Optimizing your SEO can be achieved in a variety of ways. However, since organic reach is declining online, clinics can face challenges in attracting new clients. In simple terms, pay-per-click advertising (PPC) consists of placing ads online that you must pay for each click. This is a quick way to reach a new or uncaptured audience at a fast pace.
As one of the many benefits of PPC advertising, you can improve your online visibility through search engine ads, or by using specific social media platforms. They both have their own unique benefits, and when used together, they can be extremely effective for achieving your goals.
Google Ads can help you attract clients searching for treatments you offer in your local area. You can place ads on the search engine results pages, embed them in videos, and place them across the Google Display Network, so that it appears to users in many different formats online.
A great place to start is with Google Search Ads. They are query-based and show on the results page when someone searched for one of your chosen key phrases. For instance, if you were running an ad campaign about skin rejuvenation and a nearby user searched for skin care products, your ad may appear. These ads can be highly effective as we know there is already intent from the user to find the services you provide.
During the setting up of your campaign, you are asked to provide a budget, target audiences, and demographics, as well as a list of key search terms under which you wish to rank. You are charged each time a user clicks on your ad.
Facebook & Instagram Ads
Using Pay Per Click advertising on social media platforms has become an established method of targeting your audience. The most popular platforms for advertising are Facebook and Instagram – both of which fit perfectly for the aesthetics industry. Advertisements can be displayed in the “feed” or as “stories” and can be targeted at specific users. You can use a range of different media including single images, image carousels, and videos.
You can help the algorithm determine who to target your ad to in the newsfeed if you specify a clear objective, such as building awareness of your brand or selling your unique products and services. It is also possible to input the format, the target audience, and the budget.
Facebook has also developed its advertising beyond its own platform. By running ads through Facebook, you can also create adverts for the other social media platforms owned by Facebook. With Facebook Ad Manager, you can run your advertisements across other associated platforms, such as Instagram, Messenger, and Audience Network. This can help to streamline the management of your ads across platforms, saving time and effort which can be dedicated to your many other business endeavours.
Why should I run a PPC campaign?
Online demand has risen and selling to specific user groups has become easier. But why should you run a PPC campaign?
With paid advertising, you can reach more potential customers in a shorter period.
Value for money
Considering how many people see your advertisement online, PPC is a great investment. It is important to think about the value you place on each customer. Even if a customer makes a one-time purchase for you, a well-executed PPC campaign can be worth hundreds each year and is a great way to attract customers.
Target Specific Audience
In PPC advertising, you can specify your preferred audience. A vast variety of people like, comment, share and show off their interests online and on social media platforms increases the chances that your advertisement will reach the right people at the right time (e.g., when they log into their social media accounts). Additionally, you can market to people who have recently liked your content, or to new users who haven’t yet interacted with it.
Highlight an offer
Your ad campaign can be tailored to target user groups with a specific or limited-time offer using parameters such as demographics, location, previous visitors, or keywords. When you know who you want your ads to be seen by, the system can help you reach users who meet your needs (e.g., demographics, interest in your type of product).
How do I optimise my PPC ad?
A well-crafted ad campaign strategy and understanding your ideal demographic can make all the difference to your success. Monitoring what works and adjusting accordingly is also key. In our experience, spending time learning how to approach keywords from sector to sector as well as knowing how to execute a profitable and successful PPC campaign is key. Get in touch if you would like to discuss how Aesthetic Web can help you with your PPC campaigns.
Will my advert stand out?
Online advertising puts your clinic on a level playing field with other competitors. It doesn’t matter how long you have been in business, how many followers you have, or what your search engine rankings are – your ad spend is worth the same as anyone else’s. What is important is having eye-catching content and well-optimised ads to ensure you maximise your reach and return on investment.
Pay-per-click advertising is a great way to drive more customers to your website. If you want your audience to give you the results you desire, make sure your website landing page is user-friendly and visually appealing. It should also provide them with the information they wish to see after clicking on your ad. The purpose of advertising is to generate interest and leads for your business. If you have nothing to offer your audience after the click, you may not be able to achieve your overall objectives.
I need help with my pay-per-click advertising for my clinic
At Aesthetic Web, we have years of expertise in setting up and managing advertising campaigns across Google, Facebook, Instagram and other platforms. We can ensure your ad campaigns help you achieve your business goals and maximise your return on ad spend. Get in contact for a free consultation.