In this informative episode of Medical Millionaire, host Cameron Hemphill is joined by Growth 99’s paid media expert Carolyn to break down the essentials of running successful social media and search advertising campaigns for medical spas. Learn how to leverage both Facebook/Instagram and Google Ads effectively, with detailed insights on:

• Understanding the key differences between social media and search advertising
• Maximizing Facebook/Instagram ad performance with the Facebook Pixel
• Creating engaging ad content that stops the scroll
• Implementing effective Google Ads strategies, including keyword optimization
• Setting up proper tracking and measurement for ROI
• Using ad extensions and remarketing to stay ahead of competitors

Perfect for medical spa owners and practitioners looking to enhance their digital advertising strategy while maximizing their marketing budget. Features real-world examples and actionable tips for both platforms, with a focus on generating quality leads and measuring success.

Transcript: 

Hey everybody. Cameron Hemphill, here your host for Medical Millionaire. Hey, first off, I want to thank you so much for taking the time to listen to our podcast.

Our goal is to give incredible value and insight into the medical spa market. My team and I, we’ve consulted some of the top medical spa owners, injectors in the esthetic space all over the country for years, and we see businesses that are absolutely thriving, ones that are doing exceptionally well, and then we see ones that need help.

And so throughout this journey together. We want to take your practice to the next level and give incredible details on on what we see in the marketplace. And so let’s go ahead and jump in. So on this particular podcast, we’re going to talk about how to run effective Google ads and Facebook ads for the medical spa specifically, again, esthetics injectors across the country.

And so running paid media, paid advertising, we actually have a guest from the Growth99 paid media team that I’m going to ask a couple questions. We have Carolyn here, and Carolyn, she runs our paid media department. And so when it comes to running paid media and getting into the expertise of how to create sales copy, how to create ad copy, how to push out target audience campaigns to the right demographics in the right areas, like this gal is the one that runs a department knows it all, knows all the trips or tricks, hacks and everything that goes along with it.

So I thought it was helpful to bring her to this episode so we can kind of pick her brain and kind of have a conversational piece around that. So hey Carolyn, welcome to medical millionaire, and thanks so much for your time.
Yeah, hi Cameron, thanks so much for having me, I’m excited to talk about Facebook and Google today.

Yeah, yeah, absolutely. So let’s, let’s jump in. Like, the first thing I want to do is I see a lot of social media going on in this space, especially right now, like with COVID 19 and virtual consultations and like, digital has almost, like, I would say, taken a 10 year run rate in just the last six months. And so, of course, social media on Facebook and Instagram specifically has always been important. I think it’s it’s actually becoming more important than ever. Is that something that that you would agree with?

Yeah, definitely, especially Facebook and Instagram. You know, there are so many users using all of those platforms every single day. Throughout the day, there’s 74% of active users use Facebook every single day. And in addition to that, you know, when you’re running Facebook ads, you’re reaching people across Facebook and Instagram, and people on Instagram are actually 58 times more likely to engage with branded content. So it’s really important to not only be there organically, but also just in a paid sense, to get in front of your potential clients and potential pace patients throughout the day while they’re using these platforms.

Yeah, yeah. And I completely agree. Like, what’s funny is, you know, if you you got that screen time monitoring on your your device now, and I think, like, as you get those updates, you can kind of see exactly how much screen time you’re using, and I’m guilty of it as well. Even, you know, being a part of a digital marketing company, we’re kind of forced to be on that to run ads for our customers and even ourselves.

But I see, you know, I look at some friends and family and some even clients, and look at their screen time, and, you know, without a doubt, like you see how much time they’re spending on the social platforms, because it breaks it down per category on the screen, time, right? And so I would say, even if somebody conducts like a Google search and they don’t book with you, you know you’re almost like addicted to go pulling up your Instagram, I guess, unfortunately, but fortunate, to capture audience levels as well. In this space, they can go pull up their Instagram, and we can have a sponsored, you know, retargeting feed, pull right back into to invite them to rebook.

So I completely agree with you. Is there any like I kind of want to talk a little bit of, just for a second about debunking phase. Facebook myths. I think there’s when I get on the phone with with clients or potential clients, and when the sales team does or the onboarding team, there’s a lot of conversations around, you know, Facebook myths.

