Google Ads for Mental Health Practices

Part 1 – Conversion Tracking

Part 2 – Know Your Marketing Goals

Part 3 – Budget and Patient Lifetime Value

Part 4 – Ad Rank and Quality Score

> Part 5 – Keyword Research

Part 6 – Targeting High Intent Searches

Part 7 – Profitable Bidding Strategies

Part 8 – Creating Effective Ad Copy

Part 9 – Bonus! Campaign Settings

The Power of Keywords

Keywords are not just words; they are insights into what potential patients are thinking and seeking.

They represent a direct line to understanding patient needs and tailoring your services to meet them at their point of search.

The process of keyword research and selection is meticulous, demanding a deep dive into the universe of search terms that align with mental health services.

Why Keyword Structure Matters

In Google Ads, the hierarchy of campaigns, ad groups, and keywords allows us to organize and strategize our advertising efforts effectively.

Campaigns are structured around specific services, enabling focused budget allocation and clear performance metrics.

Within these campaigns, ad groups are thematically organized around a set of closely related keywords.

This thematic approach ensures ad relevancy, crucial for achieving a high Quality Score and making your ads more likely to be seen by your target audience.

Understanding Buying Intent Through Keywords

Keywords can be categorized based on the searcher’s intent, ranging from exploratory queries to high-intent transactional searches.

Exploratory keywords are broader and indicate that the searcher is in the early stages of understanding their needs.

In contrast, transactional keywords are direct and show a readiness to engage with services.

Recognizing the difference is key to targeting potential patients effectively.

Keyword Research: A Step-by-Step Guide

1. Start With Competitor Analysis: Utilize tools like the Ad Preview and Diagnosis tool to understand what keywords competitors are targeting. This can provide a baseline for your keyword strategy.
2. Dive Deep With Keyword Planner: Google’s Keyword Planner is an invaluable resource for uncovering a wide array of relevant keywords. By entering competitor URLs or your own, you can discover how Google views these sites and the keywords they rank for.
3. Organize Keywords Thematically: Group keywords into ad groups based on themes. This approach not only aids in creating relevant ads but also in managing bids effectively for different sets of keywords.
4. Use Google Sheets for Keyword Organization: A structured Google Sheets document can facilitate the organization of keywords and the creation of various match types (phrase, exact, and broad). This structured approach aids in rapid campaign setup and fine-tuning.

Launching With Exact Match Keywords

Initially, launching campaigns with exact match keywords is advisable.

This strategy focuses on quality over quantity, ensuring that the clicks your ads receive are from individuals with a high intent to use your services.

As the campaign progresses and collects conversion data, you can refine your keyword strategy to include broader match types and explore new keyword opportunities.

Moving Forward: Campaign Building

Having laid the groundwork with a solid understanding of keyword importance and organization, we’re now poised to start building campaigns that align closely with your practice’s services and target patient base.

Future sessions will explore campaign setup, ad creation, and ongoing optimization to ensure your Google Ads efforts contribute meaningfully to your practice’s growth and success.