You’ve got the practice website, the directory listing, social media, and more. But one thing is still missing. Time. When you can’t afford to wait for your practice to build slowly, paid ads can help you fill your calendar with appointments.
Establishing your practice online is an equation that looks like this:
Search Engine Optimized website + killer content + strategic updates + time to build your rank in Google = new clients!
What if you have completed all parts of the equation but time? If you don’t have time to wait to build your practice and are ready to fill your practice right now, ads can help you fill the gaps in your calendar. As you work to earn organic Google ranking, consider paid ads to help your practice thrive now.
Would my private practice benefit from Google Ads?
Psychologists, social workers, therapists, and counselors all benefit from online advertising.
Google Ads (what used to be called Google AdWords) have the potential to position your private practice at the top of search results, above your competition, and increase signups from your website.
Pro tip: your ads are only as good as your website
Online ads use micro-messaging to draw people’s attention and direct them straight to your website. That means your website has to be in top shape, with a strong message that connects with potential clients and makes it easy for them to sign up for a consultation with you.
Does your website need work? Click here for a free website audit with one of our marketing specialists.
Why try ads now?
Google’s new expanded text ads are specifically designed to increase click-through rates from website visitors that use the web on their mobile devices. With 50% of web users now accessing the web through their phones, these ads provide better opportunities to connect with potential clients who are looking for a mental health practitioner like you.
Special considerations for online advertising for therapists
Online ads give you the opportunity to instantly connect with potential clients.
However, there are certain therapy modalities that Google will not feature in ads. Others require a specific vetting process for approval. One example is residential treatment and outpatient care for substance abuse.
Google did not actually ban ads for rehab and addiction programs. Instead, it limited keywords and ad content that specifically target substance abuse. With some effort, you may be able to tune your ads, landing pages, and keywords to stay within the Google limitations while still attracting the referrals that you need.
If you have restricted content on your website, such as topics related to addiction and substance abuse, you may not be granted approval even for non-related therapy topics, such as anxiety and depression. Other topics, such as alcohol use, are age restricted and might affect your approval as well.
Make sure you consult a professional about the types of therapy you choose to advertise with Google.
What types of online advertising work best for therapists?
We recommend beginning a campaign with a combination of dynamic and responsive text ads to see what works best for your needs. Both of these types of text ads are displayed at the top of Google search results:
- Responsive text ads – You provide up to 15 headlines and 4 descriptions, and Google will mix and match to provide the most effective text ads every time.
- Dynamic text ads – These are automated to change their wording based on what people are searching for. Dynamic text tends to perform better than regular text ads.
What type of advertising should therapists avoid?
We do not recommend remarketing, an ad program that targets individuals that have previously visited your website. These ads show up on the sides of participating websites and can make it seem that your practice is “everywhere.”
While these are very effective for other industries, as therapists, discretion and privacy are very important. You don’t want a potential client to have an ad for your services show up repeatedly on their web browser at work or in another public place. When Google identifies “remarketing” for mental health services, they will block the ads.
How to get started with online advertising for therapists
Create a clear niche. Target an issue or population where your expertise shines.
It is possible to create a successful, very targeted campaign on a modest budget. But in order to be successful, you must have a clear idea of how you want to present your private practice.
We are here to help you create a targeted, focused campaign. Book your free consult today or send us a message. Want to learn more? Click here to read about getting started with online advertising for therapists.
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