What Is Adwords?
Adwords is Google’s system for advertising in the search results.
Google shows an ad for your business in the search results and you pay when it gets clicked. For instance, you can create an ad that shows up when someone searches for “local therapist.”
In this photo, the results along the top and along the right side are Adwords ads.
Why Do Therapists Need Adwords?
Adwords helps you bring new clients to your therapy practice for a very affordable price. I recommend it for almost any therapist.
The average client does about 9 sessions of therapy (source). Let’s assume you charge $100 per session. At 9 sessions per client, that means a new client is worth $900 to you.
Adwords can bring most therapists new client referrals for $200 or less. I know this because I’ve personally helped over 100 therapists get started with AdWords and I see these numbers in most of them.
If you spend $200 to land a client and they pay you $900, you’ve earned $700. That’s a fantastic margin.
Best of all, you can track exactly how well Adwords is performing. You can see how much you’re spending, and how much each new client referral is costing you. So there’s no guesswork. You can know with certainty how successful Adwords is for you.
Why Hire an Adwords Expert?
Here’s the catch.
The $200 per referral number I quoted you? You probably can’t get that on your own.
Adwords is much like poker at the casino — anyone can play, but usually only the pros make money. There’s a lot of strategy that goes into it, and if you don’t know what you’re doing, you’ll lose money.
For instance, you pay for every single click that you receive. If someone searches for “physical therapist” and clicks on your ad, you’ve wasted money. So you need to set your ads to make sure they show up for someone searching for “therapist” and “mental health therapist” but not “physical therapist” — and this can be tricky to do.
Moreover, Adwords rewards effective advertisements. If your ad text gets clicked more than your competitors, Adwords gives you a discount. Similarly, if your ad text gets clicked less, you have to pay more. So one advertiser might pay $3 and one might pay $5 for the same click. Making sure your ads are as good as possible is again something where expertise helps a lot.
And Adwords has lots of different features that a novice probably doesn’t know how to use. You probably don’t know the best strategies for things like structured snippets, dayparting and match types, but a professional does.
I could go on, but the point is pretty straightforward — you get much better results from Adwords when you have a professional manage it. Of course, I’m hoping you’ll decide that professional will be me 🙂
Why Work With Me?
I’ve been an Adwords consultant since 2011, and I have a master’s degree in clinical psychology (I’ll have my doctorate in 2019). I worked at an agency full-time for several years, then shifted to offering freelance help to therapists after entering my doctoral program in clinical psychology.
I was trained by some of the best minds in the business, and I’ve run everything from massive accounts spending over $100,000 per month to campaigns for small clients who wanted to spend their first $100. I understand Adwords inside and out, and as a graduate student in clinical psychology, I understand the world of therapy as well.
Plus, I’m passionate about this. If I can help a therapist grow their business, then they can see more clients, and more people can get the help they need. That matters to me.
The bottom line?
When I say you’re in good hands with me — trust me, you’re in good hands 🙂
What I Offer
I offer three different packages: Starter, Growth and Concierge. All of the plans have the same core features:
- Comprehensive Ad Group Creation: I create at least 10 ad groups for each specialty (each with a unique keyword), so your ads have a great chance to appear no matter how someone searches for you.
- Ad Writing: I match every single ad group with its own unique ad, which means that potential clients see ads that reflect exactly what they’re looking for.
- Landing Pages: I configure these ads to land users on the exact page on your site that has the highest chance of turning them into a new client.
- Negative Keywords: I block irrelevant searches from matching to your ads, so you don’t appear when someone searches for something you don’t offer.
- Technical Wizardry: I also handle all of the technical factors, like configuring your campaign settings, setting bids, and helping you with conversion tracking if desired.
Each of my three packages could be right for you, depending on your marketing goals. Read on to see which one fits you best!
Starter Package – $595
Suggested monthly budget: $200 – $400
The Starter package is designed for therapists who want to try out AdWords without spending too much. With the Starter package, you’ll receive a solid Adwords campaign that will allow you to advertise for three of your specialty areas.
The starter package should you get significantly better results than if you were to advertise on your own, and honestly will probably give you better performance than some AdWords packages I’ve seen from competitors (just compare the included features.) Consider this the Ikea of AdWords packages – it’s not fancy, but you won’t be sorry you picked it (and you don’t even after to assemble it yourself!)
However, the starter pack does have some drawbacks. You are limited to choosing specialties from a list of 25 common specialties (see below.) In addition, your ads are drawn from a prewritten list instead of being customized to your unique practice. Finally, you only have two weeks of included management, and I don’t provide performance analysis or other support.
If you are just testing the waters with AdWords you won’t need those extra features. but if you are planning on spending $500 per month or more on AdWords, or if your practice has a distinct niche or orientation, you’ll probably need a more feature-rich package.
