3 Hidden Geofencing Techniques for Med Spa Professionals
The med spa industry is on the rise in the United States; according to the American Med Spa Association, the industry generates $4 billion in revenue annually, has doubled in size during the past seven years, and is projected to double again by the end of 2020. If you are one of the roughly 4,200 medical spas, you are operating in a highly competitive industry!
It’s important that your digital marketing strategy is getting you the results you need, but it needs to go beyond that if you want to truly stand out above your competition. You need to have tactics in place that other med spas don’t! That’s where we come in – our agency, Empirical360, has managed over $15,000,000 in ad spend, and a majority of that has been for medical businesses. We are Google Premier Partners, which means that we have met their high performance and education criteria, and they now consider us to be one of the leading marketing agencies in the world.
We know how to connect med spas with the people searching for the services they offer. And because we are experienced ad experts, we also know some enhancements you can make to your campaigns that your competitors may not be aware of. The improvements we’re going to discuss in this blog post have to do with geofencing. We’ll discuss what it is, how it can help med spa professionals specifically, and how to make these changes in your campaigns!
What is geofencing?
Geofencing is drawing a virtual “fence” around your physical location(s) in order to reach people who have visited you or are nearby. When people enter the virtual fence, Google uses IP addresses and GPS technology to track them based on their coordinates and serve them specific ads you have determined to show to these potential clients who are within a short distance of your med spa. Geofencing can dramatically increase engagement among your local clientele.
If you have a med spa and are competing with other med spas in your city or area, goefencing can give you an advantage; you can attract people nearer to your location to visit with ads or offers, like coupons on PRP facials, massages, or laser hair removal (“You’re just around the corner from feeling like your best self – here’s 15% off any medical massage, valid this week only!”), or persuade clients to come to you and not to your competitor by highlighting your value (“the ONLY med spa in *insert city* that performs electrolysis hair removal” or “lowest prices on Botox you’ll find anywhere in *insert city*”).
Any med spa professional can (and should) utilize geofencing in their Google Ads campaigns, but there are three hidden geofencing techniques you can make that not many people know about. We’ve seen these tactics prove highly effective for our clients.
1. Funnel Location Specific Ads to Location Specific Landing Pages
People in today’s digital age are impatient. They want to find what they’re looking for quickly and easily; they’ll abandon the trail you’ve laid out for them if it’s confusing or frustrating. The key to powerful geofencing is laying out a clear, easy-to-follow path to keep their attention.
Match the keyword to the headline for geofencing ads. If someone performs a Google search for “Tampa Med Spa” or “South Tampa Med Spa”, the headline for your ad should include “Tampa Med Spa” or “South Tampa Med Spa”. When they click on the ad, they should be taken to a geospecific landing page with the same headline (or headline including that search query/keyword).
This increases the chances of a conversion because each spot on their journey is highly relevant and matches their intent.
2. Segment Campaigns Based on Location
When you segment your campaigns by location, you can control budgets for your higher performing locations. If you have med spas in multiple cities, you can decide which location is responding best to your geofencing strategy and allocate more of the budget to the campaign for that location. If you don’t segment, you have no way of knowing what locations are performing best and you’re missing out on an opportunity to optimize.
If you only have one med spa, this hidden geofencing technique can still work for you; you can geofence areas around your business (the north side of town, east side, west side, and south side, for example) and determine which ones deserve a larger share of the budget based on performance.
3. Add Custom Pins with Radius Targeting
Google’s geofencing is extremely precise. You can drop a pin on your building, and then choose a radius around that pin that you want to target. Rather than just specifying a city, which is what most people do, you can actually specify your med spa’s exact location. You can make the targeted area around it as tight or loose as you’d like (.6 mile radius, 5 mile radius, 30 mile radius, etc.). This guarantees that you attract clients who are extremely close to your business and may already be familiar with it.
Have questions about implementing these hidden geofencing techniques in your med spa marketing strategy? Empirical360 specializes in getting more patients for med spa professionals through paid search engine marketing (Google Ads), social media marketing (Facebook Ads), conversion rate optimization, search engine optimization, website development and design, and video production. Contact us today to learn how we can grow your business!
Shea Antonucci - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!