Optical Prism September 2021 | Page 46

OPTICAL PRISM | FEATURE
While this sounds like the advertising dream , Google has been in the game for a long time now . After 21 years , do Google Ads still work ?
DO GOOGLE ADS STILL WORK ?
YES , even after all this time , Google Ads are still incredibly effective . Even though the competition of digital advertising has increased ( mainly among social media ), the value of Google Ads is still extremely high . This has been achieved through Google ’ s efforts for continued innovation and improvement on user and advertiser experience .
In the world of digital marketing , your practice has lots of options for your budget . However , none of the other areas can match Google in the three features below .
Demographics
As a practice , you ’ re aware of who you want to target . Purchasing Google Ads allows you to specifically select who you want to see your ads .
This means 100 per cent of your ad spend is put towards your ideal prospective patients .
Analytics
In general , analytics is what makes digital advertising one of the most effective methods of advertising . Google Ads takes this to another level .
Google Ads provides you with exact data on where your prospective patients are coming from and who they are . As the advertiser , these numbers allow you to make changes to your ad on the fly , increasing the effectiveness of your ads .
Timing
Now that your practice has precise analytics on your ads , you have timing on your side . For example , if you have recently started running a certain ad and it ’ s performing extremely well , you can increase your ad budget ( increasing the benefits of the ads ).
What ’ s more , these ads drive immediate results .
If your practice runs ads for dry eye therapy , bookings can occur within minutes !
GOOGLE ADS & OPTOMETRY PRACTICES
As an optometry practice , your goal is to book appointments . Whether these appointments are for one of your unique services or a routine eye exam , you need to reach prospective patients with your message .
Google Adwords work well because they actively go after the consumer who is searching for an eye care provider making them very qualified ads to be running . In the past , advertising was looked down upon because there was no way to show direct results . Google Ads provides your practice with clear , exact results from your ad spend .
Even though they have been around for over 20 years , Google Ads is still one of the best places for your practice to spend its marketing dollars . OP
Austen Kazakoff is a copywriter for Marketing4ECPs , where he gets the opportunity to share his love of storytelling with eye care practices all over North America .
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