One of the best ways physical therapists can get to the top of Google’s search results is through Google Ads! Every business relies on clients to keep it alive, and investing in Google Ads is a great step to ensure you never run out of clients. In this article, we go through the steps you can take to increase your leads and clients through ads.
What is Google Ads?
Google Ads is a form of paid advertising developed by Google to help businesses reach their potential customers. This paid advertising feature allows companies to place ads on the top of search results to reach prospective customers. When people search for businesses or services like yours, Google pushes your ads to the front of the search result pages.
Google Ads is a valuable digital marketing tactic for all kinds of businesses, including those in the medical field, like physiotherapists. Paid ads for physiotherapists will let your ads appear on top Google searches, thus improving your business visibility. It will also help you grow your business by helping you find the right clients for your PT clinic.
Meanwhile, investing in Google Ads isn’t as simple as paying and having clients knock on your door. Instead, it requires some skill, hard work, and tasks like bidding your budget, researching for keywords, targeting the right audience, and writing great copies.
These tasks can be overwhelming when combined with your job as a physiotherapist. However, you can partner with us to manage your Google Ads and increase your leads through our paid ads services for physiotherapists.
Why Advertise on Google?
Google doesn’t need an introduction. It is one of the biggest websites, with billions of monthly visits and home to about 90% of online searches. Also, when people have health-related issues, they often visit search engines to browse information before booking an appointment with a doctor. Because of this, many companies, including medical practitioners, are incorporating PPC advertising into their marketing efforts. Some of the advantages of Google Ads for physiotherapy clinics include the following:
Reach New Clients
One of the goals behind paid ads on Google is to reach clients searching for physiotherapy services. By targeting the right keyword, patients looking for your type of services can find you and book an appointment.
Build Brand Awareness
Not everyone who comes across your ads will book an appointment at your PT clinic immediately. That’s not a bad thing. People who come across you will become familiar with your brand and will remember you when they need your services in the future.
Targeted Advertising
One of the best parts about using Google for advertising your psychotherapy services is that it helps you target a specific intent. You can control who sees your ads and target clients based on location, age, gender, interest, etc.
Also, your ads will only appear to the people seeking your type of services, the exact audience you need for your business. This means your ads will reach people most interested in your services, thus increasing the chances of them coming to your PT clinic. For instance, a user who searches for ‘physical therapists in my area’ most likely needs a PT clinic to visit.
This differs from other advertising options like social media and prints that may appear to people who don’t need your services.
Cost Effective
Google Ads is a cost-effective form of advertising for psychotherapists because you can control how much you spend on your ads monthly. Also, you can track the performance of your ads to ensure you get value for your money.
Promote Special Offers
If you have a special offer or discounts running at your clinic, you can use Google Ads to create campaigns that will get to those who will be interested in those offers.
Overall, paid ads can be a valuable tool for physiotherapists seeking more clients online.
How to Get More Clients Through Paid Advertising: Google Ads Best Practices
Google Ads are effective and can help you bring potential clients to your clinic, but only when done right. Here is a step-by-step guide on how your physiotherapy clinic can optimize Google Ads for the best results:
Identify Your Goal
The first step to creating effective Google Ads for your PT clinic is setting a goal. What do you aim to achieve with your ads? Create brand awareness? Increase your clients or get more visibility on your website? Your goal will determine other things about your ads, including the budget, duration, target market, and ad copy.
Know Your Target Audience
So you’re looking for clients, but what kind of clients are you seeking?
Do you want older people who experience body aches? Is your clinic catered more to orthopedic outpatients? Are you looking to increase male clients who have lower back issues?
It’s essential to identify your custom audience so that you can use Google Ads to target individuals who fit your demography.
Is your practice only for people in a particular location or age group? In this case, you need to customize your ads to the location and age group you’re targeting.
Set a Budget
The next step is to decide how much you can spend on your Google Ads per month. One of the FAQs on Google Ads is ‘how much should I budget for my Google Ads campaign’?
There is no one correct answer because your budget will depend on different factors like your goals, target audience, and competitors. A good tip for psychotherapists is to start with a small budget ($10 – $100) and then make adjustments depending on the results.
Target Relevant Keywords
You need an excellent keyword strategy to ensure your PPC ads reach the exact people you are searching for. Many keywords are associated with physiotherapy, like ‘careers,’ ‘jobs,’ ‘schools,’ ‘students,’ and ‘certifications.’ Targeting the right keywords ensure your ads reach the right people, which in your case are patients.
The right keywords will ensure your ads reach patients seeking physical therapy treatment rather than a student seeking physiotherapy certification. An example of a good keyword may be ‘physical therapist near me’ or ‘physical therapy for back pain.’
Some questions to help you get the perfect long tail keywords are:
- Who is your target audience?
- What are their pain points?
- Where is their location?
- How popular is the keyword you are trying to target?
- What keywords are your competitors targeting?
You can also leverage tools like Google Ads Keyword Planner to conduct keyword research for your ads.
