Pay Per Click (PPC) advertising is the solution for clinics that want to target their…
A digital marketing strategy for your aesthetic clinic will help you promote your business and services. It’s the most effective way to advertise and the platforms and tools available make it very affordable and effective.
Whatever cosmetic treatments you offer whether that’s cheek enhancement, acne scarring, dermal fillers and others, you can promote these easily with digital advertising tools.
I’ve listed here six tips to help you get started. As an aesthetic clinic you’ll benefit from focusing on the best digital marketing tactics and the following I’ve found to be great for many businesses.
1. Invest in Google Ads
The Google Ads marketing platform is one of the best for your aesthetic clinic. It allows you to target people who are searching for your services locally or nationally and also target those who may have an interest in what you are offering.
Search is usually the best for aesthetic clinics because it allows for targeting people who are actively searching. However, there are some policy rules to follow to avoid disapprovals. And if you get any disapprovals you can request a review and also update your ads to get them approved.
2. Review your landing pages
Your landing pages should be a good introduction to your business. People who arrive should get a great experience that encourages them to make contact to find out more about your services and to signup too.
Your pages should be easily viewable and navigable on all device types. So, the pages should load quickly, especially for mobile visitors who usually have less time to hang around as your pages load.
A tool that will help you with this is PageSpeed Insights from Google which shows you how quickly they load and shows you how to fix any problems.
Also, check your engagement metrics in Google Analytics to see how engaged visitors are. Bounce rate is a good metric to track because it reveals the percentage of people that arrive and leave without viewing other pages. Try to aim for a bounce rate below 50% and update your content to make sure it is highly relevant.
This should include making sure the most important content is above the fold and that the pages load quickly. And include a good call to action above the fold and also at the bottom of the content.
3. Conduct competitor research online
There are free and paid tools and reports that help you see what strategies other aesthetic clinics are taking. This is easiest especially for PPC advertising platforms and search engine organic traffic.
A tool I recommend to carry out this research is the SERanking platform. It is not free but the features it provides are good and help with marketing for your aesthetic clinic. And you can carry out research into your competitors with the tool it provides.
4. Target people who are searching
As mentioned above, running PPC campaigns in Google Ads is a good investment for your aesthetic clinic. And the best way to get started is with a Search campaign to target people who are searching for your services.
First, you’ll need to carry out some keyword research with the Keyword Planner tool in your Google Ads account. You will use it to find new keywords and also see what you’re likely to spend for each keyword. And you’re able to carry out some forecasting to help you decide on your budget.
Another place to find keyword ideas is when you carry out competitor research as described above with the SERanking tool.
5. Track your enquiries or leads
To run effective Google Ads marketing campaigns for your aesthetic clinic you should set up conversion tracking. This helps you see how your ads, keywords, search queries and more are performing for your business.
Visit the Conversions page in Tools & Settings to create your conversion tracking. And you can track calls that come directly from your text ads and also from your website. You can also track form submissions in your text ads and your website too.
6. Hire a PPC consultant
If you’ve decided to set up a Google Ads campaign for your aesthetic clinic, you should consider working with a pay per click (PPC) consultant. They’ll help you with research into your competitors and the keywords and ads that you want to run.
So, working with a PPC consultant has many benefits, but it’s important that you check they have experience working with other aesthetic clinics. And that means checking if they have good reviews and case studies.
Nova Aesthetic Clinic is a London based aesthetic clinic that specialises in facial treatments, laser and surgery. Like similar businesses in their industry, ad disapprovals are high because of the nature of their services. I set up a new campaign and all ads were approved and they were able to achieve a 13% conversion rate. Read the full case study.
Get in Touch
If you need help with digital marketing for your aesthetic clinic, I’d be happy to help. Please use the form below to contact me to discuss your requirements.