In this article, we will discuss how you can easily create a Google ads campaign and how this online digital advertising platform can bring more traffic and high-quality leads to your site. We will also discuss how creating an optimized campaign for Google Ads for aesthetic clinics will help you reach your advertising goals, increase revenue, and experience a higher ROI.
1. Why Google Ads for Aesthetic Clinics?
Google Ads is an advertising platform that allows businesses to prominently show their ads on search engine results pages and across the Google Display Network. Creating Google Ads for Aesthetic Clinics will give you faster results in comparison to other marketing strategies, like Search Engine Optimization, and you will have full control to customize your Google Ads campaign to help bring you more new customers and experience a higher Return On Investment.
Google Ads will immediately increase your brand visibility by appearing at the top of search results when potential leads search for your aesthetic clinic services. It allows you to target specific keywords, locations, and demographics and you have complete control over your advertising budget. Since it follows the pay-per-click business model, you will only be charged when someone clicks on your ad, making your Google ads for aesthetic clinics a cost-effective advertising option. Additionally, Google Ads can provide detailed performance metrics so you can track the success of your campaign, and analyze your best-performing ads so you can further optimize them.
2. Understanding Google Ads
Before creating your Google ads for aesthetic clinics, you must understand and familiarise yourself with some of the key features of this advertising platform to be able to create an effective Google ads campaign.
- Campaign: This consists of all the ad groups, keywords, and preferred settings that make up your ad.
- Ad Groups: This is the umbrella which the keywords go under, and the keywords will usually follow a main theme.
- Keywords: These are key terms and phrases under your ad groups, which potential customers will likely search to find your aesthetic clinic.
- Conversions: These can be a set of actions people may take to contact, or sign up to your aesthetic clinic.
- Landing page: This is a standalone page that people will be directed to when they click on your ad.
- PPC: Also known as Pay-Per-Click. You only pay this amount when someone clicks on your ad.
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3. Create Google Ads for Aesthetic Clinics
To create your Google ads for aesthetic clinics, you first need to create an account on Ads Google by signing up. If you already have an account, click on “Start now”.
Once logged in, click “+New campaign”.
3.1 Campaign Settings
For your campaign objective, select “Create a campaign without a goal’s guidance”. This option will allow you more control over your Google Ads for aesthetic clinics so you can implement marketing strategies in your campaign.
You want to show up at the very top of Google’s SERP or search engine results pages when a user’s search is relevant to your treatment and services, therefore you want to choose “Search” as your campaign type. This is also the ideal campaign type for beginners because of its functionality.
Next, choose the goals you want your campaign to focus on. For your aesthetic clinic, you can choose options under the leads option, such as “Book appointments”, “Quote request” or “Contact”.
Enter your campaign name before clicking “Continue“. A campaign name you can use is entering your aesthetic clinic business name. For this example, we will use “Aesthetic Clinic Services”.
3.2 Network Settings
For your network settings, check your “Search Network” settings, but deselect the “Display Network” settings.
Including the Google search partners option will allow your Google ads for aesthetic clinics to reach a wider audience, and encourage more conversions. You want to make sure the “Display Network” is not selected because you want to ensure that your Google ads show up to people who are searching for your aesthetic clinic services in real time.
3.3 Location Settings
You can implement targeted advertising through your location settings, to help maximize the performance of your Google ads for aesthetic clinics campaign. Click “Enter another location” and then enter the specific location you want to target, then make sure that “Presence: People in or regularly in your targeted locations” is selected.
If you have more than one aesthetic clinic location that you wish to advertise, select Advanced Search.
Enter the other locations of your aesthetic clinic in the text box, or select a specific demographic area using the “Radius” option. Make sure that you only enter a distance of up to 15 miles or less, since potential customers are unlikely to travel further than that distance.
Consider implementing location bidding strategies for your Google ads campaign, for instance, the further the location is from your aesthetic clinic, the lower you want your bid to be, so you can bud higher for locations nearest your aesthetic clinics.
Not sure how to implement location bidding strategies?
3.4 Language Settings
Enter the language you want your Google ads to show up in, like “English”. If you want to create Google ads for aesthetic clinics but in a different language, for example, French or Spanish, you will need to create a brand new campaign with those settings.
