Stand Out as THE Medical Practice in Your Area with Reuben Rock

2023-12-02 | https://www.youtube.com/watch?v=RSWRRZ5Rs5M

Transcript
YouTube English auto-captions.

[Music] [Applause] hey guys this is Dr miking welcome to another edition of bootstrap MD the podcast for healthcare and physician entrepreneurs from time to time we get a lot of questions about how can I get traffic to my webite speec website especially if you own your own practice and you know today I think we're in for real definitely have one of I consider one of the biggest traffic experts in fact he's so good I've I've I've hired him for the last

year or so and he does all of our advertising our online advertising in terms of paperclick so those are things like Google AdWords now called Google ads also you might consider paperclick like uh Facebook ads uh Bing ads those those kinds of things and if you want to get traffic tomorrow the way to do it is you actually have to pay for traffic and and if you're new to all this don't be afraid because you know he's been doing uh Google

ads for over 20 years and I didn't even realize was it was available for that long and uh luckily enough have him on the program he's going to talk about why you need to start considering Google ads and why is that important for your business so want to bring on the program Ruben Rock Ruben how you doing I'm doing great thanks for having me today I'm happy to be here awesome awesome so like I said you know people saying you know

I have a website I have it for my business we have many people who listen on the show they have their own practice or maybe they're employed in a practice and they're looking to get new patients new customer customers to their business why do you consider uh pay-per-click advertising important uh for that the business owner or entrepreneur uh to have in their Arsenal yeah absolutely like you said there are a lot of types of practices out there who could benefit from

this and I think the biggest reason is that 90% of consumers are influenced by ads when they're making purchase decisions and that you know goes not just for Nike and apple and some of these big corporations it also goes for you know the the shops down the street from you the practices down the street from you you know they need to advertise to bring in customers as well and if you're not advertising you're not putting yourself in the consideration set for

people who are looking to buy the services that you offer uh Believe It or Not people are out there looking for the services that you offer right now um even in the day of the days of Tik Tok and Instagram people are still going to Google to look for local service providers and so if you have a practice who's offering something like weight loss you know hormone treatment Aesthetics you can get in front of those people a lot quicker if you're

willing to advertise uh and you can you know push your competition out of the way a lot quicker if you're willing to advertise because a lot of your competitors are not advertising so this is really the shortcut to getting in front of a pre-existing group of people who are already looking for what you offer now we've got a whole wide spectrum of of people here you got pretty Advanced people who've got you know maybe they already have a marketing team maybe

they're marketing themselves and the people maybe they're just just new to online so could you first give us an example of what an ad would be when we're searching on Google where are they where are they located where could we find them I I think it's intuitive but I want to kind of start with the basics first and then we'll move forward sure so anytime you search in Google whether that's using an app on your phone or if you go to

google.com on your computer or even if you just type right into your your browser bar on Chrome if you're using Chrome as your browser you're searching on Google right and you you're probably going to see the page of Google results that you're used to and these days if you're looking for a local business you're probably going to see some map listings near the top and then you'll see the the Google's organic listings underneath that well the beautiful thing about Google ads

is that an ad on Google it looks just like many of the other listings on that page but it shows up right at the very top of Google so if you're looking to get above even the map listings above you know the person who ranks number one in your city for a certain term like botox near me or medical weight loss or something like that ads will put you right at the very top of a Google search results page when people

are looking on their smartphones on their computers on their TBL um you can even get placement inside of Google Maps uh if you have a a Google business profile so there's a lot of opportunity to get to the top of Google quickly if you're willing to advertise for it but these ads they look just like a standard Google search result um they say you know they often say Ad or sponsored next to it but most consumers they don't see a lot

of difference and they're perfectly happy to click on an ad if it helps solve their problem uh and so you know that's Google's main mission right is to help people solve their problems find what they're looking for and these ads often are are a shortcut to help help people find exactly what they're looking for and Google is more than just search we think of Google as a search engine but maybe we can talk about the different types of Google ads because

