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Bowen Therapy Google Ads: 17 Ways To Build Your Practice – (PART 2)

Bowen Therapy Google Ads: 17 Ways To Build Your Practice – (PART 2)

 

In this thorough and exhaustive guide to Bowen Therapy Google Ads, I’m going to take you by the hand, and guide you step-by-step through 17 ways to build your Bowen Therapy Practice with Google Advertising in 2021. 

 

Let’s just be real: a lot of ‘gurus’ out there try to convince you on how ‘easy’ digital marketing is to build your holistic therapy practice – but for anyone who has tried before, you probably already know that it isn’t that easy!

 

I’m here to provide you with the best and most comprehensive information I can to help you succeed and build your practice. 

 

My goal is simply to be different from the rest. 

 

I’m going to lay out a simple, easy to follow road map, that takes you by the hand, and guides you on exactly how to grow your Bowen Practice using Google Ads. 

 

Yes it will take some hard work and elbow grease, I won’t lie to you about that – but you will finally have the necessary tools you need to be successful in building your therapy clinic. 

 

In this comprehensive guide, I’m going to lay out in simple steps, 17 of the most important digital marketing strategies to launch your Bowen Therapy Google Ads, to grow your practice and be more successful. 

 

And, I’ve fully updated it for 2021!   

 

And for the complete Bowen Therapy Google Ads guide – jump to any section here!

Bowen Therapy Marketing: Google Ad Guide Part 1

Bowen Therapy Marketing: Google Ad Guide Part 2

Bowen Therapy Marketing: Google Ad Guide Part 3

 

In This Post We’re Going To Cover How To:

 

  1. Campaign Types
    1. Sales Campaigns
    2. Traffic Campaigns
    3. Awareness Campaigns
  2. Keywords
  3. Negative Keywords
  4. Targeting
    1. Demographics
    2. Location
    3. Devices
  5. Audiences
  6. Budgets
  7. Your Irresistible Bowen Therapy Offer

 

Alright – let’s get into it!

 

  • Campaign Types

 

When setting up your first Bowen Therapy Google Ads Campaign, you’ll need to choose your campaign type. 

 

Now, campaign types are less important with Google Ads than they are with Facebook Ads, however they are still important to know. 

 

There are many different different campaign types available, however the main three that we’ll focus on today are:

 

  • The Google Ads Sales Campaign
  • The Google Ads Traffic Campaigns
  • The Google Ads Awareness Campaigns

 

Let’s get into the specifics:

 

  • Sales Campaigns

 

The Google Ads Sales campaign is designed specifically to drive more sales and conversions. 

 

Now I’ll link to some instructional tutorial videos below, but you’ll be using the Google Analytics and Google Tag Manager that you setup above to run your conversion events. 

 

Effectively, conversion events are triggered through GTM, then documented in GA and finally are recording in Google Ads to track your conversions against ad spend. 

 

Yes, I know it is complicated. Yes, I know it is convoluted. But once it is all set up, the systems run beautifully. 

 

It is hard to describe the feeling after you’ve put in all that hard work setting up your events and triggers, and when you start running that Google Ads Campaign, and you see those first conversion events starting to be recorded.

 

It is a moment of complete bliss, without equal. Okay, maybe I’m a nerd and I love this kinda stuff 🙂

 

This video by Ivan Man details exactly step by step how to get your Google Ads Conversion Events set up and running:

 

 

To go even more in depth, this tutorial by the Surfside PPC details even further how to set up more Google Ads Conversion Events:

 

 

  • Traffic Campaigns

 

Google Ads Traffic Campaigns are designed quite simply to get more traffic and more people to your website. 

 

They’re not necessarily designed to get you more sales and customers, but just to get more users on your site. 

 

So why would you want to run a traffic campaign anyway? 

 

Traffic campaigns are ideal when you have content like a blog, and you just want to get more people reading your blog. 

 

Getting blog traffic to rank organically, can be slow and take a lot of work. 

 

However for a few dollars, or even a few pennies, you can get users around the world reading your blog. It’s that easy. 

 

Traffic campaigns can also be a great way to get users onto your website to tag them and hit them later with a remarketing campaign (more on remarketing below). 

 

  • Awareness Campaigns

 

The beauty of the Google Ads Awareness Campaign is just to generate more awareness for your brand. 

 

Now I know that sounded extremely ‘market-y speak’, but what I mean, is that an awareness campaign is the best way to get your message in front of the most number of people possible. 

 

They may not visit your website, and they may not purchase from you, but they have become aware of you. They’ve seen your ad and they’ve heard your message. 

