Get an In-Depth Look at Improving PPC Performance
As the owner or individual in charge of advertising at a substance abuse treatment center, you’re no doubt familiar with and have a Google Ads account. But how effective have Google Ads been for your organization lately? And do you truly know how to navigate the rules that have been placed on Google Ads advertisers in the substance abuse industry?
If you want to effectively use Google Ads to your advantage, you need an organization that knows the intricacies of this service. In this article, we’ll go over the relevance of Google Ads in the addiction treatment landscape, and how facilities can most effectively leverage this platform for marketing efforts.
At Ads Up Marketing, we offer a free AdWords audit service (the previous name for what has now become Google Ads) to ensure you are effectively using your Google Ads account. During our audit, we provide vital insight into multiple areas that result in a comprehensive report of what changes are necessary to make your Google Ads account the most effective.
So, what’s included in our free Google Ads audit?
The Basics of Your Google Ads Account
We can assist with everything regarding your Google Ads account from the most basic, even if you’ve never used one before. Our experts can help you create your Google Ads account and demonstrate the ins and outs of Google Ads before, during, and after our audit.
We’ll help you understand the different campaign types and objectives and walk you through the step-by-step process that goes into successfully deploying a winning campaign.
One of the most pressing matters regarding Google Ads is understanding the specifics of LegitScript. Without adhering to the rules of LegitScript, your Google Ads account essentially does you no good. Our audit ensures that you’re in compliance and receive proper certification.
Google Ads Audit: Understanding LegitScript
The first and foremost important dynamic of our free Google Ads audit is first, ensuring that your site is in alignment with the demands of LegitScript. Just as a reminder, LegitScript is put in place to protect consumer safety.
Here’s what you need to know and what your site needs to be up to par before your Google Ads audit:
- LegitScript assesses an applicant’s domain registration, business practices, and overall transparency within the addiction treatment space. You must be operating in compliance with all laws and regulations, including no predatory ads. Our agency can assist with content monitoring to ensure consistent compliance in this regard.
- The goal of LegitScript is to provide certification for the substance abuse industry. This certification is recognized by Google Ads and essentially gives you the green light to run advertisements under your Google Ads account in the substance abuse industry.
- Things they look out for are misleading call directories, incentivized call centers (paid referrals) and highest bidder schemes, marketing misleading claims regarding treatment outcomes.
- The most common violations include websites that lack HIPAA-compliant privacy statements, misrepresenting success rates, undisclosed referral sources, and outgoing links to unidentified treatment providers.
Analyzing Your PPC Campaign Planning
Our Google Ads audit also includes helping you understand the Google Ads dashboard and the different tools available to you. The most important is the keyword planner. We’ll audit your Google Ads account and ensure that you’re properly utilizing this keyword planner, as it’s truly the most effective way to gauge the current prices of various keywords to make sure your bidding strategy is optimized.
Several elements go into properly planning a winning PPC campaign. Our first Google Ads data audit uncovers information in the areas outlined below.
Proper Audience Targeting
Sometimes, turning your entire Google Ads strategy around only requires changes in your target audience. We’ll take a look into your more recent campaigns and identify whether you’re targeting the right demographics.
Your account contains information about prior efforts – we can easily use this to move forward and make the changes necessary to start crafting winning ad campaigns.
Under your Google Ads account, several categories exist to help you target different demographics. This includes, but isn’t limited to:
- Geographic location
- Behavioral trends
- Internet habits
- Ages
- etc.
By helping you optimize your campaigns for the right audience, you can adjust your ad messaging so it’s tailor-made to fit the audience it’s intended for.
Crafting the Right Copy for Google Ads
Creating the right copy for Google Ads is one of the most critical components of a successful campaign. Our account audit will take a look at the copy from your prior Google Ads campaigns. By using the right copy in your Ads, your audience should become hooked from the start, leading them to click and take them to the proper landing pages.
There’s a fine balance when creating your ad groups between writing impactful copy and ethical ad copy. We’ll ensure everything is worded most effectively and satisfies any regulatory challenges. Our experts know how to exercise persuasive language without crossing the lines into violating rules for substance abuse treatment facilities.
Your Google Ads account audit also includes information regarding A/B testing and conversion tracking across select ad group sets to discover which ad groups are producing the best results.
Properly Implementing Keywords
One of the most critical areas of Google Ads is the keyword research phase. Your copy can be top-notch, but if you’re not including the proper keywords for your Ads campaigns, you won’t gain much ground – at least not with the right audience.
Our audit will ensure you’re using the most appropriate keyword sets, capturing the attention of users with high intent. Your performance depends heavily on using keywords that your target demographic is actively searching for.
