Super Simple AdWords Setup
In this post, I'm going to walk you through a super simple AdWords setup.
Whether you're a psychotherapist, psychologist or psychiatrist, I'll supply the keywords and AdWords settings so that you don't waste money and only attract quality searchers.
If you would like to request an AdWords setup for a different healing profession, just contact me.
Why This Is Different
The difference with my site, is that I'm not trying to sell you on AdWords services.
There are plenty of AdWords consultants out there selling you on thousands of dollars of AdWords services, effectively capitalizing on your naivete, when you can do it all yourself.
In the video below I walk you through setting up your first AdWords Campaign. I cover a range of different topics including Match Types, Geographic Targeting of your Ads, Ad Group setup, Negative Keyword lists, and more. It is a 55 minute video, but I've packed in a lot of what you need to get up and running.
The goal is to get the basics right from the start, optimize a bit, and it will become a passive source of client inquiries.
I've also built out some sample AdWords Campaigns below the video for Therapists, Psychologists & Psychiatrist- use the jump links below to drop down to the sample plans:
Besides the video, I've compiled some other useful resources. You can use the navigation box beneath the video to jump to different sections. If you think this post would be of value to you or another private practice practitioner that needs some marketing assistance, share it!
From a high-level, what we're going to do is create 3 Ad Groups for each Keyword Match Type, with 3 Expanded Text Ads each, with 4 Sitelinks Extensions, with laser-targeted location settings.
AdWords Account Structure
A brief word about the structure of AdWords. The highest level is the Account > Campaign > Ad Groups (contains the Keywords and the Expanded Text Ads they display). Visualized, it looks like this:
Don't worry if this doesn't immediately make sense to you. Follow my sample AdWords plans below and you can be confident that you have a solid foundation for your private practice up and running. You can then modify as needed going forward, especially as you begin to get a handle on how AdWords works.
To start, I thought I'd highlight a couple errors new users make when starting out with AdWords.
AdWords Newbie Mistakes
1. They don't understand Keyword Match Types.
2. They follow AdWord's guided setup and overload their AdWords account with a bunch of Broad Match Keywords that are difficult to manage and attract the WRONG traffic to their website.
3. They don't add Negative Keywords intelligently.
Regarding Match Types, no one explains it better than Google. Read this primer and watch the video below. The video also goes into Negative Keywords, which I also explain thoroughly further down the page.
Trust me, it is well worth it to understand how Match Types work in order to effectively manage your Advertising spend.
Regarding AdWords guided setup- you will want to ignore all their recommendations. Their motivation is to get you to spend, spend, spend.
Doubtless, guided setup is helpful for some people who just want to get something up and running because otherwise they'd never do it.
But it leads to wasteful spending and lackluster results.
Setting It Up
We will be separating different Match Types into different Ad Groups. So, Exact Match Keywords will be in an Exact Match Ad Group, Phrase Match in a Phrase Match Ad Group, and Broad Match in a Broad Match Ad Group. Each of these Ad Groups should have 3 Expanded Text Ads enabled.
For inspiration on Ad Copy, I usually Google competitors, ie "San Francisco psychologist", "New York Psychiatrist", "Chicago Therapist" and see what other business owners are running.
You'll want to customize Ad Copy for each of the Ad Groups to the Keywords included inside of it. For example, if you are bidding on the Phrase Match keyword "psychologist near me", you'll want to customize the Ads to speak to that specific search.
General Campaign Settings
Under Campaign > Settings, make sure it is set to "Search Network only - All features" and under Networks that "Include search partners" is unchecked.
This ensures that your Ads will only appear when people are actually searching on Google desktop and mobile, and prevents your Ad from displaying in relatively extraneous places like inside of Apps, or on websites, where there are often many accidental clicks and people haven't actually 'searched' for them.
For our purposes, we only want to serve Ads to people searching for your mental health services.
Found under Campaign > Settings > All Settings > Locations.
In my mother's case, she works in a Borough (Staten Island), which is actually an island in New York City. So targeting is pretty simple.
The best way to get started is to click on Advanced Search.
Then either use the "Search" option to input an area.
For example, if you live in Chicago, add Chicago, and you'll see the geographic area that your Ads would be served in. If it's too big, try "Radius Targeting" and experiment with your Zipcode and then select how wide a radius you want to target from that Zipcode.
Youll quickly figure out a logical area to target. You can target multiple locations- so if you have 2 office locations, you can add multiple locations.Negative KeywordsThis is a BIG one. So many people mess this up.
Negative Keywords tell AdWords when NOT to run your add. For example, if you are buying Phrase Match "psychologist near me", adding the Negative Keyword "free" at the Campaign-level will ensure that your Ad will NOT be served when a user searches for "free psychologist near me". Setting Negative Keywords at the Campaign level means that they will apply to all of the Ad Groups the Campaign contains.
Obviously, we don't want to advertise to someone who isn't looking to spend any money!
You can use this tool before your launch your Campaign to scout out Negative Keywords to add. Other common Negative Keywords you should add include "jobs", "college", & "schools".
Once your Campaign has been running for several days, you'll want to check out which Keywords are triggering your Ads in Campaign > Keywords > Search Terms. This will show you the exact Keywords that are triggering your Ads- scroll through and pick out individual Keywords that are extraneous.
You'll definitely be surprised at some of the searches that are activating your Ads. You might find people searching for competitors in your area, like "dr. jane therapist", so you'd want to add the Negative Keyword "Jane", or maybe they are searching for services you don't offer.
