In most dermatology practices there is a battle going on for marketing dollars, SEO (Search Engine Optimization) and PPC (pay-per-click / Google AdWords) are in constant competition with one another. As Google changes its algorithms, dermatologists, plastic surgeons and med-spas find themselves competing against moving goal posts.
SEO can be a slower process (DermaTraffic typically ranks a practice or office for the top 10 most competitive keywords in 60 to 90 days), we can laser focus on cosmetic (non insurance) procedure patients if that is what the goal is. In competitive city’s where staff, equipment and office space are at a premium, doctors need the phones to ring TODAY not in 30 days. It’s this reason that more and more dermatologists have DermaTraffic manage a Google AdWords campaign for them.
PPC or Google Adwords advertising has the potential to deliver highly targeted cosmetic patient traffic to your office, but it takes technical know-how to do it properly. Even marketing veterans can make mistakes when they enter into a new market, or start offering a new service or medication with PPC. It takes an expert PPC analyst to review every potential facet of your Google account, looking for ways to improve on the copy and the landing page.
If you’re thinking of setting up your clinic’s own Google AdWords account, don’t. There’s a reason PPC professionals charge a fee for management. On average, our management fee is typically saved in the first 6 days of a month. Resulting in significant savings and increase in cosmetic patient traffic.
If you’re new to PPC, you may be unaware that it will cost you less to hire an expert like DermaTraffic than to launch an AdWords campaign on your own.
10 reasons why you should hire a PPC management expert:
1. Keyword Research Isn’t Easy
Keyword research is crucial to your success. Upon engagement, PPC experts research what words are best for your practice and they continue this research throughout the partnership. Choosing the wrong keywords can quickly exhaust your budget; leaving and your campaign with very poor conversions and attract the incorrect client.
PPC experts use multiple data points to form a more complete picture of the dermatology landscape.
2. Copy is vital to success
One of the greatest strengths of a PPC expert is the ability to perform competitive research. DermaTraffic understands how to write good copy. We study competing doctors in the area and we create ads based on what we know works. Copy that results in PPC success isn’t something the amateur can do overnight, especially when every word means something.
The right copy can elevate your campaign’s click-through rate, net more conversions and attract the high paying patients you are looking for. Bad copy that does not convey the right message may result in low conversion and wasted resources.
3. Tracking Requires Technical Expertise
The foundation of all DermaTraffic PPC programs is our ability to track not only new patient and client conversions, but where those clients are coming from. Good analysis can show you which placements and keywords are likely to bring you the most conversions and the highest paying clients.
In addition, tagging your campaigns allows you to see which ones are most effective. Tracking code installation requires HTML knowledge, so if you have no such knowledge then you better leave this to the experts or you may have to pay your webmaster to install it for you. If you would like to track your leads/sales from phone calls, that would require additional set up and expertise. DermaTraffic does all of this for you at no additional cost.
4. Do You Understand All the PPC Terminology?
You may know what PPC stands for, but do you know what all these mean: CPM, CPC, CPA? Give up?
What about the difference between Impressions, Views, and Hits? Do you know what retargeting is?
Understanding these terms is extremely important in the day-to-day management of your cosmetic dermatology campaigns. Until you’re familiar with all these (and several more terms not even mentioned here), then you aren’t ready to manage your own paid search campaigns. Let us do it for you, we will save you 30% to 75% on your monthly budget.
5. Campaign Settings Can Be Confusing
There are several potential settings you must adjust in order to get optimum exposure for your campaigns. For example, geographic settings can help you target a specific part of the communities city or neighborhood where more affluent patients live, work or workout.
Should you target locally, city or statewide? Should you set up different ad groups for each? Should you opt-in to partner/affiliate networks and if so should you bid the same as the search network? If you choose the partner networks, should you filter out some specific sites?
Without a clear understanding of these settings, and how they may benefit you, you might be paying too much for the same traffic that a similar marketer pays pennies on the dollar for. Without expert advice from DermaTraffic or some experience, you would never know.
6. Do You Know What a Good Landing Page Looks Like?
Relevance isn’t just an SEO term, it’s important in PPC marketing, too. The less relevant your landing page, the more money you’re spending on conversions. PPC experts understand not only the principles of landing page design, but also how to test those principles.
A/B testing is a tactic PPC DermaTraffic experts use to compare different landing pages and improve conversions to leases. That testing can mean the difference between a 1 percent and 5 percent conversion rate (by the way we have doctors that get 8% to 10%). A good analyst will also have familiarity and access to third-party A/B testing software.
7. Prior Experience With Similar Properties
DermaTraffic is the ONLY digital marketing firm that ONLY works with dermatologists. Often times a PPC expert may have worked with other dermatology offices in your city and have competitive knowledge they can apply to your practices account, which would save you thousands of dollars. In paid search it’s beneficial to hire a a company like DermaTraffic that has worked with one or more of your local competitors before.
8. Is There Click Fraud Going On?
If you’re a beginner, then you probably wouldn’t know how to monitor for click fraud. You should expect that there is always going to be click fraud. There may even be some auto-generated clicks to your ads that have nothing to do with click fraud, but may be a bot trying to spider your site for whatever reason.
You need to be able to watch your stats and log files for suspicious activity and when you feel there is click fraud going on, you can report to the search engine and request a refund. Although search engines try to block click fraud, from time to time they will do audits and may give you refunds months later, but this is not to your benefit.
You need to take control of this aspect. If you aren’t an analytical person or don’t have some technical expertise in this area, then it’s best to leave it to the experts.
9. Keeping Up With the Latest Changes
All good online marketers like DermaTraffic stay up to date with the latest trends by reading online news, journals, and/or forums. We also attend industry trade shows several times annually and attend networking events, and also have a few hundred friends and peers we could reach out to for expert advice or comparing notes on the latest trends.
If you don’t think you can do all these things, then it is best to hire an expert like DermaTraffic.
10. Do You Really Have the Time?
If you’re a doctor or office manager or owner, you’re probably busy with hundreds of other tasks daily. Do you really have the time to manage your own PPC account and give it the attention that it deserves?
Many marketers approach PPC with the attitude that it’s less complicated, or somehow easier than SEO. The reality is that PPC costs you money every time you use it.
With PPC rates skyrocketing, most dermatologists don’t even see returns right away. So every little factor that can improve your ROI would be beneficial to your bottom line.
Unless you have prior PPC experience, you shouldn’t attempt to do this yourself. Hire DermaTraffic to handle things for you. We will help your practice attract high paying cosmetic clients.