it's it's like you said it's more than just search it is it's a lot more than search these days and in the future it's going to be a lot more than search Google is also YouTube right so Google's the largest search engine in the world YouTube is also one of the largest search engines in the world and Google owns YouTube as well so if you want to run ads on YouTube you run those ads through the Google ads platform Google is

where you go to advertise on YouTube as well Google also owns um many many of the uh the ad placements across 90% of the websites out there on the internet so if you want to put your ad on CNN.com if you want to put your ad on your local newspapers website if you want to put your ad on a niche blog somebody who's talking about services in San Diego services in wherever right you can get those ad placements through Google's Display

Network Google has a couple of other ad uh uh n networks as well that you can tap into Google has a few new ad types that you can run these days uh things like Discovery ads Discovery ads are actually phasing out right now and Google's bringing a new program called demand gen um but many of these platforms are what you you can leverage to promote your your MedSpa to promote your Dermatology practice to promote your um you know your anti-aging practice

whatever kind of practice you have you may be able to promote them on some of these networks now one of the keys to remember and this may be getting a little ahead of myself is that while Google has all these Networks available and you can run ads in many different places Google has some restrictions in place about the types of ads that you can run on some of these networks and so depending on what type of practice you you're operating you

may not be able to leverage all of these networks U directly you might need to get a little more creative with your ads and that's where it starts to pay to bring in somebody who's run ads for a practice like years before so we can get a little sure so yeah and and we remember that's very important especially you know our audience is medical unfortunately there are a lot of restrictions and you know you know understandably so you have to be

kind of very careful uh with that but yeah we'll reminded to talk about that later so uh let's say you know I'm a I'm a practice owner and I want to look into getting more patience for me what should I think about or what should I look I I I I know before I actually dive into ads is there some things that I should be uh you know looking at in my own practice to decide if this is the right path

for me absolutely um a couple things I would look at first is are you even showing up on Google are you even eligible to show up before you start thinking about advertising on Google there's a couple of of bases that you could cover that won't cost you a lot of money or any money at all and they might be good first steps for people who are thinking about getting into advertising but maybe haven't covered these bases yet so we could even

back up a little bit and we could talk about something like Google business profile if you haven't claimed and verified your Google business profile yet that might be a great first step for you Google business profile is what powers your Map listing on Google if you want to show up on Google Maps when someone is searching for a practice like yours Dermatology practice near me something like that then you want to have a map listing on Google and Google business profile

is what powers that Map listing so go create or verify claim your Google business profile if you haven't already fill out all the information there make sure it's all accurate and up to date that can also help improve the performance of your ads later if you decide to start advertising so so start by making sure you have a Google business profile also make sure that you have a good website for your practice uh if you don't have a website already I

would go create one have one created for you um and then connect it to your Google business profile so that Google can start to associate your website with your business profile and all the information that you've included there like your phone number and your address this will really give Google a good idea of who you are and it will make you more eligible to show up when people are searching for the services that you offer now today we're talking about ads

specifically and you know the reason ads are so powerful is because you can go do all those free things and they can help you get found on Google but they can take a little bit of time right and some people don't they don't want to wait six months for the results to start rolling in they really need to start bringing in patients today and ads are one of the more powerful ways that you can do that so if you're thinking about

running ads on Google then really you should have a website first because you're going to have to send that ad traffic somewhere right you're probably going to send that traffic to a page on your website or maybe a landing page if you're working with somebody to create a landing page for your your ad campaign but you got to send those those clicks from your you know somebody searches for your service on Google like dermatologist near me they click on your ad

they have to send that click somewhere somebody has to go to your website right so create a great website make sure your website can capture leads uh is really important that you can capture leads on your website and this I think is a good first step before you even think about advertising because what I found in advertising for practices like yours Dr Mike is that a lot of people are actually not going to pick up the phone and call you after

