Your website landing pages are one of the most important aspects of any digital marketing effort, and enlisting Google Ads support can draw new patients
Marketing dollars are precious to every business. While digital can often be the way to go, it’s also important to have an idea of what you’re doing — especially when you’re looking to use something that may be new to you, like enlisting the services of Google Ads support to get you in front of the right audience on the internet.
We interviewed Linda Miriam, CEO and co-founder of Crunchy Buzz, a digital marketing agency for health and wellness brands. “We work with chiropractors and other holistic practitioners, and we help connect them to the right audience using Google Ads and other digital marketing strategies,” Miriam says.
To help chiropractors who aren’t familiar with Google Ads support for their businesses, we wanted to get the basics from an expert.
Why is Google Ads support important for a business?
Although most people aren’t pursuing local services as much, they are prioritizing their health. And they are searching online for different options for their health.
When it comes to getting your message out there, Google Ads allows you to position yourself on the top of relevant Google searches by locales in your neighborhood.
Google Ads is a great way to connect with patients who are actively seeking practitioners like yourself. SEO is a long-term game, and if you want to get on the top of search results right away, ads can be super helpful. Also, you can really motivate people to book an appointment if you strategically place a great offer in the ad and make sure your landing page follows through with promoting that offer.
What kind of information should chiropractors include in their Google Ads?
There are a few points you should make sure to hit with your Google Ads:
- The particular service you’re advertising
- The benefits of the service you’re advertising
- Any discounts or promotions
- Your neighborhood (so locals see you’re nearby)
- A unique aspect of your practice
What tips do you have for chiropractors regarding frequency or the amount of spend?
It’s a good idea to limit the number of campaigns you run, but have several ad variations within one campaign. This allows you to save on budget and test your ad copy.
Start with your primary offering and create a campaign around that. Try out a few versions of the ad copy, make sure they each get rotations, and see which ad is more successful. Then, you can ramp-up the budget on the successful ad, and build more campaigns.
What should Google Ads not contain?
When it comes to health and wellness, you have to be extremely cautious with your wording for Google Ads. Don’t make any grandiose claims when crafting your Google Ads support campaign for your business.
Steer away from using strong terms like “cure.” Also, make sure not to use superlatives, like “the best chiropractor in town,” as it not only gets you negative points with Google, but it is a big turn-off for a lot of potential clients.
What are other mistakes to avoid?
One big mistake is just going on autopilot with “smart” campaigns. I’ve seen those serve wrong information to wrong searches and generally waste a lot of budget. It pays to put the time in initially to write ads rather than have Google populate the text.
Also, it’s really important to make sure your ads go to the best possible landing page. This is also an issue with “smart” campaigns. If your ad is talking about a particular service, you don’t want it to click back to a more general page of your site.
Google Ads always point back to a landing page, so make sure you have a strong webpage your ad clicks to. Your website landing pages are one of the most important aspects of any digital marketing effort.