And so is there a couple things that you can just kind of bring to our attention around that – hello, sorry, I think you cut out there for a second.

But definitely, there are a few myths that come up in regard to Facebook and Google. We can get into Facebook right now. But I think the biggest myth and the reason that a lot of advertisers kind of avoid Facebook is that they think it’s going to be too expensive.

You know, they see their competition, or they see really big brands, like the Coca Colas of the world always advertising on Facebook, and they’re like, Well, my budget is nowhere near what, you know, like a Coca Cola has, and it’s just not true that it’s too expensive. Facebook ads really is built to fit within your budget.

So whether you can only spend $10 a day, or whether you can spend, you know, 5000 a day, it’s going to fit within your budget, and once you kind of drill in on your audience that you want to reach and the location that you’re looking to reach, anyone can advertise on Facebook, and it can be really efficient to gain new patience on there. So that’s definitely, I think, the biggest myth is that it’s too expensive, which we’re debunking right now, is definitely not true.

Anyone can advertise on Facebook, yeah, yeah, I agree. And then, and then, I think that there’s also some some myths out there in terms of, like, can I just create an ad and set it and forget it? Can you talk about about that a little bit? Because I think, like, ads are you always want to massage them, look at the data, see what Ad Copies work, and run some AB testing and stuff like that. Maybe you could just talk about that for a sec.

Yeah, definitely. So there definitely is a lot of advertisers who create one or two ads and just leave them running for long periods of time, which they can work really great at first. They can definitely be great ads, but over time, people are going to get fatigued of seeing those ads. I mean, if you think about scrolling through your feed and how many different sponsored content you’re seeing every single day across all social media and other areas as well, it’s kind of hard to even think of what you might be seeing.

So you want to make sure that your ads are extremely relevant to the user, and that’s why marrying your target audience with your ads is super important. Because you want to make sure that the content that they’re seeing is really, really relevant. You don’t want to be serving ads that are geared towards women to men and vice versa.

You want to make sure that these ads get across what your service is offering and what your medical spa is offering, but you want to make sure that it’s relevant to the person who’s seeing it, so that they don’t just forget that they even saw your ad. And this is really important, especially with smaller budgets. You want to make sure that your ad is targeted into your audience and not You’re not just spending money to spend money to show where you’ve seen competitors show you.

Want to make sure that you’re getting the most bang for your book, yeah, yeah. No, I completely agree. And and think, yeah, I mean, there’s, there’s all sorts of budgets. Kind of depends on the revenues. And I think if you can put $1 in and get $1.50 out, like, it makes sense to kind of really look at those budgets and dive into, you know, how you can help with like, lead generation and even like branding and awareness.

But I think there’s also a myth out there that a lot of people think that Facebook ads are just for branding and awareness, when really it’s it’s a huge lead generation tool, if used correctly to the correct landing pages and having the right sales copy and ad copy.

So, I mean, that’s one I guess, myth that I can dive into is is I get that all the time is like, well, isn’t it just, should I just create a post, and I’ve boosted a post on my Facebook page before? Isn’t that what you guys are talking about? And it’s a huge educational process in the sense of saying, Oh no, no, we actually have to go into the back of the ad manager. You can create the copy in there, the audience, the look and feel the right demographics, and then push that out, and then actually look at the data.

And I know data can be like boring, like, click through rates and all these like digital marketing SEO terms, but you kind of got to educate yourself in the sense of knowing exactly what the ads are doing and which ones you should immediately just, like, stop.

Up and kill, and which ones you should push additional ad spend to ones that are actually converting at the highest level. So there’s, there’s, just want to pivot here really quick from that, and I want to get into the conversation around like Facebook and Instagram, because, because, again, this kind of comes up a lot. A lot of folks will say, Should I only invest in Facebook and not Instagram? And can you just kind of touch on how those are, are, I guess, married at the hip, if you will, from a I guess, hierarchy company standpoint, but then also the benefits of both.