they click on your ad um with some of the other clients I work with we get we drive a lot of phone calls with some of these practices though in the medical space uh we find that people they want to fill out a form online or they want to contact you kind of you know online through a form through a chat bot they want to book online they don't want to pick up the phone and call you necessarily and there may

be many reasons for that um but make sure your website gives people that option if you don't have a form on your website a lead form a contact form some sort of a form for people to fill out to say hey I'm interested in your service make sure your website has that form um if you don't have click to call buttons for the people who do want to call you make sure your website can do that uh if you want to

offer online booking if you have the capability to offer online booking for people to just reserve a spot on your schedule make sure your website can do that if you cover all those basis before you even start advertising when you start advertising your ads are going to perform a lot better uh because a lot of times when we start a new campaign for a client we have to go back and we have to set all of those things up we have

to get them all in place and a lot of times we're doing it for the first time but if you can get all of those things covered before you even start advertising then the day you start running your ads your ads are going to perform a lot better ads as a doctor I wasn't used to asking for help especially when it came to subjects outside of medicine but then I found physician coaches.com in an instant I found hundreds of experts to

help me in all aspects of Life on areas I was afraid to ask dealing with burnout starting a side gig money management even help with my marriage and the best part nearly all experts are Physicians themselves after reading their profile and a quick chat I knew I found the right Mentor for me at physician coaches.com help from professional colleagues is just a click [Music] away so I hope that oh yeah that's great really really good to know so okay let's say

I've done this i' I've got claimed my Google my business page I've got my we website up I know you've worked with you know hundreds of of of businesses what's what's the next steps let's say okay I'm ready to do ads what are some of the questions that we need to know or you would like us to to to have for you when you when you uh we decide to work together absolutely so when I'm talking with a a potential new

client about running ads usually I want them to ask me certain questions and if they don't ask me these questions then I will kind of prompt them to ask me these questions because the these are things I want a business owner to think through before they throw money at advertising we want to make sure that you you've got a plan in place that you have some chance of success right before we start putting money down on the table um especially when

it comes to things like Google because Google will take any budget you give it and it will spend all of it you know if if you tell Google to spend $500 a day and send the traffic to a a website that doesn't even have a working form on it or your phone number or the name of your business Google is happy to take that money and they'll let you buy that traffic all day long so questions I usually tell people that

they need to think about before they get started with ads number one do they have everything in place already that they need do you have a a functional website and not just functional do you have a competitive website go out and look at what your competitors have for a website if there are other people near you in your direct area who offer the same services that you do go out and look at their websites see how their website is set up

see what pages they have on their site see if they have a form on their website if they offer online booking if they do offer all those things then you need to at least match that with your website right if their website looks great your website needs to look great what you don't want to do is you don't want to have the ugly house on the Block right you need to you need to look competitive you need to look like a

great place to go spend money and have a quality experience um and get the results that you're looking for right if I'm looking to meet a dermatologist I'm looking to lose weight if I'm looking to get hormone treatment I want to make sure I'm going to get quality results and honestly these days if your website doesn't scream we provide quality results then I might click elsewhere so take an honest look at your website take an honest look at your competitors and

make sure that you're competitive the next thing I would look at is budget and this is another place where I think sometimes people um they don't know where to start they don't know what a reasonable budget is and so they really really need to think through how much this is going to cost if they can afford to do this long term and if they if this is something they're ready to get into so in terms of budget you're probably going to

want to set a minimum budget of at least a, a month in most markets and that's an ongoing monthly expense for any types of ad that you're going to run on Google you're probably going to spend at least that amount for a basic search campaign on Google for any service that you might be providing at your practice um that's kind of the starting point these days for for these types of ads if you're if you're comfortable with that and you're comfortable

with that budget long term then you're at a good starting point but that's a starting point right so it depends on the types of results that you want to drive and that's another thing that you should think through before you get started if you are in a position where you have no customers coming in no leads coming in nobody's contacting your practice at all and you're you're trying to get traction from zero right then your budget in order to get the

