be consistent with the selected campaigns. For example, if your campaign is about your physical therapy services and your ad groups are focused on the types of physical therapy, they wouldn’t align.
The goal is for your campaign, keywords, and ad groups to line up and flow nicely.
Writing Ad Copy
The text of your ad is called ad copy and should be solid and appealing. Google allows for a certain number of characters for each area of your ad. Be sure to stay within those character limits, or your ad will not be approved.
Here are some great suggestions to consider:
- Headline #1 (30 characters): Use a keyword from your geographical location and ad group.
- Headline #2 (30 characters): Utilize a robust selling proposition, such as a new client promotion, special discount, or other opportunities.
- URL fields: Include your top keywords if possible
- Description (80 characters): Provide the answer to a need or problem the searcher is looking for. Show how what you offer sets you apart from all other PT businesses.
Remember that a well-written ad copy aims to sell a click to your website. Once there, your website is aimed to market the conversion.
Best practices for ad copy to keep in mind:
- Use your website content as inspiration for writing your ad copy.
- Create several unique selling points to help you stand out to those searching.
- Use call-to-action words such as “Schedule your appointment today” or “act now.”
- Learn what your target clients care about the most.
- Be on top of your specific location in your ad copy so searchers can know where you are exactly.
- Make sure your ads are appropriate for all devices like desktops, tablets, and mobile phones.
- Leverage promotions if you are running them.
Writing your ad copy is the most subjective part of running Google ads. However, if you include the right keyword and call to action, you should see some success.
With its vast reach across the web, creating a persuasive Google ads campaign can be an excellent way to make sure your physical therapy practice stands out among the competition.
It’s essential to decide whom you are targeting with your ad and craft a message that resonates with them.
Once you know your audience, think about the keywords they use when searching on Google.
Utilizing the right words in your ad will help ensure it is more visible and drives traffic to your website.
Additionally, focus on creating a high-quality call to action and ensuring that each landing page resonates with your ad’s messaging.
Finally, tracking performance metrics like impressions and CTR to monitor your campaigns’ effectiveness and the type of ROI you’re getting from them is essential.
Following these tips, you will be better positioned to create and run a compelling Google ads campaign for your physical therapist practice.