Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to create and run ads on Google search results and other websites. It can be one of the most powerful ways to promote your clinic's services and treatments.
By using Google Ads, cosmetic clinics like yours can target specific audiences and promote your services and treatments to people who actively have the intention of learning more about; or receiving; a treatment that you provide.
While it's true that social media advertising for cosmetic clinics on Facebook and Instagram can be very effective and cost-efficient, oftentimes they leave a lot of money on the table by not ensuring that they are at the top of Google's search engine results pages when people search for specific treatments. Whether you're a new clinic figuring out if paid media is really worth it for your cosmetic clinic or simply looking for more clients, launching a Google Ads campaign can launch your clinic straight to the top spot of a search engine results page when people make a search for treatments you provide. So, let's get started with the fundamentals and a few advanced nuances.
1. Define Your Target Audience
Before creating and running Google Ads, it's important for cosmetic clinics to define their target audience. This means identifying the specific demographics, interests, and needs of the people who are most likely to become clients at the clinic.
For example, a cosmetic clinic that offers Botox treatments might target women in their 30s and 40s who are interested in reducing wrinkles and improving their appearance.
2. Create Ad Groups & Keywords
Once the clinic has defined its target audience, the next step is to create ad groups and keywords. Ad groups are groups of ads that share a common theme, such as a particular treatment or service offered by the clinic. Keywords are the words and phrases that people use when searching for information on Google.
By creating ad groups and keywords that are relevant to the clinic's target audience, the clinic can ensure that its ads are shown to the right people at the right time.
3. Write Compelling Ad Copy
The next step in running Google Ads for cosmetic clinics is to write compelling ad copy. Ad copy is the text that appears in the clinic's ads, and it is very important to make sure that this text is engaging and persuasive.
Ad copy should always include a clear and compelling call to action, such as "Book a consultation" or "Learn more about our treatments." It should also include information that is relevant and interesting to the clinic's target audience, such as the benefits of the clinic's treatments or the qualifications of its staff.
4. Choose The Right Ad Formats
Google Ads offers a variety of ad formats that cosmetic clinics can use to promote their services. These formats include text ads, display ads, and video ads. Each ad format has its own benefits and drawbacks, and it's important for cosmetic clinics to choose the right format for their goals and target audience.
For example, text ads are simple and straightforward, but they may not be as attention-grabbing as display ads or video ads. On the other hand, display ads and video ads can be more engaging and effective, but they may also be more expensive.
5. Set Your Budget Appropriately
Another important step in running Google Ads for cosmetic clinics is to set a budget for the campaign. Since Google Ads operates on a pay-per-click (PPC) model, Clinics will pay a certain amount each time someone clicks on one of its ads.
But there are important nuances to keep in mind that many cosmetic clinics don't abide by when setting up their campaigns initially, such as having a minimum monthly spend and a minimum run-time if they are to truly see results.
By setting a budget, the clinic can control its spending and ensure that its ads are seen by the right people without overspending by adjusting this budget based on the performance of the ads and the clinic's goals.
6. Monitor & Optimize On An Ongoing Basis
Once the clinic's Google Ads campaign is up and running, the next step is to monitor and optimize the campaign to ensure that it is performing well. This means regularly checking the performance of the ads and making adjustments based on the data.
For example, the clinic might adjust its targeting, ad copy, or ad formats to improve the performance of the ads. It might also use Google's conversion tracking and remarketing tools to track the actions that people take after clicking on the clinic's ads and to show ads to people who have already visited the clinic's website.
By regularly monitoring and optimizing the campaign, the clinic can maximize the effectiveness of its Google Ads and get the best possible results.
Google Ads is a powerful and effective way for cosmetic clinics to promote their services and reach potential patients. By following the steps outlined so far, cosmetic clinics can create and run successful Google Ads campaigns that generate leads and attract new patients. 7. Switch To Expert Mode When pulling up to the first page of Google Ads, you'll be able to make a choice of a few questions to respond to in order to help you towards achieving the main goal of your advertisement; but many targeting parameters won't be available to you if you don't switch to "expert mode" to unlock many cool features like ad groups. You can also switch to expert mode at any time even if you've already launched your first campaign.
