Have you wanted to start using Google Ads but you don’t know where to begin? Which foundations do you need to have in place before you get Google Ads to make the most of them? How can you set your Google Ads account up for success?
In this podcast episode, Joe Sanok speaks about how to use Google Ads to fill your practice quickly with Sharon Park.
Podcast Sponsor: Membership
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Meet Sharon Park
Sharon Park is a seasoned industry leader, having been in advertising at Google and PubMatic for 15 years. She has led digital strategies for customers like Zillow, Berkshire Hathaway, Nordstrom, Samsung, and Adidas. In 2008, Sharon structured the “Obama for America” media buying strategy which resulted in a 22:1 return on ad spend. In April 2011, Sharon created the ad tech strategy for General Motors and successfully deployed 700 campaigns to capture over 1 million in-market car shoppers, making it the largest remarketing campaign in history at the time of launch.
In this Podcast
- Bedrock foundations you need prior to Google Ads
- Be strict with your content layout
- Get your finances in order first
- How to set up your Google Ads
- Sharon’s advice to private practitioners
Bedrock foundations you need prior to Google Ads
Before you jump into getting Google Ads going for your private practice, there are a few things that you should first have ready. These include:
- The website that you are taking people to
I would recommend a 30-second video of you talking about why you’re in the business that you’re in, and don’t overthink it. (Sharon Park)
- Your value offer and how you help your clients resolve their issues or get them to where they want to go
- Add a short description of how you like to do your work. Leave out the laundry list of your credentials, put those on a separate page, and focus on your client on the landing page.
- Take a quick look at your finances because Google Ads can quickly take up money!
Be strict with your content layout
The topic that your client is looking for the answer to needs to be front and center on your landing page. If it’s not, they’re going to leave. When people search online, they are watching for the information.
It’s very important [to segment your website pages] because the term that someone is searching for should be the most prominent topic on the page they go to, otherwise they’re going to bounce. (Sharon Park)
If they cannot find it soon, then they’re going to leave, so you need to give them what they want front and center. The more you make them look, the quicker they will exit the page and go somewhere else. Google is a machine, so your content should speak “machine”. Your URL, your content, and your social media should all align.
Get your finances in order first
Sort out how much you are actually able to pay Google Ads before you buy a product. You can calculate the scope of the payment by seeing how much you would technically be paying per day for a month of Google Ads. As a solo practice or new practitioner, this can feel like a big investment, but it’s definitely worth it if you do it right.
Set your marketing budget up and then run your Google Ads using exact match or phrase match keywords. Don’t ever, ever, ever use a broad match keyword … Because broad match is the type of keyword that lets Google decide whether or not it’s a match for you. (Sharon Park)
How to set up your Google Ads
If you can afford it, pay someone to set up your Google Ads account for you. They can lay the entire foundation and set it up for you so that it runs smoothly and on its own for as long as you have budgeted for. However, if you can’t make the investment or afford it, then choose five keywords that most directly address the audience that you’re looking for, and limit it to a 15-mile radius around the location of your practice.
With a smaller budget then you’re showing ads that only make sense to you and then take it from there. (Sharon Park)
Your ad copy is also important because you are guiding your clients around your website. Click here. To do what? To sign up and book a consultation, or to find out more, or to direct to other practitioners in your practice. Check it every day to make sure that you’re paying the correct amount and whether it is working for you.
[As] a practitioner that has employees, you should be outsourcing this kind of work. It’s very time consuming and technologically advanced and so there really isn’t a reason why the owner of a business should be doing this themselves. (Sharon Park)
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Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
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