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Google AdWords

Pay Per Click Advertising 1. Google is Providing Fewer Spots on Page 1 of the Search

Engine Results Page than Ever Before

a. Even if You Do Search Engine Optimization, Your Site May Still not Get on Page 1 of Google Search Very Often

1. This is Especially True if You Are Competing with Websites that Have Been in Existence Much Longer than Yours

2. See Example on Next Page – Free Organic Search Results Account for only 3 Websites on Entire Page

b. Pay Per Click Advertising Gives you the Ability to Get on Page 1 of the Google Search Results Page Immediately

1. But note Image on next page – there is a HUGE Difference Between Ads that Appear at the Top Center and Those that Appear on the Right Column

i. You Can Control Your Position on the Page by Bidding Higher on your Keywords

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2. AdWords is Like an Auction – You Bid on Keywords

i. Most Therapy Keywords Cost Between $2.50 - $4.00 (may be higher in very competitive areas)

EXAMPLE OF GOOGLE ADWORDS RESULTS FROM SEARCH FOR ‘marriage counseling orlando’

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2. Campaign Settings are Crucial for Success with AdWords

a. Location Where Your Ads will be Viewed

1. Keep within 15-30 Miles of Your Office Address

b. Time of Day Ads Run

1. Ads Restart at 12:01 am Unless you Configure it

Otherwise

2. Do You Want to Use Up Your Entire Budget Between Midnight and 6:00 am?

c. Daily Budget

1. You Decide on How Much You Want to Spend Per Day

2. Your Ads Will Keep Running Until you Reach Your Daily Budget

i. EXAMPLE: Each click costs you $3 and you Have a $15/day Daily Budget. After 5 Clicks Your Ads Disappear Until the Next Day

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3. What to Expect:

i. Most Therapists Will Get ONE New Client per MONTH for Every $5/Day That they Spend on their Daily Budget – if they Take Insurance

ii. Fee for Service Practices May Find it Takes $10/day to Get One New Client per Month

iii. You Should Expect that It Will Take 70-80 Clicks to Get One New Client

3. Important Items to Note

a. Ad Extensions Will Improve Performance

1. Location Extension

i. Links up to your Google Places Account

2. Sitelinks

i. Allows you to Add up to Six Additional Links on the Page, Making Your Ad – When it Appears on the Top Center – Appear Much More Prominent

ii. Sitelinks Get a 30% Higher Click Rate than Regular Ads

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EXAMPLE OF SITELINKS:

3. Call Extension

i. Enables ‘Click to Call’ on Smartphones – Much Better than a Visit to your Website

a. Smartphone Searches Now Account for as Much as 40% of All Searches for Therapists!

Joe’s AdWords Clicks in July 2013:

b. Be Sure Your Site Looks Okay on an iPhone or Android screen