Ep. 179: How to Use Google Ads to Beat the Summer Slump
About this Episode
This week’s episode is a little different. The PCMP team has been on the ground at the UCA Convention, connecting with forward-thinking clinic owners and operators from across the country. So instead of our usual format, we’re bringing you a high-impact clip from our latest live webinar: “How to Use Google Ads to Beat the Summer Slump.”
In this session, Michael and Nick are joined by our in-house Google Ads expert, Philip, to unpack real-world strategies that are working right now to drive volume and visibility during the slower months.
Topics Covered
🏗️ Why relying on one marketing channel is like building your clinic on rented land
🚀 How omnipresence can 2X or 3X your patient volume over time
📻 Why brand awareness (even old-school methods) still matters today
🎯 How grassroots marketing and digital marketing can work together
⛔ What happens when Google, Facebook, or another platform changes the rules overnight
🔎 Why word-of-mouth isn’t a marketing plan—it’s a bonus
📊 How to build a multi-channel marketing strategy that’s sustainable and scalable
“Google has gotten so smart, their AI has gotten so advanced, that your targeting doesn’t matter as much anymore. You give them a general direction—and they’ll find you people. Now it’s your job to convert them on the landing page.”
Philip Brown, Patient Care Marketing Pros
[Music]
00:00:05 - 00:00:09Hey guys, Michael Ray here with
00:00:07 - 00:00:10Walkkins. Welcome. And we're doing
00:00:09 - 00:00:12something a little bit different this
00:00:10 - 00:00:15time. If you are listening on when this
00:00:12 - 00:00:17episode airs, currently we are leaving
00:00:15 - 00:00:18the urgent care convention. We just
00:00:17 - 00:00:21finished up in Dallas. Had a great time.
00:00:18 - 00:00:23I bet we've talked to lots of you guys
00:00:21 - 00:00:25and appreciate the listening ship. So,
00:00:23 - 00:00:26because of that, we actually are doing
00:00:25 - 00:00:29something different for this particular
00:00:26 - 00:00:30episode. We're actually going to be uh
00:00:29 - 00:00:33pulling out some pieces from our recent
00:00:30 - 00:00:35webinar. So, we do a monthly webinar is
00:00:33 - 00:00:37the most recent one we did was about the
00:00:35 - 00:00:39s summer slumps and the summer slumps
00:00:37 - 00:00:42for cars. We understand that typically
00:00:39 - 00:00:43your volume goes down and you need ways
00:00:42 - 00:00:44to pick the volume back up and so we
00:00:43 - 00:00:46actually bring on our main Google ad
00:00:44 - 00:00:48expert Philip to come on and talk about
00:00:46 - 00:00:50that and how to implement some real
00:00:48 - 00:00:52strategy and some DIY sides to it as
00:00:50 - 00:00:54well. So, I hope you take a quick listen
00:00:52 - 00:00:56and enjoy it and also like I said we
00:00:54 - 00:00:57have a monthly webinar. So, our next
00:00:56 - 00:01:00webinar is actually based on AI. We have
00:00:57 - 00:01:02a whole AI web panel. And so, I'm going
00:01:00 - 00:01:04to go through and like ask them a bunch
00:01:02 - 00:01:06of questions and see uh what they know
00:01:04 - 00:01:07about AI in terms of what urgent care
00:01:06 - 00:01:09should or should not be doing. So, it'
00:01:07 - 00:01:10be really fantastic. Love to have you
00:01:09 - 00:01:13sign up for that. There'll be links in
00:01:10 - 00:01:15the show note, but please enjoy this
00:01:13 - 00:01:17episode. Let's go through the summer
00:01:15 - 00:01:19slump piece. So, we've been chatting
00:01:17 - 00:01:21about it for just a minute. This is my
00:01:19 - 00:01:23layup to Philip shortly after this. So,
00:01:21 - 00:01:26it is a seasonal dip. We talked about
00:01:23 - 00:01:27that and we we can see ac all the urgent
00:01:26 - 00:01:29cares that we work with, we see patient
00:01:27 - 00:01:32volume start to drop at this point like
00:01:29 - 00:01:35it's end of May, beginning of June, it
00:01:32 - 00:01:37it doesn't until about August going into
00:01:35 - 00:01:39September and everything get starts to
00:01:37 - 00:01:40get back to normal. But we see it and we
00:01:39 - 00:01:42see it all the time and we see you have
00:01:40 - 00:01:44to make some adjustments and we have
00:01:42 - 00:01:45things we'll talk about today what kind
00:01:44 - 00:01:47of adjustments you can make to help
00:01:45 - 00:01:48fight it. But ultimately this is
00:01:47 - 00:01:50something that you have to be prepared
00:01:48 - 00:01:52for, but you need to be prepared now and
00:01:50 - 00:01:54not the second week in the summer. like
00:01:52 - 00:01:56why are my numbers down and I haven't
00:01:54 - 00:01:57done anything so that reactionary type
00:01:56 - 00:01:59of approach usually doesn't work out for
00:01:57 - 00:02:02you. So this is our entire goal today is
00:01:59 - 00:02:03to get you prepared for that and
00:02:02 - 00:02:04basically have an actual plan in place
00:02:03 - 00:02:06and we're actually going to be real
00:02:04 - 00:02:07things you can do. So if you're running
00:02:06 - 00:02:09your own Google ads, these are actual
00:02:07 - 00:02:13items inside your ad account that you
00:02:09 - 00:02:15can run right now. Anyway, so we talked
00:02:13 - 00:02:16about ads and then here's how it's going
00:02:15 - 00:02:18to be broken down to it's all about the
00:02:16 - 00:02:20high intent searches beyond just the
00:02:18 - 00:02:21urgent care near me. There's some more
00:02:20 - 00:02:24specific things we're going to dive
00:02:21 - 00:02:26into. And the nice thing is with Philip
00:02:24 - 00:02:28being on the call today, he's doing the
00:02:26 - 00:02:29actual work. And so he can actually tell
00:02:28 - 00:02:32you the nitty-gritty and the details
00:02:29 - 00:02:33behind all of it and what works and what
00:02:32 - 00:02:34doesn't work because there's some
00:02:33 - 00:02:36assumption. We'll actually have
00:02:34 - 00:02:37screenshots on some of this where you
00:02:36 - 00:02:39can make assumptions about certain
00:02:37 - 00:02:41things, but the data doesn't lie. Uh
00:02:39 - 00:02:42we're all about the data here and it
00:02:41 - 00:02:45just does not lie and this is what we
00:02:42 - 00:02:47know works. So, but with all that being
00:02:45 - 00:02:48said, I'm going to pass it along to
00:02:47 - 00:02:50Philip to get going. I will be
00:02:48 - 00:02:52controlling the slides. So if I hear if
00:02:50 - 00:02:54you hear Philip say next slide, that's
00:02:52 - 00:02:55just me being told what to do. So here
00:02:54 - 00:02:57we go. I will just say one thing before
00:02:55 - 00:03:00we kick it off to Philip because I can't
00:02:57 - 00:03:02not say this. Um for those listening, if
00:03:00 - 00:03:05you're a single location urgent care all
00:03:02 - 00:03:07the way up to 40 plus locations, Philip
00:03:05 - 00:03:09has helped all different kinds of array
00:03:07 - 00:03:12of these urgent cares be successful. And
00:03:09 - 00:03:14he has worked with $500 a month budgets.
00:03:12 - 00:03:16He has worked with $50,000 a month
00:03:14 - 00:03:18budgets. He has been all over the place.
00:03:16 - 00:03:20And one thing is for sure, he has the
00:03:18 - 00:03:22data so dialed in for each one of these
00:03:20 - 00:03:23urgent care cares that it is
00:03:22 - 00:03:24predictable. And that's what I like.