3.5 Audience Segments
Your audience segment settings is another feature you can use to refine your targeting, which works by targeting people looking for similar products within the same industry. If this doesn’t apply to your business, you can skip this step.
In the example below, we selected “Spas & Beauty Services” for in-market audience segments, and “Beauty & Wellness” for affinity audience segments. When including audience segments in your campaign settings, make sure the “Observation” setting is selected, to ensure that your campaign reach is not narrowed by the selected audience segments.
3.6 Ad Rotation and Ad Schedule
For your Ad rotation settings, select “Do not optimize” to ensure that your ads rotate indefinitely, so you can track which ads are performing well and which ones aren’t and why.
For your ad schedule, we recommend only selecting the days and business hours your aesthetic clinic operates. This will ensure that any queries or calls can be answered by your front desk or receptionist as soon as possible. If your aesthetic clinic receives any calls during non-business hours and you fail to acknowledge them, it will result in lost leads.
4. Ad Groups and Keywords for Aesthetic Clinic Campaign
As we mentioned earlier in this article, your ad groups are the umbrella that will contain all your ads and all your keywords. Creating your ad groups for your Google Ads for Aesthetic Clinics is a critical step to trigger the right keywords, therefore doing prior keyword research is important.
In your ad group settings, enter your ad group name, for example, “Aesthetic Clinic Treatments” or “Aesthetic Clinic Botox Treatments” if you want to be more specific. Then enter the products or services you want to target, such as “aesthetic clinic services” or “botox treatment”. You want to ensure that the keywords you will include in this ad group will follow the main theme of the ad group
If you will be using “aesthetic clinic services” to search for keywords, make sure you remove any keywords that may not be helpful to include in your ad group or any key terms like specific services or treatments that your aesthetic clinic doesn’t offer, such as “surgical treatments”. The same thing applies if you will be using “botox treatment” to search for keywords. Remove keywords that don’t apply to this specific ad group, such as “botox cost” or “botox providers”.
Next, you will need to format your keywords into keyword match types.
4.1 Keyword Match Types
Keyword match types are critical for your Google ads for aesthetic clinics to be effective. You can use different keyword match types for your Google Ads campaign, and each match type will trigger your ads to show up on a user’s search page.
Broad match types are the key terms that relate to your chosen keywords, which can include misspellings, and these usually have the highest reach but the lowest relevance.
Phrase match types are words or key terms that are usually included within a phrase or close variations of that phrase. It could also include the meaning of the keyword. Keywords in this match type will usually be put in quotation marks, for example: “keyword“
Exact match types are the words or queries that must match your keyword or your keyword’s meaning. This match type will usually have the highest relevance to the keywords in your Google ads campaign, but it is also the match type that is likely to have the lowest reach in comparison to broad match and phrase match. Keywords in this match type will have to be put in brackets marks, for example: [keyword]
Take note that you will want to take into account which keywords to bid higher for, and which keywords to bid lower for. This will depend on your local competitors and your location, so if your competitors are overpaying for high-intent keywords, you want to target lower-intent keywords instead. Similarly, if your competitors are targeting lower-intent keywords, you want to bid for higher-intent keywords.
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5. Google Text Ad for Aesthetic Clinics
5.1 Final URL and Display Path
In this section, you will start creating your Google Ad text for your campaign. First, enter your website in the Final URL and then enter the key terms relevant to your ad campaign in the Display path just like in the example below.
5.2 Headlines
Your headlines are the first thing people will likely see from your Google ads campaign, so use clear keywords that are straightforward but also attention-grabbing.
In your headlines, you can include the name of your aesthetic clinic, and you can even include the location of your business, for instance “[Your Aesthetic Clinic Name], Los Angeles”. You can include up to 15 headlines for your Google ads campaign, and if you struggle to come up with headlines, click on “More Ideas”, which will show you a variation of headline suggestions using top keywords with high-volume searches for your Google ads for aesthetic clinics.
5.3 Descriptions
Next is adding descriptions. In this section, you are allowed 90 characters per description, so use this opportunity to add additional key information that will help convince the user to click on your ad and become a customer.
You can highlight features of your aesthetic clinic, like “Experienced Professionals providing the best services for your skin and aesthetic needs!” or you can offer something in your descriptions, such as “Enhance your skin and aesthetic needs today! Book Your Free Consultation Now!”
