Grow Your Eye Care Practice with Google Advertising

Have you tried using Google Advertising to grow your eye care practice?

We had the great fortune of having Trudi Charest of Marketing4ECPs in our Eye Care Marketing CLUB on Clubhouse to discuss the benefits of using Google Ads to quickly and effectively attract more patients into your practice.

Here is some background about Trudi and her team:

• Her team are individually certified on being Google SEO specialists
• They know the many ways to conduct searches on Google
• Google “knows” the geography of where the person searching lives
  • Trudi’s team returns the “best expert” for each of their clients in their locations
• They’ve grown exponentially since 2015
• The whole goal of Google Ads is to get the right people to click on their clients’ ads and go to their websites to buy their products
• People who use Google Ads don’t pay for the ad until someone clicks on it (pay per click, PPC)

Trudi was concentrating on just the Google Ads section at the top of Google’s Search Engine Results Page 1

9 tips + 1

1. Do NOT do advertising to an old, outdated website: everything you do affects the search algorithm
   • What are the visitors supposed to do? Is it clear?
2. Why use it: #1 reason is it’s the BEST PATIENT ACQUISITION bar none – the reason it works best is you’re putting an ad in front of someone who is actually LOOKING for the service (stats show w/i 24 hours) – THEY ARE READY TO BOOK! It’s a qualified search/patient; Google AdWords will fill your schedule; a competitor is doing this!
3. How to get started: 1) Do it yourself! Create an account 2) Hire a marketing agency – The biggest mistake that owners do is bidding on ONLY 5 keywords (usually the very basic ones) – usually, the MOST expensive keywords; the local agency will do 50-70 keyword phrases, up to 600-700 phrases! They’ll get low-cost PPC; owners will “set and forget” and not pay attention to the data (conversion-calling, book appointment, etc, how well the keywords are doing); Google gives “extra points” if you bid on your own name or your practice name!
4. Plan on spending a minimum of $500 media fees/click fees per month: Anything less will not go as far; “eyewear” is a crazy word to bid on because EVERYONE is bidding on it; What are the typical numbers when you attract patients with Google Ads – SEARCH INTENT! Results ARE geographically dependent; $1K/mo should get you a MINIMUM of 20 patients/month – it usually takes about 3 months to really start to show the results; she doesn’t make them sign a contract
5. Targeting: keywords, bidding, etc are vital; TARGETING is part of it; Many will target TOO far… they extend the geographic radius too far; Make sure to target the zip codes closer to your practice – start very narrow, they start with the data from their current database, go to most popular zip code, then move out; they analyze the data and add zip codes as necessary; many practices lose $$ because aren’t doing it appropriately
6. Include brands in your keywords: eg. Cl brands (Acuvues), Sunglasses brands (Maui Jim), eyewear (Tiffany, etc.)
7. Add to your Budget: Add more $ if you still see “holes” in your schedule; Should see a 3x return on investment (ALL digital marketing should do this, no matter what)
8. Only run ads when you’re open… People hate voice mail!
9. If you FILL your schedule, you will grow your practice! The easiest way to fill it is with Google Ads.
10. BONUS: Ads are only as good as the website, and the website is only as good as your team!

Some Myths about Google Advertising

• 1. Can’t compete w/ the “big guys” – You CAN compete with the big brands, because they are NOT geotargeting, they are not necessarily bidding on niches
  2. People are Leary of ads – Guess what, IT WORKS! They are a Premiere Google partner and know what the stats are… people are actually clicking on more ads
  3. My competitors can go to my ad and keeps clicking on my add and uses up my entire budget – Google will only allow 1 charge! Google knows that!
  4. “I tried it and it doesn’t work…” – they weren’t doing enough ads budget, not the right words, not geotargeting… USE A PRO!

Miscellaneous Tips and Information

• Trudi employs “SYMPTOM-BASED marketing”
  • what would someone with dry eye type into Google? “My eyes are itchy and red”
• Visuals are HUGE right now!
• YouTube is underutilized tremendously

Click the Button Below for Trudi Charest’s Full Post on Linkedin

Click here to read the full article on Linkedin

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9 Tips for Better Google Adwords

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