00:03:23 - 00:03:26That's why we wanted him on the call.
00:03:24 - 00:03:28And and we are coast to coast with our
00:03:26 - 00:03:30clients from Hawaii to New York.
00:03:28 - 00:03:32Literally Hawaii. Yeah. Literally Hawaii
00:03:30 - 00:03:34to New York. And so we can see it across
00:03:32 - 00:03:35the board. Uh but anyway, I'm going to
00:03:34 - 00:03:39hand it to Philip and let it go from
00:03:35 - 00:03:40there. All right. So yeah, we're going
00:03:39 - 00:03:42to be talking about how you can use
00:03:40 - 00:03:44broad match in Google Ads, which is a
00:03:42 - 00:03:48different type of targeting strategy
00:03:44 - 00:03:51to yeah to to get more reach in your
00:03:48 - 00:03:53ads, right? So basically broad match is
00:03:51 - 00:03:55for related searches. So it opens up
00:03:53 - 00:03:57your targeting to be a little bit more
00:03:55 - 00:03:59broad, which means you'll get cheaper
00:03:57 - 00:04:01clicks, right? And because of this,
00:03:59 - 00:04:03you're utilize you're you're going to be
00:04:01 - 00:04:05utilizing Google's AI and machine
00:04:03 - 00:04:06learning that they've been working so
00:04:05 - 00:04:08hard on. We've seen all of the talk
00:04:06 - 00:04:11about AI in the news and they're pushing
00:04:08 - 00:04:14this on all types of advertisers and
00:04:11 - 00:04:16it's working. And the thing that makes
00:04:14 - 00:04:18broad match work so much better than
00:04:16 - 00:04:20phrase match and exact match is that it
00:04:18 - 00:04:23focuses on an intent, not on the word
00:04:20 - 00:04:25order. So there's tons of examples, but
00:04:23 - 00:04:27one for example here is like if you put
00:04:25 - 00:04:29urgent care as a broad match, if someone
00:04:27 - 00:04:31types in urgent care open today,
00:04:29 - 00:04:33traditionally you wouldn't show up, but
00:04:31 - 00:04:36with broad match you will. And that's
00:04:33 - 00:04:38the difference. It's more linguistically
00:04:36 - 00:04:41focused and intent focused versus just
00:04:38 - 00:04:44the exact words. So, you're utilizing AI
00:04:41 - 00:04:46to capture more reach.
00:04:44 - 00:04:48And and and we know this too. Uh one of
00:04:46 - 00:04:50the challenges with broad match, it
00:04:48 - 00:04:53takes a lot more labor to keep it
00:04:50 - 00:04:56contained. Yeah. And that's Yeah. Yeah.
00:04:53 - 00:04:58That's the that's the back end of it is
00:04:56 - 00:05:00since you're popping up so for so much
00:04:58 - 00:05:01more keywords, you need to be so much
00:05:00 - 00:05:03more on top of your negative keywords,
00:05:01 - 00:05:05which is keywords you don't want to pop
00:05:03 - 00:05:07up for, which is, you know, where that's
00:05:05 - 00:05:08where I live all day. So, I'm going
00:05:07 - 00:05:10through negative keywords. I'm seeing
00:05:08 - 00:05:12like the words that you don't want to
00:05:10 - 00:05:14pop up. Urgent care is three towns over
00:05:12 - 00:05:16sometimes where Google ads will show you
00:05:14 - 00:05:19up for sometimes. I'm making sure you're
00:05:16 - 00:05:21not wasting money on clicks like that.
00:05:19 - 00:05:23And that's the the hard part of this,
00:05:21 - 00:05:25but it's just more labor intensive. It's
00:05:23 - 00:05:29not more complicated, but it just takes
00:05:25 - 00:05:32more time in your day to to do
00:05:29 - 00:05:35it. Next slide. All
00:05:32 - 00:05:36right. All right. Yeah. So, this is why
00:05:35 - 00:05:38broad match really works for urgent
00:05:36 - 00:05:40cares is because it captures real-time
00:05:38 - 00:05:42high intent searches like urgent care
00:05:40 - 00:05:45open today and sports physicals near me.
00:05:42 - 00:05:47And it's really ideal for walk-ins and
00:05:45 - 00:05:49lastm minute patient needs because it's
00:05:47 - 00:05:51so broad and it's so wide and you're
00:05:49 - 00:05:53literally maximizing your reach to be
00:05:51 - 00:05:56shown to everyone that's looking for
00:05:53 - 00:05:58something urgent care related. And
00:05:56 - 00:06:00people don't search the way you think
00:05:58 - 00:06:02they search. Some people search using
00:06:00 - 00:06:03voice. You know, they talk to their
00:06:02 - 00:06:05phone. And you'll come up for stuff like
00:06:03 - 00:06:08that if you're doing broad match, but
00:06:05 - 00:06:10not so much for phrase or exact. And it
00:06:08 - 00:06:12really drives down the cost for you. So,
00:06:10 - 00:06:13next slide.
00:06:12 - 00:06:15I am curious about the voice search
00:06:13 - 00:06:16thing because that is something that we
00:06:15 - 00:06:18get questions about where and it's a
00:06:16 - 00:06:21good thing to point out in the broad
00:06:18 - 00:06:22match is the way people speak is much
00:06:21 - 00:06:24different to the way they actually
00:06:22 - 00:06:26search when they type or on their phone.
00:06:24 - 00:06:28It makes sense though because it's
00:06:26 - 00:06:29trying to capture a whole phrasing and
00:06:28 - 00:06:31not like hey is there an urgent care
00:06:29 - 00:06:32near me that's currently open. I'm not
00:06:31 - 00:06:35going to type that in but I'm happily
00:06:32 - 00:06:39say it. So yeah, exactly. You'll talk to
00:06:35 - 00:06:39your phone there. Yeah. Yeah.
00:06:40 - 00:06:44So yeah, here's the key benefits of it
00:06:42 - 00:06:46is it really boils down to a wider
00:06:44 - 00:06:49reach. And if you pair it with smart
00:06:46 - 00:06:50bidding, which is a type of bidding
00:06:49 - 00:06:52where you can just bid on conversions
00:06:50 - 00:06:54versus clicks, you still pay for the
00:06:52 - 00:06:56click, but Google is trying to get
00:06:54 - 00:06:58people to convert on your website versus
00:06:56 - 00:07:00just click on it. And it's really good
00:06:58 - 00:07:02for finding longtail keywords that
00:07:00 - 00:07:04patients actually use, even the weird
00:07:02 - 00:07:06ones out there. So we've seen a ton.
00:07:04 - 00:07:08These are probably examples that we've
00:07:06 - 00:07:10actually seen in the accounts where you
00:07:08 - 00:07:12know where to go if I have chest pain
00:07:10 - 00:07:14but not an emergency. That's a super
00:07:12 - 00:07:17like that's a long tail and it probably
00:07:14 - 00:07:18is that's none of your keywords but
00:07:17 - 00:07:20broad match will capture that because of
00:07:18 - 00:07:22the intent. It sounds like someone that
00:07:20 - 00:07:24needs to go see an urgent care but they
00:07:22 - 00:07:26don't need to go to a hospital. So it's
00:07:24 - 00:07:28that perfect, you know, gray area that
00:07:26 - 00:07:30it'll capture that and send them to your
00:07:28 - 00:07:33website versus you just not even showing
00:07:30 - 00:07:35up and your competition isn't doing
00:07:33 - 00:07:38that. So you just got a super cheap lead
00:07:35 - 00:07:40for half maybe even 25% of the cost that
00:07:38 - 00:07:43someone else would have paid for it. And
00:07:40 - 00:07:44that's why broad match is so powerful.