 

So why run an awareness campaign? 

 

The awareness campaign is a long-term play. As in, it likely won’t generate immediate sales for you, but it will help to build and grow your audience in the long-term. 

 

Meaning that if you run future ad campaigns, these people will be that much more likely to buy from you, as they’re already familiar with you. 

 

  • Keywords

 

One of the primary things that makes Google Ads different from other advertising and marketing platforms, is the use of keywords. 

 

With Google, users go to Google and search for very specific solutions to their problems. And you have an opportunity to get your message in front of them, right at that moment when they’re searching. 

 

If someone is searching for “Bowen practitioner in Victoria”, and you’re a Bowen Practitioner in Victoria – then this would be the perfect time and person to get your message in front of them. 

 

Keywords in Google allow you to bid on exactly the search terms you want to show up up. Meaning, that you’ll never spend money on clicks from people who aren’t directly searching for your services. 

 

This is a great way to be more economical and efficient with your ad spend. 

 

Examples of keywords worth bidding on would be (and adjust for your specifics):

 

  • Bowen treatment
  • Bowen therapy
  • Bowen therapist near me
  • Bowen therapist in [your city]
  • Bowen therapist in [your neighbourhood]
  • Alternative bowen solutions
  • Back ache
  • Joint pain
  • Trouble sleeping

 

Take some time and think about all the keywords and search terms you’d like to bid on. These should be reflected in the types of services you offer and your specific geography and location. 

 

Be as specific as you can. 

 

  • Negative Keywords

 

As discussed earlier – negative keywords are essential to make sure that you’re only bidding on the most directly meaningful search terms for you. 

 

For example, if someone is searching for “cheap bowen treatments” or “bowen classes” – neither of those search terms is likely going to be actually relevant for you. 

 

Those aren’t your ideal clients, and you shouldn’t be paying for them to click on your ads. That would be a real waste of your money. We want to be efficient here!

 

My basic list of negative keywords that all accounts should use are:

 

  • Free
  • Cheap
  • Discount
  • Bargain
  • Job
  • Career
  • Training
  • School
  • Course
  • University
  • College
  • Instruction

 

This is the starter list of negative keywords that I recommend every Bowen Therapy Google Ads Campaign uses, however I do highly recommend that once your campaign is up and running, you review your search terms each month. 

 

You may find that there are certain searches that are making it into you Google Ads Campaign, that are not actually directly relevant to you and your business. 

 

I recommend updating your negative keyword list as soon as possible to ensure that these keywords do not keep returning for future searches. 

 

The goal here is to be as efficient and effective with your ad spend as possible. This list is intended to remove as much waste as possible from your searches.  

 

  • Targeting

 

While the strength of Google Ads lies in its Keyword targeting, there are still more levels of detailed targeting that help you to further refine to ensure that your ads are really only just showing to the right users. 

 

  • Demographics

 

Demographics are the ‘who’ that your ads are showing to. This reflects their age, gender, parental status and income level. 

 

For example, you could set up your Bowen Therapy Google Ads to target specifically those users who are 35-55, female, parents and earn in the top 30% of income. 

 

Adding this layer of demographic targeting is extremely powerful as it allows you to narrow down your ad spend to only those users who most directly fit within your your ideal client list. 

 

Every business has a persona of their ideal client – that person who they most directly connect with – and this is exactly who we want you to focus on. 

 

  • Location

 

Location targeting is of critical importance to get right. 

 

Like I said in my intro, it breaks my heart when business owners who live in say Montreal, end up accidentally spending their money in Nigeria or Mozambique. No disrespect to those countries – but I doubt they will be signing up for your Bowen Therapy sessions…

 

Your ideal location targeting will be dependant on your city and how dense it is. For local businesses, I generally recommend running ads in a 5-10km radius directly around your business. 

 

You can also target by post code. So if you know there are specific post codes nearby that would be filled with your perfect ideal client, then go ahead and target them. Additionally, if there were certain post codes that you just knew would not be good for business, you could exclude them from your targeting. 

 

Also, if you live somewhere more rural, you may need to look at more of a 25 or even 50km radius. 

 

Last thought: if you do run an eCommerce store that allows you to sell nationally, or even internationally, then you could start another campaign, specific for eCommerce sales that allows you to target that greater geographic area. 

 

  • Devices

 

The last point of targeting is user devices. 

 

Google gives you 4 options:

 

  • Mobile phones
  • Computers
  • Tablets
  • TV Screens

 

Now, you may be wondering why Google gives you options to target different devices. 

 

The truth is that the user experience of your website is entirely different dependant on what device the user is on. 

