by on July 9, 2021

A professional provider of medical SEO services can provide the right PPC campaign to increase visibility, traffic, and conversions.  

Plastic surgery clinics need to target potential patients at every stage, build brand recognition, and encourage conversion to survive in this industry. An effective PPC (Pay-Per-Click) campaign increases website traffic and conversions and ultimately helps in achieving these objectives. So, PPC is an essential element of healthcare digital marketing. With many people looking for information about plastic surgery online, securing a top position on the organic search result page has become necessary, but can be very challenging amid the competition. However, with PPC, you can generate more traffic to your website.

What Is PPC?

It refers to an advertising model in which you pay only when someone clicks on one of your ads. PPC or pay per click is an internet advertising tool to direct traffic to websites in which an advertiser pays a publisher when the ad is clicked.  It requires constant monitoring, optimization, creativity and analysis.  Advertisers can run ads based on specific keywords and phrases that users search for. This helps to target your ads directly at users who are actively searching for the services you offer.

Apart from driving traffic to your website, it helps to show ads to people who have visited particular pages on your website. You can also launch highly targeted campaigns depending on competitive, high-intent keywords, and audience personas.

Increasing Visibility with PPC

The following are some approaches to PPC that help to increase your visibility, get more conversions and also improve results:

Develop target audience persona: Majority of the paid search campaigns include target keywords, ad text, and landing pages. A good paid search campaign will ensure that all the three elements bring value with timely, authoritative information that suits your plastic surgery practice needs. The target audience ought to be well-defined for each campaign from age to gender, physical location and behavioral tendencies. To understand these details about the target audience, you can ask the following questions. 

  • Who are your target audience?
  • What is deterring them from going for plastic surgery?
  • What are their primary motivations?
  • Are the target audience really interested in surgery?
  • How do they search for a good plastic surgeon?

You may come across a lot of persona with these questions. So, filter the traits and characteristics into persona, find basic demographic information, their buying patterns, and what prevents them from choosing plastic surgery services. To get the right answers, it is best to talk to actual patients and listen to how they navigate their patient journey.

Write effective ad copy and use the space wisely: Once you have identified what your target audience wants, the next step is to write a good advertising copy that appeals to them. For this, you should empathize with your target audience and understand what they want. A well-written ad copy can go beyond your headline. Add more value by occupying more space on the SERP by filling in all available content blocks with well-written ad copy.  Use Expanded Text Ads (ETAs) to provide additional space for ad content if needed. Following are some tips to write persuasive PPC ad copy.

  • Address your audience directly by writing in second person. Keep it direct and conversational.
  • Address the concerns your prospects have like the fear of going under the knife, cost involved in each procedure etc.
  • Use strong, direct, action-focused CTAs that encourage action and give users an idea of what to expect if they do click on your PPC ad.
  • Use emotional triggers and words that appeal to fear, consequences etc. It is important to understand that a person’s plastic surgery decisions are often motivated by these feelings.

Use ad extensions: Ad extensions are in ad format that displays additional information about your product. It increases an ad’s click-through-rate by several percentage points, increases visibility, conversions and ROI. Ad extensions are available in different formats and choosing the right one will be useful for your website.

  • Location extension: You can display your plastic surgery clinic’s business address, contact number and directions to reach you.
  • Call: Include your business phone number along with ads so users can tap to call you directly from their smartphones. Some people don’t need to click through to your landing page and want to schedule an appointment immediately.
  • Site link extension: It provides additional links to other relevant pages.
  • Structured snippets: These highlight specific elements of your service or products.
  • Call out extension: The user can make a call with just one click and also get additional information about all offers like limited service, or discounted service etc.
  • App extension: Provide a link that directs the users to the app store or provide a link to download link of the app.
  • Review extension: Comes from online reviews which online customers tend to trust.

As per Google Ads Help, ad extensions can improve click-through-rate and an increase in percentage points is important.

Seamless experience for your users: Google Ads Quality Score is an important element for any website.  The higher your score is for an ad, the lower the cost per click, which means higher conversion rates. It is important to ensure that your landing pages align with the language and offer included in your ads. Make sure to create a seamless journey for the user from the search term to the landing page. Here are some tips:

  • Make use of the same offer: Don’t use your ad as bait and switch your audience with an ad that says one thing but offers something else.
  • Make it easy for your users to make an appointment: This is important to plastic surgeons and you can do this by enabling certain ad extensions that are already mentioned.
  • Develop optimized landing pages for each campaign: If your PPC ad is about lip fillers, including a discount offer, then ensure that your landing page is all about lip fillers and the discount you are offering.
  • Test the patient journey: Test the patient journey even for booking an appointment and find out if there are any hidden obstacles that can impact the conversion rate.

Optimizing ads for mobile: People spent around 23 minutes per day on their smartphones in 2020 and according to Statista, there are 3 billion smartphone users worldwide. The elements of your PPC ads like text, images, and CTAs should be mobile optimized and it can be the difference between percentage points on click-through rate (CTR), return on ad spend (ROAS), and other metrics. Responsive search ads will optimize them based on the user’s device. You can look at your ad metrics for other opportunities to optimize the mobile experience, or boost conversions.

Geotargeting: Location-based targeting is an important strategy in PPC. PPC platforms like Google Ad and Microsoft Ads offer geotargeting capabilities called as geofencing. Once your persona is identified and conduct research to better understand where your customers come from. This will help you to create ad campaigns that are only displayed to people who live in the defined region. If most of your clients reside in a specific neighbourhood, then you can target your PPC campaign there. This helps you to increase your ROI by targeting the people most likely to convert.

PPC is an effective strategy to promote medical websites.  It helps to direct potential patients to your website and increases the profitability of the healthcare practice. You can get faster results from PPC but it requires tactical efforts to get those quick and optimum results. A professional provider of medical SEO services can develop the right PPC campaign for you to increase visibility, traffic, and conversions.

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