Pay Per Click Strategy For Dentists and Physicians: 6 Steps to Localize your Google Adwords
This post will save you money by driving traffic to your website that is targeted to the geographical area that your practice services. After all, it doesn’t do you any good when your practice is in Albany, New York and someone in Fort Lauderdale, Florida visits your website looking to get a routine physical.
Pay Per Click advertising is a brilliant way to drive extremely targeted traffic directly to a conversion page on your site. If you have been following this blog you know that conversions are all that matter. See my post on converting web traffic to patients on this blog. You must convert traffic to your site into new patients for your dental or physicians practice.
I won’t go into the setting up of Adwords as Google has made a living out of making it easy.
Once you are set up, you will create a campaign. When conducting online marketing campaigns for doctors, dentists, and others in the professional services industry I always begin setting up a Pay Per Click campaign by targeting my geographical area.
1. Click on ‘+New online campaign’
2. Select ‘Start with placements’
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After you name your campaign and ad group you will:
3. Click on ‘Change targeting’. Notice that the default target is the entire United States. Not good.
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This will open up a Google Maps interface and you will need to:
4. Type in the location of your practice. You can use zip codes, counties, cities, etc.
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Adwords will create a shaded box that indicates where your ads will be displayed. Play with this until you are happy with the zone they are using. Use different methods (e.g. zip codes, counties, etc)
5. When you are satisfied with the geographical area, click on ‘Done’
You will now be able to target potential patients by Language. I recommend selecting each language unless your practice targets a particular Language.
Notice that your location targeting at the bottom has changed to your selection.
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6. Click on ‘Continue’ and begin setting up your Ads.
Look for a post about building good Pay Per Click Ads when you are improving your online marketing strategies for your dental or physicians practice.
Do: Set up Google Adwords to target only the geographical area that your patients live and work.
Don’t: Throw money away by attracting web traffic from all over the country or world.
If you have questions or comments please post them in the Comments section. I will respond to any questions you might have.
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September 14, 2008
Posted in: PPC for Dental Practices
3 Responses
This is a great AdWords guide, thanks for posting this!
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