phone ringing enough and to get customers coming in at a rate that will make you profitable and prop your business up right you may have to have a much larger budget for that it might cost you a lot more in order to buy all of the customers that you need to fill your schedule and fill your practice um if you're already in business you already have repeat regular customers you have referrals coming in and you're adding in paid media as an

additional Channel then you may not need to spend so much right you may be able to just tap into some of the existing um search volume that's out there bring in some new customers to help inject new blood into your business bring in you know new customers to help you grow your business from where you're at already um and to help you you know bring more people in who are going to become referrals who are going to be or who are

going to refer their friends who are going to become repeat customers who are going to grow lifetime value with you you know Google ads um or any paid advertising could just be an additional channel for you so your budget it really depends on where you're at right do you need to completely fill your schedule from zero do you need to just add a few extra customers per week think through how much budget you need to put into this um before you

get started and then make sure that you're comfortable running that budget for at least 90 days because to get an ad campaign up and running you can't do it in a week and you can't deliver the results that you're looking for you know overnight this does take a little bit of an investment and I usually tell people be comfortable spending the budget that you set be comfortable spending that for about 90 days if you can do that then you should start

to see the results that you're looking for and by the 90day point you can decide if you want to adjust your budget up down make changes to your Campa make changes to your website um but it's a good place for you to start growing from um those are a lot of the things that I usually recommend people think through before they get started with ads um if there's anything that I'm missing let me know no I know that that's a great

starting point so um I know when you sit down with a prospect you you do your best to understand their business and um you know what kinds of treatments because often it's the treatments or the keyword phrases the key words that going to be looking for now I think this would be a good time to actually talk about some of those phrases that maybe Google doesn't like can you speak to this yeah there are a lot of them unfortunately if you're

trying to advertise something simple like your plumbing business or your roofing business things are pretty straightforward you know Google's happy to let you buy the keyword roofer near me plumber near me all day long when you start trying to offer something like botox Google has a few more questions for you you know are you authorized to be sell sing Botox are you authorized to be um to be you know providing Botox to people does Botox know that you're running these ads

do they give you permission to put those words in your ad or even bid on these keywords right so some of these questions start to pop up for some of the services that you might offer Google has a few policies around medical content and speculative Medical Treatments um so when you get into things like PRP um or um um uh what am I trying to think of stem cells uh if you if you get into any kind of treatments that involved

anything like that you may run into some of Google's medical policies and it it doesn't have to be a stopping point uh there are people you can work with who can get you over the finish line and help you run ads for some of these things but there may be challenges along the way because Google just wants to make sure that they're connecting people who are searching for services with people who are really qualified to provide those Services right um and

so if you're a a practice owner out there who's providing a service in an area that Google police a little more heavily there might be a little more leg work to get your ads up and running but I can also tell you that most of your competitors are going to fail to do that leg work and if you can manage to be the the one in your your local market who's who's done it who's running the ads there's a there's a

great reward to be had for doing that um I've helped people get bag Botox ads up and running for instance and had just a flood of of leads come in from it almost instantly and I think that was largely because most of the other providers in the area are not willing to put in the work to get approved to run those ads in the first place it's a little bit of work right um and so right that's when it it really

starts to pay to work with somebody who's done this kind of thing before there's a lot of people who run ads uh on Google there's a lot of people who run ads on Facebook there's a lot of people who run ads on the internet right but in this space in particular if you're working with anything medical if you're doing any sort of treatment for people you may want to work with somebody who has experience running these types of particular ads because

you're you're likely to run into some bumps along the road and you want to know that you're working with with a partner who can help you get over those bumps yeah and I know for like yourself you're very familiar with the industry obviously that's a very important quality when you're looking for a marketing provider to work with um so that gets into my next question we we talked about you know how making sure that they're very familiar with this I know