00:07:43 - 00:07:48Yeah, that the long I've always heard
00:07:44 - 00:07:50that the longtail side things is the
00:07:48 - 00:07:51more difficult to catch sometimes as you
00:07:50 - 00:07:54mentioned, but it is the cheaper route
00:07:51 - 00:07:57because people most people kind of do a
00:07:54 - 00:07:59set and forget mindset and they're
00:07:57 - 00:08:01losing out on the longtail side of
00:07:59 - 00:08:03things where and and that's something
00:08:01 - 00:08:06that I think uh that Google is good
00:08:03 - 00:08:08about just spending your money. So, it
00:08:06 - 00:08:10doesn't want you to hook up for those
00:08:08 - 00:08:11long ones because that's such a intense
00:08:10 - 00:08:13search. It wants you to take on
00:08:11 - 00:08:15different things. We joke about how
00:08:13 - 00:08:17Google recommendations is a terrible
00:08:15 - 00:08:19terrible thing, but uh but it's real.
00:08:17 - 00:08:22But all right, sorry. I like to
00:08:19 - 00:08:24interject, I guess. No, it's all good.
00:08:22 - 00:08:26Yeah. So, here's how you can structure a
00:08:24 - 00:08:28broad match campaign just from, you
00:08:26 - 00:08:30know, the thousand foot view is you want
00:08:28 - 00:08:31to make sure you have conversion
00:08:30 - 00:08:34tracking set up on your landing pages in
00:08:31 - 00:08:35your website. And this could be used tag
00:08:34 - 00:08:37manager. You know, we we have whole
00:08:35 - 00:08:39tutorials on that on our YouTube
00:08:37 - 00:08:41channel. And then you want to use
00:08:39 - 00:08:43maximize conversions or TCPA for
00:08:41 - 00:08:45bidding, which are two types of smart
00:08:43 - 00:08:47bidding. Like we mentioned in the last
00:08:45 - 00:08:49slide, maximize conversions is one and
00:08:47 - 00:08:52target CPA is another one. And target
00:08:49 - 00:08:55CPA just keeps it at a certain uh a
00:08:52 - 00:08:57certain target cost per acquisition, but
00:08:55 - 00:08:58it limits the reach. That's just the
00:08:57 - 00:09:01difference between the two. And maximize
00:08:58 - 00:09:03conversion just is what it sounds like.
00:09:01 - 00:09:06And you want to add negative keywords
00:09:03 - 00:09:08basically on a weekly basis to up every
00:09:06 - 00:09:10couple days depending on how much you're
00:09:08 - 00:09:13spending because if you're spending $500
00:09:10 - 00:09:15a day, you can check every week. Um if
00:09:13 - 00:09:18you're spending, you know, four or five
00:09:15 - 00:09:21$10,000 uh not $500 a day, $500 a month.
00:09:18 - 00:09:23Um versus spending $10,000 a month you
00:09:21 - 00:09:24can check, you know, every two or three
00:09:23 - 00:09:27days. And then you want to use dynamic
00:09:24 - 00:09:29ad groups based on your services or your
00:09:27 - 00:09:31conditions that people are looking for.
00:09:29 - 00:09:33And that's like the real powerful part
00:09:31 - 00:09:35that is probably on the next slide here.
00:09:33 - 00:09:38So on the conversion side, on the
00:09:35 - 00:09:39conversion tracking side, u go back real
00:09:38 - 00:09:40quick. Sorry, I'm going to have a
00:09:39 - 00:09:41question of every slide, I guess, but
00:09:40 - 00:09:43it's okay. Yeah, it's all on the convers
00:09:41 - 00:09:44I want to break it apart a little bit.
00:09:43 - 00:09:46So conversion tracking side, what are
00:09:44 - 00:09:49your top conversions that you look for?
00:09:46 - 00:09:51Yeah, so the the top it's really two
00:09:49 - 00:09:53main conversions that we look for and we
00:09:51 - 00:09:55have a third secondary, but the the top
00:09:53 - 00:09:56two is a call from a landing page. So
00:09:55 - 00:09:58that's when someone clicks the call
00:09:56 - 00:10:01button to call you and schedule an
00:09:58 - 00:10:03appointment. And then we have a click to
00:10:01 - 00:10:05schedule an appointment, right? Those
00:10:03 - 00:10:07are the main two that we optimize for,
00:10:05 - 00:10:08which is someone clicking to schedule an
00:10:07 - 00:10:11appointment and someone clicking to call
00:10:08 - 00:10:13you. And the third tertiary one that we
00:10:11 - 00:10:15kind of do sometimes is get directions.
00:10:13 - 00:10:17And that's just when someone clicks to
00:10:15 - 00:10:19get directions to your location because
00:10:17 - 00:10:21oftentimes when someone's doing that,
00:10:19 - 00:10:22that does show some level of intent. So
00:10:21 - 00:10:24those are the main two that we set up
00:10:22 - 00:10:26there.
00:10:24 - 00:10:28And then on the and I'm curious, do you
00:10:26 - 00:10:30have a preference for maximize
00:10:28 - 00:10:33conversions or TCPA?
00:10:30 - 00:10:36Almost every time with urgent cares, I
00:10:33 - 00:10:38default to maximize conversions. Okay.
00:10:36 - 00:10:40Because I know in the past TCPA is one
00:10:38 - 00:10:43of those it's a good thing for maybe a
00:10:40 - 00:10:45learning phase potentially. And then uh
00:10:43 - 00:10:48and then just talking about that a
00:10:45 - 00:10:49little bit on is is the preference for
00:10:48 - 00:10:51maximize convergence just because it
00:10:49 - 00:10:54just tends to perform better or what's
00:10:51 - 00:10:57the what's the reasoning for it? Well,
00:10:54 - 00:11:00to me it brings more consistency. That's
00:10:57 - 00:11:01why I much prefer maximize conversions
00:11:00 - 00:11:03is because you know if you're planning
00:11:01 - 00:11:05your like your staffing around something
00:11:03 - 00:11:08TCPA can be really weird because one day
00:11:05 - 00:11:09it'll give you 50 patients and the next
00:11:08 - 00:11:11day it'll give you 10 because it's
00:11:09 - 00:11:13trying to balance out perfectly the
00:11:11 - 00:11:15amount that you're spending on a target
00:11:13 - 00:11:17cost per acquisition versus maximize
00:11:15 - 00:11:18conversions is trying to get you as much
00:11:17 - 00:11:21conversions as it can every single day
00:11:18 - 00:11:22which kind of leads to more stability
00:11:21 - 00:11:25over time because TCP is always trying
00:11:22 - 00:11:28to make up for lost days in a way. I got
00:11:25 - 00:11:30you. So yeah, that that'll happen. That
00:11:28 - 00:11:32consistency is key for sure. Well, cool.
00:11:30 - 00:11:34All right, I won't bother you on that
00:11:32 - 00:11:35one. So, you moved on from the the
00:11:34 - 00:11:38setup. Now, let's talk about the
00:11:35 - 00:11:38seasonal stuff, right?
