Plastic Surgery PPC Agency

What is PPC Management for Plastic Surgery Practices?

Plastic Surgeon paid ads management consists of creating and optimizing paid advertisement campaigns for plastic surgery practices. That is an incredibly simple explanation though, so let's dive a little deeper.

A paid advertising firm for plastic surgeons often begins by getting to know you and your needs before providing expert PPC management. Since the way you approach paid ads for a local plastic surgery practice is much different than how you would for a nationwide plastic surgeon ecommerce brand, this information helps determine the next steps.

Local plastic surgery practices, for example, are often only looking for contact form submissions or calls. This can be accomplished through paid advertising that improves traffic to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, we recommend you start with Google Local Service Ads or Facebook Lead Forms.

Alternatively, ecommerce-minded plastic surgery practices tend to be interested in online sales. Using paid advertising, you can build traffic to a page optimized for products or categories. In some cases, it might even make sense to include Google Shopping Campaigns in your strategy. We've even utilized sales funnels to help sell products, subscriptions, and services.

Understanding the metrics that will be used to optimize and scale plastic surgeon PPC campaigns is the next step. For some plastic surgery practices, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.

Your plastic surgery practice should use a variety of advertising tactics and marketing tools to be successful with paid ads. Pay-per-click campaigns for plastic surgeons should include strategies like:

• Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social channels, and third-party websites.
• Make your plastic surgery practice more profitable by acquiring qualified leads or selling online.
• Utilize third-party attribution software to better understand ad attribution.
• Present social proof through case studies, white papers, and video testimonials.
• Build and nurture relationships through user generated content, story creation, and email address collection.
• Test ad creatives across various ad placements and between different media formats.

Tips for Managing PPC for Plastic Surgeons

Our team of paid ads experts is knowledgeable in the latest paid ads trends for plastic surgeons and other industries.

Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.

1.) Keyword Research Tips

In the context of PPC advertising, keyword research for plastic surgeons largely relates to Google Ads and Bing Ads search campaigns. After all, Bing and Google only show ads based on what people search for that your plastic surgery practice is targeting.

For example, a person looking for a plastic surgery practice nearby might search "local plastic surgeon" on a search engine. Knowing to target that exact phrase wouldn't require in-depth keyword research.

What if, however, that exact match keyword wasn't producing enough search volume and the plastic surgery practice wanted to increase their traffic and conversions? To solve the problem, keyword research would be required.

The next steps might involve the paid ads manager discussing with the plastic surgery practice about what types of products / services they want to target more often and within what geographic areas. It might also require some broadening of the keyword targeting.

As an example, the PPC manager might find that "nearby plastic surgery practices" and "plastic surgeon services" have high search volumes. The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.

Negative keyword lists can also benefit from keyword research. You can use negative keywords to prevent your PPC advertising from showing up in search queries that you know are not likely to result in more patients.

For example, someone searching for "free services from plastic surgery practices" or "how to advertise to plastic surgeons" isn't likely to convert with your plastic surgery practice. They might see your paid ads if you use broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

2.) Audience Research Tips

When you hear audience research talked about for plastic surgery practice paid advertising campaigns, it is often within the scope of scaling social ads on Facebook and Instagram. There are options within Google Ads and Bing Ads for audience targeting as well though.

We'll review some audience research and targeting history within Facebook Ads.

Plastic surgery practice PPC advertising managers used Facebook's custom audiences extensively in the past. After all, one of the most appealing features of the Facebook Ads platform was the data it collected on its users, which plastic surgeons lined up to exploit.

As time went on, data privacy and machine learning both had an impact on custom audiences.

Apple's iOS 14.5 update included a pop-up message that lets users opt out of personalized ad tracking. The change negatively affected Facebook's ability to track user behavior. In fact, it even affected the accuracy of ad attribution reporting.

Following that, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences for most advertising firms for plastic surgeons. With such sophisticated algorithms, it's often more harmful to choose your own interests compared to letting Facebook figure it out for you.

While there will still be plenty of plastic surgery practice paid advertising companies relying on custom audiences, the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.

It's not to say audience research and targeting are going away. There will always be targeting options that can be manipulated within plastic surgeon ad campaigns to squeeze a little extra performance.

3.) Landing Page Optimization Tips

It is important to focus on a high quality landing page when running paid advertisements for plastic surgeons.