For example, in my mother's case, since I was buying Broad Match "therapist", it would attract searchers looking for
- "ozone therapy",
- "music therapy",
- "massage therapy",
- "acne therapy",
- "protein therapy",
- and on and on.
Adding "ozone", "music" "massage", "acne" "protein" as Broad Match Negative Keywords keeps Ads from being served (and clicked) by people that aren't going to ever be your clients.
In addition, since my mother doesn't take insurance, I've added Negative Keywords like "insurance" and insurance types like "medicaid" and "GHI" so that searchers looking for "therapist GHI" aren't served her Ads.
You'll learn to think strategically about Negative Keywords. For example, if you're a psychologist who doesn't work with adolescents, add the Negative Keyword "adolescents" to your Campaign and Ad Groups.
That way if you are buying Broad Match "psychologist", searchers looking for an "adolescent psychologist" don't see your Ad.
Sample AdWords Campaigns
AdWords Keywords For Therapists
Broad Match Ad Group
Phrase Match Ad Group
"therapist near me"
Exact Match Ad Group
I want to emphasize, this is a sample AdWords setup. It's a great start, keeping things organized, providing solid reach, without overextending to dozens, or even hundreds, of scattered and overlapping Keywords.
The Broad Match Ad Group
+therapy +for is a Modified Broad Match keyword, which in this case would 'lock in' "therapy for", meaning that if some was searching for "therapy for depression" or "therapy for anxiety" in your area, your Ad will appear.
What Broad Match Will Capture
As you can see, you don't need to add "therapy for kids", "therapy for ptsd", etc. You can capture all of that long-tail search traffic by strategically employing Modified Broad Match keywords.
Broad Match "therapist" will likely be the biggest Keyword for your account- it'll attract the most Impressions and the most Clicks. It's absolutely crucial that you bolster your Negative Keywords list on an ongoing basis to keep this Keyword 'honest'. That is, ensuring that people looking for "acne therapy" and "physical therapy" are excluded.
The Phrase Match Ad Group
Only one Keyword in here to start. Phrase match is really my 'favorite' of the match types. It allows you a great deal of control going after longer-tail keywords with volume. For instance, this Keyword will capture search traffic like "child therapist near me" and "therapist near me for anxiety", etc.
When you're first starting out, I'd suggest adding new Keywords here- ideally 2 word Keywords. But, in my experience, deviating away from the basics ("therapist") to pursue terms like "depression", "anxiety", will net you inferior quality traffic- people looking for information, not to buy services.
That said, if you offer marriage counseling, by all means add "marriage counseling" or "grief therapist" if you work with grieving individuals.
The Exact Match Ad Group
The Exact Match Ad Group is super, laser-targeted, with the trade-off being that the search volume is usually much lower.
Only someone that enters in the exact term "therapist" will see your Ad, in that instance. Exact Match Keywords are very restrictive, so you can really zero in on the searches you want to advertise against.
Expanding on this
Now, you will likely want to expand on this setup over time. I urge you to let this Campaign run for a week or two to get a sense of how AdWords works, and what the different metrics mean.
Keep in mind, that if the term doesn't have any search volume, it doesn't make sense to include it. You can vet a Keyword using AdWord's Keyword Planner to check the search volume.
Be careful as you add Keywords- you want a tightly focused Campaign and stuffing it with dozens of Keywords will make your advertising sloppy and difficult to manage. Keep it tight and lean!
AdWords Keywords For Psychologists
Broad Match Ad Group
Phrase Match Ad Group
"psychologist near me"
Exact Match Ad Group
What Broad Match will capture
Since many of the points I made in the Sample AdWords Campaign for Therapists are the same here, I'll be briefer.
Should you bid on "therapist"?
I included the Keyword "therapist" as well as "psychologist". You should only include this Keyword in your Campaign if your website includes that Keyword in the copy. Basically, try running it and see what Quality Score AdWords assigns to it.
In my mother's example, she's a Licensed Clinical Social Worker. I experimented with buying the Keyword "Psychologist", but because her website doesn't mention the word "Psychologist" on it, AdWords assigned it a low quality score (anything below a score of 3), so I stopped running it. So, if you're a Psychologist, you will
As I mentioned in the Therapist example, feel free to add to this Sample Campaign. For example, if you are a Cognitive Psychologist, adding Phrase Match "cognitive psychologist" makes sense. If you're a Child Psychologist, adding Phrase Match "child psychologist" also makes sense.
You might offer specialty services like drug or addiction counseling- Phrase Match is the place to experiment with these Keywords. Broad Match can be a bit 'fast and loose', potentially displaying for inappropriate searches, while Exact Match can be too restrictive.
AdWords Keywords For Psychiatrists
Broad Match Ad Group
Phrase Match Ad Group
"psychiatrist near me"
Exact Match Ad Group
If you are a private practice psychiatrist, you can avoid a lot of the haziness people have around the difference between psychologists and therapists. The Keyword "psychiatrist" is clean and simple, providing decent search impression volume, while also being laser-targeted to seracher intention.
I would recommend running this setup for awhile and seeing how it performs. In the past, I've experimented with adding keywords like "depression" and "anxiety", but have found that searchers are often looking for 'informational' content, rather than a service provider that can treat their symptoms.
In my honest opinion, this is all you would ever need to run, though you can experiment with targeting specific psychiatric queries, particularly if they are important service areas for you and your business.
