Here’s How To Get More From Your Med Spa PPC If You Have A Small Budget
Save More and Get Better Results!
Many med spa owners are excited about SEO and social media, but are hesitant to try med spa PPC (pay per click advertising – running paid ads on search engines like Google or Bing) because they are afraid that it’s too great of an investment. PPC has a reputation for being expensive.
And it is expensive. PPC costs more than social media and some other forms of advertising. Most med spa professionals we meet who have never tried PPC before haven’t done so because they looked at the initial cost of a click and decided their money could get them a better ROI elsewhere.
The good thing about med spa PPC is that you decide exactly how much you want to pour into it. Obviously, the bigger your budget is, the better results you’re going to get, but that doesn’t mean this form of advertising can’t be an incredibly profitable lead source for smaller med spas, or med spas who are just starting out with digital advertising. If your budget is $150 a month, and that’s all you can afford to invest into your PPC efforts, we might recommend social media (because you will get more bang for your buck that way). However, if you have at least $500 a month to spend, you can definitely see results from that amount, provided your med spa has a strong account structure and a smart strategy in place for careful, maximum-effect ad spend.
Here are some tips we recommend we make for med spas that want to start med spa PPC with a conservative budget!
Don’t underestimate the power of remarketing
If you’re eating on a budget, you think about ways to get 3 meals a day for less. You have to do the same with med spa PPC if you’re doing it on a budget – you have to constantly be asking yourself how you can acquire new customers in the cheapest way possible.
Acquiring a total stranger is much more expensive than acquiring someone who is already familiar with your brand because it takes more effort (and more exposure) to attract them and convince them to convert. It’s easier to re-engage someone who has already clicked on your ads, visited your website or med spa, or purchased one of your products than it is convert a cold prospect. Enter remarketing ads, which target these friendlier users. Remarketing ads for med spas are much cheaper to run, and they have a higher ROAS. You can run them via search or the GDN (Google Display Network).
For example, you could offer 30% off of a facial via email to someone who visited your site yesterday, or show a testimonial from one of your satisfied clients to someone interested in costmetics while they’re scrolling through their social media.
Don’t ignore your negative keyword lists/search term reports
The ability to add negative keywords is one of your most powerful tools you have when it comes to controlling spend. It absolutely baffles us when med spas just neglect to check their negative keyword lists or search term reports regularly. If you want to cut down on waste, update your negative keyword lists!!
Negative keyword lists are a way of telling Google/Microsoft what keywords you DON’T want your med spa PPC ads to show for. For example, we once managed an account for an outdoor lighting company. When Empirical360 took over the account, an analysis of their search term report revealed that many of the terms revealed that clicks were coming from users who were looking for ways to do it themselves (“diy outside lighting”, etc.). Those were wasted clicks, because the people weren’t getting what they were searching for. They wanted a way to do it themselves; they weren’t looking to hire a lighting company. Once we filtered those DIY keywords, costs dropped dramatically, because they were getting clicks from users who were actually interested in what they had to offer.
Maybe you’re getting a lot of clicks for people who are actually looking for plastic surgeons; the services you offer may be close, and you may want to bid for some of those keywords, but if too many people are really wanting actual surgery and you don’t offer implants, adding those negative keywords would help stop those clicks.
Regardless of your med spa PPC budget, you should be checking these lists once a day. But having strong, up-to-date negative keyword lists is especially important for small budgets.
Segmentation and bid adjustments are key
If you’re operating on a tight budget, you need your med spa PPC strategy to be precise. When you lump everything together, you’re going to blow budget because you can’t know where your budget is being allocated or where it should be allocated. If you want to save, segment!
Segment by location so you can target the places you want your clients to come from (you can target specific regions, states, cities, and counties). Don’t waste clicks on people who are hours away from your med spa and probably will not drive that for your services, for example. Segment by device so you know if you need to push more money towards your mobile or desktop or tablet campaigns. Segment by time of day and time of week so you can adjust your ad scheduling and bids; if most of your clicks are coming in the afternoon, you can decrease your bids at 4pm, let’s say, and save spend that way. Med spa PPC without segmentation is a black box operation that will not put you in the black.
Bid on branded terms
Bidding on branded terms is one of the easiest ways to get high intent clicks (and therefore, conserve budget). If a user is searching for your brand, it shows that they’re at least interested in you, and at most, ready to immediately convert. Many med spa owners assume that a search for their name will definitely result in a website visit, but your organic presence may not be as good as you thought, and your competitors are likely bidding on your brand name in order to appear above you in the SERP (search engine results page). So bid on branded terms! This ensures that you reach the people who are most likely to convert.
Try call-only campaigns
Calls can be a really important action for med spas, depending on your business model. We live in a mobile-first age; over 70% of people will call directly from search results. You may want to optimize for this by directing users to a representative or answering machine rather than to a landing page. Call-only ads display the phone number at the top of the ad in a highly visible, conversion-friendly format so that any clicks result in a phone call to your med spa.
Rather than taking the chance that a user converts by sending them to a static website, a call-only ads put potential clients in touch with trained and experienced personnel you trust to answer their questions, gather more information abut them for follow-up purposes, or persuade them to convert. If you don’t have the budget to chance it, call-only ads are less risky than traditional search or display ads.
Implement proper tracking
When it comes to med spa PPC, if you’re guessing, you’re losing money. It’s the fastest way to blow through your budget. When you don’t know what’s working and what’s not, you may make a good choice by accident, but you don’t know what choices you’re missing out on that could be better. You should rely on analytics and data to guide your decisions about optimization. Conversion tracking is your new best friend – set it up so that you know where your traffic is coming from (like offline sales, custom conversions, calls, clicks, and website submissions). In order to spend your budget more efficiently, know your highest performing sources (KNOW, don’t just assume).
Use SKAGs (trust us)
SKAGs (single keyword ad groups) are hotly debated in the med spa PPC world. Instead of including multiple keywords in one themed ad group, like Google and Microsoft suggest, when you use SKAGs, you place each separate keyword in its own ad group. People who are against it say it’s too complex and ineffective. But we’ve personally tested it time and time again, and we know that for us, it’s always resulted in greater relevance and lower cost. We wrote a blog post explaining why you need SKAGs and we may write more because we’re passionate about proving their worth, especially to med spa owners! We recommend them for any budget, but if you are trying to cut down on your costs, implementing SKAGs is one of the best changes you can make.
Did you find these suggestions helpful? Want to learn more about what it takes to make a profit in med spa PPC, one of the fastest growing industries in 2020? Empirical360 is a Google Premier Partner that specializes in med spa marketing has extensive experience producing revenue for our clients. Get in touch with us to find out how we can grow your med spa 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!