Our service goes beyond an online Google Ads audit tool and helps us to pinpoint hidden keywords and ad extensions that are hard to find through normal research.
The Power of Effective Keyword Research
We can use high-intent keywords and search terms that might not get as much attention in the traffic department. This is another important outcome of our Google Ads audit. We’ll find long-form keywords that carry high intent – usually, these words cost a lot less per click because they’re not as highly searched for.
After our comprehensive account audit, we’ll have a list of the most appropriate keywords for your strategy in our Google Ads audit report.
Moving forward, we can use this list to deploy these targeted keywords in your campaigns. We’ll monitor and adjust your Ads accordingly, eliminating keywords that we’re wasting ad spend on.
What Happens After the Google Ads Audit?
After the Google Ads audit, there are several different strategies we can deploy to help you take your ad groups to the next level. After inserting the proper keywords we can move on to the action phase.
We set up valuable conversion rate tracking optimization approaches to ensure we corrected any issues found in your Google Ads account audit. Conversion tracking helps demonstrate customer behavior during the entire process – from the initial ad to their behavior on the landing page, all the way until they check out and pay for your final product or anything else you consider a conversion.
By measuring this data, we can pinpoint where adjustments must be made to your campaign. This can save money and also help identify negative keywords that are harming the overall effectiveness of your ads.
Optimizing Budgeting and Bid Strategy for Google Ads
After our Google Ads audit, we can help you optimize your budgeting and bidding strategy. In many of our audits, we find that most clients are overpaying for keywords that they shouldn’t be. This makes up a great deal of overspending on the platform.
The Google Ads audit process is designed to break down key metrics based on a quality score, giving us valuable data moving forward. Some of the most important key metrics we focus on include:
- CPC (Cost Per Click)
- CPA (Cost Per Action)
- CPC (Cost Per Conversion)
- and more!
By distinctly identifying what your performance goals are, we can adjust bids based on what current campaigns have accomplished.
Let’s recap what Ads Up Marketing can do for your Google Ads campaigns:
Ensure Compliance with Industry Regulations
We’ll also help you adjust to industry regulations. Nothing is ever concrete in the substance abuse treatment marketing world – and we’ll help you stay on top of the constantly shifting climate to ensure that you’re never caught violating any regulations.
Get Actionable Insights from the Experts at Ads Up Marketing
As a firm that specializes in digital marketing, we are always at the forefront of what is going on in the PPC world. We are constantly in contact with multiple Google representatives in multiple verticals.
We also pride ourselves on keeping up to date with all the new changes and trends occurring in the PPC industry. Because of this, and our many years actively building and managing PPC campaigns, we know what works in which industries and what does not work.
A Closer Look at the Settings and Structure of Your Account
When you sign up for a free Google AdWords audit with us, we will do a thorough analysis of the structure and settings of your account. We will ensure that you have the correct settings implemented for your specific goals.
An issue that we often come across is that some of our clients have their targeting settings configured in a way that shows their ads internationally when they only need to be showing their ads in the USA, and sometimes in one specific state or city.
Another example of a structural issue that we have come across is where our clients have keywords that compete against each other in different ad groups, causing inefficiencies in the campaigns. During your free audit, we will identify the structural and setting issues that may be in your account and create a plan to fix them.
Give Suggestions Based on Best Practices in the Industry
As mentioned above, we have built and managed multiple AdWords and now Google Ads accounts for companies across many industries. Our PPC Specialists have years of experience managing campaigns in industries including, but not limited to, healthcare, real estate, wellness, medical supplies, legal, financial, automotive parts, and automotive dealerships.
Because of this, they know what the best practices for PPC are in each industry. During your free audit, our Specialists will give you a few suggestions based on their experience in your industry on what the best PPC practices are for your company.
Build A Solid Plan of Action to Address Audit Findings
Finally, we will draw up a plan of action to address the findings of the audit. Our addiction treatment PPC specialists will aggregate the results of the audit in a report where they will explain how we can help you and your company address and implement the necessary changes in your account.
As a client of our firm, you will have full access to our PPC team who will outline the next steps for the implementation of the changes that need to be made to your account.
Your team lead and point of contact will set deadlines and create reports along the way to ensure that you are completely aware and can see the positive results of our changes. You will have regular meetings with your account manager who will give you updates as we grow and optimize your account for success.
Get Your Free Google Ads Audit Today
So, what are you waiting for? Get your free Google Ads audit from Ads Up Marketing today. We provide you with fast results, so we can start making the winning changes needed to create a successful ad campaign.
Contact us via our website and let’s get you started – we’ll send you a free copy of your audit report and go from there!