Google Ads

Background

 

Over the last two decades, online advertising has gone from minimal spend to more than 60% of global advertising spend. This has largely come at the expense of traditional media, such as newspapers, magazines, direct mail, and outdoor advertising. Digital advertising expenditure in Australia has grown to over $13.9 billion a year and this growth really accelerated in the last few years as consumers were forced to do much of their shopping from home.


Excluding Classified advertising, which is of little importance to the hearing care industry, more than half of businesses advertising spend goes to Google. 


Aside from Search Ads, there are more options to consider when investing your advertising dollars with the Google platform. What ad format is best really comes down to:

  • Who are we talking to?
  • What message are we sharing?
  • What do we want we want the target audience to do?

Let’s have a quick look at the options available to hearing care providers.

Types of Google Ads

 

While you may instantly think of Search Engine advertising, this is only one of the nine options available through Google Ads, which include: Search, Display, Shopping Discovery, Video, App, Smart, Local, and Performance Max campaigns.

Search Ads

 

These target people who are actively look for your services and products. Search Ads will generally get the highest click-through rates because people are more likely to have an intent to purchase.  

Search ads appear above the “organic” search results in Google.

 

Increasing success

You  would be aware, the position of where your advertisement ranks will depend on several factors, including:

  • Bid Amount: How much you are willing to pay for a ‘click-though’
  • Ad quality: 
  • How closely does your Ad matches the user’s search terms?
  • How well has your ads click-through rate performed or is expected to perform?
  • How relevant is the content of your website’s landing page? (i.e. If you are advertising “free hearing aids for pensioners”, don’t simply direct people to your website home page. Create a page specific to that offer and message.”
  • User attributes: Including the proximity of the User to your locations.

Types of Search Ads

There are three types of Search Ads:

  • Text Ads: Appear ads on the Search Network and show above Google search results. They has three parts: headline text, a Display URL and description text.
  • Responsive Search Ads: Let you create ads that adapt to show more relevant messages to your customers. We will enter multiple headlines and descriptions, so that and over time Google Ads automatically tests different combinations and learns which combinations perform best.
  • Dynamic Search Ads: If you have a well-developed website or extensive product range, Dynamic Search Ads can your website content to target your ads and can help fill in the gaps of your keyword based campaigns. 

What should Hearing Care providers promote using Search Ads?

We recommend developing Search Ads around the products and services that prospective customers will be searching for, such as:

  • Hearing aids (special offers, invisible, best in noise)
  • Hearing tests (free, doctors reports, instant results) 
  • Free hearing aids for pensioners (special offers, invisible, best in noise) 
  • Earwax clean
  • Hearing protection
  • And more

Tips for creating successful Search Ads

We’ll help you develop highly effective advertisements and copy to help ensure that you pay as little as possible for ads that have the greatest possible results. Here are some simple tips:

  • Be different: Highlight what makes you unique
  • Excite: Include prices, promotions and exclusives,
  • Empower customers: Be very clear on what we want customers to do.
  • Include keywords to increase relevance.
  • Match your ad to your landing page.
  • Think about mobiles: Highlight your proximity to the customer in the Ad.
  • Experiment: We’ll create several versions of your ads and Google will rotate them to determine the most successful and will show best-performing ads more often

Display Ads

 

These are visually engaging advertisements that will appear on millions of websites who generate advertising revenue by placing Google Display Ads on their site.  
Because they appear when someone is looking at other content, they will have a lower click-through rate than Search Ads. However, there are times when they can be really effective:

  • Brand awareness: They’re very cheap compared to search ads, making it easy to get your ads in front of more people.
  • Remarketing: Because of their appearance, display ads visually remind people about your product and encourage them to convert.
  • Compelling Offers: Google will often place displays ads within content that is relevant to your message, so a compelling offer will increase click thorough rates.

Sizes of Display Ads

We will are multiple different sizes that we can create for your Display Ad campaigns, including banners, square ads, and skyscrapers.
Don’t know what size? That’s ok, we can create “Responsive Ads” that Google will make work in a range of different sizes, including reformatting headings, messages, and images to suit different websites.

Video Ads

 

We can create video ads appear on YouTube and on websites running on Google video partners. Because the choice of a hearing care provider or hearing solution is a high-involvement decision, using a video ad can really help deliver a compelling message to potential customers.
An advantage of YouTube ads is the ability to target a specific audience based on their demographic and content they watch.

 

What are they best for?

For hearing care providers, we believe that YouTube ads are generally best for:

  • Remarketing
  • Marketing the aesthetics of a hearing aid
  • Brand building (see example from Widex NZ, which was not done by Spinach Effect).

 

In stream skippable and non-skippable ads

Ads play in the video stream before, during, or after regular YouTube content. There are two types:

  • Skippable: Videos run from 12 seconds to 6 minutes, and viewers can skip after 5 seconds. You’re charged when viewers watch for at least 30 seconds or if they interact with it. So, you will only spend money talking to an engaged audience.
  • Non-skippable: These run for as long as 15 seconds and can’t be skipped. Unlike skippable ads, this format charges companies per 1,000 impressions (known as CPM). Therefore, they are better for the branding ads of companies targeting diverse audiences (e.g. car companies, insurance, fast food) and not so much hearing care providers.

 

 

Local Ads

These are designed to help you provide prospects with the information that they need to decide when and how to visit your hearing centers. Local campaign ads will be eligible to appear across all of Google's properties, including:  Google Search Network, Google Display Network, Google Maps, Gmail and YouTube.
Local campaigns use radius targeting (i.e. the physical distance from your locations that people will still see your ads). The radius varies depending on factors such as: user preferences for travel distance, population density, and existence of competitors.

 

Free upgrade to Performance Max

Google will upgraded Local Ads to Performance Max ads in August 2022.

Find out more


To discuss how you your strategies for attracting and retaining clients using Social Media Marketing, call +61 449 215 344, request a free discussion appointment here (Phone, Skype, Zoom or MS Teams), or complete this contact form below we’ll be in touch very soon.