Yeah, so Facebook and Instagram, obviously are owned by the same company. Facebook and Facebook does a really, really great job of allowing you to show across both Facebook and Instagram kind of seamless, seamlessly. So they have a lot of tools in the back end of ad manager that will specifically crop and move your images or videos around to make sure that they make sense.

Because if you’re thinking about your Facebook and Instagram scrolling on a daily basis, you’re gonna go on Facebook and there’s gonna be certain images or video sizes, and then you’re maybe go to Instagram and start watching people’s stories, which are a little bit longer and more vertical, they take up the whole space. And then you’re gonna go back into your Instagram feed, which is all square images.

And that can kind of be a lot to manage, even from an organic standpoint. So Instagram and Facebook running ads allows you to kind of crop your images and videos to fit across all of those and then Facebook will kind of do the heavy lifting to figure out where your ads are performing best and giving you more insight into whether you should be driving content more to Facebook or more to Instagram or even to the specific stories, and it also helps you reach customers throughout the day.

So maybe your target customer is spending their mornings on Facebook checking in on groups that they belong to, and then at night, they’re just kind of endless scrolling on Instagram or looking at stories or watching the new reels format on Instagram.

So having this integration really helps you continue to follow your customer, for lack of a better word, throughout their day, and allows for kind of cross platform optimizations that you can make to increase your overall return on ad spend.

Yeah, yeah, absolutely. And, and I agree, like, I just get that a lot, and I feel like, you know, there’s so many social platforms out there now, and it’s really important to to be on, you know, all aspects of them in, in the right the right way, the right demeanor, like where to run ads, where to have organic story creation, and stuff like that. So now that that’s super helpful. So let’s, let’s talk really quick on, where do you start?

Right? So, okay, I own a med spa, or I’m an injector, and I’m either doing well, but I want to do I want to do better, like I get the time, like, Hey, I’m busy, but I’m hiring another injector, and I want to ramp her, or I want to ramp him and book out their schedule, because I’m booked till six months out. Like, I hear this all the time in the space.

Or I also hear, hey, I’m a nurse, and I’m starting a med spa. You know, I got friends and family that are interested. But like, I need, I need some leads. You know what I mean. So, so where do they start? Like, give us just kind of a baseline of, how do they how do they start?

Yeah, so definitely, the first goal is always going to be figuring out what the goal of the campaign is going to be. So if that’s going to be brand awareness, if that’s going to be getting users to become more interested in the services you’re providing, or if it’s going to be full fledged, getting that lead to your business, you want to make sure that you’re identifying that, and then everything in the campaign creation will reflect that.

So if, for example, let’s take the full fledged approach and talk about, if you want to generate leads for your business, which obviously most medical spas, that’s the goal. So you’re going to create ads of photos or videos that entice users. So a lot of the time for medical spas, that can be a pretty competitive, heavy industry.

So you’re going to want to make sure that you have newly refreshed ads, esthetically pleasing ads, and ad copy that calls out to specific specials or monthly services that you’re looking to promote that you know you want to drive new customers for. And then on top of that, you’re going to want to make sure that you have your ad targeting and the types your ad targeting and the types of people that you want to be reaching. So even before you start creating the ads, you want to kind of think about the service you’re promoting and who it would be the best audience for that.

What age, what gender, if they’re if you perceive them to be interested in tight in different types of activities that you are able to target on Facebook and Instagram, you just want to make sure that all of your targeting makes sense with your ads, and that you believe that it’ll ultimately drive your goal. And once you have that, you know, then the data starts to come in, once your ads start running, and you can work from there to make them better. But it’s great to start within a goal and create assets and targeting that reflect that goal.

You know, a lot of people start advertising on Facebook, and they get a little lost, and they just create a brand awareness type ad that’s just like, here’s my medical spa. And then they’re wondering why that ad isn’t driving any leads, and it’s because there’s kind of a disconnect there between the ads or the targeting and the ultimate goal. So it’s just really important to align those ahead of time to make sure that you’re not again, wasting any money on Facebook.

Yep, yep. I completely agree. It’s like the old Franklin Covey saying right, begin with the end in mind. Kind of know your goal, your objectives, and then drive the ad, the ad copy around that. And so thank you for that. I think that’s super important, and I think our audience is getting a lot of value out of that.