you have identified which treatments work well with Google and which don't what are some other questions uh where we we a practice owner because you know we do get bombarded by a lot of different marketing agencies they promise you the moon oftentimes uh they fall short what are some of the questions that we should be asking when we're looking for a marketing provider to help us with pay-per-click advertising sure I'd recommend that you ask if they have any experience running the

types of ads for the types of services that you offer so if somebody's wanting to run uh ads for your practice on Google for instance and you have a Dermatology practice you're going to want to know that they've successfully run ads for a dermatologist in the past and if possible you know ask to see some sample results you can even don't be afraid to do this I've had clients ask me for this I've had Prospect ask me for this don't be

afraid to ask for a reference you know if you want to speak with somebody who's worked with this uh ad buyer before and you know hear what their feedback is ask for a reference you can totally do that you know if anybody is is comfortable running ads uh anybody who's comfortable running ads would be more than happy to provide a reference of somebody that they've run ads for in the past who is happy with their service right and I think in

this space that goes doubly you should be working with somebody who's qualified and has a track record they should be able to show you that track record um you know as soon as you ask for it and if they ask if you ask for a reference they should be able to have references to provide I think those are all perfectly acceptable things to look for I was going to say that you actually might want to look for somebody who's a a

Google ads partner Google you know anybody can become Google ads certified I have a bunch of Google ads certifications to become a Google ads partner you actually have to be managing a certain level of AD spend on Google and have certain certifications so if you are approached by an agency who's a Google ads partner that's a good indication that they are successfully running ads on Google and that Google's happy with what they're doing yeah and and then another thing too is

just like it's the old specialist versus a generalist you know you'll have a marketing and let's say we'll do ads we'll do your website we'll do your reputation management we'll do social media um and it's just like you know a as the same goes you know uh um Jack of all trades master of none I would rather have a specific uh a specific business a specific partner just really really focus on just doing that particular aspect not that you can't but

you know I it's to keep up with marketing is you it's it's a daily education right and Google is always changing Facebook is always changing and that's a lot to that's a lot to to to run uh another other thing too is sometimes when they're like too big I found out that they take shortcuts you know to to do things and uh you don't often get the same quality than those and you have like a handful of clients so you know

knowing how many clients that they actually have or at least per um you know per per whoever you working with to know how many other clients they have is is going to go long way hopefully they'll tell you the truth you what they're actually doing but you know those are some of the questions I that I like to ask ask when I'm deciding to choose a partner yeah and also whose number whose number can I call when I have a problem

if something's not going well who who can I call and will they answer the phone that's always a big one that that's a big one I know you wanted to share some like highlevel tips we've kind of kind go through the basics well let's let's talk about some tips strategies for some for for Success more of a high higher level that we need to know about or or or are you've been identified as something that's worked for well for you and

your clients yeah we've had a lot of success in using landing pages with specific offers so if you can put a price in front of somebody if they're looking for a service and then lead them directly to a page that has that price on it and says the service so for instance if you're selling Botox right and you're doing a Botox deal for $179 or $197 whatever your price is put that price in your ad put that price on your landing

page and put the word Botox on your landing page right and then as long as you have approval to run all those ads then you'll get a lot more leads you'll get a lot higher quality lead um and people you'll get people who are basically ready to buy um a lot of people make the mistake of kind of saying you know we we offer these Services contact us if you'd like some of these Services right and they're kind of vague and

they'll give you a form and they'll say check which Services you want on this form we really have a lot more success if you're more direct and more specific right if you if somebody's looking for medical weight loss send them to a page about medical weight loss with an offer about medical weight loss with a form that they fill out that's only for people who are looking for medical weight loss right and then follow up with them about medical weight loss

make it as uh as specific as possible and you'll have better results with it um as far as tips for running paid ads uh I would recommend focusing on search for most practices you may have opportunities to run some display ads or some demand gen ads or other types of ads but if you're just starting out would focus on search ads I would pick a maybe two to three of the services that you offer if you have that many services at

