Google Ads for Sports Medicine Marketing – The Best Step-By-Step Guide 2021

Google Ads for Sports Medicine Marketing is a super effective way to bring new patients to your office. So, if are you an Orthopedic Specialist looking to help athletes rehabilitate or avoid injuries and bring in new patients to your facility then Google Ads is a quick and effective way to achieve this. Google Ads target keywords to reach people around your clinic who are in need of the orthopedic and rehabilitation treatments you offer. Your Ads can reach these individuals the moment they search for services like yours. This step-by-step guide will teach you how to create a Google Ads campaign to grow your business and bring new patients to your office.

What are Google Ads?

Google offers paid advertisements that appear at the top spot of Google’s search result pages. These ads are called Google Ads. Businesses create ads to reach individuals exactly when they search for products or services that their business offers.

Google Ads uses high-intent keywords to display your ads to relevant people. The keywords a business targets are terms their potential customers are likely to search when looking for products or services similar to theirs. Google Ads works to reach individuals the moment they search for the services or products like yours.

Below is an example of Google Ads that show up when you search “sports medicine clinics near me” on Google:

google search results when searching for "sports medicine clinics near me"

Why Google Ads for Sports Medicine Marketing?

Through Google Ads, you can target athletes or fitness lifestyle individuals close to your office that are in need of the rehabilitation services that you provide. You can target them by location and specific keywords.

A key component of Google Ads is that businesses only pay for the ads when the ads bring in results like clicks, calls, or website visits. Furthermore, you have control of how much you want to invest in your Google Ads marketing campaign by setting an average daily budget that you want to spend.

Another key component of Google Ads is that the results are measurable. You can track and measure which clicks, website visits, and calls are a result of your Google Ads. This also ensures that the money you invest in your Google Ads Campaign is generating a positive return on investment.

So, if you are an Orthopedic Specialist looking to help athletes prevent or rehabilitate exercise or sports-related injuries then Google Ads for Sports Medicine Clinics is the way to go!

How To Create Your Google Ads Account

To start your Google Ads for Sports Medicine Marketing campaign you need to be logged in to a Google account. If you do not have a Google account you can create one at ads.google.com.

After you have successfully created your account click, “Start Now.”

select start now to create google ads account

Then choose, “Switch to Expert Mode” in the blue font at the bottom of the page.

Switching to Expert Mode will give you more control over the settings of your campaign. If you do not switch to Expert Mode you will create your ad campaign in a simplified version of Google Ads, which can negatively affect the performance of your ads.

select switch to expert mode when creating your account

Next, select, “Create an account without a campaign.”

select create an account without a campaign

Now, confirm the business information of your Sports Medicine Clinic.

confirm your business information

Great! Your account is created and you can start on your Google Ads for Sports Medicine Campaign.

Let us take over your Google Ads for Sports Medicine Marketing from here.

Book An Appointment!

Landing Pages for Sports Medicine Marketing

Before you start creating your ad campaign, let’s talk about landing pages.

A landing page is a page visitors will land on when they click on your ads. Your landing page should provide users with the most relevant information related to their search. A landing page is designed to capture and convert visitors into leads.

A landing page should be specific to what the users searched for. For example, if a user searched for “sports medicine ankle sprain” and they click on your ad they should be directed to a page on your website dedicated to ankle sprains. It should contain the treatments available and how you could help them.

On your landing page, you can also offer a resource from your business in exchange for a visitor’s contact information. For example, you can offer a Free Consultation of their injury, in exchange for their information.

If you do not send visitors to a site dedicated to the specific topic they searched for, chances are they will not find the information they need and click off your site. This will then become a wasted click.

To help build a strong landing page, check out Elementor’s Free Landing Page Builder.

Starting your Ad Campaign

Now that you understand the role Landing pages play for your ads you can start working on your ad campaign.

Check out this article if you would like some tips on Google Ad Mistakes to Avoid, before starting your new campaign.

To start, click on New Campaign.

select new campaign to start

Next, choose “Create a campaign without a goal’s guidance.”

choose create a campaign without a goal's guidance

Campaign Type

Then as your campaign type, choose “Search.”

select "search" as campaign type

Campaign Results

Next, choose the results you want to get out of your google ads campaign.

For your Sports Medicine Marketing campaign for your clinic, Website Visits and Phone Calls would be the best options. Enter your business’ website and phone number.

choose the results you want to get out of your campaign

Campaign Name & Networks

Now you will need to create a Campaign Name for your Ads.