While this site is catered towards mental-health, 'healing' professionals in private practice, this super-simple AdWords setup is ideal for any solopreneur like health coaches, executive coaches, anyone that is looking to sell their services and requires a passive, if paid, means of generating leads.
AdWords Training Transcript
Hi, this is Ryan from healermarketing.com. I just wanted to walk-through basic AdWords setup. If you’re new to AdWords, or even if you have been using it for a while, it’ll be helpful just to review how I’ve learnt to set up different Campaigns working for large corporations, small start ups, as well as working– uh, creating an AdWords account for my mother who is a private practice, psychotherapist. So, this is primarily geared towards mental health professionals that are psychiatrists, psychologists– anybody in that space that has a private practice and just wants to attract a flow of people to their business in a very passive way.
So, what you’re seeing here is the two Campaigns that I have running for my mother. One of them is ten dollars a day, and this is purely a search campaign, meaning that when people go to Google and they search for certain Keywords related to her practice, essentially therapist, she will appear.
Now, her Ad’s not gonna appear for me because I’m in Brooklyn and she is in Staten Island, and the Ads are only displaying for people that are searching for therapists on Staten Island. So, you won’t actually see it here, but that’s basically how it functions. And then this is actually a remarketing Campaign, so all of the people that have clicked on the Ad that appears here, what will happen is, it’ll be followed around on the Internet by a remarketing Campaign, which basically displays this creative right here.
Trying to generate a preview of it.
So, that’s how it appears. And this resizes across different websites. And that’s, you know it’s pretty useful, because say for instance, you spend a dollar fifty running an Ad and getting click right over here, the retargeting clicks are much cheaper so it always makes sense just to have this remarketing Campaign up and running, but I won’t cover all of that in this tutorial. I’ll do that on a separate tutorial.
So, if you– let see– if you go back up to the Campaigns, you can see that the average click is for the search Campaigns, these two search Campaigns right here. One is two dollars and eleven cents, one’s a dollar thirty-three, and then this cost per click here is fifty-six cents. So it’s pretty cheap to run a remarketing campaign, so I always recommend doing that. And then you could set daily caps on the budget for them.
So, anyway that’s a minor aside. I just wanted to walk-through how to get a Campaign up and running. So this Campaign is already up and running obviously, so I’m not gonna cover the whole– if you’re new to AdWords I’ll walk you through a set-up. Just basically go through what they have you do but don’t actually run any of those ads. You want to create your own Campaign that’s much more targeted. So the way that I recommend you doing it is to do a search only network Campaign. Once you’re in this Campaign’s area here, you want to do a search network only.
What search network display– what Google will do will display your ads on like apps, or they’ll display an ad on a website that’s related to the Keywords you’re purchasing. So even though you’re buying a Keyword that you think is, I see this mistake often, people buy Keywords like therapist thinking they’re just displaying here, but when they enable this display select, what happens is, if you go to a health website, the text version of this ad, or this text ad will display on that site. It’s really not optimal because we like this, because people are actually `searching for the servers rather than when you’re on a health website and you just see an ad for a therapist displayed. You weren’t searching for that, you were just on a health website, looking around.
And then also, there is the case where the ads are just displaying on websites that are completely unrelated to therapy. So, in general, this is better, you get to control your spend a lot more effectively by going on a search network only. As well, there is also the issue when you’re on a website, for instance, say you were going to Healthambition.com, there is the potential of accidental clicks, people that are scrolling around and they’re just reading general information articles and then what happens is an Adblocker running.
This often happen more frequently on mobile devices where, y’know they’re just scrolling through with their finger and all of a sudden they’re gonna end up clicking an ad that they didn’t mean to do. So that’s just an example of a site where I’ve seen my mother’s ads triggered before. I disabled that. So you know it’s always a learning process.
So okay, we’re back to this. Click the search network only, and then AdWords is gonna want to walk you through the set-up here and it’s not super important to get everything exactly right here, so I’ll just call this a sample Campaign. You want to enable all the features, that way it’ll give you more control over a lot of things going forward. You want to disable this, this is another one of those instances where, I’ll let Google explain it here.
So it’s a collection of different sites and apps, and search partner sites, where your ads appear, very much like on this website Healthambition.com, where they have AdSense enabled, and that’s something like this. This is an AdSense ad. This is actually a Media.net ad, I think. So anyway, basically it will be taking your text ad and displaying it here. And like I said before this is really not optimal. And then, location targeting, you can set it here, or you can– I’ll just put in United States for now and then fix it later. So for instance, to get you an idea, I’m in 11201, so doing it by postal code is good. You’ll get a field for the sort of reach you want to have for your Campaigns., so I’ll just add this now.
You could even do radius targeting, where basically you put in a zip code and you say, ‘okay, I want to be three miles out, five miles, ten miles,’ and then whatever really suits your business, and I’m sure you have a sense of where your clients are coming from and how far away they will like to travel. For instance, I’m in Brooklyn, it would have to be really lazer targeted, because people aren’t gonna come from Manhattan often times to go to Brooklyn.
And then the whole dynamic of Brooklyn, you know people aren’t gonna come from all the way Brighton Beach, which is at the southern end of Brooklyn all the way to my area. So the demographics of the urban area here is very particular. So if I were to run ads in Brooklyn, the location targeting would be a real consideration for me. But say you live in an area where people will drive thirty miles, or fifty miles, then you set your radius targeting to accommodate that. So, for default bid, this is not important so you’ll modify this going forward.
