How to stop wasting money and get a 500% better result with Google ads.
Here's the problem:
You’ve been feed marketing hype before and you don’t know who to trust. You're a Podiatrist spending money promoting your business online but still not getting much in the way of real business growth even though you suspect Google Ads is an incredible marketing machine.
To complicate things Google is now heavily promoting Adwords Express, they even provide people from Google to help you get set up in 15 minutes. What you aren’t told is that to maximise your advertising spend for best results it needs to be managed. AdWords Express is not a set and forget platform. How much more over and above your spend on clicks is it really costing you, in lost return on your investment?
Googles’ objective is to make money, one of the ways they do this is charging for clicks. Google promote maximising for clicks, that makes Google money but unless you are targeting the right people with the right message. You take them to a page (one that loads in 3 seconds or less) that talks about them and their feet, a problem you can help them solve with a call to action to contact you, the process is a waste of your time and your money.
If you’ve been using Adwords Express you’re handing over money randomly hoping for a result. Success is about as likely as winning the first division in lotto.
Firstly you need to convert over to Google Ads full service platform where you can see the actual search terms used that people clicking your ads are using. Adwords express uses Broad Match so your keyword phase might be ‘heel pain’, but as a broad match in Adwords express you could get found for ‘back problems associated with heel pain causes’.
In the full service Google Ads platform you have manual control, you control exactly what terms you want to be found for, and those you don’t. You can also create lists of negatives (phrases you don’t want to be found for) and as any search including the words ‘back problem’ is not going to result in a paying client appointment. It makes sense to add that to negatives and have your ad excluded from the search results page. You effectively avoid paying for traffic from people who are not your potential clients. Simples!
Here’s how we do it.
You actually have to have a plan, put processes and systems in place, generate leads of people with problems with their feet to actually talk with so you can help them get back on their feet literally.
What we do is put the right messages in front of the people whose foot problems you can solve. We position you and your clinic (ideally you want to work less hours and have good staff working for you so you can enjoy more time off and a better income) as the clear and obvious choice. A clinic with the knowledge and experience to work with them, minimise the pain and get them active and enjoying life again.
For best results the process we follow is:
And that’s all before your campaign goes live. You start to see why Google Express is no match for a well researched and managed Google Ads campaign. They are effectively two different dis-similar platforms. In sporting terms, Adwords Express is your local social hit and giggle team and Google Ads is the elite professional at the top of the ladder.
We also put together both remarketing and a display campaign as applicable, using known profiling to target by demographic and also geographic location and you benefit from the metrics of other campaigns we run as to which interest groups to target to get you best bang for buck.
If you think that this might be for you, if you’re sick and tired of an unfilled appointment book and no waiting list, then firstly complete the application form and we’ll be in touch to set up a time to chat to find out if you are a good fit for us, and to ensure that we can work together.
Whether or not we accept you into the program, we’ll provide feedback, so even if you aren’t ready to start right away you’ll know what to do, and so as long as someone else hasn’t joined in the meantime, once you’ve implemented the suggestions you can re apply with a much greater likelihood of acceptance.