 

The formatting will look different on a tablet than a desktop, and on mobile the page load speed and user experience becomes extremely important. 

 

Think about it: users on desktop are generally older individuals, who are sitting down, and have more leisurely time to navigate around your website. They have a mouse and keyboard and can easily interact with your site. 

 

By contrast, the user on mobile is typically going to skew younger, they’re going to be on the go, running to catch their bus, their data speed is slow, mobile pages load slowly, they have to pinch and drag with their fingers to see different parts of your site, and it is incredibly difficult to fill in all those forms on your website. 

 

Starting to see the picture here? 

 

Firstly, I recommend setting up your website to be entirely optimized for mobile, however that is a discussion for another day. 

 

But in the meantime, if your site has not been properly optimized for mobile, and you run a Google Ad Campaign and find that users on mobile just are not engaging with your content or converting, then the easiest short-term fix may just be to turn off traffic to mobile phones. 

 

In fact, I’d recommend if you’re just starting out and your website has not yet been properly optimized to full turn off Mobile, Tablet and TV traffic, by reducing the bid adjustments on each of them by -100%. This will effectively turn them off. 

 

  • Audiences

 

As I mentioned in the intro, Google Ads gives you a lot of options around the audiences that you target, specifically allowing you to target: Affinity Audiences, In-Market Audiences, Observation Audiences and Targeted Audiences. 

 

The genius behind Google Ads is the massive amounts of Machine Learning that goes on behind the scenes. 

 

This means that Google has a very good understanding of it’s users, what they like, what they don’t like, and more specifically what they’re likely to buy in the immediate future. 

 

This means you can get even more specific and targeted with your Google Ads, by targeting those users specifically looking to buy what you’re selling. 

 

As you can see with all these targeting options we’ve gone through – they all effectively layer on top of each other, meaning that once you get down to the specifics, you’re starting to get extremely granular. 

 

This is super important when running an ad campaign, as it allows you to ensure that your advertising is being most effectively spent. 

 

I’ll explain each one:

 

  • Affinity Audiences:

 

Affinity audiences are good bread and butter audiences, however given the choice, I’d recommend starting with In-Market Audiences (below). 

 

However for completeness for your Bowen Therapy Google Ads, affinity audiences are those people that are ‘generally into a thing’. 

 

I know that sounds vague, so let me explain more: there are people that are into things like comics, or yoga, or healthy eating, or cars, or home improvements or gardening – these are essentially hobbies that people are into. 

 

Now, these people aren’t necessarily looking to buy anything right this moment, but they are people that have been known to like that thing. 

 

Why are affinity audiences important?

 

Well if you’re trying to market your bowen therapy services, you’re likely going to want to connect with people that are in the affinity audience of alternative medicine, or those who are into health and wellness. 

 

This allows you to be more specific with your ad campaign targeting. 

 

  • In-Market Audiences

 

In-Market Audiences are where things get really interesting and juicy. 

 

Essentially, Google has a very good understand of who exactly is about to make a purchase, and what it is that they’re looking to purchase. 

 

As a clear example, one In-Market audience is “In-Market For Travel” – these are users that are in the process of planning their vacation. 

 

They’ve likely been visiting expedia, booking hostels, looking on trip advisors, finding tourist sights to see, and finding flights to book. 

 

Google looks at all this data and say “this person is looking to buy travel stuff!”. 

 

It can get even more specific and know that someone is looking to book travel to Canada, or to the US or to the UK. 

 

So if you work in the tourism industry, these are definitely audiences that you’d want to target.

 

Now, this does break my heart a little bit, but as Google is very controlled about anything to do with medical conditions, there are no in-market audiences that are directly applicable for Bowen Practitioners. 

 

However you could use some indirect targeting, for example if you targeted users who were in-market for ‘sports equipment’, well if they’re older than 45, then there’s a good chance they’ll have a minor injury, say roll and ankle or tweak their back, and may shortly be in need of your services. 

 

Again, not directly relevant, however could still be useful. 

 

  • Observation Audiences

 

Observation Audiences, are as the name implies, allow you to observe the performance of your audiences without influencing whether Google bids on them or not. 

 

What this means, to be more clear, is that you could add all 500+ individual audiences to your campaign (I speak from experience, I have done this myself), and allow them all to run. 

 

What you may find, is that despite my warning above of having no directly relevant audiences, you may find that a certain audience (say comedy movie fans, or foodies, or travel fans) may inadvertently become your most popular audiences – as they’re the ones who actually sign up for your services. 

 

The beauty of running ‘observational’ audiences, is that it allows you to literally test all of your audiences, compare them against conversions and see which ones actually perform.