5.4 Ad Assets
Increase the click-through rate of your Google ads for aesthetic clinics by adding sitelinks to your campaign. These will make your Google advertisements bigger, it will help them stand out from the page, and will encourage some form of action from your potential customers, such as inquiring about your services or booking an appointment.
One type of ad asset we recommend adding to your Google ads campaign is Sitelinks. These sitelink ad assets work as direct links to specific landing pages, which encourage the user to complete the customer conversion journey once they click on your ad.
For your campaign, you can use specific key terms as your sitelink assets, like “Derma Fillers”. Then include 2 descriptions for each sitelink, and enter the final URL for that specific landing page.
Once you’ve added your sitelink assets, you will see in the preview section where these sitelinks are placed on your Google ads for aesthetic clinics.
Another type of ad asset we encourage you to include in your Google ads campaign is a callout asset. This is where you can add short, key information about your aesthetic clinic to support and encourage why a potential customer should choose your aesthetic clinic over your local competitors. For instance, you can include a free offer like “Free Online Consultation”, or highlight the years of experience in the industry, such as “25 years of experience”.
Need assistance adding ad assets to your Google ads campaign?
6. Manual CPC and Bidding
After creating your Google ad text and setting up your ad assets, you will now need to set up your manual CPC (Cost Per Click) or budget.
Google will automatically recommend an average daily budget for your campaign, but you can dismiss this and enter your chosen amount instead. We don’t recommend entering a budget amount that is too low, because stretching it too thin will not give you enough measurable data. Without measurable data to analyze, you won’t be able to improve and optimize your Google ads for aesthetic clinics campaign.
Entering a low custom budget amount will also likely give you unwanted results because it might take longer for your aesthetic clinic to get new customers. Keep in mind that your daily budget amount will also depend on your niche or industry, your location, and your local competitors.
For your Google ads for aesthetic clinics, consider entering $5o as your starting budget. Any amount you enter for your manual CPC or budget, you will get an estimate of the expected performance metrics of your campaign, like its estimated weekly clicks, average cost per click, and weekly costs on the right side of your screen.
Take note that these are only estimates and not 100% accurate. This means that your Google ads for aesthetic clinics could underperform from the estimates, and it can also mean that your ad campaign could perform better than the expected analytics.
Since you want to gain more new customers for your aesthetic clinic using the PPC or pay-per-click system, you want to select “Clicks” as your bidding settings.
Make sure that your “Customer acquisition” setting is not selected, to avoid limiting your ads to show up only to new customers, regardless of your bid strategy.
Check all your campaign settings before publishing your campaign. If all the information is correct, click on “Publish Campaign” and you’re done! Congratulations, you have just created your first-ever Google Ads for Aesthetic Clinics campaign!
7. Optimize Your Google Ads for Aesthetic Clinics
7.1 Keyword Planner
One of the best and most accessible tools you can use to optimize your campaign for Google ads for aesthetic clinics is Google’s Keyword Planner. This is because this tool gives you historical trends for specific keywords based on data and insights that are relevant to your campaign.
With Keyword Planner, you will be able to understand the popularity and demand of a keyword and get insight into its search volume over time, competition level, and top-of-page bids.
To use this feature on your Google Ads Account:
- Select Tools on the left side of your screen.
- Click on Planning, then select Keyword Planner.
- Choose Discover new keywords.
Enter a service or treatment offered by your aesthetic clinic, or you can enter keywords users use to search for an aesthetic clinic, like “aesthetic clinic near me”.
After entering your keyword and clicking on “Get Results”, Google’s keyword planner will show you all the relevant keywords to your keyword search. You will also see on your screen the keywords that are already in your campaign, and these will be labeled as “In Account” under the Account Status.
Another great feature of this tool is that it is very easy to add your wanted keyword to your campaign. Simply select the keywords you want to add, then on the top right corner, select “More“, then click “Add to Account”.
Make sure you select the right ad group you want to add these keywords in and select the match type format you want these in, then click “Add“.
Your keywords are now added to your campaign. You can always check by looking at the Account status column, and checking that these newly added keywords are labeled “In Account”.
