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The Pros And Cons Of Google Ads For Medical Practices

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By Author: Rita Holland
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Google searches exceed 87000 per second. This equates to around 7.2 billion searches every day. With figures like these, it's no surprise that Google Ads is appealing to businesses today. By capturing even a little portion of that search volume, you can greatly expand your company's reach and provide it with new customers.
Reaching a large number of people is fantastic, but when it comes to advertising, reaching the correct individuals is critical. One of Google Ads' primary selling features is the ease with which you may target your desired audience. However, it, like any other, has limitations. 


In this essay, we will go over what Google ads are and some of their benefits and drawbacks. 


What is Google Ads? 


Google Ads (previously Google Adwords) is a Google pay-per-click (PPC) advertising platform. They are also paid advertisements that display at the top of Google search results.
The results with the term "Ad" next to ...
... them are websites where you pay to appear.
If you've ever used Google, you've probably seen something like this. These are little advertisements that display at the top of search results pages. 


Ads are also displayed in response to search phrases typed into Google. For example, someone might look for "dentist near me." Google scans our ad inventory to see which advertisements are relevant to your search terms. 
When deciding which adverts to display, several factors are taken into account, including:


Search keyword relevance


The quality of the landing pages to which your ad links


 The maximum amount a corporation is willing to spend per click



The "winners" are displayed above the search results when Google picks which adverts to display in the search. The expected CPC for a "Dentist near me" is roughly $7, according to Ahrefs. This means that the displayed advertising will be charged about $7 for each site click. This is an hourly rate that varies somewhat around the country.
A local dentist, for example, will almost certainly provide a far lower bid than an international one. These price changes are not usually random. 
Furthermore, Google Ads use an auction mechanism in which several marketers bid on terms. The less local competition a keyword has, the lower the cost.


While CPC is a Google Ads measure, CPA is the most important metric to consider when beginning a Google Ads campaign. If you only want to drive traffic to your website, paying per click is acceptable because each click equals another visit, but if you want people to stop by as patients, pay per conversion is the way to go. 


Your willingness to pay per convert should reflect your desire to spend money on Google Ads. 
In the case of a dentist office, the typical cost for an examination, cleaning, tartar removal, and fluoride treatment is $215. What are you willing to pay to earn $215?
A $100 investment in Google Ads is equivalent to double your investment each appointment. This may seem acceptable for your practise, but it does not imply that you must pay $100 each ad click.
A acceptable conversion rate for Google Ads is around 4% or 5%, while the average is closer to 2%. According to the average conversion rate, you acquire one new patient for every 50 ad clicks. That means you should set aside about $2 every click.


Pros of Google Ads 


Everyone wants their website to be on the first page of Google. Having a landing page is the holy grail of SEO. The majority of click traffic comes from the first page of search results, ensuring that your adverts appear above the first page. 


One of Google Ads' best features is the ability to target people based on their location. After all, if you're in a Chicago emergency room, you don't want to pay for an ad impression in Texas!


You can also utilise Google adverts scheduling to schedule your adverts as necessary. It is normally recommended that doctors schedule ad openings so that patients can call according to their schedule. After all, why would you pay someone to call you when you're closed? However, if you offer online scheduling, make sure your ad is visible. 


Statistics on how many clicks your ads generated and who clicked them are always available. Statistics on how much traffic your ads or campaigns brought to your website, or how many leads your ads or campaigns generated, the keywords you targeted and generated the most clicks Leads, average cost of each lead generated, average CPC (cost per click), and ad engagement rate are also usually available.


In contrast to other types of online advertising (such as Facebook), you only pay when someone clicks on your ad. This is referred to as Pay Per Click (PPC). That means you're not wasting money on ads that people aren't interested in. 



Cons of Google Ads 


 Google Ads formats are inflexible and do not allow for much flexibility. The ad features three 30-character headlines, two 90-character description lines, and a display URL that can be customised. To make the most of this limited area, your ad should include headlines that appeal to and attract your target demographic, relevant keywords, the benefits of your business, and a call to action that encourages people to click. As you might guess, fitting all of the information into such a little space is difficult. 


Paying per click might quickly exhaust your available budget, causing your adverts to burn bright and fade away.


The more competitive your industry, the higher the cost of your keywords. Keywords with a high volume and traffic are more likely to result in more clicks and conversions. However, striking a balance between expense and value can be difficult.



Conclusion 
The number of new patients acquired is determined by:


The campaign's overall framework


 The target group's size


The budget



The more your campaigns are optimised, the more relevant your adverts will be. This means greater conversions (more new patients), and target group size is also significant. 
Targeting a tiny town of only 3,000 people will result in considerably fewer conversions than targeting a huge city like New York or Chicago.
In terms of finances, the more money you spend, the more patients you will attract. Naturally, ROI (Return On Investment) differs by speciality. An orthopaedic surgeon, for example, earns far more money per surgery than an emergency doctor who performs a physical assessment.
However, the quick answer is that, when properly set up, most campaigns earn significantly more income than they cost. After all, why would a doctor spend so much money on Google ads? 
Your Medical Marketing specialises in Google Ads services for medical clinics & centers. PPC campaigns, medical seo services and medical marketing services that surely maximize your ROI. (07) 56410224

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