So in terms of like, the the atanomie, or anatomy, if you will, of a Facebook ad, there’s, there’s kind of like, and you may have kind of touched on this, but you have the campaign level, you have the ad set level, and then you have the actual ads. And so when you’re in that Facebook Ad Manager, it’s like, okay, well, you know, kind of choose the campaign type and objective and control the budget, and then you have the ad sets like, control the ad targeting and the type of ads that will be created, and then the actual ad itself, of like, videos, photos.

You can even crop them for placements, and, you know, create ad copy messaging, like around that. So I think that’s like, there’s, there’s like a three step process just to kind of creating that campaign, and then once they click on the ad, you got to kind of drive them to the right. I always like to see if you’re gonna, like market Botox, or like a discount or Black Friday, when they click on that, it’s gonna correlate with the right service.

So if you’re if you’re marketing Botox and it just goes to the homepage of the website instead of the Services page of the website, like, big no no, because your click through rate is going to drop significantly. Would you agree?

Yeah, definitely. Landing pages are a huge part of successful ads. Like you said, you don’t want to be advertising Botox and having it go to either a home page or even a kind of like bland Contact Us page or a different services page you want to make sure that it continues to be relevant from the time they see the ad to the time they complete the ultimate goal you’re looking for them to complete.

Yeah. Completely agree. Completely agree. Okay, cool. The last thing I want to get into before we just leave with with a couple like successful tips this Facebook pixel, right? You and I are very familiar with Facebook pixel, and I think it would be important to kind of bring to the audience. Here is, what is this Facebook Pixel THING? What does it do?

Yeah. So Facebook pixel is really important for two different reasons. So similar to what we were just talking about with the correct landing pages, you also want to have the correct tracking on that landing page, and that’s done through the Facebook pixel so you can track the conversion so whether that be they click on your phone number to call right from their mobile device, or whether they complete a Contact Us lead form right on your page, or even if it’s clicking specific services, you can track landing page views all the way to lower funnel action.

Questions like making a phone call or completing a lead form. So that’s the first really important thing that the Facebook Pixel does, is tracking those conversions. And then obviously you’d be able to see that with an ads manager. You know, this ad led to X number of phone calls. Well, this ad didn’t lead to any phone calls. So maybe that one ad needs to be paused and focus the budget on the converting ad.

So it’s really good to have that kind of information instead of trying to track back once someone calls you. Oh, taking the time to figure out where that phone call came from is important, but it doesn’t always happen. So it’s important to have that back end information as well. And then the other really important thing is that you can use this to create audiences. So remarketing audiences so users that didn’t complete a lead form, but they viewed some of your services pages, so that means they do have some interest in some of your services.

Maybe they just didn’t have the time that week to book an appointment or they were still unsure, so you can then re target them with more ads. Maybe you have a great special coming up for a specific service that you want to show them, and this is a great way to keep your medical spot not only top of mind, but ahead of the competition, by continuously showing your ads to the right people.

Yep, I completely agree, and I think that there’s so many ways that you can leverage and use that Facebook pixel. In fact, like like, you can use it on your your link tree. So if you have link tree on on Instagram, if you have the papers, you can actually put it in there and then re target, remarket people through there. Like, there’s so many ways that it can be used for the retargeting and remarketing purpose.

It’s huge value, and I strongly recommend diving into that. I mean, we could have a podcast on just like Facebook pixel, actually, or an episode, if you will. Okay, so I want to just go through just four quick little tips, and then after that, we’ll pivot and we’ll start talking about Google ads. And so the four tips I kind of want to leave our audience with is tailored ads to the audience, so your audience is exposed to more than 100 ads a day, right? So as you’re scrolling through Facebook and Instagram, I mean, you guys can can kind of see this that you know, you are constantly being exposed to to ads. And so make sure when you’re creating the messaging it’s engaging, always include offers.