An example of expert mode's importance is to be able to create segmented ads based on treatments so clinics can see which treatments get you the most leads and highest amount of paying clients.
To achieve success with Google Ads you'll need to go through a lot of experimentation with different treatments being offered, various keywords and targeting parameters used for different audiences, and numerous ad placements to see which ones are the best fit for your business and location - so Expert Mode is a must! 8. Use Long Tail Keywords Pay-Per-Click or PPC ads for medical cosmetics clinics are a great way to put your brand in the top spot when people are searching for injectables, dermatology, laser treatments, semi-permanent tattoos or fat reduction procedures.
Using keyword phrases like, "how much does laser hair removal cost" or "where can I get lip fillers" is a great way of using "long tail" keywords that match directly to people's searches while still remaining competitive, as other clinics may be putting most of their money on broad matching shorter keyword phrases like "lip fillers" and "laser hair removal". 9. Understand The Anatomy Of Google Search Ads When creating a search ad, it is very important to understand the anatomy of a search ad and where to place your focus and attention first and foremost.
Your headline should be prioritized as this is the first thing in your ad people will see, followed by various links on your ad and the description - so it's good practice to include keywords in your headline so people can look directly at your ad when looking to fulfill their user intent as quickly as possible.
Another neat trick to increase your conversions is to capitalize the first letter of each word in your headline and ad extensions, as that seems to statistically work very well for a majority of businesses. Also make sure to test between capitalizing the first letter of every word in your description so that you can see if this tactic works consistently well throughout the ad. 10. Have A Dedicated Landing Page If you create an ad designed to get people to click through to your website, you should ensure that you have a dedicated landing page for your campaign as Google will check before approving your ad that it links to a page that reflects what the ad is about.
In fact, I have a landing page version of this resource that you may even be on right now! This optimal delivery of useful information may impact my ad performance and push my ad to higher quality, higher intent audiences because Google can tell that this resource may fulfil your user intent appropriately, which will in turn also give the platform a better indication of who else would appreciate this information and further increase my results. Ideally, you want to be fulfilling user intent with a similar approach. 11. Do Not Use Restricted Keywords Google will check the wording of your ads - and even your landing page - to ensure that you're not using words that are illegal to use in the industry (such as "Botox"), creating unrealistic expectations about treatments, or targeting people's insecurities. Make sure your language is conveying a message of positivity and does not use any words from this list of banned keywords, and you should do pretty well! Now, you may be worried about this as it sounds like you can't advertise Botox or other prescription medicine on Google, however we spoke to someone who communicated with CAP (the Committee of Advertising Practices) for clarification on this, and they do in fact accept that there is leeway if ads mention the treatment as "a potential outcome of a consultation". For instance, you may be able to use a headline such as, "Get Your Wrinkle Treatment Consultation" to promote Botox. There are also certain terms that CAP has identifies as being problematic - such as "anti-wrinkle injections" and "Botox" itself - which seems to suggest that others may be more acceptable. In short, as experts in digital marketing, we can help you with this so feel free to book an appointment with us if you're having any trouble with figuring it out.
12. Always Be HIPAA Compliant
Personalized marketing by means of Google Ads to match search intent is an effective way for medical organizations to connect with potential clients and promote their services. However, it's important for medical organizations to ensure that their personalized marketing efforts are HIPAA compliant.
HIPAA, or the Health Insurance Portability and Accountability Act, is a federal law that sets standards for protecting the privacy of patients' personal and medical information. By following HIPAA guidelines, medical organizations can ensure that they are not violating their patients' privacy and putting their sensitive information at risk.
You can learn more about HIPAA compliance in this article we wrote about HIPAA compliance in digital marketing for cosmetic clinics.
Google Ads is a powerful and effective way for cosmetic clinics to promote their services and reach potential patients. By following the steps outlined in the article, Google Ads can be a valuable part of any digital marketing strategy for cosmetic clinics.
If there is something in this article that still has you wondering how you can successfully generate more traffic for your medical cosmetics clinic, please feel free to email us here.