Then, this right here basically, AdWords wants to optimise your ads by convergence. But since we don’t have any convergence tracking right now, it doesn’t really make sense to activate. So what it would do if you have convergence defined within AdWords, it basically auto-optimises campaigns for you, so that if a conversion for you is a submission of a email contact form on your website that conversion is tied to the keywords in your Campaign. So that, AdWords would know that, okay this Campaign or this Keyword or this ad is what triggering conversions on the website so let’s show it more, basically. But we don’t do that for now. Then, budget, as I said, we can change all the stuff later, it doesn’t really matter.
I run, for my mother, we do ten dollars per day, so, it comes out to around three hundred per month. There is some variability so like, if you had nine dollars for the day, and then there’s one more click, AdWords will, you know, kind of sneak it in, and you’ll end up having spent eleven dollars and twenty-five cents, for the day, Which really doesn’t matter that much. It’s also spelled it out right here.
See, I mean it does give you a lot of granular ability to control costs, which is really helpful. And then we’ll add this stuff later– it’s add extensions. Basically, you can pry information to enable that the ads you display will show your location, which is really nice, especially on mobile. Our site links, lemme see if I could just quickly pull up an examples of site links right now. Site links basically gives you the option to add up to four that will display links beneath your particular ad. And this gives you expanded real estate. For instance, these are site links.
And you can see, I mean this makes the ad much more targeted to the query. This added space plus it gives you the option to deeper dive into the website, to meet our counsellors, read reviews, get started, read FAQs. So that’s really useful. See how they display it a little bit differently over here, in this top spot, will display a little differently, and that’s really based on the bid settings, so this person, betterhelp.com– they’re winning this particular option, for this particular Keyword at this particular moment in time. And with location settings, are location and extensions, you can see– let me see if I can trigger one of those.
Here’s a call extension. So, right here you can see the call, the phone number– so, basically, the best ones to enable for a local practice would be a location, site links, call is also good. So these are the three main ones. The other ones are not as relevant. The reviews would be kind of good, we can look into that later. This is the scheduled start date. Basically you can control when your ads show, so if you want display ads, Mondays from nine to five, but Saturdays, ten PM to three AM for whatever reason, you can control all of that here, which is pretty cool. So I’ll just save and continue, see if it will do something I left out. Okay.
So, now it’s prompting me to create an Ad Group, so I’ll just call this ‘Sample Ad Group’, and then it wants me to create an ad, so, I’ll just put in something very simple right now. Sample Ad– let’s run it. It generates a preview right here and then just to re-emphasize, it doesn’t really matter what you do right now, we’re not actually gonna run this obviously. And just to say briefly, in terms of generating ad copy, I don’t go super in-depth into that, either in this video or in the post that I’ve created for this video. My general advice is to kinda Google around, y’know.
You can read tons of websites, they have amazing content about creating ad copy that converts, but you could just– this is not a bad one, Midtown Manhattan Psychologist — Cognitive Behaviour Therapy. So for instance, person searching– they search for this term, and this is a nice way, this give a very nice sense of where it is. So like, in New York City it’s kinda important where that person is so if I’m the Upper East Side, you know, I may want, a psychologist that’s in midtown Manhattan at least. Like the dynamics of location settings will be different in New York City than in other areas, but, basically I would look at what other people are doing.
You want to get these ads kinda interesting from the start, kind of, you don’t want to just mail it in, you know, you want to have a couple interesting ads running. This is another- this is another– this is a bad example. Like all the stuff right here, InNetwork with BCBS– I mean that’s, it doesn’t really read naturally to me. Like this– this is obviously like an agency or something, so this is a much better example. And this is an individual, so I mean they– their sense of how to write copy that converts is much better like ‘Online Counselling that works’.
I mean obviously, you’re not providing online counselling, but just from an ad copy perspective, it read so much better than, y’know, InNetwork with BCBS–PP, I don’t know what that means. And a lot of other people won’t either. I mean maybe, if you’re in that particular network, that will really speak to you, but to me it really doesn’t. Here’s a good one– ‘Chicago Couples Therapy’. That’s– that’s nice. I mean I would want to advertise against couples therapy, rather than just generic therapy, cause we don’t know, for instance, what this person means, like if I was, couples therapist in Chicago, it actually doesn’t trigger any ads.
I may be getting a little bit ahead of myself here but I want to kinda show you how to think about search ads. You really want to customise the ad you’re displaying to the search that a user has typed in. So in this case, I typed in couples therapist, this is in my– this ad’s being served, in my area. So this is good, ‘Couples Therapy in New York — Effective and Life Changing’. We got the location information, it even lists out hours here, which is pretty nice. So, back to the Campaign. That’s just a brief aside, something to chew on as you think about creating ads that actually convert. Cause that’s actually one of my biggest pet peeves is that people, they don’t really consider what people the ads that are displaying to the search queries that the people are making. So, anyway, back to this. Now, Google wants me to add a Keyword, so I’ll just add right now a very generic Keyword, ‘therapist’.
The default bid can stay a dollar fifty, and then we’ll just save this ad post. So anyway, Google is telling me telling me that I’m not spending enough money, that I need to raise the bid to two dollars and seventy-four cents but that’s neither here nor there at this particular moment. So they way I just want to set this up, we have a sample Ad Group. I encourage– let me just get to this– so the way I’ve been taught to structure the AdWords Campaign is to structure them by different match types. So that’s– again, a little bit beyond the scope of this call but in terms– match types essentially, there is four different types of match types, there’s a broad match, a phrase match, and exact match, and then there’s modified broad match. It sits between broad and phrase match match types. I have resources on the page, and in the link on Youtube to kind of go over what all those mean, but essentially they’re different ways that Keywords will trigger the ad. So, just for now, I’ll put in, separate the Ad Groups by match type. I just called the Ad Groups by their different names, and then they’re just gonna prompt me for the default bid, and you can see that the Ad Groups are just trying to form right here.
