David Phillips in The Aesthetic Guide
Critical Aspects of a Successful Online Presence and Search Engine Marketing
Common Questions and Answers
As the owner of one of the largest cosmetic medical marketing firms, I get numerous questions from both current and potential clients in reference to the value of Search Engine Marketing, also known as pay-per-click (PPC) advertising. Overall, PPC can and should be a part of your online marketing plan and can produce a steady stream of additional revenue for your practice if done properly. I have some of the most common questions and answers below that will help you decide if it is a good fit for you.
Before I get to the questions, I think it is important that you understand the importance of having a strong overall web presence. A strong overall web presence includes a website focused on conversion and traffic generation, a consistent brand image (including online reviews) and a long-term social media strategy. There are obviously numerous other factors that play a role in your web presence within those categories, but if you focus on those three you should be quite successful online. It is easy and important for you to track your success online and it should give you a clear battle plan of understanding where you are and are not making money. Marketing is always changing and tracking gives you the ability to adapt your marketing to the current trends, which in turn increases the revenue of your practice.
What are the most common mistakes you see practices make with PPC?
The most common mistake we see are practices that attempt to handle PPC by themselves. This typically means setting up a campaign (easy to do), choosing keywords (more complex) and then letting it run and hoping for the best. PPC requires constant maintenance or you will be spending more money than you should on terms that do not convert. We highly recommend hiring a company to do it for you – the money you spend hiring the company will save you time and money – and increase your profits. Many don’t understand that with PPC, the number one ranked ad is not always paying the most – Google looks at the quality of your ad, the keyword relevance, your average click through rate and your websites quality score. Understanding that PPC requires daily maintenance is important.
Another common mistake we see are practices not matching their practice goals to their options available. With the right structure, a PPC campaign can prioritize budget for a certain procedure, geographical area and many other factors. For example, if a practice wants to promote their MedSpa services more aggressively, the campaign should have its own independent budget, rather than sharing one with surgical procedures. Does your practice consistently have peak or slow hours every week? With the right bidding settings your campaign can be more aggressive on an hourly basis and generate more revenue.
How can PPC advertising benefit my practice?
The most important thing to understand about PPC advertising is that you only pay when someone interested in the services you offer clicks on your advertisement. Your ad only appears when someone searches a keyword that you target which means you only pay when a prospect with a high degree of interest searches for a procedure you offer, clicks on your ad and visits your website or calls your office directly.
PPC advertising gives you an extremely flexible medium to target specific parts of your practice that you want to promote, while also giving you the power to choose exactly what budget you want to spend and allocate on a daily basis to promote those procedures. It is important that when considering doing PPC that you focus on terms that make sense both from your profitability standpoint, but also on the cost per click side as well.
The other major benefit with PPC advertising is that it is the easiest advertising for you to track – you are able to track all of the calls and emails into your office on a monthly basis so you can see exactly what your cost was and exactly what the revenue generated was. Finally, PPC helps you understand your overall marketing strategy, because you are able to see what is and is not converting the best and it gives you the ability to adapt to that and refocus your marketing dollars on what is making you the most money.
Overall, PPC advertising is well worth considering for your practice. We have client budgets that range from $1,500 a month to over $200,000 a month. PPC gives every size practice the ability to increase revenues at a relatively low cost per conversion and it gives you the ability to show up high on the search engines for any term you want to focus on.