Putting your plastic surgery practice on the map—or the first page of SERPs—can be a challenge in an era when digital marketing is an increasingly competitive landscape. With marketers pulling out all the stops to craft uniquely engaging campaigns combining SEO, content marketing, and social media, it often becomes necessary to incorporate PPC, or pay-per-click advertising, into your digital arsenal. If your content and web design are up to snuff, a well deployed PPC campaign might just make the difference between success and obscurity. Here are a few tried and true tips for bringing users to your site with PPC.
Know Your Budget
Before you start a PPC campaign, be aware of how much money you are willing to spend on it. No matter your budget, it is easy to set up an effective, targeted PPC campaign—and with 98% of advertisers wasting money on ads, it pays off in the long run to target your ads effectively. Much of the cost involved in a PPC effort goes toward initial testing and finding the correct keywords and audience. Be prepared to spend some time and money in the initial stages to avoid wasted effort later.
Visitors retain 65% of the information in an ad up to three days later if it is paired with an engaging image. Users also form more powerful emotional connections to imagery than text alone, especially in the cosmetic surgery industry. Before and after photos are a popular way to showcase cosmetic procedures because they are direct and memorable, but photos of staff and doctors or satisfied patients will also foster deeper feelings of trust. Create landing pages with images and increase the likelihood that users will connect with your practice once they click through to your website.
Know Your Negative Keywords
Much of the planning around a PPC campaign involves finding the perfect keywords that balance general and specific, but it can be incredibly helpful to know your negative keywords as you go forward. These are the words and phrases you don’t want to be associated with your ads.
A good way to find out what these are is to review your Google Keyword Research & Strategy with Keyword Planner data for words in actual searches that are not related to your practice, i.e. – people can click on “injectable Botox and Juvederm” when you only perform cosmetic surgery. This will help to narrow down costs and traffic you receive to only qualified users and clicks.
Keep Your Account Organized
As with determining which keywords to use, spending some time on the setup phase of your plastic surgery PPC campaign will save you from wasting money and effort as it progresses. Within each campaign targeting, for example, patients in a certain geographic region, you will have smaller ad groups. These groups should be focused and streamlined for specific procedures and relevant keywords so that each part of your PPC campaign is working in concert to reach interested users. Keeping ad groups small and targeted means that each ad you show is of interest to the people who will be seeing it.