Then under the Networks Section, deselect Display Network so that ONLY Search Network is selected.

Click the “Show more settings” in blue font.

create campaign name and deselect display network

Ad Start and End Dates & Ad Schedule

If you wish to implement a start and end date for your Google Ads for Sports Medicine Marketing campaign, you can do so now. Your ads will run until you specify an end date.

You can also create your ad schedule, to limit when your ads run. You will set the times you want your ads to run and select the days you want your ads to run.

Do not change the “Campaign URL Options” and “Dynamic Search Ads Settings” sections of your ad settings.

set start and end date for ad campaign and create ad schedule for times of the ad should run

Location & Language of Patients

Next, select the locations you wish to target with your ad campaign. Also, select the languages of your customers.

Do not change the settings of the Audience section.

set location to target and lanuage of audience

Budget & Bidding for Advertisments

Next set your daily average budget for your campaign and bidding strategy.

set daily budget and choose bid strategy for google ads for sports medicine marketing

Conversion Tracking & Ad Rotation

Under the budget and Bidding Section, click on “Show more settings.”

Here you can enable conversion tracking for your website which will help track the results your ads generate.

Under Ad Rotation, change it to “Do not optimize. Rotate ads indefinitely.” This means that lower-performing ads will run as often as higher-performing ads.

set up conversion tracking and choose" do not optimize."

Ad Extensions

Next, you can create any ad extensions you want to add to your ads. Including ad extensions on your ads can increase your clickthrough rate by up to 15%.

As a Sports Medicine Clinic, some ad extensions that you should include in your ad are call extensions and sitelink extensions.

A call extension adds your business’ phone number to your advertisements. This makes it easier and more accessible for users to call your office.

Sitelink extensions direct people to specific pages on your website. Some benefits of sitelink extensions are that they can be updated easily, you can see detailed data about your clicks, and you can even create mobile-optimized sitelink extensions.

Some popular sitelink extensions are “About Us,” “Services,” and “Contact Us.” As a Sports Medicine Clinic, you should include relevant information on what patients may be looking for. For example, “Rehabilitation Treatments,” “Orthopedic Services,” or “Insurance Policy.” These are all important topics that injured athletes may be looking into when deciding on a Sports Medicine Clinic for recovery.

Not sure which Ad Extensions to include in your ads?

We Are Here To Help!

include ad extensions to add onto your ads

Ad Group Name & Keywords for Healthcare Advertising

Next, you need to create an ad group name and include the keywords you want that ad group to target. Your Ad Group Name and Keywords should be about one specific topic or service your clinic offers.

For example, if your ad group name is Sports Medicine – Rotator Cuff then the keywords in your ad group should only be about Rotator Cuff injuries. Some keywords can be “rotator cuff shoulder injury,” “sports med rehab for rotator cuff tear,” or “orthopedic specialists shoulder injury rotator cuff.”

If you are still unsure of the keywords you should include in your ad group you can use Google Ads’ Keyword Planner tool. This tool will show you popular keywords related to your business and see the estimated monthly searches they receive. It will also show you how much it costs to target those keywords.

create ad group name and enter keywords for goofle ads for sports medicine marketing

How to Use Keyword Planner

To access this tool click on Tools & Settings on Google Ads.

click on tools and settings in google ads

Then in the Planning section, select Keyword Planner.

choose keyword planner to access tool

Then choose the Discover New Keywords box.

click on "discover new keywords" box

Next, enter the keywords you want to target. You can also enter the location you want to target and the domain of your website so Google can include more relevant suggestions. Click “Get Results.”

discover new keywords example

You will then see popular keywords that users search when looking for the product or services that you offer. It will also give you ideas of the Keywords your Google Ads for Sports Medicine Marketing should target.

keyword ideas for your google ads for sports medicine marketing campaign

Need more help using the Keyword Planner? Check out

Creating your Google Ads for Sports Medicine Marketing

Now that you are done managing the setting of your ad campaign you can start creating your actual Google Ads for Sports Medicine Clinics. Your Google Ads should provide users with the most relevant information related to what they searched for.

Final URL & Display Path

First, you will enter the Final URL for your ad group. Then, you will create a Display Path.

The Final URL is where users will land when they click on your ads. The Final URL should take users to a page dedicated to what the user searched for. For example, if the user searched for Shoulder Injury Sports Medicine, then the Final URL should be dedicated to that specific topic.

