How Google Ads Helps Businesses Grow Their Customer Base
Pay per click advertising is a type of online advertising which charges advertisers when visitors click on their ads. Google Ads is the largest PPC advertising platform in the world and allows business owners to target new potential customers who are local to their company.
Google Ads helps businesses to grow their customer base by showing ads when a visitor is searching for a type of business in a certain location.
The reason Google Ads is effective is because a business will only show up when customers are searching for a specific product or service, allowing business owners to drive clicks and calls to their company. A well timed and optimised ad can turn potential customers into valuable long term patients.
By increasing clicks to a website, customers can find out about a business and their services. They can call the company or submit an online enquiry form, and can also call the business directly from the ad via a click to call button.
Businesses are able to choose the budget they want to work with. This can be paused or adjusted at any time and a monthly budget cap can be set as required. Ads can be post paid or pre paid as required. Estimated results can also be shown for specific budgets.
Google Ads are designed to be set up within a few minutes, but to get high performance results the right skill set and experience is required. Ads can be structured around business goals such as getting more clicks, calls or visits.
Location targeting can be set up to cover the area customers live and work, so that only relevant potential customers are targeted. Text ads require 3 short sentences with a clear message, along with relevant keywords to target. Banner ads and video ads can also be used but these are shown via the Google Display Network and not Google search.
Practice Growth Objectives
Ads can be structured into campaigns, and organised into topics such as service offerings. Campaigns should be targeted and focused so that companies can reach their business goals. For example this can be for certain products or services, or broader goals such as building brand awareness.
Google Ads is based on relevance – the key to it’s effectiveness. As customers are searching for service information, experts and products – relevant ads will be shown.
Campaigns and Ad Groups
Companies start by selecting keyword themes and building individual campaigns. For example a PPC expert could build a campaign with the theme of “Service A”, this campaign could include sub campaigns, called Ad Groups which could include:
Each ad group contains variations.
Every chosen keyword has to be set against a “match type” which determines which queries will trigger ads to show. Here are the definitions:
Exact – the exact query as typed in
Exact Close Variant – the exact query but includes misspellings or variants
Phrase – the query in the correct order, even if there are additional terms before or after the phrase
Phrase Close Variant – the query in the correct order, even if there are additional terms before or after the phrase
Broad – the query can be typed in any order and can result in ads showing for similar related searches
Modified Broad – the query can be typed in any order but must include terms that contain a plus sign
Broad Session Based – a sophisticated form of broad match which takes into account other searches from the users session
It is highly recommended for businesses to use negative keywords to filter out unqualified traffic. For example a patient searching for “free service” or “service discounts” may not be an ideal customer, but without negative keywords a business could still be charged for clicks. By adding “free” or “discounts” as negative keywords the ads will not be shown when a search containing those words is entered.
Ads can be written after ad groups have been built and keywords and match types selected. Ads should be focused to generate the best results and should include a specific keyword, unique selling point and call to action.
Google Ads character limits are:
Headline 1 up to 30 characters including spaces
Headline 2 up to 30 characters including spaces
Description Line up to 80 characters including spaces
What to Avoid
Ads cannot contain misleading statements, excessive capitalization or icons or punctuation. Misleading statements could include “do this today” etc. Compliant ads are important to the standing of your account.
Mobile and Desktop Ads
Google Ads automatically formats ad copy for desktop and mobile, so it’s worth checking that copy works well on both devices.
When potential customers click on ads, they should be taken to a page that has a clear and continuing ad message. This will enhance conversions and new patient enquiries.
Advertisers can run Google Display Network ads (GDN) which use images or videos. Images can be static or animated images and these ads show on the Google Display Network which includes news sites and a range of high traffic sites.
Advertising Campaign Types
Knowing which campaign type to use can help a dental practice reach business goals, by contrast using the wrong campaign type can lead to slower growth or wasted ad spend.
Search Network – this is the most common choice and is based on keywords entered. Google search can be chosen alone or combined with search networks such as AOL, Amazon and many others.
Display Network – this includes millions of sites which have signed up to show Google ads in text, image and video format. This is based on interruption advertising and is not search based. The targeting is based around demographics and is audience based.
Search Network and Display Opt-In – this combines both of the above networks.
Google Ads also includes Product Listing Ads however these are not relevant for all businesses.
Ads can be shown across all devices including desktop and laptops, tablets and mobile devices. Mobile device targeting includes a bid modifier as traffic is more expensive as clicks and calls can provide greater conversions.
Local targeting is vital to companies and must be used to attract potential customers, there is no point in a local business advertising in a large area, be it regionally, nationally or internationally unless customers actually come from those locations. Bid modifiers can also be used to increase keyword bids for certain locations which may be better in terms of ideal customers.