A powerful business advertising tool, text ads in Google AdWords appear at the top and right side of your Google searches. This highly targeted advertising is great for most any business, but it can be intimidating to get started. Here are a few things you should know about using paid advertising to attract more patients:
AdWords advertising is done on a pay-per-click basis. You only pay for the people who actually click on your ad. If you narrow down the searches that trigger your ads to only people who realistically want to buy your services, you won’t waste any money.
AdWords only shows your ads to people who are searching for companies like yours””if you set up your campaign correctly. There are several metrics and factors, but as long as you have a website with content related to your practice, and you’ve told Google what words you’d use to describe your business, it should be easy to set a keyword list that will trigger your ads.
You can set any budget for your ads. You probably won’t get good leads or really any traffic at all if you set your budget to $1 per day, but “clicks” cost a different amount based on location, popularity of the word, and how closely the term matches words on your websites. So if you tell Google that your budget is $10 per day, and you are bidding on words that should only cost about $1 per click, Google will attempt to get you 10 clicks per day. Once Google has used up your daily budget, your ad stops running. This is why you want to target your ads because you don’t want to waste your budget on clicks that are irrelevant.
You can learn how to run your own AdWords campaigns by reading the Google tutorials and watching the video examples. You must be driven to keep up with the campaigns, optimizing them for keywords, ad copy, and other important metrics. It all comes down to how many other businesses are “bidding” on the same keywords, and driving up the price of those ad placements. The puzzle you want to solve is what words get less traffic (i.e.,are less competitive) but still lead to sales.
You may find that your advertising dollars can go further than you thought, reaching people who are searching for your exact products and services in your particular area.
Samantha Toth is the resident Marketing Rockstar for Innereactive Media, a full-service marketing company specializing in the optical industry, in Grand Rapids, MI.