your practice pick two to three of those services and try running ads for each of those you know put a budget together that that can support ads for two to three services run them for 90 days and I'm willing to bet you'll see leads come in for more than one of those services and then really dig into the ones that are working for you uh I was I've been surprised at some of the clients I've worked with in the past where

they brought a service to me and said I want to run ads for this and I said okay we can do that but in the back of my mind I thought I don't know how many clicks we're going to get for this I don't know how many leads we're going to get for this are people really searching for this and lo and behold we'd run the ads and we would get results so I think that if you are going to run

ads on Google pick you know if you're offering four or five Services try running ads for all of them because there's a high likelihood that people are looking for those put together a landing page for that service put together an offer for that service and then nurture those people um you know with something specific some communication specific to that service the other thing I would say is if you're going to bother to run ads and this is a this is a

a platform that I tend to harp from constantly follow up with your leads there is no point in running ads and paying money for people to come visit your website if you are not going to follow up with your leads and if you're not going to follow up with them quickly you lose something like 80 90% of the value of your lead if you don't follow up with it in the first five minutes so if you don't follow up with some

when they request information within the first five minutes they're gone they're calling the next person they're calling the the practice down the street follow up with your leads and follow up with them more than once you know it's not enough to just call somebody back um it's not enough to just send somebody one email if they don't respond follow up again and say Hey you know you don't have to you don't you're not bothering them they requested information right follow up

and say hey are you still interested in this we're still interested in you um and you'll maximize the value that you get out of your paid campaigns a lot of people they miss that part but you will maximize your return on investment if you follow leads yeah lots of great point there I mean it's common sense but like if you're showing an ad for uh you know you've got let's say you're looking for an emergency dentist and this happens so often

you go to a web page and you're greeted by teeth whitening and then you scroll to the bottom was like my you know my I got a toothache my jaw's killing me and yeah if I got go find it for a number or find it that you can actually help me I'm moving on to the competitors on there so like you said whatever treatment you're offering make sure that's the first thing that you see it's above the fold it's there you

know right there and it and and it makes sense you know this has been a lot lot of information obviously you know you're you're you're an expert at this uh I understand you've got like a um uh something that can help us understand paperclick advertising a bit more where can they go to to to to get this yeah so I put together a cheat sheet it's over at spal launchpad.com cheat sheet and this is not just focused on PPC it's focused

on a couple of the other things we talked about today some of the bases that you should cover before you get started with PPC so I think this will be helpful for anybody no matter where you're at in your journey whether you're just getting started or whether you've had your practice for years now uh you can go through this checklist and you can see you know what you've already got in place what you need to get in place and PPC is

included on here if you're thinking of running ads on Google or even on meta you know Facebook Facebook Instagram uh that information is included on this cheat sheet as well so go to Spa launchpad.com sheet grab a copy of that and I hope it's helpful to you Ruben that that was great again um a crash course on paperclick Advertising a lot to take in what's what are some uh what's like one tip or or you can leave with our audience uh

to see if this is paperclick is the right uh area that they should go to yeah absolutely yeah if you need more customers then pay-per-click is probably right for you uh especially if you have the budget for it if you're not quite ready for paperclick there are some things you can do first like I mentioned you could get involved with Google business profile you could work on your website those are great first steps but at some point you're going to need

to put some budget some marketing budget behind your business right marketing is always one of the line items on any p&l for any business and if you're G to spend money on marketing these days Google ads is one of the best ways to spend that money so I honestly I think if you if you need more customers PPC is a great way to spend your marketing budget I think it's for just just about anybody um and it's as simple as that

go run some ads all right Ruben thank you so much again a crash course on paperclick Advertising go and grab that cheat sheet we'll have the link below uh thank you again for joining us on the call today it definitely has been eye opening for for many of us who are looking to get traffic to their business it's been a pleasure thank you for having me and thank you guys for joining us as always as an entrepreneur you're going to have

your ups and your Downs do something every single day to keep closer to your goals and keep moving [Music] forward