Pay-Per-Click (PPC)
While PPC is always in flux, some principles remain consistent. Often, focusing on a few well-optimized campaigns can be more effective than throwing spaghetti at the wall.
Providers that are LegitScript-certified can use Google (and Meta) Ads. As the primary pay-per-click platform, Google Ads can measurably drive treatment inquiries. The primary question regarding Google Ads is how efficiently calls, visits, and form submissions can be generated.
The Google Ad platform has grown more sophisticated over the years. Machine learning is heavily used to optimize campaigns, and AI-based campaign types like Performance Max offer faster and more automated optimization. Despite advances, Google Ad campaigns for behavioral healthcare require regular management and insightful use.
Measure the Right Metrics.
Google Ads should be measured by actual treatment inquiries in the form of calls and form submissions. The means of tracking conversions depends on the provider’s CRM systems and admissions team capabilities. Efforts should be taken to evaluate the quality of Google Ad telephone calls and form inquiries. Only when you know that Google Ads are generating specific inquiries can you calculate a cost-per-acquisition. The intensely high competition for mental health and SUD keywords can make a Google Ad cost-per-acquisition quite significant, with conversions costing upwards of $5,000 not uncommon (and often more).
Keep it as Simple as Possible.
Given the nature of Google’s algorithm, creating a high volume of campaigns and ads may not always outweigh focusing on a smaller set of well-optimized campaigns. It is relatively easy to test and optimize keywords using Google’s keyword planning tools and the many other available keyword tools. The ads themselves are self-optimizing, and monitoring a small group of effective ads may be more productive and efficient than maintaining a large stable of them. Additionally, just because Google offers a new campaign type or optimization does not mean these are appropriate or effective for the behavioral health category. Some recommendations may result in irrelevant clicks, wasted impressions, and even questionable practices, such as retargeting.
Know What Searches Actually Matter.
Analyzing the searches that lead to high-quality conversions is vital to Google Ad efficiency. Regularly reviewing and optimizing the search terms people use to find your ads is essential for reducing waste and keeping campaigns focused. Keywords that may seem appropriate at first glance can be red herrings. Not all searches for “rehab,” for example, refer to addiction treatment — many are searching for physical therapy or neurological recovery services. Similarly, being found when people are searching for competitors can lead to frustrated callers finding the ‘wrong number’ when seeking a specific provider.
One of the most effective ways to get the most from Google Ads is to speak with admissions team members to evaluate the types and quality of calls they are getting and following through to see how many qualified calls lead to new client admissions.