Like, there’s always like, we talk about offer story, and so you kind of want to be creative. Get them to stop scrolling, have them engage. Have an offer, have a story, get the conversion rate. So that’s kind of the best way we’ve seen it. And then also follow image, video, specs, stuff like that. So with Facebook, will automatically crop images videos based on placements. I mean, the right image, the right video, is so important. And then number four is just be patient and learn so.

So Facebook takes time to optimize best performing ads. It takes time and learn what works best, and then just kind of leverage that to monetize so. So the next thing I want to get into is this Facebook pixel, and I know what it is, and you know what it is, but I think that you know some of our audience knows what it is, but you know that there’s rumors about it of what it is. So the Facebook pixel, what is this magical Facebook Pixel THING that’s out there?

Yeah, so the Facebook pixel is very magical, and it has two really important functions. The first is just tracking the user’s path to conversion on the site, and then reporting those conversions so whether that person makes a phone call right from your site to their from their mobile device, or if they complete a Contact Us lead form, or even if they’re just doing some surfing on your website and doing landing page views that can all be tracked within the Facebook pixel.

And this is really helpful, because that information is going to get sent back to the ads manager and tell you exactly what audience that came from, what ad that is coming from, so that way, you know which ads are actually generating leads to your business versus other ads. And it’s also really helpful, because a lot of the time you know when people are calling your business, maybe you you are getting to ask them where they heard about you from, or where they’re coming from, which is great, but it doesn’t always happen.

You know, life moves quickly, so it’s not always able to be asked on the phone during that initial conversation. So this is just another way where you’re making sure that your face. Ads, or Instagram ads are generating leads to your business. And then the next really important function that the Facebook pixel has is audience creation.

So if your Facebook pixel is on your site, you can actually create retargeting audiences, so maybe someone viewed your site and a few of your services, but then never called from that ad or never put in a lead form from your website. And so this Facebook pixel allows you to create a retargeting audience, so you can say, hey, that person viewed a few of my service pages, so they must be interested in some of the services that I have to offer, but maybe they were busy or weren’t sure about this specific medical spa.

So let me show them another ad with maybe a percent off to first time customers to get them more intrigued and ultimately drive them to use your services.

Yeah. Yeah, absolutely agree. And the Facebook pixel, I mean, it’s got those two very important functions. And, you know, you can, you can use it on, you know, like, you can even put it on your link tree, right? You could put your Facebook pics on your link tree, if that’s on your your Instagram, and use that for retargeting purposes, like, there’s, and that’s just one example, but there’s so many benefits and value of the Facebook pixel, and it’s really just like a just a little code set that you can use to leverage for, you know, great for retargeting, remarketing.

So I appreciate that. So the last thing I want to do is, I just kind of want to leave our audience with a couple tips and some of the top tips for successful Facebook and Instagram ads. And so number one would be how to tailor your ads to your audience. So again, for the person that’s listening to this episode, like your audience is exposed and even you to you know, over 1000 ads per day.

Think about it. You’re scrolling on Instagram. You’re scrolling on Facebook. Scrolling on Facebook. You constantly are seeing things that are disturbed, disrupting you and interrupting you, and a lot of those are ads. And so when you’re creating your ads, you you have to be just as engaging, and so you kind of have to have, you know, an offer that’s going to make your make the audience stops scrolling, right? So it has to be what we call over here is the hook. And so like something that they’re scrolling and scrolling, they’re scrolling.

Okay, you stand out. Okay, now, now you have they click on it. You have a story, you have an offer that’s going to ultimately get you to the best click through rates and cost per lead results say that’s going to give you the best value. And so make sure to create engaging messaging. Always include offers, if possible, and engage users with call to action that drives your business goals. Follow the image and video specs like I know that Facebook has specific specs, and they’ll automatically crop the images and videos for you.

And then the last thing is really just be patient and learn. Like Facebook takes time to optimize best performing ads. It takes time to learn what works best. And then once you know what works best, just leverage that and duplicate it. And so those are the things that I wanted to get on Facebook and Instagram, specifically for, for everything that goes around with creating ads, in how to and why and stuff like that.

So let’s, let’s pivot just for a second, and let’s get into Google ads. So getting into to Google ads. And I know that there’s like, this is a complete different conversation, because you have, I mean, it’s in the digital world, but you have Google ads when somebody’s actually going to the internet conducting a search, and then the top relative search results pop up, versus Facebook and Instagram, Facebook and Instagram is more.