List Out Negative Keywords
Negative keywords are keywords you don’t want your ads to show up for. A great tip to ensure your ads reach your exact audience is to block your ads for these negative keywords. For example, you may want to avoid keywords like ‘physical therapist certification’ because someone looking for this is not planning to get treatment at a PT clinic.
Use Geo-Targeting
A patient who lives far away from your PT clinic will likely not book an appointment with you even if they come across your ads multiple times. One of the effective ways for physical therapists to reach their patients is by creating ads that target people in the closest location to you. For example, if your PT clinic is in Alberta, it’s best to create ads that only appear to clients within that province.
Create a Great Landing Page
When people click your ad, where will they land? Many people believe clients should be directed to a website’s homepage, but it’s more beneficial for physical therapists to send their Google Ads’ audience to the landing page instead.
Why is this?
The home page contains so much information about your practice, including all the services you offer, why they should choose you, and some of your certification badges. All of this information will distract a potential client who clicked an ad that promised a solution for recurring neck pains.
Landing pages, on the other hand, increase leads and conversions for physical therapists because they show the services you provide, as stated in your ad. For this reason, it’s best to create a landing page customized to match the Google Ads you launched. For example, if your ads say ‘Physical Therapy for Seniors.’ In this case, your landing page should address seniors needing a physiotherapist.
Also, your landing page should contain your contact information like number, email, address numbers, or a form to fill out to get in touch with you.
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Create Your Ad Messages
A PT clinic should invest in great ad copies as part of the strategy to increase leads and conversions. Also, it’s essential to stay away from generic copy and, instead, create content custom-made for your audience. Here are some tips to ensure your Google ads are compelling:
Write Relevant Copies
Ensure your copy is relevant to clients that will need your physical therapy services and the landing page they will click. Let your audience understand in a few words what you offer and why you are the right physiotherapist for them. Also, avoid clickbaity, spammy, and unprofessional ad copy.
Include Relevant Keywords
Include keywords that indicate you are a physiotherapist in your ad copy to increase visibility to your target audience. The more specific the keywords are, the better their performance will be. For example, ‘physiotherapist near me’ is a general keyword but ‘physiotherapist for low back pain near me’ is more specific.
You can also target potential clients that do not know they need a physical therapist yet. Some ideas include arthritis relief, back pain, and knee pain tips.
Add a Call to Action (CTA)
What do you want potential clients to do after seeing your physical therapy ad? Do you want them to click a link or book an appointment? You should always include a CTA in your ad copy to encourage clients to take action after seeing your ads.
Conduct A/B Testing
One of the best tips to create successful Google ads for your physical therapy service is A/B testing your ad copy.
How do you do this?
Create multiple versions of your ads and run them simultaneously. Track the version with the best performance and focus on it. For example, ad A can target older people with arthritis, and then ad B could target older people with lower back pain. If ad B gets more clicks than ad A, it means ad B is better, so it’s best to pause ad A.
Leverage RLSA
A great tip for running Google Ads for physiotherapists is targeting people who have already visited your website. This is called Remarketing Lists for Search Ads (RLSA), and it allows you to track traffic on certain pages on your website. Then, Google tracks the visitors on those pages and sends your ads to them.
Harnessing RLSA is an excellent strategy because it lets you target people already interested in seeking physiotherapy services. These visitors are more likely to turn into valuable leads than those learning about your business for the first time.
Monitor Results
One of the best ways to ensure you run effective ads for your clinic is by tracking and measuring results. Keep an eye on important metrics like impressions, cost-per-conversion rates, and click-through rates on your different ads. This will help you identify the ads performing well and give you ideas on improving low-performing ads. You may also want to work with an experienced digital marketing company like Newfound Marketing to launch effective campaigns and monitor your performance.
Follow Google Regulations
Google has some regulations regarding healthcare advertising and one of the best ways to ensure excellent results is to follow these regulations. For instance, you can not claim that a patient has a specific diagnosis or promise a 100% result for a patient’s condition. Always take note of Google’s guidelines when crafting your ads and landing page.
Also, you need to stay up to date with Google because they often roll out new regulations and updates that can affect your ad performance.
Partner With Newfound Marketing For Expert Digital Marketing Services
You can get more leads to your website and clinic with targeted Google ads; the best part is we do all the work! At Newfound Marketing, we offer digital marketing services for physiotherapists, so you don’t have to do it alone. Google Ads takes effort and can be an expensive loss if done incorrectly. That’s why we help physiotherapists set up their ads properly for great results.
We have many years of experience helping businesses create effective PPC campaigns to increase their leads. Whether you’re just starting and finding it difficult to gain traffic, or you’ve been in the industry for a while but need more clients, you can depend on us to get your website to the top of search results.
Conclusion
There are many ways to advertise your business, but one of the most effective ways is investing in paid media (Google Ads). As a physiotherapy clinic, adding paid advertising to your marketing strategy can be a great way to generate more leads and increase your revenue. Need help with Google Ads for your physiotherapy clinic? Contact Newfound Marketing, a reliable marketing company for businesses and private practices that want to grow.