00:11:40 - 00:11:47Yeah. All right. So, so these are the
00:11:43 - 00:11:49the hottest uh services that we usually
00:11:47 - 00:11:51run and the the the biggest one that we
00:11:49 - 00:11:53run is sports physicals and camp
00:11:51 - 00:11:54physicals and that's the main one that
00:11:53 - 00:11:57we run for our clients. And then we have
00:11:54 - 00:12:00minor in injuries, travel immuniz
00:11:57 - 00:12:02immunizations, bug bites, dehydration,
00:12:00 - 00:12:04ear infections from swimming and scar
00:12:02 - 00:12:06skin irritations. And those are things
00:12:04 - 00:12:07that usually are blowing up during the
00:12:06 - 00:12:10summer just due to people being outside
00:12:07 - 00:12:12more, going on traveling and or just
00:12:10 - 00:12:14needing a physical to be able to play
00:12:12 - 00:12:16some type of sport. And you know, you
00:12:14 - 00:12:17what we like to do is talk to our
00:12:16 - 00:12:20clients and figure out what sports are
00:12:17 - 00:12:22big in your area so we can get really
00:12:20 - 00:12:23like granular on the landing page and
00:12:22 - 00:12:25stuff like that. But like those are the
00:12:23 - 00:12:27main services that we focus on during
00:12:25 - 00:12:29the summer
00:12:27 - 00:12:32on the Now I do know with a lot of our
00:12:29 - 00:12:34CL clients they like to throw out offers
00:12:32 - 00:12:36for the physicals because I know I think
00:12:34 - 00:12:38the most is the most common one $25
00:12:36 - 00:12:40sports physical is that like Yeah. Yeah.
00:12:38 - 00:12:42That one that one almost works amazing
00:12:40 - 00:12:46every single time. Like I've never seen
00:12:42 - 00:12:49it not work. Um $25 physicals is Yeah,
00:12:46 - 00:12:51that one works like crazy. Yeah. So I
00:12:49 - 00:12:55think so I think something to remind our
00:12:51 - 00:12:58audience about is like because this is
00:12:55 - 00:12:59a shortterm type of thing where you're
00:12:58 - 00:13:01not going to be doing a bunch of
00:12:59 - 00:13:03physicals going into October per se but
00:13:01 - 00:13:05this is just a summer thing is making
00:13:03 - 00:13:06sure you do have those offers in place
00:13:05 - 00:13:09because at the end of the day your
00:13:06 - 00:13:10competition's putting out offers and
00:13:09 - 00:13:12it's not really a race to the bottom on
00:13:10 - 00:13:15price but it's just the availability the
00:13:12 - 00:13:16consistency and you know your reviews
00:13:15 - 00:13:18still matter that type stuff. So, I
00:13:16 - 00:13:19think it's that reminder like these are
00:13:18 - 00:13:22things that we want you to focus on in
00:13:19 - 00:13:24your ads, but if you don't have a good
00:13:22 - 00:13:26reason for them to visit you other than
00:13:24 - 00:13:27it's just available, you know, looking
00:13:26 - 00:13:30for those potential offers and things
00:13:27 - 00:13:33like that definitely matter, right?
00:13:30 - 00:13:33Yeah,
00:13:34 - 00:13:38100%. All right. So, you want to use
00:13:37 - 00:13:40high intent ad groups when you're
00:13:38 - 00:13:42setting this up. And this is where broad
00:13:40 - 00:13:45match and the specific services meet up
00:13:42 - 00:13:48and they cross to make like you know
00:13:45 - 00:13:50magic happen. So to make Google ads work
00:13:48 - 00:13:52harder you need to like group your
00:13:50 - 00:13:54keywords together by specific services
00:13:52 - 00:13:56right. So you want to create an ad group
00:13:54 - 00:13:58for every single service basically. So,
00:13:56 - 00:14:02you have your sports camp or sports
00:13:58 - 00:14:03physicals and uh wow, sports physicals
00:14:02 - 00:14:04ad group and then you have your camp
00:14:03 - 00:14:06physicals ad group and then you'll have
00:14:04 - 00:14:08an urgent care for sun group ad group
00:14:06 - 00:14:10and you just break them apart like that.
00:14:08 - 00:14:13And the reason that you're doing that is
00:14:10 - 00:14:16to match ad copy in your landing page to
00:14:13 - 00:14:18every single group's intent. So, you you
00:14:16 - 00:14:22I'm just sending everything to a website
00:14:18 - 00:14:23to my homepage. Yeah. And you know, if
00:14:22 - 00:14:26you're having trouble with conversion
00:14:23 - 00:14:28rates, that's probably why. Keep going.
00:14:26 - 00:14:30I just thought it is something that we
00:14:28 - 00:14:32tell all of our clients like landing
00:14:30 - 00:14:35pages make a huge difference. It's a lot
00:14:32 - 00:14:37of labor upfront that we take on, but
00:14:35 - 00:14:40like you said, you almost have to treat
00:14:37 - 00:14:41your landing page in its own SEO world,
00:14:40 - 00:14:43right? Where you want it to rank well
00:14:41 - 00:14:46with your ads because at the end of the
00:14:43 - 00:14:49day, it's that classic if I click on a a
00:14:46 - 00:14:52shoe ad and I'm taken to a pair of
00:14:49 - 00:14:54shorts, I'm not going to convert because
00:14:52 - 00:14:56it didn't take me to where I wanted to
00:14:54 - 00:14:58go. And so and that conversion or the
00:14:56 - 00:15:00lack of conversion gets back to Google
00:14:58 - 00:15:02and then you start to lose. And I think
00:15:00 - 00:15:03that's that and that even when you're
00:15:02 - 00:15:05talking about the ad group talking about
00:15:03 - 00:15:06individual landing pages for each ad
00:15:05 - 00:15:07group that's a huge thing because I'll
00:15:06 - 00:15:09tell you this like most people don't
00:15:07 - 00:15:10have the time to deal with that. But
00:15:09 - 00:15:13also just the the mindset and the
00:15:10 - 00:15:15strategy behind it because it's so easy
00:15:13 - 00:15:18just to send somebody to a homepage or
00:15:15 - 00:15:21to to an urgent care service page or a
00:15:18 - 00:15:22straight touler but then that's that's
00:15:21 - 00:15:24not going to reward you long term. It
00:15:22 - 00:15:26may get you a couple of clicks up front,
00:15:24 - 00:15:30but it's actually going to harm you over
00:15:26 - 00:15:33time. Yeah, exactly. Yeah. Being super
00:15:30 - 00:15:34granular with your services, um, but not
00:15:33 - 00:15:36wasting a lot of time. That's where,
00:15:34 - 00:15:38like, you know, working with a partner
00:15:36 - 00:15:41that can do these type of things for you
00:15:38 - 00:15:43really helps you out. But, you know,
00:15:41 - 00:15:44doing that time investment in the front
00:15:43 - 00:15:47makes the work so much easier on the
00:15:44 - 00:15:49back end when you have your landing
00:15:47 - 00:15:51pages matching your ad copy that matches
00:15:49 - 00:15:52your keywords. You really got to do
00:15:51 - 00:15:53that. And that's really hard to do when
00:15:52 - 00:15:56you're just sending it all to the same
00:15:53 - 00:15:58landing page. Well, because I even talk
00:15:56 - 00:16:00about how if you had one ad group, but
00:15:58 - 00:16:02you had all sports physicals, urgent
00:16:00 - 00:16:04care, STD testing in one ad group,
00:16:02 - 00:16:06that's going to not do well. Yeah. And
00:16:04 - 00:16:08it's really going to confuse Google too
00:16:06 - 00:16:10because it's you get you get scored on
00:16:08 - 00:16:12certain quality things and that just
00:16:10 - 00:16:13throws your whole account for a loop and
00:16:12 - 00:16:15it makes it way harder for you to get
00:16:13 - 00:16:17cheap cost and you'll waste a lot more
00:16:15 - 00:16:19money on things that Google thinks is
00:16:17 - 00:16:21the right keyword and it makes your life
00:16:19 - 00:16:23a nightmare for sure. Well, I want to
00:16:21 - 00:16:26throw out a little challenge here uh to
00:16:23 - 00:16:28our viewers. Um if you're sending
00:16:26 - 00:16:29everything to your website now you're
00:16:28 - 00:16:31here because you want to pick up your
00:16:29 - 00:16:34volume for the summer. What I would
00:16:31 - 00:16:36recommend is is just for the summer
00:16:34 - 00:16:38campaign, just for the sports physicals,
00:16:36 - 00:16:40just for sunburns and things like that,
00:16:38 - 00:16:41create three to five landing pages and
00:16:40 - 00:16:43test the theory that we're throwing out
00:16:41 - 00:16:45there. It's not theory. Uh it's not
00:16:43 - 00:16:47theory, it's it's reality. Test it
00:16:45 - 00:16:49because you were talking about the time
00:16:47 - 00:16:52sync and and my thought process on there
00:16:49 - 00:16:54is like you can start with three to five
00:16:52 - 00:16:56keyword landing pages. You don't have to
00:16:54 - 00:16:58do all 30 of them the way we do it,
00:16:56 - 00:17:00right? Yeah. Um, but since you're
00:16:58 - 00:17:02building out a campaign specifically for
00:17:00 - 00:17:04summer with these specific ad groups,
00:17:02 - 00:17:08you might as well start there and test
00:17:04 - 00:17:10it. Tell us we're wrong.
