In talking with many cosmetic surgeons and dentists, I have quickly found out they are wasting thousands of dollars per MONTH with google ads! How can I say such a strong statement? Because they are not creating specific landing pages for each unique ad, therefore, there is a disconnect with the person clicking the ad. The end result is no conversion (no call).
With cosmetic services being a high-transaction service, with lots of money to be made by the doctor, it’s very competitive online. Both with google ads (PPC), as well as organic SEO (search engine optimization). This creates a high demand for ads, which will crank up the cost per click for the docs.
These cost per clicks can get up to $15 or more per click depending on the area of the country and competition. This can result in a monthly budget of $5K or more, so you want to get the biggest bang for our buck. Which means creating specific offers and landing pages to entice the visitor to take the action you want them to.
What’s Your Offer?
In any marketing campaign, you MUST have an offer to get people to take action. The majority of businesses advertising on google do not have an offer. This is burning money like the above picture.
I’m not saying you need to discount your services. Get creative. Have an entry level package to get them in the door. Then provide outstanding results, and you’ll have them for life. The end value with each of those patients can get very high if you input a strategy with your advertising and marketing.
Are You Tracking Results?
If you are not monitoring and tracking your ads you are for sure burning money. Again, I see this time-and-time-again. Docs spending thousands per month and not even knowing if it’s getting them new patients.
It’s not enough to have your front desk person answering the phone to ask where the people heard of your office. They are human, and can forget to ask the question, or not write it down.
Setting up conversion funnels through google is a must.