Selling the couch Listener Content
Selling the Couch Listeners,
Thanks for listening to my interview with Melvin! Below you will find the resources we discussed on AdWords Match Types and a basic Negative Keyword list to get your Search campaign started.
Feel free to contact me if you need any help with AdWords or other types of internet advertising.
All the best,
Below is a table that shows the different match types and what sort of search terms your ads could appear on based on my example keyword of therapy New York.
Broad Match keywords will show your ads to the greatest number of users, but also have a much better chance of showing your ads to someone who is not necessarily looking for your type of services. In one of the examples below, the Broad Match keyword therapy New York could show your ad to a user who searches treatment in New York. The user could be looking for medical treatment, substance abuse treatment, or any number of other types of treatment that have nothing to do with your services. If this user clicks on your ad there is very high chance that they will not call you or fill out a form on your website. Irrelevant searches like this can drain your campaign budget and reduce the effectiveness of your campaign.
At the other end of the spectrum are Exact Match keywords which as the name implies will only show your ads to those who search your keyword exactly as it is stated. This Match Type is great for common searches such as therapy near me.
Broad Match Modifier and Phrase Match keywords lie somewhere in between Broad Match and Exact Match. These Keywords will generally be some of the higher performers in your campaign as they are specific enough to keep out many bad searches, but not so restrictive that they are rarely shown.
One thing to keep in mind is that you can have the same keyword with different Match Types in your campaign. To continue with our New York example, you could have the both +therapy +New +York (Broad Match Modifier) and [therapy New York] (Exact Match) in the same campaign. In this case you would place a higher bid on [therapy New York] as you know that is always going to be a good search term for your services. +therapy +New +York has a higher chance of coming up on an non-relevant search, such as animal therapy in New York, so you would want that to have a lower bid than your Exact Match version.
This is a special type of keyword that allows you to specify search terms for which you never want your ads to appear. For example, you would not want Google to show your text ad if someone searches massage therapy New York or physical therapy near me. Below I have put together a list of Negative Keywords to keep your ads from being displayed on some of the most common types of problematic searches. You will need to edit this list to suit your practice needs.
When you write a Text Ad you only have three Headlines with 30 characters each and a 90 character description to make your case to a user that they should click on your ad and come to your website. Ad Extensions are additional pieces of information that you can also display
As Melvin mentioned, my wife Laura is a psychologist so I will use one of her ads as an example. Below is what her ad would look like without any Ad Extensions.
Now, here is the same Text Ad with several Ad Extensions showing along with it. Using Ad Extensions significantly increases the chance that a potential patient will click on your Ad. As you can see including all of this additional information makes for a more complete advertisement. I have added in the names of the different Ad Extensions used and what information each displays. There are several types, but I will talk about a few common ones you should be using.
These are links to other parts of your website that might interest a potential patient.
This gives you the ability to display your phone number in your Text Ad. If someone is searching on their phone they can click this to call you directly without even having to go to your website.
Each Callout is 25 characters of non linked text. This is a great area to talk about competitive advantages of your practice, insurance information, payment options, etc.
These are similar to Callouts and are a great place to highlight different sorts of services you offer.
Location Extension (not pictured above)
This extension allows you to show your address as part of your ads. This extension requires you to connect your AdWords account to your Google My Business (GMB) account, which allows you to show your practice on Google Maps. Here is a AdWords Help article that will show you how to start using Location Extensions on your ads.