00:17:08 - 00:17:12Yeah. Yeah. Yeah. That's that's the
00:17:10 - 00:17:13truth there is, you know, putting
00:17:12 - 00:17:16putting your money where your mouth is.
00:17:13 - 00:17:17We do that all the time. We make bets on
00:17:16 - 00:17:19our theories and we get to test them and
00:17:17 - 00:17:21they almost always work. We are wrong
00:17:19 - 00:17:23sometimes, but most of the time when it
00:17:21 - 00:17:25comes to the landing page thing, it's
00:17:23 - 00:17:27tested. It works. You got to have the
00:17:25 - 00:17:29landing pages. It it benefits you way
00:17:27 - 00:17:31and you can always reuse them. You can
00:17:29 - 00:17:33use them for different ways. You can
00:17:31 - 00:17:35there's so it's so powerful and it makes
00:17:33 - 00:17:37your conversion rate so much higher
00:17:35 - 00:17:39which makes your cost go so much lower.
00:17:37 - 00:17:41And really just grouping your your we
00:17:39 - 00:17:43call it like a themed ad group and you
00:17:41 - 00:17:45want to group your themes, right? You
00:17:43 - 00:17:47want your landing page to match your ad
00:17:45 - 00:17:50group keywords that match your ad copy.
00:17:47 - 00:17:53So then when people click on an ad that
00:17:50 - 00:17:54says sports physicals Miami and they go
00:17:53 - 00:17:56to a landing page that says sports
00:17:54 - 00:17:57physicals Miami, they feel like they're
00:17:56 - 00:17:59in the right place and they convert
00:17:57 - 00:18:01higher. But if they click on something
00:17:59 - 00:18:03that says sports physicals Miami and it
00:18:01 - 00:18:06goes to a website that just says urgent
00:18:03 - 00:18:07care services southern Florida, it's
00:18:06 - 00:18:09like there's kind of a disconnect there
00:18:07 - 00:18:10and that kind of turns people off in
00:18:09 - 00:18:12their brain of like I'm going to just go
00:18:10 - 00:18:14back to Google and find what I'm looking
00:18:12 - 00:18:15for and that's just just a lost
00:18:14 - 00:18:18conversion. you paid for that. So, it's
00:18:15 - 00:18:20better a real I'm a storyteller, Philip.
00:18:18 - 00:18:22You know that already. So, um it's
00:18:20 - 00:18:26funny. I'm talking uh I'm talking to a
00:18:22 - 00:18:28friend of mine the other day and um he's
00:18:26 - 00:18:29asking me about my business and he's
00:18:28 - 00:18:31like, "Oh, you're in digital marketing.
00:18:29 - 00:18:32Tell me more about that." And I'm like,
00:18:31 - 00:18:34"Well, we do this, that, and the other."
00:18:32 - 00:18:37And he goes, "You work with all types of
00:18:34 - 00:18:38businesses." And I and uh you know, he
00:18:37 - 00:18:40didn't really have much to offer to the
00:18:38 - 00:18:43conversation. And then I mentioned to
00:18:40 - 00:18:44him, hey, our focus is completely on
00:18:43 - 00:18:47urgent care. Like patient care marketing
00:18:44 - 00:18:49process just urgent care. And he goes,
00:18:47 - 00:18:51man, I know I know an urgent care I can
00:18:49 - 00:18:55introduce you to right now. That's the
00:18:51 - 00:18:57same concept in in digital form is if
00:18:55 - 00:18:59you if you say it and spray it all over
00:18:57 - 00:19:01your website, they're not really going
00:18:59 - 00:19:03to know where to go. But if you if they
00:19:01 - 00:19:05if they are looking for something and
00:19:03 - 00:19:07you tell them that exact keyword of
00:19:05 - 00:19:08sprained ankle, well, they're going to
00:19:07 - 00:19:10be like, I've got a sprained ankle.
00:19:08 - 00:19:11There we go. And Google's gonna make
00:19:10 - 00:19:14that match up for you because you told
00:19:11 - 00:19:17them one specific thing instead of every
00:19:14 - 00:19:20single thing that you do. Yeah.
00:19:17 - 00:19:22I was say it just it's it's kind of like
00:19:20 - 00:19:25turn your head a little bit type thing
00:19:22 - 00:19:27because a couple of slides ago you said,
00:19:25 - 00:19:29"Hey, we're doing broad match. Don't do
00:19:27 - 00:19:31exact match." Well, my you know, I think
00:19:29 - 00:19:32a common misconception is if I do exact
00:19:31 - 00:19:34match, it's exactly what they're going
00:19:32 - 00:19:36to be finding. And I'm being very
00:19:34 - 00:19:38specific. No, we're saying, "No, no,
00:19:36 - 00:19:40don't be specific there. be specific
00:19:38 - 00:19:42here. Yes, exactly. Yeah. And that's
00:19:40 - 00:19:45like a common like a misconception,
00:19:42 - 00:19:47right? So, yeah. So, the main change
00:19:45 - 00:19:50from like the thousand foot view here is
00:19:47 - 00:19:52like Google has gotten so smart, their
00:19:50 - 00:19:54AI has gotten so advanced that your
00:19:52 - 00:19:55targeting doesn't matter as much
00:19:54 - 00:19:57anymore. You give them a general
00:19:55 - 00:19:59direction and they'll find you people.
00:19:57 - 00:20:00Now, it's your job to convert them on
00:19:59 - 00:20:03the landing page. They're like, "We can
00:20:00 - 00:20:05give you high intent people. Now, you
00:20:03 - 00:20:06just have to make them come to you." So,
00:20:05 - 00:20:08you can do that by having a very nice
00:20:06 - 00:20:10landing page that makes people feel
00:20:08 - 00:20:12welcome. It has reviews. It's very
00:20:10 - 00:20:14pretty. It shows pictures of your
00:20:12 - 00:20:16location, things like that. And it makes
00:20:16 - 00:20:20Exactly. Looks exactly where 80% of your
00:20:19 - 00:20:22traffic is going to be on mobile. So,
00:20:20 - 00:20:24make sure that it's looking good there.
00:20:22 - 00:20:27And that's And if you do that part,
00:20:24 - 00:20:28Google will do its part. And meeting
00:20:27 - 00:20:31those two worlds together, that's where
00:20:28 - 00:20:35you get amazing conversions, cheap
00:20:31 - 00:20:37conversions, and you get consistency.
