Should doctors use Google Ads?

Doctors should use Google Ads when they are selling a high priced service or product and the price for the ad campaign is within budget.  Compared to other forms of digital advertising, Google Ads are expense BUT they are extremely effective because they are placed in front of "active" searchers, at the top of their search results. 

Google Ads for Doctors

Google Ads vs. Facebook Ads: when are they a good idea and why?

What Are Google Ads

In this video we will discuss Google Ads for doctors. We will compare them to Facebook Ads so you can decipher which would be best for your current marketing objective at your private medical practice.

I think everybody is familiar with Google Ads. They are ads based on keywords or search words that your potential customer or patient might be searching on Google. They used to be called AdWords, but not they're just called Google Ads.

They're the sponsored results that we see after we search for something on Google. ,

 

What are Facebook Ads, Exactly?

Facebook Ad campaigns can be both on Facebook or Instagram. But I'm just going to say Facebook Ads for this video. They're a little different than Google Ads because they're not just text. They can be video or photos, they'll have words.

And they show up in your newsfeed or in your stories on Facebook or Instagram. They've recently also been showing up in Facebook Marketplace.

But we know they're ads when they have the word sponsored in them.

 

Similarities between Google Ads and FB Ads

Now there are a few similarities in these types of ad campaigns.

They both offer instant results, meaning once you set up your campaign, and it's approved by the platform, very soon afterwards, later in that day, you can start seeing results from your advertising campaign.

They both offer advanced tracking and targeting features. These ads both allow us to get very specific about who we are putting them in front of, and it let's us target their results, so we can manipulate them and change them if we're not pleased with how our investment's performing in these ad campaigns.

 

Differences between Google Ads and Facebook Ads

Here is a chart to help you make a better informed decision where you might place your money: Google Ads vs. Facebook Ads.

Like any advertising or marketing tool, you always have to ask yourself, what is my objective? What is the result that I want? Do you want more patients in the door? Do you want to sell a product? Keep that in mind as we look at the differences between these two platforms. 

Reach

As you can see, both platforms offer a large reach, or number of potential users that we could get our ads in front of. Google projects that there will be seven billion daily searches on Google in 2020. Facebook reports that there are 2.4 billion users on Facebook every day.

Intent

The intent is where the ads get a little different. Intent of the people we put our ads in front of on Google, we're putting them in front of active searchers, right? We pay for our ads to show up when someone is actively looking for the search words we're targeting.

So maybe it's teeth whitening service in Miami. Your ad will be put in front of someone that is searching for teeth whitening searches in Miami.

Where Facebook ads are put in front of passive users meaning Facebook has great targeting capabilities. You can search for women in a specific age that live in a specific neighborhood that enjoy a specific movie or are part of a specific group. But they're not necessarily searching for this service, or the keywords that you're looking for.

They're passive, right? You're picking the group of people the ad goes in front of, not the words that people are searching for at the moment.

Targeting

So let's talk about that targeting. In Google you can target keyword, location, the device that people are using. Are they using their laptop or are they using their mobile phone? You can target the time of day they might be searching. It's got limited demographics as well.

Where Facebook, you can search location, where someone lives, their interests, their behavior on Facebook or on the internet. Lots of different demographics options and custom audiences.

What's awesome about custom audiences is that you can select multidimensional behavior characteristics and location characteristics as a custom audience meaning you don't just have to look at all 45-year-old women in Miami, you can say 45-year-old women that listen to a certain podcast or have similar interests like yoga or Pilates or organic foods. The targeting techniques on Facebook really are unbelievable.

Format

The format of Google Ads are mostly text, but on Facebook Ads, they can include text, images, or video.

Outcome

Now the outcome of the ad, the result that you're looking for on Google is usually almost always a click, or sometimes a click-to-call.

But on Facebook, you can strategize for many different results. You could have users interact with your ad by maybe watching a video. You could get them to click. You could have them like a post or register for an event. Because there's so many different results that you can get on Facebook,

Pay Per

in Google what you pay for is the click, but on Facebook you can actually set the ad up and pay for it in different ways.

