Google Ads Marketing for Mental Health Practices
The Ultimate Guide. How to Outsmart Your Competitors and Win Big with Google Ads
Part 9: Bonus – Key Considerations for Campaign Setup
Campaign Naming and Structure
For campaigns focusing on precise targeting, such as those using exact match keywords, a naming convention that reflects this strategy (e.g., “Isolation” for isolated exact match campaigns) is beneficial.
This helps in managing and identifying campaign objectives more efficiently.
Campaign Goals and Settings
While Google Ads offers various preset marketing objectives, customizing your campaign goals based on specific needs often provides better alignment with your marketing strategy.
For new campaigns, sticking with account-wide goal settings is advisable until you’re more comfortable with individual campaign adjustments.
Network and Language Settings
By default, Google Ads may include your campaign in its search network and display network.
For more focused targeting, consider limiting your campaign to Google’s search network only and opt out of the display network.
Language settings should align with your target audience’s preferences, and while starting with English is common, adding languages based on your audience’s demographics can enhance campaign reach.
Location Targeting
Location settings are pivotal. Ensure your campaigns are targeting only those in or regularly in your targeted locations, rather than those showing interest in these locations, to avoid unnecessary spending on irrelevant audiences.
Bidding Strategies and Budgets
Starting with a conservative budget allows you to gauge the recommended bids for top page placement, adjusting as necessary based on campaign performance.
Be cautious with enhanced bidding options, which give Google greater freedom to increase bids; this can sometimes lead to higher costs without corresponding increases in performance.
Ad Rotation and Optimization
Opting for Google’s “optimize for best performing ads” allows the platform’s algorithms to prioritize ads with higher performance, though some advertisers prefer more control through indefinite ad rotation.
Testing both approaches can reveal which yields the best results for your campaign.
YouTube Series : Google Ads for Mental Health Practices
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Special Considerations for Exploration Campaigns
When setting up exploration campaigns, designed to expand your reach beyond isolated exact match keywords, the key difference lies in the bidding strategy.
These campaigns should leverage maximized conversions with a specific target cost per acquisition (CPA) based on prior campaign data.
This strategy uses broad match keywords with the target CPA acting as a safeguard against uncontrolled spending.
Continuous Monitoring and Optimization
Regardless of campaign type, regularly reviewing search terms reports is essential.
This practice allows you to identify and exclude irrelevant search terms, refining your targeting and reducing wasted ad spend.
Effective Google Ads management is akin to gardening: nurturing what grows your business while pruning back what doesn’t.
By adhering to these guidelines and remaining adaptable to Google’s updates, you can create and optimize Google Ads campaigns that not only reach your desired audience but also contribute significantly to your marketing goals.
Remember, the digital advertising landscape is dynamic; staying informed and flexible is key to success.
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