Growth Package – $1295
Suggested monthly budget: $400 – $800
The Growth package is designed as an excellent mid-range pick that balances features and cost. I’ll create an unlimited number of ad groups targeting common specialties, and you also get three niche specialties so you’re covered if you offer a service not included in the list. In addition, I write a custom ad that is fully tailored to your unique practice, which you can set to rotate with a generic prewritten ad or just let run by itself. What’s more, I include a full month of management and send you a detailed analysis of your performance at the end of the month – complete with suggestions for improving performance in future months.
While this is a great option for many therapists, it’s not for everyone. The customization you receive is still limited, only one month of management is included, and you have to wait until the end of the month for a performance analysis. If you are looking for the best service I offer, you’ll want to consider the Concierge package.
Concierge Package – $2250
Suggested monthly budget: $800+
With the Concierge package, I pull out all the stops. Everything that I did for my clients that were spending $100,000+ per month during my agency days, I’ll do for you.
I’ll research every single one of your specialties, no matter how niche or esoteric, and build out ad groups for every single relevant search I can find. I’ll also custom-write ads to your unique practice, helping your ideal client find you in the search results. I’ll send you performance reports whenever you want. Oh, and I’ll also look at your website and provide advice on how you can improve it to get the best possible results on your ads.
If you want the best possible results from AdWords – or if you have a unique practice that needs a customized touch on every level of your AdWords campaign – the concierge package is the way to go.
$595If you want to give AdWords a trySign Up Today!
$1295If you want the best valueSign Up Today!
$2250If you want the white glove treatment Sign Up Today!
I offer additional services to help you get the best possible marketing results.
Ongoing Account Management
Once your account is launched, I’m available to partner with you for the long haul.
As your AdWords account manager, I’ll make sure everything is working as it should and tweak your bids to help you get the most from your budget.
I’ll also send you email reports explaining exactly how your account is performing, so you know with confidence if you are getting a good investment from your investment in AdWords.
After the management time included in your package runs out, you can purchase more for $150 per month, or $125 if you sign up for three months or more in advance. You can also set the account on autopilot – they are designed to benefit from ongoing management, but not need it.
Website content writing
If you want the most effective AdWords performance, you’ll want to create specific landing pages for each of the specialties you offer. This allows me to take clients to a page that relates to the exact issue they’re looking for, instead of sending them to your home page and forcing them to guess if you can help with their issue.
Of course, you can create those landing pages yourself, but many therapists lack the time – or aren’t sure how to write in a way that is compelling to an internet audience (your clients don’t want to read something that sounds like a graduate school essay!)
Fortunately, there’s help. My content director Kyler has extensive experience in writing high-quality content for therapist websites. He can produce content for your website that is readable, authoritative, and SEO-friendly. Plus, he is also a graduate student in clinical psychology, so his writing reflects current research in the field of psychotherapy and can be tailored to your specific theoretical orientation.
You can visit this page to learn more about his services or to get in touch with Kyler. Oh, and if you sign up for AdWords you get a $50 credit towards content writing!
You can also save money with my discount options:
- If you are a nonprofit clinic, you are eligible for a $200 discount towards any service
- If you give back through my Pay It Forward program, you are eligible for a $100 discount
- If you refer a new client to me, you will receive a $100 credit towards any service
- If you sign up for my AdWords package, you receive a $50 credit towards my SEO writing service.
These discounts stack, so you are welcome to take advantage of all of them! 🙂
While most of my therapist clients are able to turn a profit using AdWords, I cannot guarantee success, so you should never put money into AdWords you can’t afford to lose. Fortunately, on the rare occasions where Adwords is not successful, it’s usually apparent within the first 1-3 months. I suggest that you consider the total amount you would be investing in AdWords over this period (considering both my fees and the amount you pay directly to AdWords) and make sure you are comfortable with the risks involved – if you need help with this calculation, feel free to contact me!
Customer Service Policy
In order to make sure I have enough time to give all client accounts the attention they deserve, I’ve developed a policy which puts boundaries around the type of customer service I am able to provide for free. Support requests which go outside those boundaries are billed at my standard hourly rate. You can read the exact policy here, which also covers my policy on refunds and revisions.
“Dan is a great guy and the real deal. He’s genuine, approachable, and knows how to optimize paid advertising for therapists.” Joe Sanok, MA, LLP, LPC, NCC, PracticeOfThePractice.com
“Daniel Wendler knows his stuff. He has helped so many people get their private practice marketing moving like a well-oiled machine, and his warm, engaging personality makes him a pleasure to work with.Jane Carter, LPC, President of the National Association of Counselors in Private Practice, PrivatePracticeCounselors.com
“I couldn’t be more pleased with Dan’s work! He has essentially taken his vast knowledge and formidable skill set and applied it to my practice as if it were his own. I unhesitatingly recommend him.” Mike Pecosh, M.Ed., NCC, LPC, WashingtonTherapist.com
“Whenever a client is looking to grow their practice through Adwords, we always refer them to Dan. He consistently goes above and beyond for our clients and we view him as the best Adwords expert in the industry for therapists.” Perry Rosenbloom, CEO, BrighterVision.com
Got questions? I’ve got answers.
Let’s Get Started
I’d love to help you bring in some new clients. Fill out the contact form below and I’ll be in touch right away.