You could pay for impressions on the ad. You could pay for how many people they show the ad to, the reach. You can pay for the click. You can pay for the like. You can pay when people go to a landing page or view a landing page. You can pay when someone downloads something. It's amazing.

Cost

Now as you can imagine, because Google Ads are put in front of hot leads, people that are actually searching for the terms that your ad is addressing, and Facebook ads are only put in front of passive people,

Google Ads are quite a bit more expensive.

Etnainteractive.com, a medical marketing company,  report that in 2019 a Google Ad result costs about $80 per, while a Facebook Ad result was about $12 per, and this is in the medical field. And remember, this is the result. So on that Google Ad it could mean it will cost you $80 just to have someone click to your website. And then, when they get to your website, you have to sell 'em on the purchase of whatever you're selling, right? 

Google Ads are great for High Price Points

I read somewhere recently that for the medical industry, a Google Ad cost per sale is somewhere in the range of $245.

I'm sorry I can't cite that, so don't quote me on it, because I don't have the citing of where it came from. But that sounds about right.

So you see, you'd only want to use Google Ads if you were selling something pretty expensive worth the investment of $245 per item.

But it could be the difference of big sales for say, a $5,000 service. If you sold 15 $5,000 services with Google Ads versus two without 'em, I think the cost is worth it, right?

 

Facebook Ads Work for your Practice in Different Ways

At their lower price point, Facebook Ads can be used for a variety of things.

Branding

Facebook Ads would be great for branding. Just to get your name out there to a larger audience, those that aren't your patients yet.

First time Patients with free incentive

They also are great for getting new patients in the door. For that to work, and I went over this in last week's video, it all comes down to the offer. You have to have a compelling offer that is better than any other offer that the Facebook users that you get in front of have seen.

So what the experts suggest is to use Facebook Ads to offer your community something for free to get them in the door, right, free is very compelling, correct?

So you might offer a free medical service. Maybe a free eye exam, or a free teeth whitening.

And then once they get in the door, just wow them with your customer service, or with your beautiful office, or with your great staff, and up sell them, you know, sell them the goods that you have there or their next appointment won't be free, right?

Introduce a New Product/ Service

You also could introduce a new product or service with a Facebook Ad, and you really do it the same way.

You offer that service or product at a very rock-bottom price, just to get people in the door.

You know, these people don't know you in the whole audience, the people you're targeting on Facebook, but they would be moved to come see you if you're offering them something at a price they can't pass up.

Test Ideas

Another way that you can use Facebook Ads is to test out ideas, right? You could use the video component and get in front of your target audience using Facebook's amazing targeting capabilities, and you could run AB ads, which are really cool, and talk about a potential service on video A, a potential service on video B, run them in front of similar audiences and see what that audience likes, right?

And then from there, decide on what your next service offering might be.

It's really cool and Facebook Ads work at a price point when you can do that.

 

Google Ads + Facebook Ads Together

What's interesting about Google Ads and Facebook Ads is that experts report that they actually work really well together.

So, maybe a way to cut down on your Google Ad costs is to run both of them at the same time.

So here's what that would look like. You would run your Google Ads, your search ads, to bring people to your website, right?

And at the same time, launch a Facebook Ad campaign. One that will help people see that you're not just a one-trick pony, right?

That you're over here on Google, but you're also over here with a great branding ad on Facebook.

Because these tools are so cool, what you can do is, put a pixel on your website. So that Google searcher visits your website based on your ad, they see an amazing product or service that you have going on there.

There's a little pixel there that tracks them and then on Facebook, you can re-target those people, because you've put a Facebook pixel on your website.

You can re-target those same people that visited your website from your Google Ad and show them ads about why that product or service is so great.

Maybe they visited your website and haven't purchased yet, but are still thinking about your offer. 

 The Facebook Ad will send them back to your website to buy.

I know that sounds kind of a little crazy, but researchers are reporting that that is working very well, and it's bringing great results and profit to businesses, and maybe keeps those ad costs down a little bit instead of straight up putting all your money in Google Ads.

Have you tried Google or Facebook Ads before? Did you have profitable results?

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