Considering Google AdWords? As my recent article pointed out, AdWords just might be a very solid investment for your aesthetic practice. Of course, blindly throwing money at PPC (pay per click) advertising without the right tactics will likely lead to money down the drain.

Configuring a comprehensive Google AdWords campaign takes time and isn’t easy (for most). That’s why Google provides training and certifications. They want you to set up your campaigns well so they can perform better so that you spend more money with them!

While there are more than five components to setting up a quality AdWords campaign, I’ve broken down five crucial, yet oft-overlooked, elements below…

1) Using the correct keywords and negative keywords: I lead with the most obvious one, but many people don’t realize that there are different variations of keywords you can utilize, such as broad match, phrase match, and exact match. How you assign your keywords affects when your ads show up. Here’s a good breakdown from Google about the differences between the different keyword matching options.

2) Compelling ad text: What’s the most relevant ad that could show up for a search? One that mirrors what the user types, right? With Google’s keyword insertion you can do just that! Adding {KeyWord:___} to the top line of your ad will, in most cases, auto-populate your ad with the search term the patient types into Google (provided it matches your keywords). Besides keyword insertion, focus on calls to action, and I don’t just mean promotions or discounts. Mentioning the geographical areas you serve, any specialties you have, awards you’ve earned, or board certifications you’ve obtained are great ideas.

3) Utilizing ad extensions: A great way to enhance your ads visually, ad extensions can display your services, patient reviews, your address, links to unique pages on your website, and much more. Check out the example below to see what I mean…

4) Well laid-out landing pages with strong calls to action: If you follow steps 1 through 3 above, and you have a decent-sized budget with strong bids, you’ll put yourself in position to drive clicks and maximize your CTR (click-through rate). However, that’s only part of the battle. The next step is converting those clicks into conversions (leads). This means taking patients to relevant, well-designed landing pages.

What’s a well-designed landing page look like? A nice, clean breakdown of the important information patient’s want to know. How does the procedure work? What’s the downtime? What’s the cost? Supporting before & after photos and videos also help. Most importantly, work in a well-placed contact form so the patient can easily leave their information.

5) Conversion tracking and integration with Analytics: If you’re effectively driving patients and converting them into leads then you need to be able to accurately track them. My advice is to integrate your Google Analytics account with your AdWords account. Once your goals are set up in Analytics you simply navigate to the Acquisition > AdWords > Campaigns section and then select your AdWords account. Once that connection has been established you go to AdWords and navigate to Tools > Conversions and then select Google Analytics in the left menu, which will allow you to import your Analytics goals into AdWords.

If your practice would like to learn more about AdWords, you can check out their comprehensive study guide here. If you need help setting up a campaign then give us a call at 877-673-7096 x2 or shoot us an email here. We’re certified Google Partners and experts in AdWords.