You can actually do this too, you can actually copy, control-c, then control-v, that kinda means you’re actually paste it, just by doing control-c control-v, it’s gonna give you that whole walk-through one more time. So now we have broad match, phrase match, exact match. I may as well go over different match types, just to get a quick perspective on what they mean, so you won’t be flying in the dark about it. So for broad match keywords, the example Google provides is ‘women’s hats’. So, as they say, ads will show in searches that include misspellings, synonyms, related searches and other relevant variations. So this is the broadest, most catch all keyword match type that you can use.
It’s also Google’s default that they, if you put a Keyword in, it will just default a broad match and it catches the most search volume so, the example they give, if you’re bidding on this Keyword and it’s broad match, it could display for something like ‘buy ladies hats’. So, you see that it really tries to understand what the searcher is looking for and then, it really gives wide latitude for Google to display ads based on the Keywords you’re bidding. Broad match modifier will actually lock in Keywords, so in this case, Women’s hats, with these plus symbols, so as they say, it’s close variations, but it’s not synonyms, so here it gives you an in between option for kind of locking in terms, and then phrase match lets you, this is kinda my favourite, cause it let’s you– for instance, if you buy women’s hats, the term will display for buy women’s hats or women’s hats on sale, so it gives you much more control, if you have like a two word phrase, like for instance, ‘therapy for’, ‘psychology for’, something like that, it can give you more control, so it would be like ‘therapy for depression’, ‘therapy for ADHD’, things like that.
An exact match will– using these brackets, using these brackets, will only display if that searcher has actually searched for the exact and only that Keyword, so if they search for– the only thing they search for is psychologist, and you’re bidding on just exact match psychology then your ad will display up. But if you’re bidding on psychologist in New York City, then you’re bidding on exact match psychologist is not gonna display.
So anyway, back to this.
So, very, very simply, we got our broad match– so if I want to modify the Keywords for an Ad Group, I can click into it just to see how– so I’m at the Campaign level right here so if I go to Keywords, it display all the Keywords for all the Campaigns, and you can see that here. Or you can click into them individually. And it’ll show you the Keyword there. So in this case, this is a broad match Keyword, it doesn’t have any sort of– doesn’t have the quotation marks as a phrase match does. And this one you see, need to modify it, you can do it like this, just quickly, exact match. So now we phrase matched, or rather, separated the Ad Groups by phrase match– I’m sorry, by match type. And this is generally best practices, and it’s also good, when you’re starting out, to learn how to separate Ad Groups out.
A lot of times, it’ll see as one Campaign, and one Ad Group, and they’ve stuffed in y’know, twenty Keywords that are all broad, phrase and exact, and they kinda overlap, and it’s really sloppy. With this you’ll be able to get a very high level perspective on which you could– which Ad Groups are performing best, and you could drill down into that and see which Keywords in those Ad Groups were performing best. Whereas if you just had one Ad Group, it’s just, very sloppy, and it doesn’t really capitalise on the controls that AdWords lets you have for your Campaigns.
So now that we have your Ad Groups we need to have ads for each, and my recommendation is– so to create ads, you can kind of just click into each ,and you want to have three ads, per each Ad Group. So, for instance a broad match you’d want to have two more here, just create different and interesting ads, basically googling around, seeing what other people are doing. You want these ads to speak to these particular Keywords, so in this case you only have one Keyword right now but if you were purchasing broad match cognitive therapy, you’d want basically ads that speak to the Keywords that you’re buying, because that’s how you really generate a match between what people are searching for on Google and what ads are displaying. So I’m not going to go into all that now, but, my recommendation is that you run three, and Google will just optimise it.
Another important component of all of this is negative Keywords, and I had a full write-up on a post I’ll include a link to. Basically you want to include negative Keywords that– what that essentially means is these are words that you would input, for instance, a common one is free. So, if you put in the Keyword, free, it means that if someone typed in, therapist free, your ad wouldn’t run in AdWords. So these are just words that will, let’s see if anyone is displaying for that, because nobody obviously want to obviously, it’s a very low quality search. If someone was searching for free therapy, like this person is brave enough to actually do it. It’s that same site before Betterhealth.com, is obviously a large corporation that thinks they can make money off of people searching for free therapy and maybe they can, but for our purposes, y’know with a small budget, not a large corporation, it doesn’t make sense– y’know, for example to run ads for people looking for free services. So that’s an example of how negative Keyword function within AdWords. And then there’s an actually really cool tool provided by WordStream and they will generate negative Keywords for you. So if you’re just starting a Campaign, and you really don’t know the negative Keywords that you should add, this is a really nice to do that, so let’s wait a minute and see what they provide. Here we go.
So, with therapy, as I’ve learnt running my mother’s AdWords’s account, for something like therapist, it’d be different from psychologist and psychiatrist, but for therapist, there’s a lot of Keywords that you want to include, because as we see, massage, obviously, if you’re a psychotherapist, you’re not a massage therapist you’re not a school– that’s another word. Occupational, you don’t want that, physical, you’ll want to add that as a negative. You’re not a speech therapist, you’re not providing Hormone Replacement Therapy, Radiation Therapy. Maybe you’re doing family and cognitive. A lot of these would be judgement calls on your part, so as you can see, this provides a very nice collection of negative Keywords you can add.