00:20:35 - 00:20:38And just to clarify on the landing page
00:20:37 - 00:20:40stuff, so when we say landing page,
00:20:38 - 00:20:43we're basically saying a single page on
00:20:40 - 00:20:44a website or a single page website. Uh
00:20:43 - 00:20:46so like if you don't have access to
00:20:44 - 00:20:48landing page software, but you have a
00:20:46 - 00:20:51website in starts, WordPress or
00:20:48 - 00:20:53something similar, hit create new page
00:20:51 - 00:20:54and then fill out the content on that
00:20:53 - 00:20:56page. It's all about one of the ad
00:20:54 - 00:20:58groups you're going to focus on and send
00:20:56 - 00:21:00the traffic there. And that's the
00:20:58 - 00:21:01ultimate like simple go because a lot of
00:21:00 - 00:21:03people say, "Well, I don't have the
00:21:01 - 00:21:06software to do it." It's like you do.
00:21:03 - 00:21:08It's just the the way we call it can
00:21:06 - 00:21:10kind of change a little bit. Exactly.
00:21:08 - 00:21:12Yeah. Landing page is just a page on a
00:21:10 - 00:21:14website. It's just a fancy name for it.
00:21:12 - 00:21:15And it's almost a part of your funnel
00:21:14 - 00:21:17because you're trying to funnel someone
00:21:15 - 00:21:20down and you're trying to basically make
00:21:17 - 00:21:22them focus on a specific outcome instead
00:21:20 - 00:21:23of giving them paralysis analysis where
00:21:22 - 00:21:25there's so many options on your
00:21:23 - 00:21:27homepage, they don't know where to go.
00:21:25 - 00:21:28Versus if they land on a specific page
00:21:27 - 00:21:31for a specific thing, it's like, "Oh
00:21:28 - 00:21:33yeah, I came for Sunburn. This is a
00:21:31 - 00:21:36Sunburn themed website. I'm in the right
00:21:33 - 00:21:38place. And they convert way faster and
00:21:36 - 00:21:41way cheaper.
00:21:38 - 00:21:42Sunburns are us. Yeah. Right. Exactly.
00:21:41 - 00:21:44Well, and there was one little nugget
00:21:42 - 00:21:47you mentioned that I bet people didn't
00:21:44 - 00:21:50catch was that having a picture of your
00:21:47 - 00:21:52location is highly highly important.
00:21:50 - 00:21:53Huge. Uh we recognize that a lot of
00:21:52 - 00:21:55urgent cares are sitting in a shopping
00:21:53 - 00:21:57center. We get that. But at the end of
00:21:55 - 00:21:59the day, if you can showcase a picture
00:21:57 - 00:22:02of your urgent care, maybe if it's like
00:21:59 - 00:22:04inside of a famous grocery store or
00:22:02 - 00:22:06whatever shopping center, showcasing
00:22:04 - 00:22:08that because that's how people function,
00:22:06 - 00:22:10right? Like, oh, I've seen that before
00:22:08 - 00:22:11or I know where this is, so it makes it
00:22:10 - 00:22:13convinces them this is going to be a lot
00:22:11 - 00:22:16easier, more convenient for me than I
00:22:13 - 00:22:17thought. Um, but as we talk about, you
00:22:16 - 00:22:18know, pictures of doctors are important,
00:22:17 - 00:22:20all those things. But when it comes to
00:22:18 - 00:22:22ads and high intent, it's they care less
00:22:20 - 00:22:25about the doctor right now. They just
00:22:22 - 00:22:26care about where they're going. um like
00:22:25 - 00:22:28if they care about the doctor, they'll
00:22:26 - 00:22:29dig on your website and we see that
00:22:28 - 00:22:31traffic all the time where people go
00:22:29 - 00:22:32meet the team, meet the doctor. It's a
00:22:31 - 00:22:35very common page. But if they're going
00:22:32 - 00:22:37into ads, they just want to get the
00:22:35 - 00:22:38right thing. And so like, and where all
00:22:37 - 00:22:40we're doing at this point is convincing
00:22:38 - 00:22:42them we're the right people for this
00:22:40 - 00:22:43real world and real time. All of a
00:22:42 - 00:22:44sudden, I want to add to a new landing
00:22:43 - 00:22:46page. Let's put information about the
00:22:44 - 00:22:47doctor on the landing page the next time
00:22:46 - 00:22:49we do it and just see what happens. Just
00:22:47 - 00:22:51see people care. Let's keep going. I'm
00:22:49 - 00:22:52serious. That may be a thing. I didn't,
00:22:51 - 00:22:54you know, I'll add that. I'll just for
00:22:52 - 00:22:56like a quick 30 seconds splirt on it is
00:22:54 - 00:22:57like we have a client that has that on
00:22:56 - 00:23:00their landing page. We used to do it in
00:22:57 - 00:23:03the past and I mentioned it to one of my
00:23:00 - 00:23:05co-workers and it works great. Like it I
00:23:03 - 00:23:07think it's one of the main reason that
00:23:05 - 00:23:09they have such lower cost than other
00:23:07 - 00:23:10people in their area is they see the
00:23:09 - 00:23:12doctor, he's smiling, he looks like a
00:23:10 - 00:23:15friendly guy. You see his name, you see
00:23:12 - 00:23:17a little story about him and it works.
00:23:15 - 00:23:18And it's just like okay that little that
00:23:17 - 00:23:20little like you got to remember we're
00:23:18 - 00:23:21still selling to people at the end of
00:23:20 - 00:23:23the day. Like your patients are people
00:23:21 - 00:23:24and they want to see what the doctor
00:23:23 - 00:23:26looks like. They want to see the people
00:23:24 - 00:23:28that work there and they want that
00:23:26 - 00:23:31relationship.
00:23:28 - 00:23:33Nice. All right, we moved on. Sorry for
00:23:31 - 00:23:35the big side of things, but moving on to
00:23:33 - 00:23:37the good stuff. Don't start yelling at
00:23:35 - 00:23:39me in chat if we're not careful. So,
00:23:37 - 00:23:40Philip, you got this, brother. You're
00:23:39 - 00:23:42doing great. If you're getting value,
00:23:40 - 00:23:44drop a one in the chat. I'm having a
00:23:42 - 00:23:46good time talking, man. Keep doing it,
00:23:44 - 00:23:48Philip. Yeah. So these are some
00:23:46 - 00:23:50converting ad copy ideas that really
00:23:48 - 00:23:53work for your ad copy on your SER on
00:23:50 - 00:23:54your search engine. And for you want to
00:23:53 - 00:23:56be urgency driven, right? You're trying
00:23:54 - 00:23:58to think of what is the person that's
00:23:56 - 00:24:00looking for what I'm selling. What do
00:23:58 - 00:24:02they want to see? So same day sports
00:24:00 - 00:24:03physicals walk in today. Like yeah, I
00:24:02 - 00:24:06want a sports physical and I want it
00:24:03 - 00:24:07now. So they're going to they're if they
00:24:06 - 00:24:09see that they're going to want to come
00:24:07 - 00:24:10in, right? And you have injured on the
00:24:09 - 00:24:12field get treated in 30 minutes. It's
00:24:10 - 00:24:14like okay that you're matching their
00:24:12 - 00:24:16intent. they got hurt and they need to
00:24:14 - 00:24:19see a doctor in 30 minutes, right? And
00:24:16 - 00:24:21you can also add trust elements, right?
