| If you're using Pay-Per-Click advertising
to promote your plastic surgery marketing practice online or if you're even thinking about
using PPC then you need to read this article right away.
Why?
Because you can't just buy the first spot anymore! There's
something called a quality score that Google uses. And if Google doesn't like your ad or
website, it will punish you by lowering the rank of your ad burying it so very few
prospects will see it. Now, if you don't write your Google Ads the right way, you can be
spending thousands of dollars and not get one single new patient.
Why Most Google Ads Fail to Bring In New Patients
Imagine you are seated in a room, shoulder to shoulder with
your fiercest competitors. In the middle is a prospective patient for your plastic surgery
practice.
This asks, "Why should I choose YOUR PRACTICE in 15
words or less?"
What would you say?
Would you waste any of the 15 words? Would you waste 3-6 of
the words on saying your name once or TWICE???? Would you waste a few words on "Board
Certified" or "Free Consultation" that everyone else offers?
Well, believe it or not, the scenario above is basically
your Google ad. It's a preliminary 15-word interview of you versus all of your
competition. And, most people doing pay-per-click advertising online stumble by adding
words that are a complete waste. People add words that do not make people want to click
and visit their website. By not writing an effective Google ad, you can kiss tens of
thousands of dollars in new patients goodbye.
How to Write an Effective Google Ad That Brings In New
Each word in your Google ad must earn its spot. If there's
not a strong persuasive element to every word you select, then you are wasting space and
missing out on new patients. And, this includes inserting your name and the practice's
name within the ad. In fact, this is the pay-per-click advertising mistake that is
committed everyday. People are obliviously taking up precious Google ad real estate.
For example, look at these to ads under a search for
"San Diego Plastic Surgeon":
Ad #1:
Smith Cosmetic Surgery Dr. Ray Smith offers cosmetic
procedures for body, breast & face (URL was placed here)
(Actual ad but name was changed here)
Ad #2
Facial Plastic Surgery "Only Face; Only Superior
Results" San Diego San Diego Plastic Surgeon (CA) (URL was placed here)
Notice the difference between the two ads?
The Difference Between a Good Google Ad and a Poor Google
Ad
1. The first ad forgets that the most important part of the
ad is the headline. Put your name there and you might as well leave it blank.
2. The first ad in contrast tells the prospective patient
nothing about why they should choose or even consider Smith over every other plastic
surgeon out there. Everyone else "offers procedures for body, breast &
face." He's positioned him self as just like everyone body else.
3. The second ad tells people we only do face. This
eliminates people they don't want– so they're only paying for clicks from their
target customers. The general public has been taught that specialists are
"better."
4. The second ad confirmed they are in San Diego, in two
different spots. This bolds "San Diego" in the ad and it makes the ad stand out
from the rest. Plus it assures someone looking for a surgeon in San Diego that in fact
this is in line with what they are looking for.
The only fault that I find on the second ad is the use of
"Only Superior Results." What does that really mean to a prospective patient?
Not a whole lot. Every patient is expecting superior results. Some have expectations set
more towards miracles then "superior."
On your Google ad, you want to describe what a patient is
after and hit on some emotion. You want to have some psychological or emotional trigger
within your ad copy that grabs prospective patients by the eyeballs and pulls them to your
website.
Your Next Steps...
You can continue to do pay-per-click advertising your way
and waste thousands of dollars or you can consistently beat your competitors and get new
patients even in a recession. And, you can have Google think of you as a long-term
business partner they can count on. They give their long-term partners preferential
treatment like:
- Higher position with a LOWER cost. It is possible to get a
#1 spot for #3 prices or less.
- Your ads will show more often.
The end result is more new patients and a lower new patient
generation cost. |
