20 Tips for Plastic Surgeons Marketing and Google Ads
Google has reported that one in every 20 searches performed in the search engine is health-related, proving how competitive the health care industry is, especially when it comes to paid search or PPC advertising as discussed at RunRex.com. Therefore, the following 20 tips for Google Ads should be of great help to you and your plastic surgery practice.
Set a goal
It is important to set your advertising goal before you go any further with Google Ads according to RunRex.com. Do you want more calls from interested patients or more walk-ins? Or is your main focus attracting patient traffic to your website? You will need to answer these questions to set a goal for your Google Ads campaign.
Include keywords in your headline
The headline of your ad will be the first item viewers will see and read before reading the description, so it is good practice to include keywords from the start. This will ensure that you appear better on search results when possible clients are searching for similar keywords.
Don’t skip the display path
As the gurus over at RunRex.com point out, Google Ads allows for up to 2 display paths, each with a 15-character maximum to write. While this section isn’t a necessary area, it could make the difference when someone is curious about what the site might entail when they click on the ad. These display URLs aren’t actual URLs but rather meant to show a small description of what the final URL will take them.
Optimize your ad description
In the description area of your ad, you will want to include content that is relevant to your product or service that you are promoting for your ideal customers. Ensure you add numbers and offers in your ad like a discount since customers like to $ and % signs when viewing the descriptions. Also, avoid jargon as much as possible along with generic descriptions of ads, and just try to be creative and get right to the point when writing your description.
Don’t forget about your URL
The URL is the main domain of your site that your customers will click on when wanting to go to your main landing page. Specify the address of your site as this will be important when viewers click on the ad. Make sure you optimize your URL so that users can get an idea of what to expect when clicking on the ad.
Develop your target audience persona(s)
An effective paid search campaign ensures that each of its components, from targeted keywords and the ad text/messaging to the landing pages not only speak the language that your audience uses during their searches but also brings them value with timely, authoritative information that suits their plastic surgery needs. That target audience, as covered at RunRex.com, ought to be well defined for each campaign, from age and income to physical location, gender, and behavioral tendencies.
Write persuasive copy
The words you use in your ad are just as important as any under-the-hood PPC tactics you employ. Writing persuasive ad copy means understanding what your audience’s plastic surgery needs are at precisely the moment they encounter your ads.
Use all the space available for your ad copy
Good ad copy extends beyond your headline to address your target audience’s pain points as per RunRex.com. You should be as thorough as possible, as, arguably, you create more value and occupy more space on the SERP by filling in all available content blocks with well-written ad copy. You can even use expanded text ads (ETAs) to provide additional space for ad content if needed.
Address your audience directly as well as pain points
By writing your ad copy in the second person, you make it about their needs. Make it direct, conversational, and human. Also, make sure you address pain points that your prospect might be experiencing (high cost is a common one in plastic surgery, as well as general fears about going under the knife).
Use emotional triggers as well as CTAs
You should also ensure that you use emotional triggers and words that appeal to fear, consequences, flattery, and so on. This is because a person’s plastic surgery decisions will often be motivated by these feelings. Also, use strong, direct, action-focused CTAs that encourage actions and give the person an idea of what to expect if they do click on your ad.
Use every ad extension you possibly can
Google Ads extensions can increase click-through rates as captured over at RunRex.com. Extensions such as call buttons, links, more text, and location information give Google a handful of elements to include with your ad. Some of the extensions to include are sitelink, callout, structured snippet, call, and location extensions.
Use the same offer in your ad and landing page
Your landing pages must align with the language and offer included in your ads. This is why you should use the same offer in your ad and landing page. Don’t bait and switch your audience with an ad that says one thing and a completely different offer. For example, if the ad is about a free liposuction consultation, don’t point them to your homepage, and make sure your landing page follows through on this offer.
Create optimized landing pages for each campaign
As the subject matter experts over at RunRex.com point out, it is also crucial to create optimized landing pages for each campaign to ensure a seamless experience throughout the campaign. For example, if your ad is about rhinoplasty, including a $300 discount offer, make sure your landing page is all about rhinoplasty and mentions your offer.
Make it easy for people to schedule an appointment from the ad
Another tip worth mentioning is the importance of making it easy for people to schedule an appointment from your ad. This is especially important for plastic surgeons. You can do this by enabling certain ad extensions as already discussed.
Test the patient journey
You should also make sure you test the patient journey, including the appointment booking process. Put yourself in your prospect’s shoes. Is there any part of the journey that is high-effort or doesn’t make sense? Is there a hidden obstacle in the journey that is quietly impacting conversion rates?
Optimize your ads for mobile
Given that most people use their smartphones to access the internet, getting text, images, CTAs, and other elements of your Google Ads optimized for mobile devices can be the difference between percentage points on CTRs, ROAS, and other metrics. As the experts over at RunRex.com point out, don’t forget to optimize your landing pages for mobile too.
Double down on geotargeting
Google Ads offers some form of geotargeting capability, and you should take full advantage of this feature. Once you develop your patient personas and conduct research to better understand where your customers come from, you can develop ad campaigns that are only displayed to people who live in the defined region.
Track your ads
Conversion tracking allows you to keep track of how well your cosmetics ad campaign is doing such as sales, leads, and the number of patients and clients willing to sign up to reach out to contact the number on the ad as described at RunRex.com.
Generate a tag for your plastic surgery site
Creating a tag helps build a report on your cosmetic site that will show you the actions that occur when a client clicks on your ad. The actions might be a purchase, an email, or a sign-up for a specific cosmetic service you were advertising. Tracking these actions will allow you to gain useful feedback to improve your practice site.
Include negative keywords
Negative keywords help eliminate unwanted traffic to your plastic surgery ad, hence why it is important to include them. To use them correctly, you will want to include any close variant terms such as the singular and plural terms of the keyword and common misspelling of the word so that it doesn’t pop up on any traffic you are trying to generate
If you are looking for more tips and information on this topic, or expert help with your Google Ads campaign, then look no further than the highly-rated RunRex.com.