00:24:19 - 00:24:23Like your board certified providers. We
00:24:21 - 00:24:25accept most insurance providers. You can
00:24:23 - 00:24:27even put in the insurance popular in
00:24:25 - 00:24:28your area because every every state has
00:24:27 - 00:24:31different insuranceances that are super
00:24:28 - 00:24:33popular. And yeah, and then you also
00:24:31 - 00:24:35always want to include location-based
00:24:33 - 00:24:38headlines. this is so important here is
00:24:35 - 00:24:39because uh that just makes people feel
00:24:38 - 00:24:42hyper local and you want to be localized
00:24:39 - 00:24:44as well because there's suburbs inside
00:24:42 - 00:24:46bigger cities that really help drive
00:24:44 - 00:24:48better conversions because you know
00:24:46 - 00:24:50Miami is a big place but what if you're
00:24:48 - 00:24:52in you're closer to Hollandale than you
00:24:50 - 00:24:53are to Miami you don't want to just put
00:24:52 - 00:24:56the big area you want to put exactly
00:24:53 - 00:24:58where you are so that those things work
00:24:56 - 00:25:01really well we were we had a kickoff
00:24:58 - 00:25:02yesterday with a new client and so one
00:25:01 - 00:25:04of the things that we do in the kickoff
00:25:02 - 00:25:06we pull up their location on Google maps
00:25:04 - 00:25:09and we look at the areas around it and
00:25:06 - 00:25:11we ask them like what do you call
00:25:09 - 00:25:14yourselves like in this is this a
00:25:11 - 00:25:16neighborhood or is this just a city and
00:25:14 - 00:25:18their scenario their name of their I'm
00:25:16 - 00:25:20not going to say it because they just
00:25:18 - 00:25:24signed up and won't respect privacy but
00:25:20 - 00:25:28their name encompassed the the township
00:25:24 - 00:25:30they were in but then their competing
00:25:28 - 00:25:33urgent care literally at their back door
00:25:30 - 00:25:35had a completely different township name
00:25:33 - 00:25:37for it. And I asked them, I was like,
00:25:35 - 00:25:39"Which one is it?" And they basically
00:25:37 - 00:25:40said, "Well, it could be multiple ones,
00:25:39 - 00:25:42but the ones that's our name is actually
00:25:40 - 00:25:44probably the worer option. We've been
00:25:42 - 00:25:46trying to change it." I was like, "I'm
00:25:44 - 00:25:47glad I'm asking because when you look at
00:25:46 - 00:25:49the because we know that two to five
00:25:47 - 00:25:51mile race is the most common thing for
00:25:49 - 00:25:53urgent care." But talking about the
00:25:51 - 00:25:55local language stuff, like making sure
00:25:53 - 00:25:57because if you're on a intersection of
00:25:55 - 00:25:59two highways, people probably recognize
00:25:57 - 00:26:01that. You know, if like here in
00:25:59 - 00:26:03Birmingham, if I'm in the Hoover area
00:26:01 - 00:26:06versus Mountain Brook versus Pelum, it's
00:26:03 - 00:26:09all Birmingham suburbs, but I know what
00:26:06 - 00:26:11that means and I know where to go. So,
00:26:09 - 00:26:13making sure that local language is there
00:26:11 - 00:26:15and it's local to the point where if
00:26:13 - 00:26:17someone saw that, stranger saw it, they
00:26:15 - 00:26:18said, I know where that is or I know I'm
00:26:17 - 00:26:21in the right spot. That's 10 minutes
00:26:18 - 00:26:24away from me, not 25 minutes away from
00:26:21 - 00:26:25me. Exactly. And that's huge. And that's
00:26:24 - 00:26:27not only not for the not just the
00:26:25 - 00:26:28conversion side, but then from Google's
00:26:27 - 00:26:28side because that's how people are
00:26:28 - 00:26:30searching because they're not just
00:26:28 - 00:26:32looking for always urgent care
00:26:30 - 00:26:34Birmingham Alabama. They may be looking
00:26:32 - 00:26:37at urgent care pillow blah blah blah.
00:26:34 - 00:26:39And so that's where that makes a huge
00:26:37 - 00:26:43difference is having that local language
00:26:39 - 00:26:44that you can inject. For sure. For sure.
00:26:43 - 00:26:46Anything else you want us to move
00:26:44 - 00:26:49forward? Yeah, move forward. Let's move
00:26:46 - 00:26:51forward. Let's keep going.
00:26:49 - 00:26:52Yes. All right. So, this is a super
00:26:51 - 00:26:54powerful thing that like it's almost
00:26:52 - 00:26:56like our secret weapon we're sharing
00:26:54 - 00:26:58here. But, um, the extension power play.
00:26:56 - 00:27:00So, ad extensions help your ads take up
00:26:58 - 00:27:02more space. Like the eye is just drawn
00:27:00 - 00:27:04to bigger things on that small little
00:27:02 - 00:27:06phone. You're going to click on the
00:27:04 - 00:27:08biggest one every time. And the first
00:27:06 - 00:27:10one is image extensions. So, you want to
00:27:08 - 00:27:13show your facility, your location, your
00:27:10 - 00:27:15doctors, or just pictures of that
00:27:13 - 00:27:16seasonable seasonal service, right?
00:27:15 - 00:27:18There's things like sunburn. You can
00:27:16 - 00:27:19have a picture of a sunburn. I wouldn't
00:27:18 - 00:27:22recommend it, but but maybe the
00:27:19 - 00:27:23treatment for it, but um you want to
00:27:22 - 00:27:25show your facility, have the picture of
00:27:23 - 00:27:27your facility, like Michael pointed out
00:27:25 - 00:27:29a minute ago, like yeah, having that in
00:27:27 - 00:27:31your in your picture on the ad before
00:27:29 - 00:27:32they even go to your website actually
00:27:31 - 00:27:34helps people familiarize like, "Oh, I
00:27:32 - 00:27:36know where that is." And they click that
00:27:34 - 00:27:38one, right? The next one is call
00:27:36 - 00:27:40extensions. So, you have basically it
00:27:38 - 00:27:42puts a little phone number right under
00:27:40 - 00:27:43your ad and they can click that right
00:27:42 - 00:27:44there and they don't have to go to your
00:27:43 - 00:27:46landing page. they just call you
00:27:44 - 00:27:48straight from their from the ad and it
00:27:46 - 00:27:50it just dials you right away. So then
00:27:48 - 00:27:52you skip the landing page altogether
00:27:50 - 00:27:54which just means faster conversion. They
00:27:52 - 00:27:56usually convert at a higher rate because
00:27:54 - 00:27:57they're calling you right away. And the
00:27:56 - 00:27:59most powerful one, my favorite one is a
00:27:57 - 00:28:01location extension which allows patients
00:27:59 - 00:28:03to see where your location is on the map
00:28:01 - 00:28:05and a phone number to call. So the same
00:28:03 - 00:28:06Google Ads phone number from the call
00:28:05 - 00:28:08extension is used in the location
00:28:06 - 00:28:10extension. usually when you set that up
00:28:08 - 00:28:12in your Google business profile and this
00:28:10 - 00:28:13pops up a little map and then they can
00:28:12 - 00:28:15be like, "Oh, I know where this is on
00:28:13 - 00:28:16the map." And then they can call you or
00:28:15 - 00:28:19they can just get directions to where
00:28:16 - 00:28:20you are. So yeah, ads with extensions
00:28:19 - 00:28:23really they really help your quality
00:28:20 - 00:28:25score which leads to lower CPCs and then
00:28:23 - 00:28:27higher engagement rate on your ads. So
00:28:25 - 00:28:28those are like basically our secret
00:28:27 - 00:28:32weapon there is the extension power
00:28:28 - 00:28:34plays. So on the extension side, how can
00:28:32 - 00:28:36you visualize or help us visualize where
00:28:34 - 00:28:37that is in a Google Ads platform? like
00:28:36 - 00:28:39where do they need to find these
00:28:37 - 00:28:40extensions? Yeah. So, there's going to
00:28:39 - 00:28:41be on your left panel when you're
00:28:40 - 00:28:43scrolling through your Google ads,
00:28:41 - 00:28:45you're going to see everything from
00:28:43 - 00:28:48campaigns, ad groups, everything. And at
00:28:45 - 00:28:50the bottom, there's one called assets.
