Profitable Google Adwords for Doctors and Dentists (also known as Google ppc ads)
Techniques Used by Top Healthcare Practices in US & Canada.
Some doctors hire third-party vendors to manage their Google ads also known as pay per click advertising efforts, also known as PPC advertising. However, other doctors will want to handle this digital marketing effort in-house. There are advantages and disadvantages to this approach. On the plus side, you will be able to make changes immediately, customizing messages on the fly, and you won’t pay any management fee. On the other hand, you may not have the expertise to make sure your ads are fully optimized, your time may be limited causing your ads to stagnate, and you may not see how your ads could be improved.
The first step to managing your PPC efforts in-house is to understand the Quality Score used by Google Ads. While there are several valuable online ad networks out there, Google Ads are often the best first choice for doctors. The Quality Score is a significant factor that determines how much you pay for your ad on Google and how effective it is. Think of it like a credit score for a loan or a resume for a job interview. It is a score that tells Google many things and determines how much you will pay for each click of your ad.
So what is a “Quality Score?”
A Quality Score is a rating that is assigned to your PPC ads, and the keywords your medical practice is targeting. This score determines your cost per click, also known as the CPC. For those new to the world of digital marketing, this represents the amount you pay for each click of your ad. Combined with your maximum bid you are willing to pay, it will determine your ad rank in the auction process.
What determines my Quality Score with Google Ads?
Generally, these factors are what effect your Quality Score:
Ad Text Relevance – Your ad text should be relevant to the keywords you are targeting. For example, ad text targeting foot conditions should not be used on keywords related to scalp conditions.
Landing Page Relevance and Quality – The destination of your ad should be relevant to the ad text and keywords being targeted. If your keywords and ads are targeting those who need pediatric services, the landing page should reflect that.
Keyword Relevance – Many doctors make the mistake of loading up their Google account with keywords, but not separating them into ad groups. For doctors, this is vital to maintain a good Quality Score. You should sort keywords into groups immediately. It’s common for doctors to have ad groups reflect the services they offer and seasonal campaigns they are running. The more relevant keywords are in the group, the higher your Quality Score will be.
Ad Click Through Rate – Also known as the CTR, your click-through rate is a good indicator that these are the ads patients want to see for their search results. If you maintain a healthy CTR, this indicates to Google, your ads and keywords are relevant!
Google Ads Account Performance – If you have historically maintained a high performing Google Ad Words account, you will get a boost in your Quality Score. Start that history today by maintaining good ad quality.
Generally, it is believed that your click-through rate (CTR) carries the most significant weight that affects the Quality Score for your ads. This makes sense as a higher click-through rate, as stated above, means your ad is appealing to the right people with the right keywords. If you achieve a good quality score for your ads, your ads will often cost less and achieve a higher ad ranking.
Example of a Google PPC ad for a medical practice in Texas
Example of a Google PPC ad for a dental practice in Texas
Why should I be trying to improve my Quality Score for Google ads?
Simply put, higher Quality Scores give you a higher return on investment (ROI.) Or in other words, you get more bang for your buck. A higher Quality Score often results in a lower cost per click and cost per conversion. These two terms do not exactly mean the same thing. The cost per click is the amount you are to pay for each click. Cost per conversion is how much you pay for a patient to complete an action, such as making an appointment. Not every click to your ad will result in a conversion, so a cost per conversion is often higher than a cost per click.
A high Quality Score indicates you are meeting the needs of your potential patients with the searches they are conducting. The more relevant ads you have directing people to relevant landing pages, the cheaper your ads will be to run. Google’s overall goal is to lead people to the things they are looking for, and you will be rewarded for that with lower PPC costs if you make your ads relevant to them.
How do I increase the Quality Score of My Google Ads?
The Quality Score is going to play a massive role in the cost of your overall PPC efforts. While you do not need to spend every waking moment of your day working on it (you do have patients to see), you should continuously be working on your account to maintain and improve your scores. In order to do this, there are a few areas you should focus on.
Refine Your Ad Text
Also known as “Ad Copy,” test out different messages for your ads. You may not currently have the best wording for your ads. If you discover an ad that delivers a higher CTR, this will increase your quality score.
