If you are a plastic surgeon in Las Vegas, we don’t need to tell you that plastic surgery is a very competitive business in the Entertainment Capital of the World.
You want to bring in more patients and working on your digital marketing is key to staying visible to your potential clients. But what is the most effective way to bring new patients to your clinic? Google ads has shown to be a very effective tool for plastic surgeons when used correctly. But it can be difficult to make sure the ads are just right for your clinic and your services.
Check out these 6 tips on how to increase your Google Ads ROI for your plastic surgery clinic.
1. Choose the right keywords
First of all. What are keywords?
Keywords are the words or terms your potential patients type into the search engine when they are looking for a specific product or service, they want more information about. For example, someone interested in breast enhancement surgery in your area might simply search for “breast augmentation Las Vegas”.
Using relevant keywords will bring your ad in front of people who are actually interested in your products and services. Rather than people who are not interested in your services and therefore will not convert into new patients for you. Using keywords or phrases that are not relevant or effective will just be a waste of your hard-earned money.
Begin with compiling a list of words and phrases that people might use to describe your services. Ask people what they would search for in order to find plastic surgeons in Las Vegas. Once you have a list going you can use Google’s keyword planner to help you find the words or phrases most commonly used that are relevant to your services.
Keywords are divided into “short-tail” and “long-tail”.
Short-tail keywords are short, typically 1-2 words. They will have a high search volume since short keywords have a higher chance of matching with many websites out there. This also means you are competing with other companies using the same keyword and might not be as effective as a more specific long-tail keyword. An example of a short-tail keyword could be “tummy tuck”.
Long-tail keywords are more specific descriptions, giving a narrower search. The long-tail keywords will probably not have a very high search volume but will be more relevant to the people that do search for it. An example of a long-tail keyword could be “mommy makeover Las Vegas price”.
2. Competitor bidding
Competitor bidding means that you are actively using your competitors brand names or search terms as keywords. This means your ad will show when someone searches for your competitor. For example, if Asics were to bid on Nike as a keyword, the Asics ad would also show when someone is searching for Nike.
Competitor bidding can be a very effective strategy but it also invites your competitors to do the same with your brand so proceed with caution.
3. Choose the right ad types
Google offers many different kinds of ads and it is important to choose the ones that will be the most effective for your practice. Google search ads for example are ads that you pay to be shown in the Google search results page. That way your ad will show when someone searches for services similar to yours.
Google also offers display ads, Youtube ads, local ads etc. Try a few to reach your potential patients in different ways.
4. Setup conversion tracking
Conversion tracking is your way to know what happens after a person interacts with your ad. This is important information that allows you to evaluate your ads and optimize them to bring you the best results. Are people leaving your website as soon as they arrive? Are they filling out your contact form or calling your front-desk to set up a consultation? This is information you want to keep track of.
5. Use negative keywords
Negative keywords are the opposite of keywords. These are words that, when used, will not populate your ad. But why would you want that? By using negative keywords, you can avoid your ads being shown to people that are not interested in your services, and therefore avoid spending money on your ad being shown when it is not relevant.
6. Optimize your landing pages
Think of the ad as the book cover and the landing page as the book. When someone clicks your ad, they do so because the ad itself was interesting and they want to learn more. Make sure the landing page is just as relevant to your potential patient. For example, if the ad advertised liposuction the landing page should also take the person to more information about your liposuction services.
To further optimize your landing page, make sure you use pictures of high quality and that links and contact forms function properly.
To summarize. Know your keywords and how to use them to your advantage, know your audience and what type of ads interest them, follow up your traffic with conversion tracking and make sure your landing pages are inviting and full of interesting facts about your services.
Have questions or need help with managing your Google Ads account for your plastic surgery practice?
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