On the other way, I’ll click back into my mother’s Campaign here. The other way to do it is, say you’ve been running a Campaign for like a week, and you know, you have enough clicks by now, you know you’ve got like– if you’ve been doing ten dollars a day, maybe you’re getting seven clicks, you know, a day, and so you’ve got some data to work with. You can actually go to– at the Campaign level you could go to Keywords, and then you could go to search terms and it’ll actually show you what people are searching for.
Or what people who clicked on your ad actually searched for. So for instance, psychologist near me– that’s good. Staten Island relationship therapist– that’s also good. I spend a lot of time kinda weeding these out. But here– for instance here’s a good example. So these will just keep popping up. Someone clicked on my mother ad who was looking for Edwina Kee therapist, so that’s probably somebody on Staten Island, which my mother practices near. And this is not ideal, I mean it could be, it’s kinda hard to tell, cause maybe my mother converted this particular client. It’s hard to tell.
That’s because– you don’t actually have– the easiest way to, actually it’s not easy but if you really want to track conversions, since most people will be calling you, is– you could actually install call conversion tracking. And this is really- this is very advanced, but I mean I come from y’know, with a big corporate background, in terms of AdWords, these are sort of considerations that come into play if you really want to optimise the account. This is actually my mother’s website. So, you’ll probably never do this, but just for the sake of being thorough, the way that call conversion tracking works, is that code will be generated for each ad, that replaces the phone numbers on the page, so that when somebody clicks through to your website from an ad, different phone numbers will be displayed, and when they’re called, it’ll actually activate a conversion inside of the AdWords. So that’s one reason why I don’t have conversion tracking up and running– because it’s the primary way people engage with the website is through calls, and it’s just not something I’ve gotten around to doing.
People also submit through here, and this is something easily tracked if you wanted to do it, but, I just haven’t gotten around to actually installing conversion tracking. Primarily because people are calling, and then doing that kind of complicated conversion tracking would mean I would have to hire a developer and do all this other stuff, which is not useful. But this is a good example– Hand therapist for spinal chord injury. That’s another negative Keyword that I’ll have to add– basically you add them here. You can add them all to Campaign level, and what that means is the negative Keywords will apply to all of the Ad Groups. That’s basically how I would recommend doing it.
You could add negative Keywords at the Ad Group level, which means that it wouldn’t– negative Keywords wouldn’t apply for the other Ad Groups. But for our purposes, it’ll be a pretty small Campaign, so it’s not necessary to make it too complicated in terms of separating negative Keywords by Ad Groups. But I mean, as you get more familiar with what you’re doing with AdWords that’s something you can consider. So for instance, hand therapist. That’s a negative Keyword that I want to add. I wouldn’t want to add therapist, I want to be very clear about that. You wouldn’t want to– I would just add hand. So no longer will someone looking for a hand therapist receive my mother’s ad. And this is so crucial, because otherwise– if you’re just running the Keyword broad match therapist, you’re gonna be displaying for all of these different queries that are just completely unrelated to the services you provide. So just looking through her list here, about, that’s another one that I found– and then for her, she doesn’t provide insurance, she doesn’t work through insurance providers so I’ve learnt to weed out a lot of the insurance queries. Cause people will search for GHI therapist, and she doesn’t work through them.
So, we didn’t like all those at Blue Cross, Blue Shield– here’s an example. This is a– obviously a local provider that I’ve weeded out– Danielle’s another one. Cupping. There’s literally all these types of alternative therapies that you’d want to weed out. If you’re a therapist. If you’re a psychologist and you’re not bidding on the keyword therapist, it’s a different– you probably don’t have to contend with as many of these issues. So that’s spanish– she doesn’t speak spanish so, she’s not going to display for people looking for spanish speaking therapist. So it’s very– on one hand you can get a good sense of things using this free Keyword tool, on the other, you would want to weed out the extraneous stuff that’s just not related to you.
And then– as well you’d want to weed out things that are for instance, services you don’t provide like if you don’t provide therapy for adolescents you can add the Keyword– negative Keyword adolescent. And it’s really helped because it optimises– it makes sure that people that are clicking your ad are actually– they’re much more targeted so the searcher sees that you and they’re much more likely to convert, which means that the money you’re spending is spent much more effectively– and that it affects other high level matrix as well.
So for instance if you’re displaying for hand therapy ad, people that are clicking– are searching for that, and they see that you’re a therapist in the ad content, they’re not gonna click on the ad. And if they’re not clicking on the ad, what happens is that it decreases your click through rate for the ads that you’re running. So you see at a very high level here this is for the past fourteen days– the click through rate here is basically the interaction of the clicks and impressions. So I got for her– this particular search campaign– she has seventy clicks and she has about a thousand impressions, which means the click through rate is 6.4%. And you see this one’s actually converting– or has a click through rate of much higher, at 23%.
So just very quickly here, in terms of looking at these very top line stats, for your Campaign, I mean there’s really no benchmark exactly, but I would say between three and five percent would be kind of a good average to shoot for. And, for instance, you know, adding the negative Keywords in, making sure the Keywords themselves are really attached and semantically related to the ads that you’re running, these are all ways that kinda keep boosting the score up, and the healthier that this is, the healthier your general AdWords account is.