00:28:48 - 00:28:53You just click assets and that that's
00:28:50 - 00:28:56all of your assets. Basically, the new
00:28:53 - 00:28:58name for extensions is assets. We still
00:28:56 - 00:28:59call them extensions because Google will
00:28:58 - 00:29:01change the name and then change it back.
00:28:59 - 00:29:03They don't know what
00:29:01 - 00:29:04they're So, uh, we just call it
00:29:03 - 00:29:06extensions because it's been called
00:29:04 - 00:29:08extensions for years now. and but the
00:29:06 - 00:29:10new name is assets. So you'll find it
00:29:08 - 00:29:12under assets and if you want to if you
00:29:10 - 00:29:14have multiple campaigns running you
00:29:12 - 00:29:16click the campaign and then click the
00:29:14 - 00:29:17left panel to go to p the the assets and
00:29:16 - 00:29:18then you can change it in there and
00:29:17 - 00:29:20that's where you can see all your
00:29:18 - 00:29:22assets. You want to make sure you have
00:29:20 - 00:29:23as many set up as possible. These are
00:29:22 - 00:29:26just our three favorites but there's
00:29:23 - 00:29:29much more like site links, call outs, uh
00:29:26 - 00:29:30structured uh list basically that can
00:29:29 - 00:29:32list out all the insurance providers you
00:29:30 - 00:29:33have. There's a ton of different ones
00:29:32 - 00:29:35you can use there, but these are our
00:29:33 - 00:29:38three most powerful ones that we see a
00:29:35 - 00:29:43lot of uh good results come out of.
00:29:38 - 00:29:45Excellent. You got it. Let's keep going.
00:29:43 - 00:29:48All right. I wonder if we've already
00:29:45 - 00:29:50talked about landing pages.
00:29:48 - 00:29:52Lean into it. Yeah, exactly. So, here's
00:29:50 - 00:29:54the quick win almost like a challenge
00:29:52 - 00:29:55like Nick said earlier is build a custom
00:29:54 - 00:29:58landing page just for sports physicals,
00:29:55 - 00:29:59right? We all have sports near to us if
00:29:58 - 00:30:02we're in America watching this. Sports
00:29:59 - 00:30:04is huge here and football season's
00:30:02 - 00:30:06coming. Oh, at least for the summer
00:30:04 - 00:30:08trials, they usually need their sports
00:30:06 - 00:30:09physical starting in May and June. And
00:30:08 - 00:30:11so, you can set this up starting now in
00:30:09 - 00:30:13the next two weeks, you can be live. And
00:30:11 - 00:30:15you just want to focus on walk-in
00:30:13 - 00:30:17availability, pricing, insurance info if
00:30:15 - 00:30:19you accept insurance for sports
00:30:17 - 00:30:23physicals. A lot of people don't because
00:30:19 - 00:30:25it's so cheap. Um, and you want to use
00:30:23 - 00:30:27seasonal messaging like get your sports
00:30:25 - 00:30:29physicals today. No appointment needed.
00:30:27 - 00:30:32and you want to pair that with a Google
00:30:29 - 00:30:34Ads ad group in your current campaign or
00:30:32 - 00:30:36launch a campaign just for it. And yeah,
00:30:34 - 00:30:37that small simple change can make a huge
00:30:36 - 00:30:39impact the summer for you and you're
00:30:37 - 00:30:42going to see higher click to call rates
00:30:39 - 00:30:43and faster bookings. So I mean that is
00:30:42 - 00:30:46the challenge right to to those who are
00:30:43 - 00:30:49watching this may take
00:30:46 - 00:30:51you 15 maybe a half hour right to get a
00:30:49 - 00:30:54page turned up put some content on
00:30:51 - 00:30:57there. Do not copy paste from chat GPT.
00:30:54 - 00:30:59That does not help you stop it. And so
00:30:57 - 00:31:00put that on there. Make sure you have an
00:30:59 - 00:31:02like we're saying, make sure you have an
00:31:00 - 00:31:04image of the place, image of the doctor,
00:31:02 - 00:31:06talk about there's an offer or not. And
00:31:04 - 00:31:08it's all about sports, right? And I
00:31:06 - 00:31:09would even say if you know if you know
00:31:08 - 00:31:11your local area really well, mentioning
00:31:09 - 00:31:13the schools and so forth of like these
00:31:11 - 00:31:15are the schools that we support or
00:31:13 - 00:31:16whatever. Uh those type things are
00:31:15 - 00:31:18always helpful because even especially
00:31:16 - 00:31:21if you go talk to the school like beyond
00:31:18 - 00:31:23Google ads, go talk to the schools and
00:31:21 - 00:31:25say, "Can I have some type of offer to
00:31:23 - 00:31:28your students about sports physicals and
00:31:25 - 00:31:29make it easier for them?" Referrals.
00:31:28 - 00:31:32Yeah, exactly. There was a podcast
00:31:29 - 00:31:35episode we did a few weeks ago where we
00:31:32 - 00:31:38threw out the idea of what if you had
00:31:35 - 00:31:39like a mobile sports physical type setup
00:31:38 - 00:31:41where you rolled up to the school and
00:31:39 - 00:31:43just let them come in and take care take
00:31:41 - 00:31:45care of them right there on the spot.
00:31:43 - 00:31:46Like at the end of the day, you what
00:31:45 - 00:31:47we're trying to tell you though, you
00:31:46 - 00:31:49have to be a little creative in the
00:31:47 - 00:31:52summer because this is not business as
00:31:49 - 00:31:53usual. Um, and Google ads is a great way
00:31:52 - 00:31:55to do it. But if there's other
00:31:53 - 00:31:58creativity thing out there, go for it.
00:31:55 - 00:31:59Like don't don't assume things will be
00:31:58 - 00:32:01just normal and just it is what it is
00:31:59 - 00:32:03and let me turn down my hours and just
00:32:01 - 00:32:04deal with it. You can fight this and be
00:32:03 - 00:32:07and be a lot better. All right, guys. I
00:32:04 - 00:32:08hope you enjoyed that crazy good
00:32:07 - 00:32:10information that Philip brought to the
00:32:08 - 00:32:12table. As you could tell within that
00:32:10 - 00:32:14webinar, we were all about just letting
00:32:12 - 00:32:16him talk talk his expertise, asking some
00:32:14 - 00:32:19qualifying questions and getting that
00:32:16 - 00:32:21stuff out there. I believe overall that
00:32:19 - 00:32:23Google Ads is a great option for you
00:32:21 - 00:32:25guys going into the summer. I hope you
00:32:23 - 00:32:26take advantage of that. And thank you so
00:32:25 - 00:32:28much for taking time to listen to our
00:32:26 - 00:32:30episodes. Thank you for uh subscribing
00:32:28 - 00:32:32as well. Um we've not watched our
00:32:30 - 00:32:34numbers grow over the past year. It's
00:32:32 - 00:32:36been fantastic to see. So, we really do
00:32:34 - 00:32:38appreciate that and I hope to see you
00:32:36 - 00:32:43guys on the next one. Thanks.
00:32:38 - 00:32:43[Music]