7.2 Negative Keywords
One of the best practices you can implement when creating and managing your Google ads for aesthetic clinics is adding negative keywords to your campaign.
Negative keywords are another form of keyword match type, and they ensure your Google ads will not be triggered by these specific terms. These will usually be relevant to your niche or industry but are irrelevant to your actual Google ad, and the services or treatments your aesthetic clinic offers. You also want to include negative keywords in your campaign, because it will help your ads to focus on targetted keywords, which in return, will help bring high-quality leads and conversions, resulting in a higher ROI.
Additionally, negative keywords will prevent your ad spending from being wasted on unnecessary clicks that will not translate to actual new customers.
To add negative keywords from your Google Ads Account:
- Select “Campaigns”, then click on “Audiences, Keywords, and Content”.
- Then click “Add Negative Keywords“
Then, enter your negative keywords. If your aesthetic clinic doesn’t offer or provide specific services that require invasive procedures like surgical services, include these in your negative keywords. These could be “aesthetic surgery”, “breast surgery”, “liposuction” and “cosmetic eyelid surgery”.
Click “Save“.
Your negative keywords should now be added to your Google ads for aesthetic clinics campaign.
You can also add negative keywords to your Google ads campaign using Google’s keyword planner. Simply select the negative keywords you want to add, then click “More“, and select “Add as negative keyword”.
You will see that the negative keywords you added from the keyword planner will be labeled in red as “In Plan:Negative” under Account Status.
7.3 Landing Page
As mentioned at the beginning of this article, a landing page is a standalone page that a user will be taken to once they click on your ad. Its main purpose is to convince the website visitor to convert through a call to action button.
When creating a landing page for your aesthetic clinic site, you want to ensure that it contains a variety of key elements that will make your landing page effective in convincing the website visitor to complete a short form or book an appointment in response to the offer on your landing page.
Key Elements of an Effective Landing Page
- Headline: A clear headline or title that contains the keywords of what the landing page is offering.
- Hero Shot or Image: A high-quality image that visually communicates what is being offered.
- Social proof or Testimonials: Feedback from previous clients to help convince website visitors to convert. This can be in written form or video form.
- Unique Selling Proposition: Key information or benefits to make you stand out from your local competitors.
- Key Benefits: These can be the solution to the problems or fears of the website visitor.
- CTA buttons: These are critical for conversions, so they should be placed dominantly throughout the landing page.
- Lead Forms: Another point of interaction in response to the product or service you offer.
In addition to the mentioned key elements for an effective landing page, consider adding additional information such as Frequently Asked Questions for the website visitor.
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7.4 Landing Page Example for Aesthetic Treatments
Let’s look at a landing page example from an aesthetic clinic website, which utilizes a variety of key elements that help in converting the website user into a customer.
A clear headline with the main keywords of what is being offered on the page. It is supported with a hero shot and includes key benefits of the service, followed by a prominent CTA button.
As you scroll down, it also includes a USP or Unique Selling Proposition of why the website visitor should choose this aesthetic clinic over its local competitors.
The service or treatment being offered can be used for different concerns, and each service has its own CTA button.
There is also a section for frequently asked questions that addresses possible concerns the website visitor may have before converting.
It includes a short form toward the end of the landing page and includes additional CTA buttons, including a CTA Phone Number and another point of interaction where the user can sign up for their newsletter.
Although this landing page example uses a variation of key elements to make its landing page effective, one element it lacks to help convince website visitors to convert into customers is a testimonial or social proof section. The site has a page specifically for reviews with before and after results, but it is important to also include these in the landing pages to encourage the user to take action.
8. Key Takeaways
- Google Ads for Aesthetic Clinics is the best online marketing tool to gain fast and guaranteed results, with high-quality leads.
- You can maximize your ROI by continuously optimizing your campaign.
- Your Google Ads campaign will need continuous attention and refinement to ensure success and ensure more new customers for your aesthetic clinic.
If you feel like you don’t have the time to continuously manage and optimize your Google Ads campaign, we make it easy for our clients! We’ve helped more than 1,000 clients succeed with Google Ads which you can read more about on YoYoFuMedia’s Page. Let our team of friendly experts take care of your Google Ads campaign so you can focus on providing the best service for your customers, by Scheduling a Free Consultation with us.
