Running Google Ads for an ABA therapy clinic can be really frustrating. You put in a lot of money. Hope that something good comes out of it. The number of clicks goes up. The impressions look good.. The number of people who actually come to your surgery remains the same. Nobody can work out why the numbers don’t add up. This is a problem that many ABA clinic owners face. It usually happens because of a simple problems that can be fixed.
Getting more from your ad spend is not about spending money. It is about spending your money in a way. You need to have a strategy that is made for how families search for ABA services. Here is what really works.
Target the keywords, not just the popular ones
Keywords like “autism therapy” or “behavior therapy” get a lot of people to look at your ad.. Many of those people are just looking for general information or are not even in your area. You still have to pay for those clicks.
An ABA ppc therapy company that knows what they are doing will build their ads around keywords that people use when they are really looking for a service. For example “ABA therapy near me”. In-home ABA services for toddlers” or “ABA therapy that accepts my insurance”. These people are more likely to call you because they are really looking for a service like yours.
Fix Your Geographic Targeting
A lot of money is wasted on ads because the target area is too big. If your clinic only serves an area but your ad is shown to people all over the city you are wasting your money. You are paying for clicks from people who can never come to your clinic.
Make sure your ad is only shown to people in your area. You can also make ads for different parts of your area. This will help you spend your money on people who can actually come to your clinic.
Send traffic to the landing page
One of the mistakes clinics make is sending all their ad traffic to their homepage. If someone clicks on an ad about a service they expect to go to a page about that service. If they go to your homepage instead they will probably leave away.
Make sure that the page people go to after clicking on your ad is about the service they are looking for. This will help them find what they are looking for faster and trust your clinic more. If you have services or locations make a different page for each one. This will really help you get more people to come to your clinic.
Write ad copy that speaks to parents, not algorithms
When parents are looking for ABA therapy they are really stressed out and unsure of what to do. They do not care about ad copy that could be for any healthcare business.
Your ad copy should talk about what parents care about. This includes things like who will be supervising their childs care, if you accept their insurance how they have to wait for an appointment and how easy it is to get started. If you work with a aba marketing agency that knows about ABA therapy they can help you make ad copy that really speaks to parents.
Track what happens after the click
Your add is getting too many clicks. It does not matter if they did not make it into your clinic. What happend after people clicking your ad determines its effectiveness. Did they call you? Did they fill out a form on your website? Did they actually come in for an appointment?
If you don’t track what happens after someone clicks on your ad you are guessing. You will need to build a system that tracks when someone calls you or fills out a form. This will help you see which ads are actually working and which ads are not. “Then you can spend your money on the ads that do work.”
Use keywords to cut wasted spend
Negative keywords stop your ad from being shown to people who aren’t looking for your service. Without keywords your ad might be shown to people who are looking for a job at an ABA therapy clinic or just doing a school project or are looking for free resources. These people are not going to come to your clinic.
You should regularly look at the searches that people are doing when they see your ad and add keywords to your list. This is a way to stop wasting your money on clicks that will never turn into actual clients.
Combine PPC with a strategy
PPC ads work best when they are part of a plan. When you use PPC ads with types of marketing like search engine optimization and social media they all work together to help you get more clients.
A parent might see your ad on Google then look at your reviews then check out your media and finally call you. If any of those steps are weak the whole thing falls apart. This is where a good marketing agency can help. They can make a plan that includes all of these things and helps you get the most out of your money.
Getting the Most From Your Budget
None of this requires a massive budget increase. Most clinics can get results without spending more by making a few small changes. It could allow better keyword targeting and tracking, and provide targeting with regard to where your keywords end up on landing pages and a good tracking of them. These tweaks in keyword tracking may add up, at the end of the day.
Sometimes ads don’t work, if, they aren’t strategized well. It may not be an approach that is suitable for ABA therapy clinics.
FAQ’s
How much should an ABA therapy clinic spend on Google Ads?
The amount of money you should spend on Google Ads varies depending on your area. How much competition you have.. Most clinics start to see good results when they spend a few thousand dollars a month. What is more important than how much you spend is how well you target your ads to the people.
Why are my ad clicks not turning into phone calls?
This usually happens because your ad does not match the page that people go to after they click.. It might be because your targeting is too broad. Addressing these two issues can in fact help you receive phone calls without having to spend more money.
So for my ABA clinic, should I get PPC or SEM?
PPC advertisements are really useful for quick success. Seo is better for long-term results. Clinics that use both tend to do the best because PPC can fill in the gaps while you are waiting for your SEO to kick in.
What makes ABA therapy PPC different from other industries?
ABA therapy is different because it involves a long and emotional process. Parents are getting very anxious and do not know where to take it. They also have to think about things like insurance. How long they have to wait for an appointment. You cannot have one standard strategy to use PPC ads for your ABA therapy clinic.
PPC campaigns are what time do results become visible?
Most clinics start to see results, from their PPC ads within two to four weeks. This is because PPC ads can get you results fast unlike SEO which takes longer to kick in.. You still need to keep track of how your ads are doing and make changes to get the best results.