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The U.S. cosmetic surgery industry has grown at an average rate of 2.6% per year over the past five years. This shows that the demand for cosmetic surgeons is steadily rising in the country.
Moreover, 1 in 20 searches on Google is health related, where potential clients or patients are often looking for reliable health care experts, including cosmetic surgeons. Therefore, advertising through traditional marketing channels is no longer sufficient if you want your practice to grow.
So, with all the competition in the market and the rising demand, you might be tempted to exclude pay-per-click (PPC) as a lead generation strategy. But with the help of a good digital marketing agency and these tips, you can make PPC work harder to grow your practice.
If you want your paid search campaign to be effective, you need to know your target audience well and make sure that the ads you create are understandable to them. For this, you may want to consider cutting down on the technical and medical terms, and opt for simpler language. For instance, for search terms, bid on “nose jobs” instead of “rhinoplasty.”
Moreover, you need to define your target audience well for the paid campaign, all the way down to age, income, gender, and physical location. This information will help you create audience personas that you want to target so that you can align your ad campaigns accordingly.
A survey conducted by Statista this year showed that almost 50% of the respondents spend nearly five to six hours scrolling on their phones every day.
Optimizing your PPC ads for mobile phones can make a huge difference to your metrics, such as click-through rate or ROAS. Mobile users need to be prioritized when you’re running paid search campaigns. This is because there is a huge chance that if your call to action or any other element of the ad isn’t smartphone compatible, it will not result in conversion, and you’ll lose leads.
One way to really make your PPC campaign successful is by narrowing the physical radius and targeting specific locations where you practice. Most PPC platforms allow geofencing, so you should make good use of this tool.
Geotargeting along with patient personas can help you save money because this way, you can target neighborhoods instead of entire cities, thus increasing your ROI.
A successful PPC campaign can do wonders for your cosmetic surgery center, so it’s definitely worth investing in. As a digital marketing company based in Houston, we can help you with it.
At OAK Interactive, we can also help you with professional SEO services or help you develop an integrated approach by combining PPC and SEO.
Contact us to learn more.