You may think of Google AdWords as a service geared toward businesses who sell products. However, there are several applications that can be useful for those in the service industry, including medical practices, doctor’s offices, hospitals, and healthcare providers.
Below are three ways to utilize Google AdWords for medical businesses that you may have never considered.
Acquire clients from your competitors
When you’re in the market for a new car, you’re encouraged to shop around to see different prices and options. Likewise, shopping around for a physician is recommended to patients. This is often done when a prospective patient searches for doctors in their local area. With Google AdWords, it’s possible to use this to your advantage to encourage your competitors’ patients to make a switch to your practice.
This can be achieved by gearing your AdWords campaigns to make your practice appear when your competitors page is ranking.
Know who you AREN’T appealing to
What many people don’t realize is that keywords can help target the right audience as well as keep those you don’t want to attract from landing on your website.
For example, if you run a dental surgery practice, you don’t want your advertisement to appear in a search for someone looking for an orthopedic surgeon or dental cleaning.
By utilizing AdWords’ negative keywords, you can exclude your ads from people who use specific search terms. (For this example, “orthopedic” might be a negative keyword.)
Using negative keywords can help save money because ad clicks are paid for and you don’t want people clicking if they stand no chance at becoming a future patient.
Embrace organic SEO
Data from 2017 shows that the majority of Google searches end with users clicking on organic links (85% organic to 15% Google ads). This shows that organic SEO traffic should remain the primary focus of digital marketers. Furthermore, the creation of high-quality content (that’s optimized for ranking with thoughtful keywords) is going to be the better return on investment for your practice in the long run.
Given how time-consuming producing high-quality content can be, it should be no shock that utilizing Google AdWords can help. Of course, utilizing AdWords comes with a price for keyword traffic. If optimized correctly, the investment is well worth it. This is especially true when you consider how long it can take organic results to be successful.
For more advice on how to market your healthcare business website, contact SEO Medical today.