ChiroCandy Podcast Episode 180: New Patients From Google Ads (ft. Bailee Bragg) - Detailed Summary

Release Date: September 24, 2024

In Episode 180 of ChiroCandy: THE Chiropractic Marketing Podcast, host Billy Sticker and co-host Matt Keenan delve into the effective utilization of Google Ads to attract new chiropractic patients. Featuring a special guest, Bailee Bragg, the Google Director at Kairo Candy, the episode offers invaluable insights into optimizing Google Ads for chiropractic practices. Below is a comprehensive summary of the episode, highlighting key discussions, strategies, and expert advice.

1. Introduction to Google’s Dominance in the Digital Landscape

The episode kicks off with Matt Keenan emphasizing the vast reach of Google in the internet ecosystem.

• Matt Keenan [00:00]: "Approximately 4.97 billion people use Google."

Bailee Bragg concurs, highlighting the platform's extensive user base and its critical role in digital advertising for local businesses.

2. Evolution of Kairo Candy’s Google Ads Strategy

Bailee shares her journey and the transformative changes she implemented since becoming the Google Director at Kairo Candy.

• Bailee Bragg [02:52]: "Google is an advertising platform. Like, their goal is to have you spend money."

She explains the initial approach of following Google's standard practices and how collaborating with an experienced agency owner expanded their strategies beyond Google's recommendations, leading to improved conversion rates and more effective keyword management.

• Bailee Bragg [03:07]: "Google is trying to get a little bit money."

• Bailee Bragg [03:52]: "We just have the opportunity to do this. Just because Google doesn't tell you about it doesn't mean you can't do it."

3. Manual Optimization vs. Automated Systems

The discussion transitions to the importance of hands-on management of Google Ads versus relying solely on automated systems.

• Bailee Bragg [04:16]: "We're picking the bids for every single keyword. It's like, Google, step back. We got this."

Bailee contrasts this with experiences on platforms like Facebook, where automated recommendations can often misalign with the specific needs of chiropractic practices.

• Bailee Bragg [05:30]: "Google is kind of just like, Google's great. They will give you good recommendations, but you have to be putting your eyes on it because they will just auto apply anything if you let them."

4. Google Ads vs. Facebook Ads: Understanding the Differences

Bailee elaborates on the distinct advantages of Google Ads over Facebook Ads, particularly in terms of user intent and ad relevance.

• Bailee Bragg [11:29]: "Facebook is like the new generation of cold calling... Google is like being in the phone book and people are looking you up in the phone book looking for a chiropractor."

She explains that Google Ads target users actively searching for chiropractic services, ensuring higher quality leads compared to the more passive, interest-based targeting on Facebook.

5. The Power of Omnipresence in Marketing

A significant portion of the episode focuses on the concept of omniperence—being present across multiple platforms to maximize visibility and engagement.

• Bailee Bragg [14:25]: "It is all about omnipresence. So maybe we didn't catch you the first time or maybe we didn't catch the lead the first time. They were like, maybe later. Well, now we're on Facebook and we're going to keep showing you on Facebook."

Matt Keenan adds to this by illustrating how integrating Google and Facebook ads can create a seamless marketing circle that continuously engages potential patients.

• Matt Keenan [16:08]: "It's almost like you're maximizing your investment when you're doing both of them because they're just going to keep the circle going."

6. Diversifying Google Advertising Options

Bailee discusses the various advertising avenues within Google beyond search ads, including display ads and YouTube advertising.

• Bailee Bragg [19:05]: "You've also got stuff like display ads... you can advertise on YouTube, you can advertise YouTube shorts..."

She emphasizes the importance of targeted display ads to avoid irrelevant placements and the strategic use of YouTube for audience engagement.

7. Leveraging Local Service Ads

A highlight of the episode is the introduction to Local Service Ads (LSAs), a premium feature for local businesses like chiropractic practices.

• Bailee Bragg [22:17]: "Local Service Ads... they're call only. You can kind of go see like their website and stuff. But the biggest thing about local service ads is you don't pay per click, you pay per call."

Bailee explains that LSAs ensure ads are prominently displayed at the top of search results and are only charged when a potential patient initiates contact, enhancing cost-efficiency and lead quality.

• Bailee Bragg [23:16]: "It's pay per call. So Facebook, you pay per impression. So every person that sees it, you're paying for it. Now Google, you're only paying for people that are clicking on the ads."

8. The Unmatched Reach of Google

Concluding the discussion, Bailee reiterates Google's unparalleled reach in the digital advertising space.

• Bailee Bragg [27:25]: "If you're in an area, you've got 100,000 people, you're... you have the ability to reach 90,000 people."

She underscores the necessity for chiropractors to leverage Google Ads to tap into this vast pool of potential patients actively seeking chiropractic services.

9. Key Takeaways and Final Thoughts

Before wrapping up, Bailee provides actionable advice for chiropractors aiming to enhance their online presence through strategic advertising.

• Bailee Bragg [30:02]: "Create omnipresence. Go where your searchers are. Go where your users are."

She emphasizes the importance of being present on multiple platforms to capture and retain the attention of potential patients at various touchpoints in their decision-making journey.

• Bailee Bragg [31:11]: "Omnipresence is... that is the perfect word for it... that’s what we’re going for."

Conclusion

Episode 180 of ChiroCandy offers a deep dive into the strategic use of Google Ads for chiropractors, emphasizing the importance of manual optimization, understanding platform-specific advantages, and adopting an omnipresent marketing approach. Bailee Bragg’s expert insights provide chiropractors with actionable strategies to enhance their online visibility, attract high-quality leads, and ultimately grow their practices effectively.

For chiropractors looking to elevate their marketing efforts, this episode serves as an essential guide to harnessing the full potential of Google Ads in a competitive digital landscape.

Notable Quotes:

• Bailee Bragg [02:52]: "Google is an advertising platform. Like, their goal is to have you spend money."

• Bailee Bragg [14:25]: "It is all about omnipresence."

• Bailee Bragg [22:17]: "Local Service Ads... you're only paying for people that are clicking on the ads."

• Bailee Bragg [30:02]: "Create omnipresence. Go where your searchers are. Go where your users are."

By implementing the strategies discussed in this episode, chiropractors can significantly enhance their marketing efforts, ensuring they remain visible and accessible to potential patients actively seeking chiropractic care.