Google Ads for a care agency can be very competitive because there are many agencies running ads to reach potential clients. And that’s true for large cities like Los Angeles, New York, and others because the demand is high.
However, many care agencies are seeing the benefits of running pay per click (PPC) campaigns in Google Ads. And that’s because it allows you to target people who are actively searching for an agency online for their loved ones or themselves.
In this article, I’ll be offering some tips on Google Ads campaign set up for a care agency. And this should help you create the most effective campaign for your business.
1. Campaign Objective
First, you need to set a campaign objective to get guidance from the machine learning system on the campaign type you select and features you set. As you’ll see, there are multiple campaign objectives in Google Ads for a care agency to select from.
The ideal Google Ads objective for a care agency is the Leads objective. This helps you to target quality leads in the quantities that are necessary for you to run a successful account
2. Campaign Type
Next, you’ll select one of the campaign types that’s available for a ‘Leads’ objective. This is one of the easiest parts of setting up a Google Ads campaign for a care agency because of the features you get with each campaign.
For example, with a Search campaign, you’ll get to target people who are searching for a care agency in the locations that you’re targeting. So, you’ll be able to reach highly targeted searchers who are in the market for your type of services.
And this is one of the main reasons why a Search campaign will be the most suitable for your care business.
3. Campaign Budget
Setting a Google Ads budget for your care agency can be a challenge. How much should you spend to get the best returns so you can reach your goals? This is the question many agencies struggle with when setting up and running pay per click campaigns in Google Ads.
Fortunately, there are proven ways to set a budget that will help you spend the right amount each month, while running a profitable campaign. And two proven ways are carrying out keyword research and competitor research with tools like SEMRush.
These will give you much insight into your click costs for your chosen keywords. And you’ll be able to see what other care agencies are spending per click and per month on average. And then you can use this information to set your campaign budget.
4. Bidding Strategy
One of the next features you’ll update, or change is the bid strategy control. The default setting for a Leads objective for a Search campaign will be to focus on Conversions. So, this means you’ll start with a Maximize Conversions bid strategy.
This is fine because the system no longer needs historic conversion data to be able to set the right bids to drive conversions. And if you like you can set a target cost per action (tCPA) that states how much you want to pay for each lead. However, it may be best to leave this for later, when you’ve had some traffic and conversions to base your decision on.
5. Keyword Selection
Keywords are at the heart of a PPC strategy in Google Ads. So, you’ll need to find the right ones to promote your care agency. And there are a few approaches to take as you look for keywords to bid on in your campaigns.
Firstly, you should use a keyword research tool like the Keyword Planner tool in your Google Ads account. This tool is free and helps you to carry out as much research as you like and do some forecasting to determine what you’re likely to spend on them as people click on your ads.
Also, carrying out research on other care agencies to see what keywords they are using will help you find new ones to bid on.
6. Text Ads
Your campaign will have multiple ad groups, and each of these you’ll have text ads and keywords that relate to them. And you will create at least one responsive search ad within each ad group.
These ads should reflect the services you offer as a care agency. And they should include key elements like a call to action, keywords, benefits, unique selling points and so on. So, you’ll need to add these in your headlines and descriptions and use as much of the available character spaces as possible.
7. Ad Scheduling
Ad scheduling is a campaign settings feature too and usually you’ll update this before you create your ad groups and text ads. This feature allows you to control the days and hours your ads will appear when people are searching for a care agency in the city or town you are targeting.
You’ll notice that the default setting is to show ads all the time, but you can adjust this to whatever makes sense for your business. However, it’s a good idea to target all times at the beginning and then make changes later as you assess performance.
Conclusion
So, these are the main points to consider as you set up the first Google Ads campaign for your care agency. And this applies for other campaign types too besides Search campaigns.
If you would like more information about setting up a Google Ads campaign for your business, reach out to me today to discuss. I have many years’ experience working as a Google Ads specialist and I’d be happy to help.
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