What is Google AdWords?
For example, here are the ads which appear when we search for “orthopedic surgeon miami”:
Why should Doctors and Medical Practices consider Google AdWords for Doctors? (5 Advantages)
1. Get to the Top of Google Immediately
2. Target the Patients you Want
3. Track Results
Their are many tracking options. Google refers to them as “Conversions”. Using code provided by Google, you can track the success of your ads. This includes tracking how many calls you received (and whether these calls were from the ad or from your website).
It also includes the ability to track if patients later scheduled an appointment on your website. By tracking results, your practice can calculate how much you are paying for each conversion.
4. You only Pay when someone Clicks
5. The Percentage of Google Ads Clicks is Increasing
Great, so Doctors should apply 100% of their Ad Budget to Google Ads, right? WRONG (5 Disadvantages of Google Ads)
1. The Cost
2. Beware the Google AdWords Reps
3. Short Term
The thing about Google AdWords is that as soon as you stop paying, your ads stop appearing. This is one reason why many doctors prefer the idea of organic seo for doctors, because it lasts for longer.
4. There are still more Organic Clicks than Ad Clicks
“Organic searches still get more clicks overall than paid search” – WordStream. So why would you allocate 100% of your budget to a form of advertising which is getting less than 50% of the clicks? In other words, doctors also need to rank their website in the organic search results. This process is known as SEO, or for medical doctors, as ‘medical seo‘.
5. Be Careful when Setting Up Your Campaign
Worse still, we have seen local practices forget to restrict the location, resulting in them targeting the entire USA. Is someone in Alaska really going to visit your urgent care in Orlando? No. Money wasted!
The lesson here is simple: Be careful when setting up your campaign so that your ads, so that no dollar is wasted.
How many new patients will you get? What's the Return On Investment (ROI)?
How do Google Ads compare to other forms of marketing?
Conclusion: Are Google Ads worth it?
The answer is: “Yes, but…” If your practice is serious about increasing its number of new online patient referrals, then it needs to allocate some budget to Google Ads. It’s a growing source of patients, so it will be a big player in the future. If you want your practice to compete in 2019 and beyond, then it’s time to get on board the Google Ads Train!
However, Google Ads is NOT the be all and end all. You should NOT spend 100% of your budget on Google Ads. Instead, it should be part of a blended approach, ensuring that you have all your bases covered.