 

Once you’ve run your campaign for enough months, the results may start to surprise and shock you. 

 

You may find there was a whole audience out there that loves you, that you had no idea about. 

 

  • Targeted Audiences

 

Now, once you’ve run your Observational Audiences for several months and you’ve found your top 5 or 10 audiences that just keep consistently converting at high rates, what you can do is switch over to Targeted Audiences. 

 

This forces Google to ONLY show your ads to users in those audiences. 

 

Which means that if your idea audience is NOT Tavel Buffs, then they will no longer be seeing your ads. 

 

This is a great way to become more economical and efficient with your money, once you’ve narrowed down to your core audience. 

 

I don’t recommend switching to targeted audiences, until you’ve clearly defined your best audiences. 

 

  • Budgets

 

Budgets, Budgets, Budgets. 

 

When it comes to paid ads, everyone gets super concerned about their budgets (and rightfully so). 

 

Nobody wants to waste money online. And in truth, most people still feel a certain level of skepticism around paid online digital advertising. 

 

It’s not too shocking. I believe that most people (including myself, trust me) have been burned in some way by their digital marketing efforts. 

 

It’s not fun, and it creates a whole level of fear and apprehension which is total unnecessary. 

 

Now to be clear: I don’t recommend investing large sums of money until you’ve proven that your concept works, but where a lot of Bowen Practitioners mess up, is that they don’t invest enough money upfront. 

 

It is important to invest enough money to test whether your campaigns will be effective or not. I recommend starting with a minimum of $10/day, but ideally that is $20/day. 

 

Running a campaign for $20/day for 1-3 months will be enough to get a clear understanding of whether the campaign is effective or not. 

 

If you don’t spend enough money, you won’t have enough data to actually understand whether or not your campaign is working for you. 

 

I know this is a touchy subject. Money is tight for most people, and the thought of losing a couple grand is enough for most people to close tight their wallets. 

 

And I can’t say I blame you. 

 

My recommendation is to start small and start simple. Start with $10/day, and have a simple objective: lead gen on your website. 

 

Run your campaign for a month, and see how many emails and phone calls you get. 

 

If after a month your results aren’t stellar, it is not necessarily a reflection that the campaign didn’t work, but could perhaps indicate areas where your website could be improved, or your core offering further enhanced. 

 

If people aren’t’ chomping at the bit to come see you, then it is likely that your offer isn’t exciting enough to get users to actually pick up the phone and call you. 

 

Let’s make your offer so clear and so tangible and so real, that users in the worst pain, know instinctively that they have to come see you to have their pain managed. 

 

See my point here? 

 

Go slow and grow. It’s a marathon, not a sprint. 

 

And don’t listen to those ‘gurus’ who say you have to invest tens of thousands of dollars a month – that is just insanity. 

 

  • Your Irresistible Bowen Therapy Offer

 

I get it – you didn’t learn Bowen Therapy because you especially loved sales and marketing. I get that. You got into Bowen because you wanted to make the world a better place through alternative and holistic therapies that work with the body to heal, instead of filling it with pills and prescriptions that ultimately cause more harm than good. 

 

However, in order for you to save the world, you need clients walking into your Bowen Clinic. 

 

Unless clients are walking into your clinic, you don’t have a business, and you can’t save the world, you just have a dream. 

 

So how do you get clients to walk into your clinic?

 

The irresistible offer. 

 

Put yourself in your clients shoes for a second. They’re busy, they’re scrolling their newsfeeds, they’re in pain but they feel frustrated. They see offers all over the place, and they’re unsure who they can even trust. 

 

Enter your irresistible offer. 

 

The purpose of your irresistible offer, is to offer so much incentive and excitement, that your future clients have no choice but to sign up with you. 

 

So what does an irresistible offer look like? Here are some simple ideas to get started with:

 

  • First session is free
  • For chronic cases, offer a VIP members offer for recurring monthly visits
  • Offer a guarantee – that their issue will be solved within 6 sessions or their money back
  • Friends and family discount for those who refer their friends and family to come see you

 

These are the kind of offers that incentive users to take action. And that is ultimately the most important thing here: getting your future clients to take action and book their first appointments with you. 

 

This video by the legendary Russell Brunson of ClickFunnels, takes you through exactly how to setup and create your irresistible offer:

 

 

And for the complete Bowen Therapy Google Ads guide – jump to any section here!

Bowen Therapy Marketing: Google Ad Guide Part 1

Bowen Therapy Marketing: Google Ad Guide Part 2

Bowen Therapy Marketing: Google Ad Guide Part 3

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