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 Essence of Bottom-of-Funnel Marketing

The bottom of the funnel is where interest transforms into action.

Here, potential patients have moved beyond mere curiosity to a firm intent to seek treatment or services.

Capturing the audience at this stage is paramount, as it directly influences conversions and, ultimately, the growth of your practice.

“Inside Out” Approach to Bottom-of-Funnel Targeting

Our unique strategy for targeting the bottom of the funnel involves two key campaign types: the Isolation Campaign and the Exploration Campaign.

• Isolation Campaign: This campaign focuses on high commercial intent keywords that are pre-identified through research or historical data. These keywords are highly predictive of user behavior and are crucial for securing immediate conversions. Structured around exact match keywords, this campaign aims for precision, targeting searches that are known to drive results.
• Exploration Campaign: Once the isolation campaign has matured and generated a sufficient volume of quality conversions, the exploration campaign takes the stage. Utilizing broad match keywords and guided by Target CPA (cost per acquisition), this campaign seeks to uncover unforeseen high-intent search terms. The beauty of the exploration campaign lies in its ability to capture unpredictable searches, expanding your reach and uncovering new opportunities for patient acquisition.

Why Quality Score and Ad Rank Matter

At the heart of our campaign strategy lies the emphasis on Quality Score and Ad Rank.

A robust Quality Score enhances ad visibility and placement, ensuring that your campaigns not only reach the target audience but do so cost-effectively.

Through meticulous ad group structuring and keyword optimization, we aim to elevate your Quality Score, thereby improving your Ad Rank and reducing cost per click (CPC).

Broad Match with Guardrails: Expanding Your Reach

The exploration campaign, with its use of broad match keywords, might initially raise concerns due to its potentially wide net.

However, by implementing Target CPA as a form of “guardrails,” we ensure that this broad targeting remains focused and efficient.

This strategic use of broad match is designed to scale your practice’s growth, reaching beyond the limitations of exact match targeting.

The Role of Continuous Optimization

A crucial aspect of the exploration campaign—and indeed all Google Ads campaigns—is continuous optimization.

Regular monitoring of incoming search terms and the diligent addition of negative keywords are essential practices that refine campaign focus and enhance performance over time.

Looking Ahead: Building Effective Campaigns

Armed with a deep understanding of the bottom of the funnel and our inside-out targeting approach, we’re now poised to begin the account build process.

The upcoming videos in this series will guide you through setting up campaigns that not only target high-intent searches effectively but also explore new opportunities for patient acquisition and practice growth.

Stay tuned for our next session, where we’ll dive into the practical aspects of creating your Google Ads account and structuring campaigns for success.