In fiercely competitive local markets where a robust online presence is indispensable, mastering Google’s local business tools can significantly elevate healthcare establishments. One technique in search engine marketing (SEM) is linking your Google Business Profile with Google Ads, creating a blend that paints a promising future for your digital footprint This article shares the steps to link your Google Business Profile (formerly known as ‘Google My Business’) for maximum impact on your Google Ads campaigns.
Understanding Google Business Profile VS Google Ads
Google Business Profile (GPB) is a free, but powerful digital marketing tool that puts medical practices, “on the map.” When a patient searches for local services, Google will usually return results of medical facilities nearby that can be viewed on an interactive map.
Across the aisle, Google Ads (formerly known as Google AdWords) serves as a potent tool in your digital marketing arsenal, enabling you to reach potential patients at the precise moment they’re searching for healthcare solutions. The magic of Google Ads lies in its targeting capabilities, enabling businesses to tailor their ads with laser-like specificity, a feature particularly salient in the healthcare industry.
The synergy between the Google Business Profile and ads enhances a medical practice’s ability to reach potential patients by combining the organic search benefits of GBP with the targeted advertising capabilities of Google Ads. So, when you link your Google Business Profile with Google Ads through extension features, this drives visibility in search results through pay-per-click and extends into other digital spaces through the Display Network.
Importance of Connecting GBP to Google Ads
Local establishments of all kinds often seek, “How to advertise my business on Google effectively.” The strategic integration of Google Business Profile (GBP) with Google Ads can significantly enhance local PPC campaigns, especially for healthcare providers who operate in a specific territory. By leveraging the demographic insights available through GBP, providers can refine their ad placements for more targeted advertising.
Linking your Google Business Profile with Google Ads not only synchronizes campaign performance, but also fosters a unified digital marketing strategy. Displaying ads on the GBP profile listing adds more visual interest that can help patients remember your facility as a top option for services.
Steps to Connect GBP to Google Ads to Use Location Assets
For decades now, Google has been focused on creating an exceptional user experience, for businesses and consumers alike. The interface for Google’s tools may be intuitive and easy to use, but the trick is knowing which tools to activate and where to access them. When you are ready to link your Google Business Profile with your Google Ads, here are the steps:
Step 1: Log in to your Google Ads account. Click “campaigns,”
Step2: Then select “assets dropdown,” and then click, “assets.”
Step 3: You should see a “+” in the new window giving you a menu of options.
Step 4: Select” Location,” from the list.
Step 5: Select, “Our locations.”
Steps 6: Select “Google Business Profile” then click “Select a Business Profile Manager account,” and select from the dropdown menu.
Step 7: Select and link the account from the next window.
Step 8: If your healthcare facility has more than one location, you can organize linking to GBP under a single Google Ads account.
Inclusion of all your business profiles extends your advertising reach and keeps messaging consistent across all locations.
About Location Extensions (Location Assets)
Location extensions (or location assets) help users readily access business information (like location) when viewing a Google Ad. Per Google, “With location assets, your ads can display information such as your address, a map to your location, or the distance to your business to help people find your stores. People can then click or tap your location when shown with your final ad to get further details about your location on your location page, which includes the most relevant business information all in one place.”
The advantage of promoting services on Google is that search engine users usually have a strong commercial motive behind their searches. When your location and contact information is constantly present with Google Business Profile ads, this provides a seamless way to take the next step and become a new patient.
Summary: Enhancing Pay-Per-Click (PPC) with Google Business Profile (GPB) and Steps to Link “Google My Business to Google Ads
Google Business Profiles (GBP)—formerly known as “Google My Business” —are instrumental in localized search engine marketing (SEM). In other words, Google’s business listings system will appear in most searches where local search intent is detected. So, when healthcare businesses run Google Ads, they can integrate “location assets” from the GBP to make becoming a new patient even easier when users are actively searching for services.
Google’s business tools are relatively intuitive to navigate, but to get the best use of their Ads platform, it helps to know how to access and activate ad enhancements. How to link the Google Business Profile to Google Ads is covered in these eight easy steps:
- Log into your Google Ads account.
- Select “Campaigns,” then “Assets dropdown,” then “Assets.”
- Find the “add,” symbol (+) to open the menu.
- Select, “Location.”
- Select, “Our locations.”
- Select “Google Business Profile,” and, “Select a Business Profile Manager account.”
- Choose the appropriate account from the dropdown menu.
- If you have more than one GMB profile, you can organize them all under a single Google Ads account.
Take Steps to Be More Competitive in Local Search Results with iHealthSpot’s Google Business Profile Optimization
As the healthcare market continues to heat up competitively, medical practices will need to carve out a strategy for an increased visibility online. As a core component of a strong online presence in local search results, Google Business Profiles are a premier asset, and can even make Google Ads more effective. Reach out today to learn more about how to get your healthcare brand in front of more patients with our digital marketing solutions.
