A strategic marketing plan should include a diverse mix of marketing strategies, including both inbound and outbound marketing tactics.
Inbound and outbound can be thought of as “pull” versus “push” marketing.
While inbound marketing involves tactics that organically attract or pull your audience to your messaging, such as websites, blogging, and search engine optimization (SEO), outbound marketing utilizes tactics that push messaging out through advertising, emails, and traditional print marketing.
Google Ads is a form of outbound marketing that promotes your center’s services through Google’s search and display networks.
How You Can Leverage Google Ads
Google Ads is a form of paid promotion, meaning you need an advertising budget. Unlike inbound marketing, which tends to be time-intensive but generally free (e.g., writing blogs), outbound marketing typically requires an investment and ongoing management.
You also have more control over who will see your ads by targeting specific audiences or search queries.
If you have an ad budget of any size, you can advertise with Google Ads. However, the larger the budget, the more reach and results you may get.
There are two main types of Google ads your pregnancy center should know about:
1. Paid Search
Paid search ads look like search results. With Google paid search, you can reach women while they are online searching specific keywords, such as “abortion” or “ultrasound.”
This type of advertising can be very effective for reaching more expectant mothers because your center can reach them right as they are looking for appointments, resources, or information near them.
There’s a better likelihood of conversion (which is when a woman takes your desired action by filling out a form on a landing page or website or clicking a button to call or text you) when she is already pregnant and searching for solutions.
2. Display Ads
Display ads are visual ads that appear in the margins of websites or anywhere on the Google Display Network. They are typically better for building awareness than conversion. Google charges by the number of times they are viewed instead of the number of clicks they receive.
If you want to build brand awareness in your local area, try display ads.
Get Started with the Experts
While Google Ads can make a significant difference in the number of expectant mothers and abortion-minded women you see at your center, they can be technical to run and manage.
Contact Choose Life Marketing for information on our Google Ads services. Our team of experts can set up, design, and strategically manage your ads for you so you can get the most bang for your ad budget.
We can help you leverage Google Ads so you can reach more women in your area and deliver life-affirming services.
Thank you for the work you do! We’re proud to partner with you.