The Display Path is the URL that will show on your ad but not the URL where users will land. The purpose of the display path is to give users a glimpse of the webpage they will be directed to if they click on your ad.

final url and display path example for google ads for sports medicine marketing

Ad Headlines

Second, you will need to create your Ad Headlines. Your Ad Headlines should contain keywords relevant to what the user searched. For example, if the user searched for, “sports medicine rotator cuff injury,” then your ads should highlight and include the keywords rotator cuff. You should provide users with the most relevant information or ads so that you have a higher chance of converting them into a lead for your office.

Your Headlines should also include a call to action. For example, “Schedule an Appointment Today,” or “Call Today For A Free Consultation.”

google ads for sports medicine marketing ad headlines examples

Ad Description

Third, you will need to write your Ad Description for your Google Ads for Sports Medicine Marketing. Your Ad Description should include numbers, a call to action, and any promotions you can offer your patients. Your Ad Description should also include keywords related to the user’s needs.

google ads for sports medicine markeiting ad descriptions example

Ad Preview

As you are creating and finalizing the written components of your Google Ads for Sports Medicine Clinics, you will be able to see a preview of what your ads will look like on a desktop and mobile device.

Mobile Device Preview:

google ads for sports medicine marketing mobile device preview

Desktop Preview:

google ads for sports medicine marketing desktop preview

Monitoring Your Google Ads

After you have published your ads you need to check your ads to ensure they are performing efficiently.

You can ensure that they are reaching the correct audience by checking Google Ads to see the search terms your ads have shown for. If you see any keywords that you do not want your ads to show for you can add them to your negative keywords list.

A negative keywords list is a list of keywords that you want to block your ads from showing up for. This can help you save money throughout your campaign and generate more intentional clicks.

You should curate this list of keywords before your ad campaign and continue to add to it throughout your campaign. This can help you reach more relevant customers.

Maintaining your Negative Keywords List can help narrow down the audience your ads are intended to reach.

Before Ad Campaign:

Before your Google Ads for Sports Medicine Marketing campaign, you should create a list of words that you know you do not want your ads to show for. Some of these keywords may be “at-home sports med stretches” or “orthopedic specialists at-home rehab techniques.” These users are not interested in visiting a Sports Medicine clinic in person but are trying to solve their problem themselves, at home. If your ad shows to these individuals and they click on it, it is highly likely that it would be a wasted click and not a lead for your clinic.

During Ad Campaign:

As you monitor your Google Ads for Sports Medicine Marketing campaign, you may notice that your ads are showing up for search terms not related to the services your clinic offers. For example, your ads may start showing up for “Sports Medicine Schools,” or “orthopedic specialist education training,” or even “Sports Medicine School Certificate.” Your clinic most likely does not offer education-related services. For this reason, you do not want your ads to show up for these individuals.

How To Add Keywords To Your Negative Keywords List

First, click on the Keywords tab on the left.

click on keywords tab on the left bar

Next, click on the Search Terms tab. Here is where you will see all the search terms your ads have shown up for. If you see any undesirable keywords that you do not want your ads to show up for, you can add them to your negative keywords list.

click on search term tab to see keywords your google ads for sports medicine marketing have popped up for

Click on the Negative Keywords tab on the left.

then click on negative keywords tab

Then click on the Negative Keywords or blue plus sign.

click on blue plus sign to add to negative keyword list

Now you can add the keywords you do not want your Google Ads for Sports Medicine Marketing to show up for. For example, as a Sports Medicine Clinic looking to bring new patients into your office then you may want to avoid search terms like “at-home sports med rehab stretches” or “orthopedic specialists at-home rehab techniques.” These searches are not high-intent searches. These users are looking to fix their situation at home rather than visit a professional Orthopedic Specialist for proper rehab techniques.

add negative keywords to your list

So, if you are a Sports Medicine Clinic or Orthopedic Specialist looking to bring new clients to your office then Google Ads for Sports Medicine Marketing is an effective way to achieve this goal. Google Ads reach relevant individuals the moment they search for the services you offer. They can help grow your business, generate leads, and bring new patients to your practice.

Do Google Ads for Sports Medicine Marketing sound like a great idea, but you don’t have the time as a Specialist?

Get Started Today!

Read more about the Services We Offer and how we helped an Irvine Practice gain 20+ new patients a month. We can do the same for your practice using Google Ads for Sports Medicine Marketing.

 

Leave a Comment