So you really want to be operating at a healthy environment, and I mean healthy like, if this were point 25, you know, that would show to Google that your ads are really– are not servicing the searcher. So you’d want to address that over time. You’d want to make sure that, you know, the click through rate stays up.
So– a lot of this is, once you get it kinda up and running the right way, you can kinda– you can set it and forget it, you know, it’s pretty passive at this point. I don’t do too much, it not like you know, running AdWords for Ebay, where you know, I’m buying a million Keywords– it’s really very simple. But you do want to spend some time learning about different matrix involved here. Average position is really useful, conversions is not displaying any conversions here because I don’t have conversions to find, but if you click down into the Ad Group, this is important.
The Quality Score, you want to have this matrix displayed. Basically, anything below three, you should pause the keyword for it. The quality score is really a score that Google assigns, kinda assessing the quality of the– of the Keyword in your account and that it’s really understood that the ecosystem that related between the Keywords and the ads that you’re running for that Keyword and then what is happening on page.
So a quick example would be, I used to buy the Keyword psychologist. But because my mother doesn’t actually have that Keyword on here because she’s not a psychologist, Google gave me a Keyword score that was beneath three, which is a bad score. So basically you want to be above three and just to quickly show you something– about how to get that, you’d want to modify these columns. So, I’m just trying to show you a bunch of things, that a lot of people don’t know that they could do with AdWords and they kind of leave the default settings.
By default, the quality score is not actually included. So I’m just trying to find where exactly it is. I’ve already added it. There it is. So it’s under attributes, quality score, and you’d want to add that in. That’s really important to see how your Keywords are being assessed. Actually I’m not sure why it’s not generating a quality score. But I’ll leave that for later. The usual– in general, you’ll always see a quality score for your Keywords, keep it above three, and as I said, it’s really the relationship between the Keyword you’ve decided to bid on, the ads that you’re running, and then the content on page.
So if I were for instance to add a bunch of psychologist Keywords in here that would be just ingenuous and unethical, cause she’s not a psychologist, but it would improve the keyword, the quality score that that Keyword would receive. And that in turn would mean that the next cost– the cost per click would decrease because Google is saying oh okay this is obviously a relevant ad for inquiry psychologist so let’s start showing it and seeing how it converts. Another thing you’d want to add is the average position. It’s another useful thing to keep an eye on. You want to see, basically you want to be above two. You don’t want to fall too low. What happens with the AdWords is it’s these top four spots– this is taking forever to load. There we go. It’s not showing an ad for that one. There we go.
So basically, in terms of average position, you see, one, two three, four. And this is kinda interesting too, because you can see this guy’s a private practitioner so his bid is kind of on the fringes, kind of on the outskirts of these other ones which are– this one’s Betterhelp again like we saw before. This one looks like, an agency, or a fuller practice of multiple people, so obviously with a larger budget, and you’ve got a school here running ads for their degree programs at– Capella University, and then he’s down here– so, he hasn’t really optimised this. Or maybe he has, and they’re just not showing the ads.
Like I said before, the extensions, so as I said before, you could see– you get this top billing right here, it allows you to have this expanded real estate, which is really valuable in terms of boosting your click through rate. So this guy, he may want to investigate upping his bid for the Keywords that he’s buying cause he’s competing with these guys up here. And this is also a very you know, it’s a competitive Keyword to go after. So sometimes you can really drill down. So for instance here’s one. Therapist in Brooklyn that accept Medicaid. It doesn’t look like anyone’s buying that. And Medicaid, that’s kind of a low quality query, so that’s something you’d want to consider weeding out in negative Keyword lists.
So moving on, let’s move on to ad extensions. Just to give you a sense of– I’ll actually just use my mother’s account so it’s simple. So I have these, these ‘about me’, ‘my services’, ‘contact me’, now let’s toggle into the sample Campaigns so we can start fresh with this. So basically you’d want to add sitelinks extensions and like I said before, these are– these right here.
So let’s add an extension. And it’s actually populating the ones that I’ve used before. To the create new site link, you’d want to– so for instance, if you’re– if one of– if you create a site link for like a therapist, a psychologist, someone with private practice would be like, services, y’know. And it would be like, whatever your– you would link to whatever the services page is. So that person can click through it. It’d actually link back to the homepage and just call it services. You can just call it services. So these links don’t actually have to be unique, but you’ll also want to provide a description. And this description, even further in this example. these can actually include even more text. So you– when you do this, you’d really want to optimise for it. Optimise and do it the best way.
So if you fill out both lines here with– and Google provides nice examples here. So for instance, services you know, you know what you want right, but basically you’d want to thoughtfully add some content here that speaks to what you’re linking to so you’d want to describe your services a little, and you’ve got 35 characters, 35 for both lines. So that’s basically what you want. And you want to make sure that you’ve enabled them. Enable them at the Campaign level. Because that’s basically the best way to do it. That way it’ll populate for all the Ad Groups, so you don’t have to go in and add it for each group, and basically general, these will be so general that they’ll apply to each particular Ad Group.
And then, location extensions. So this would– I’m still trying to find– we saw an example on this before. Basically, he’s a local provider, as opposed to these guys which are– except for him, or this person. Basically, if you add a location it gives you another blurb where it shows the location, which can be really useful for conversion purposes, that people are able to see where exactly you practice. So, just you know, if you’re a local area service provider, it’s really, really useful. And this– this ties to your Google my business account, so you’ll– you would need to set up a Google my business account because that actually ties into the AdWords account.