Let's begin by examining the landing pages for your plastic surgery practice to make sure they follow best practices. Here are some of the factors we look for in this review:

• Is there a benefit-focused headline?
• Do you have any images above the fold?
• Does the content engage the reader?
• Am I able to find a lead form right away?
• What is the visibility of the call to action?
• How quickly does the page load?
• Is there social proof?
• Can I load the page on a mobile device?

Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.

Until you have a landing page that follows best practices, don't spend money on paid ads. Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.

4.) Sales Funnel Tips

Rather than a landing page, you might want to consider building out a sales funnel. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

For example, we have a client that promotes an online fitness challenge that you could even join from your local area. We built multiple sales funnels within Click Funnels while managing their online advertising. Here are a few of the funnels we used:

• We used squeeze pages to help capture email addresses while building awareness for the program.
• For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
• Through application funnels, we pushed people towards the idea of applying to exclusive programs.
• We used sales letter funnels to serve as the registration system for the online program.

Your plastic surgery practice isn't limited to only these types of funnels. It is important to remember that these can be very useful for gauging interest in a product or service, building an email subscriber base, and selling a product or service online.

5.) Conversion Rate Optimization Tips

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.

Here's a basic scenario that illustrates conversion rates' impact.

1. You sell a $100 product or service on your website.
2. You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
3. You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
4. You would need 100 clicks from PPC advertising to sell one product or service, which would cost $100. This is known as your cost per acquisition (CPA).
5. For every dollar you spend on paid advertising, you would receive one dollar back in return (ROAS).

For most plastic surgery practices, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.

Now, let's assume your campaign settings, ad creatives, and landing page experience are improved by hiring a paid ads company.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your PPC advertising.

6.) Ad Creation Tips

This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.

When you run Facebook Ads or Instagram Ads for plastic surgeons, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You should develop an understanding of how to capture someone's attention in a split second.

To do this, you need to build out attractive ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

Pricing for Plastic Surgery Practice PPC Management

If you want us to dedicate more time to your campaigns, the price of our PPC ads management packages will be adjusted accordingly. Our paid ads management plans start at the price listed below, however, we are open to discussing an increased budget if your ad spend or service requirements are higher.

Types of Paid Ads for Plastic Surgery Practices

For plastic surgery practices, there are many ways to run paid advertising. Let's discuss some of the most common PPC advertising being run for plastic surgery practices.

1.) Local Marketing

Nearby ads for your plastic surgery practice can be run through nearly any advertising platform. One platform may be more effective for your local plastic surgery practice than another. It is important to try out every available option to see which works best for your needs. Let's talk about a few nearby advertising choices.

From Google, you'll have two options.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers. We often use Performance Max campaigns for professional services companies, such as accountants, lawyers, dentists, and physicians.

Alternatively, if your business qualifies, Google offers a Local Service Ads option. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in the area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in the target area. We often rely on local Facebook Ads for all types of plastic surgery practices.

2.) Social Media Marketing

A social media ad is pretty much any online advertisement you see on a social networking site.

Maintaining fresh ad creatives is key to social media ads. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. For higher spending ad campaigns, you might need to look at weekly ad creative changes.

One of the best things about social media marketing is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search engine advertising since you only get to show them when someone searches for what your plastic surgery practice offers.

That benefit can also be a curse though, since conversion rates are often lower when people aren't closer in the revenue funnel of making an immediate purchase.

3.) Search Ads

You should invest in search advertising if you know people are looking online for your products or services.

In some circles, this is referred to as plastic surgery practice Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine above the SEO placements.

You might consider copying your Google Ads campaigns over to the Bing Ads platform if you've had success with Google Ads. In an October 2022 study from StatCounter, Bing was the primary search engine used by approximately 3.57% of online users.

4.) Display Ads

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

With display ads, all you need are a few different sizes of ad creatives. It also helps to have a general idea of your target audience, but both ad platforms have their own algorithms that help you produce results from your ad spend.

5.) Retargeting Ads

There is a good chance that not everyone will convert during their first experience with your plastic surgery practice website, landing page, or sales funnel.

To help people return to your website after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on any ad platform, too.

6.) Shopping Ads

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your plastic surgery practice through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

7.) Video Ads

You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.

Using YouTube Ads is as basic as setting up a video ad campaign in Google Ads.

It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!

If you have the budget to support ad creatives in video format, look to implement them into your paid ads campaigns.