As mentioned above, organize your keywords into groups. Every now and again, check to see if you have too many keywords in a group. It may be time to split that group up into more manageable keyword groups, which will boost all of their scores.
Popular and hot topics are always changing in the healthcare industry. New terms may now be associated with your services. Curate the keywords you are using and add new ones that potential patients may be using that relate to your medical practice.
Optimize Landing Pages
Many doctors make the mistake of directing all of their ads to their home page. If you have ads that focus on a service, direct them to the page on your website that highlights that service. By increasing the relevancy of the landing pages to your Google Ad, you will boost your quality score.
Add Negative Keywords
Negative keywords are keywords you specifically do not want to target. Generally, you will want to avoid using broad words as they could accidentally keep your ads from potential patients. For example, if you are an eye doctor, you would want people to find your practice if they used the keyword “Glasses.” However, you would not want your ad to show up for the search “Glasses for cocktail parties.” So, you do not want to block “Glasses,” but you would want to block your ad from appearing for a “Glasses for cocktail parties” search. Many doctors make the mistake of avoiding this critical concept.
What is the key to a good Quality Score?
For a good Quality Score, relevance is critical. Keywords, ad copy, landing pages, and keyword groups all must be relevant when you are creating your pay per click campaigns. You are best served by creating small groups of well-organized keywords. Targeting these PPC campaigns to specific landing pages will give you the best chance to target the patients you want to find your medical practice and the services you are offering.
A low-quality score is usually the result of a disorganized mash of keywords, ad copy, and poor choices for landing pages. If you can clean this up, you have a high chance of improving your Quality Score. There is no magic wand or foolproof way to improve your overall Quality Score. But if you pay attention to the relevance of your ads and where they are sending potential patients, you stand a good chance of accomplishing your PPC goals.
Do these concepts apply to other ad networks?
Yes, Bing uses its own Quality Score to determine the cost of their ads. You can apply these concepts if you decide to run Bing Ads on their network, which will display on their search engines results.
How Much Should You Pay For Professional Adwords PPC Management For Healthcare Clinics, Physicians & Doctors?
Google AdWords Certified Companies Charge $300 to $700/mon for a Typical $2000 to $4000 Budget. In Addition There May Be Setup Fees & Long Term Contracts – Not Recommended.
We recommend Healthcare PPC Pricing For Doctors Physician should be 12% Flat Fee – without any setup fees and long contracts.
How Much Do Med Spas Spend On Advertising in USA?
Range is $600 per month to $15000 per month, depending on specialty and competition.
The actual advertising budget for each clinic and practice is different. Some clinics/doctors are very aggressive and spend $1000 per day (or more) and some spend $1000 a month on advertising. We also have few clinics/doctors who do not spend any money on online advertising, they doctors rely on referrals and very strong SEO rankings. This data refers to online advertising, not offline advertising spend. For example we have a medical practice with 30+ locations, on average they spend – per location – $1600 per month on online mediums and $1000 per month for offline, traditional mediums. Another medical practice with 5 locations, spends $5400 per month per location, entirely on online strategy. They are no longer spending any advertising budget on offline, traditional advertising channels. A single location in 8 exam rooms, with extreme competition, spends $15000 per month on online advertising, with average patient count of 80 -110 patients per day. A plastic surgeon with medium competition spends $8000 per month on online advertising.
Also you have to understand that every practice area is different. For example let’s review specific specialties:
Medspa and aesthetic practices
For Medical Spas and Aesthetic practices, it is highly recommended to have online advertising budget. The typical range is $3000 to $10000 per month, with average budget of $4210 per practice in USA.
Plastic surgeons need online advertising, more than any other category. It is next to impossible to be successful without proper online advertising budget. The typical range is $5000 to $15000 per month, with average budget of $6677 per practice in USA.
The typical range is $1000 to $4000 per month, spend on average spend $1960 per month per location. However these are “average” locations with medium competition. If a dermatology is also focused on cosmetic procedures, their budgets are more like Medical Spas and aesthetic clinics.