Utilize this popular search engine advertising method to convert website traffic into patients.

Since 2000, Google Ads have quickly grown as one of the top ways for private practices and businesses to increase website traffic. Pay-per-click (PPC) modes of advertising are quite effective in connecting with local and global audiences and steering them toward targeted sites.

Google Ads, in particular, are one of the best forms of online advertising, as 90% of desktop searches happen on Google, according to Statista. With most consumers using this search engine for their everyday searches, it is understandable why so many businesses and private practices lean on Google Ads for more exposure.

However, the process of launching an advertising campaign on Google Ads is not a slam dunk. Check out our top pros and cons about using Google Ads to drive local patients to your ophthalmology private practice website.

THE PROS

When it comes to using Google Ads, we see quite a few more pros than cons! In fact, the average return on investment (ROI) for Google Ads is a whopping 200%, according to Google Economic Impact. So, this would result in an ophthalmology private practice making $2 for every $1 spent on Google Ads!

Google Ads pros:

• Efficiently reach your target audience
• Track ad success rates
• Easily manage advertisement costs
• Passively drive traffic to your practice website

THE CONS

When used correctly, Google Ads can play a huge role in the online success of any private practice. However, the key to reaping those benefits is to be diligent in making sure your audience’s path from the ad to your “Book an Appointment” page is optimized and streamlined.

For instance, a private practice can have a very compelling Google Ad but lose out on hundreds of potential patients if their website is confusing or doesn’t offer an online booking option. View Google Ads as helping potential patients get their foot in the door and your private practice site as the real seller on why they should book an appointment with you.

Google Ads cons:

• Involves trial and error
• Can become expensive
• Requires time and patience
• Needs research to get started

PLAY THE LONG GAME

When it comes to Google Ads, you need to leave room for some trial and error. Businesses rarely get it right the first time and often need to review and analyze their Google Ads data. From there, they can use that information to make important adjustments to their ads and website to further optimize their potential.

Google Ads data can be quite revealing about the effectiveness of your private practice site. Ophthalmology sites that receive a lot of traffic but no bookings may need to take a look at the structure and wording of their website. Furthermore, private practices that receive no clicks at all on their Google Ads may need to adjust and tweak their ads until they receive attention.

While it may take time and effort, private practices that play the long game with Google Ads are the ones who should see that 200% ROI! OM

To review more articles geared toward helping you extend your online private practice reach, visit abrahameye.com/blog .

Richard Zimbalist, OD, FAAO is owner of Ignite Medical, a medical digital marketing agency (ignitemedicalco.com ), and COMO Web Designs (comowebdesigns.com ).

NATHAN ABRAHAM, MD is owner of Abraham Eye Center (abrahameye.com).