5 Best Practices To Try Now With PPC for Plastic Surgeons
Recent years have seen a booming interest in plastic surgery. Whether it’s for corrective or cosmetic reasons, plastic surgeons certainly have no shortage of patients.
The challenge is how do you connect with patients before anyone other surgeon does? There are a plethora of ways to increase your practice’s reach. One way is through PPC for plastic surgeons.
In this guide, we’ll talk about five PPC practices you can use to boost your business:
- Create Buyer Personas
- Check All PPC Options
- Display More in Snippets
- Use Stunning Web Design
- Don’t Miss Remarketing Opportunities
There’s a lot to cover, so get ready to take notes.
1. Create Buyer Personas
Pay-per-click (PPC) is a form of targeted advertising. It works by strategically placing ads where your target market is most likely to be looking. Of course, this will still depend on the mode of PPC and your setup, but more on that later.
The first thing you need to define is your ideal client or patient. Start this process by creating personas, which are information profiles. Fill in each profile by answering questions about your target client.
Some questions you might ask yourself are:
- What are their chief concerns about their appearance?
- Has this person had any previous cosmetic surgeries?
- What factors affect this person’s spending habits?
- How comfortable are they having surgery?
- Are there underlying conditions that affect their decision to have surgery?
What you want to get out of a persona is an understanding of the person’s decision-making process. You can refine this information further through other data-gathering methods.
One thing you can do is hand out surveys or organize focus groups with existing or potential patients. In either case, make sure that you follow ethical data-gathering and management practices. Create a HIPAA compliance security checklist and make sure you stick to it.
2. Check All PPC Options
Once you have your target market’s demographic information, reviewing PPC options is next. Google AdSense isn’t the only ad network you can use, though it’s probably the best.
Other services you can look into are:
- Amazon Ads
- Apple Search Ads
- Microsoft Ads
If you’re not keen on ad networks, you can also do PPC advertising through different social media platforms, including:
Consider demographic data when choosing a service. For example, according to DataReportal, Facebook has roughly 2.9 billion users, making it the largest platform. However, TikTok sees the most usage globally, at 95 minutes per day, double that of Facebook.
Whether you choose an ad network, social media platform, or any combination, you still need to select the type you want to use.
Here are three popular types of PPC for plastic surgeons:
- Search ads are ads appearing on search engine results pages (SERPs). They don’t appear at the top, so they aren’t the most visible type of ad. However, search ads are more customizable and targeted because keywords trigger them.
- Display ads are the most recognizable form of PPC, appearing on a wide range of websites and apps. Where an ad appears depends on the network you partner with. An effective display ad for plastic surgeons would show photos before and after surgery.
- Social media ads are similar to display ads. The big difference is that these appear on social media platforms. This type of ad also integrates aspects and uses of other PPC that fit the app’s audience and function.
3. Display More in Snippets
A snippet is a snapshot of your web page. It typically contains the page’s title and a summary of the contents. We say typically because rich snippets hold information that increases the appeal and the likelihood of a click-through.
Additional pieces of information include:
- Images: In healthcare content marketing, visuals are encouraged as a reassuring presence. Adding images of people to content, and snippets, make you stand out.
- Pricing: Plastic surgeons can greatly benefit from displaying selected procedures and costing in their snippets. It makes shopping around easier for potential patients.
- Reviews: Clients want the best and safest service possible. Showing patient reviews, especially positive ones, could be the factor that converts undecided prospects.
- Related pages: Rich snippets are an excellent opportunity to advertise other content for free. For example, suggest alternative surgeries, procedures, or treatments.
- In-page links: If certain sections of your post answer a search query better, add it as a link in your snippet. This makes each section immediately accessible from search.
- Accordion menus: Take in-page links a step further by adding an accordion or drop-down menu. This gives users a better preview of your content.
Rich snippets are made with structured data using tags. You can learn to code these yourself or use website plugins that simplify the entire process.
4. Use Stunning Web Design
Once you know how and where to place ads, learning effective website design for plastic surgeons is next.
Even with PPC, success isn’t guaranteed. Your website needs attention, too. There are a handful of vital features you should consider developing:
- Responsive design is all about duplicating the desktop experience for mobile. Most people surf the internet on mobile, and responsive design helps PPC by keeping visitors on your page and encouraging them to continue exploring.
- Landing pages should be a compelling pitch for your clinic. Tell patients about your successes and what services you offer. Complete your landing page with a call-to-action (CTA) button that directs them to reach out or book an appointment.
- Interactive content gives visitors a fun, dynamic experience. Use simple elements like flow charts, buttons, and quizzes to move clients to book services or appointments.
5. Don’t Miss Remarketing Opportunities
An unsuccessful conversion shouldn’t discourage you. Neither should it be a dead-end for your campaign. Applications like Google and Facebook allow you to remarket or retarget your ads. What this means is you should use tracking cookies to find opportunities to present the same ad again.
Google and Facebook have their own tools for setting up remarketing. It’s possible to do it yourself as well, depending on how you set up your website. Alternatively, you can hire an agency specializing in PPC for plastic surgeons to get all the benefits minus the headaches.
There are many moving parts in PPC marketing, which makes the process complicated. From keywords to platforms to remarketing tools, it can be overwhelming to think about. However, it’s not impossible to master.
You’ll learn everything you need to know with a little patience and a lot of practice. The best approach is to take things one step at a time.
Need help? Contact Digital Authority Partners today to work with our PPC experts and get quality results.
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