So that’s another consideration. So in terms of Google my business, I wasn’t planning on discussing that too much, but basically you set up an account, and it kind of verifies with Google where you’re practice is. And you can see that down in– when you search for psychologist, first you get hit with the ads, and then Google show you organic– this is organic meaning that people aren’t– this does not look like a paid listed, this is Google selecting the most relevant local area providers based on the query. So you can see, vision– sorry that’s for last name. She’s a psychiatrist in the area.
Doesn’t have a website, but it gives you this kind of nice pack of providers. And when you create a Google my business account, you’ll get mailed a postcard with a code and then you verify the address, and then all of a sudden you’re popping up in here, and that’s how you verify– you’re able to add a location extension to AdWords.
So we did site links– we did– oh Call Extensions, that’s the other one. So basically you’d want to add, so basically there’s different numbers you’d want to add. That’s not too difficult, you can figure that out. Okay. That’s essentially it, for setting up a Campaign.
So just to review, we have the Campaign here, oh one thing I didn’t cover. Going into settings, want– we set this up in the beginning, I just wanted to go through it one more time. you want to be search network only. That means it’s only going to be displaying for in this area here and in Google search it won’t be showing up on websites, it won’t be showing up on apps.
That’s– for our purposes, a small budget, you don’t want to waste it, in those areas. You could actually modify the adjustments of bids on different devices, so for instance if you are able to see that your traffic– you’re getting a lot of traffic from mobile devices, it makes sense to maybe consider upping it even more if you’re seeing traffic coming from mobile devices is high quality. It’s a little bit outside, a little bit advanced, but it’s something you can consider and it’ll be something I’ll be writing about in the future if you’re interested. So actually we should dive into this for a second. The location settings, remember we actually did this in the beginning. So for instance, in the beginning I said just the zip code.
But if you’re going to the Campaign settings you can see this is where, by typing in 11201, this is where it decides to display me,. And that’s not bad, but I mean if I were a practicing therapist, I would– like right around this area, I’d want to expand it a little bit more because I’d want to assume people from Red Hook would happily want to come to me, I mean the train ride, it’s not too hard, not too difficult. Maybe some people in lower Manhattan could actually come. So you could do, you can add different locations, and have multiple, or you could do something like radius targeting. So for instance, I typed in 11201, I wanted a twenty mile radius, I mean that’s really crazy.
Obviously, people from New Jersey and Staten Island aren’t coming to Brooklyn, so you can dwindle it down, you can say, five miles. See what that looks like. See, I mean that captures a little bit of New Jersey– four miles. Or you could just add them manually. You can just, you could just dwindle it down, and say I’ll so 11201, maybe I’ll just do a couple zip codes around here, it still captures a bit of New Jersey. So that’s actually kinda cool, I like that. Two miles. This captures, y’know, lower Manhattan, Williamsburg. And then for instance, in my case, like, something like Park Slope that’s kind of an upscale area I’d want to capture that. Sunset Park. I mean you would know, in your own case, what areas make sense. Crown Heights, not so sure about that, but you get a sense when you look at this and obviously you know your own practice, and where people come from, you can just play around with where you want, who you want the ads to be shown to geographically.
This is also where we set the budget, so you’d want to just do a budget of, you know whatever you’re thinking. Ten dollars a day, I’ll leave it at, you can do a manual bid strategy, or i mean we actually deactivated this because we don’t have conversions to find and AdWords doesn’t have the means for actually optimising for that so it doesn’t really make sense for us. And then you could do, you know, some stuff around ad scheduling, as we looked at before.
You can define when you want the ads to be running, but basically, just to have a very simple Campaign, we have these match types to find and on the page, I’ll include a link to this, I actually do sample Campaigns for psychiatrists, therapists, and psychologists using different match type keywords, so for — a phrase match type that I like is therapist near me. I think i actually added that in my mother’s Campaign.
I’m actually running “psychologist” and “therapist” near me. And look at the click through rate for this. 20% to 26%, at an average cost reflecting that this one is pretty cheap, a dollar fourteen. This one, for whatever reason, is 3.2. It’s a little bit low. So as you can see, actually psychologist only– it’s got a 3, which is fine actually.
But if you see therapist, because the site’s all about therapy, the ads are about therapy, we got an 8. So that’s just an example, and yet as you see, I don’t know if you saw, but I added cognitive therapist, m mother practices cognitive behavioural therapy. So when it comes to choosing more Keywords here you’d want to run it past the Keyword planner tool, to make sure there’s generally enough volume.
But generally you’d want to be like two words, cause once you go beyond three, the search volume reall trials off, and since we’re targeting things locally it’ll be even smaller. Cause the keyword volume is reported on a national basis within AdWords, so for instance, cognitive behavioural therapy gets three thousand searches a month, nationally, it’s gonna get a minutia of that, locally. So that’s just something to consider. But as I said, just check out the post, I’ll leave a link in the description on Youtube, and you can see that I provided broad match, exact match and phrase match Keywords to create sample Campaigns.
It’s a great way to get started and just let it run, for like a week, and you’ll see how things works inside of AdWords. And that’s– that’s basically it for now. Just intended for to be a basic primer for getting up to speed with creating a Campaign, so AdWords you can go very deep on it on a lot of different things, a lot of advanced things, but for our purposes it doesn’t need to be that complicated.
Okay, thanks for watching, and just email me if you have any questions, you can find a contact form on my website, healermarketing.com.