A digital marketing strategy for your aesthetic clinic will help you promote your business and…
Pay Per Click (PPC) advertising is the solution for clinics that want to target their audiences on search engines like Google and across the web.
Whether you’re a dental, aesthetic or other health clinic the tools available through PPC platforms can help you increase sales and leads for your business. And that will help you achieve a high return on ad spend when campaigns are set up and managed effectively.
I’ve included here six tips to help you manage your campaigns and achieve exceptional results. There are many other tactics you should work on as you manage your campaigns, but these are some of the most important.
1. Setup conversion tracking
PPC marketing for clinics during campaign management should include checking the conversions regularly to ensure they are tracking properly. So, before you launch your campaign, make sure you set up conversion tracking in your Google Ads account.
To get started with your tracking, visit the Conversions page in the Tools & Settings section in your account and follow the instructions there.
Another option to setting up tracking is to do it in your Google Analytics account. In there it’s known as goal tracking and works in a similar way. The main advantage of setting up goal tracking in Analytics is that you can track all your traffic sources including PPC traffic. And you can import these goals into your Google Ads account too.
To get started with this, visit the Admin page and click the Goals link. Then use one of the templates to set up your goals.
2. Add new negative keywords
As you manage your Google Ads campaigns, you should continue to monitor your search queries to ensure you are getting the right ones. This helps to ensure you’re targeting the right people who are searching for the services your clinic offers.
So, you should add negative keywords to block irrelevant searches. In the search terms report in your Keywords tab, you will see the searches you’re getting. And next to each you can select it and then add it to a negative keyword list.
And you can add them at the campaign level so they will relate to all the ad groups in there. Or you can add them to the specific ad groups that triggered them. Another option is to add them to a negative keyword list at the account level and apply them to as many campaigns as you like.
3. Check Recommendations
The Recommendations page in your account shows you areas that you can apply to improve your campaigns. Implementing some of these recommendations will lead to an increase in performance and the Optimisation score of your account.
But, first check that the recommendations are relevant for your campaigns. And any that are, you can click the apply button to activate them. And if they are not, just dismiss them and give a reason why you’re doing so. This helps to train the machine learning system to send better recommendations in the future.
4. Update bid strategy
Google Ads offers automated and manual bid strategy types. And you should choose the best bid strategy that’s most aligned with your campaign goals.
Automated bidding is usually best when you first launch your campaign. That’s because it aims to get you as many clicks as possible with the Maximise Clicks bid strategy and increases conversions with the Maximise Conversions bid strategy.
And you can use the Manual CPC bid strategy if you want to control bids and not spend above a certain amount. However, this can be inefficient because the right bid is often a moving target which an automated bid strategy can reach at scale.
Your Recommendations page will also send you recommendations for the bid strategy to use as you continue to manage your campaigns.
5. Do competitor analysis
Effective PPC advertising for clinics should include carrying out research into competitors to see how much they spend each month. The tools available help you to look into their PPC targeting efforts and it will help you create a targeted strategy.
One platform that many businesses use is SERanking which has a number of tools that help you with your marketing plans. It has a Competitor tool that you can use.
This tool shows you which keywords and search terms other clinics are appearing for. And you can use some of these in your campaigns to target your audiences and increase conversions for your clinic.
6. Consider broad match type keywords
With time, you may want to add broad match keywords to target other search queries. Usually when you set up a new campaign, you will start with phrase and exact match to control the type of searches that you get.
There are many ways to find new keywords including some important and primary ways to do it. One place to look is with the Keyword Planner tool that you can use to carry out keyword research and then add them to your existing ad groups in broad match format.
Another way is to add broad match versions of your existing keywords. And also check the Recommendations page as mentioned above to find any keyword recommendations that it sends.
But make sure you have an extensive negative keyword list to block searches that are not relevant.
Nova Aesthetic Clinic is a London clinic with many years experience providing facial treatments, laser and surgery treatments for clients across the UK. They approached me as a Google Ads specialist to help them set up a new campaign and avoid any disapprovals like they had before. I set up a new campaign which achieved a 13% conversion rate. Read the full case study.
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I’m a PPC expert for clinics and over the years I’ve worked with a wide range of clinics setting up and managing campaigns. If you would like to learn more, please use the form below to contact me to discuss a proposal and quote.