Hey, you’re scrolling on these social platforms, you have interruptions. You click on something, it takes you to a page. Ultimately, you book a meeting or buy something. Whereas, whereas Google, you are actually seeking out the service conducting research, and then it’s giving you the best results. And so there’s an entire you know best practices guide on how to run very effective Google ads for the medical spa space.

And so let’s get into that right now. All right, Carolyn, let’s go ahead and pivot. Let’s move on to Google ads and why they’re so important to run, especially for the medical spa space, the esthetic space, plastic space. And I know that we covered, like, a tremendous amount of stuff. When it comes to Facebook, Instagram, we got into the pixel.

Like, there’s a tremendous amount of value on that side. But there’s another side of the world. When we talk about Google advertising, and I talk about this a lot in like, blog posts. We do other episodes we’ve created in terms of, like, having real estate on the top three key areas on the internet is kind of how I’ve broken it down and and the number one spot at the top is, is Google ads. It’s Pay Per Click advertising, right?

So another, I mean, we call it PPC in the I guess, the marketing guru world, but it stands for Pay Per Click advertising, and to have some of that controlled real estate at the very, very top of Google, you have to pay for it. And if any of our listeners are in front of a computer or phone, quickly go ahead and just Google, like Botox near me or plastic surgeons near me. And you’ll see at the very top that somebody’s running ads.

Now, if you click on that, you’re actually charging them money, right? That’s Pay Per Click advertising. It’s a pay per click based on the keyword that you allocate. And so that’s a very, very important part of the internet that is very advantageous to control it in own at least a part of we have clients that have small budgets.

We have clients that have, you know, major budgets, particularly on like the plastic size, where they doing, like rhinos and stuff like that. But then, you know, when it comes to Botox filler, Kybella, like threads, PRP, you know, facials, stuff like that. It’s still super important to control some of that space. So like, I love seeing folks run the Google ads, and then down below you obviously have your Google, my business, your mapping, and then below that you have your your organic search results. So that’s kind of like a high level overview. I find myself constantly telling that story to clients, so I think there’s a lot of value there.

But Carolyn, you you run a tremendous amount of Google ads for our clients, like you and your team. You guys are busy, and there is a lot that goes on. So first off, why don’t I jump into, like, why use Google ads? And then you can talk about, you know, what are they? So let’s go ahead and start there.

Yeah, I think you covered a lot of why you should use Google ads, but I think the biggest reason is just thinking about, like, your own search habits and how many times you look for specific services or even ask questions about things on Google every single day? I know myself, I’m googling things all the time, every day, and it’s a place where people are always going looking for information.

So if you can position your business to be not only a source but an answer to a question that someone is asking, that can be extremely valuable for your business, especially like you mentioned, if you’re getting in that first spot, above all the other competitors and above the organic it’s just an extremely high profile place to have your ad show and to drive new business, yeah, which is great, yeah.

And I completely agree. And I get a lot of folks that say, you know, well, I scroll down to the bottom and I hit, you know, I always go to, like, the first organic search results. And I think a lot of people do do that, but we all know that that Google is very close to a trillion dollar company when it comes to market cap, and they make a tremendous amount of their money through this like paid advertisement area. And so maybe you know, you as a consumer might not click on those ads, but I can tell you right now, when we look at the data points, a lot of people do, and controlling that part of the real estate for your website and lead conversions and landing pages and stuff like that is extremely important when it comes to digital marketing.

Yeah, and I think it’s also important to point out that Google is does make a lot of its money. From advertising. So it makes an effort to have the paid ads look more and more like organic ads. So if you look when Google Ads first launched in like, the early 2000s you can see the clear difference between ads and organic. And now really it’s a very little difference of maybe just like a button on one of the sides, it says, like, this is an ad. So Google is also trying to make it more appealing to click on the ads.

Yeah, completely. They’ve gotten pretty tricky, haven’t they? I mean, because they want you to, they want to look organic, as they can with having, obviously, their customers and clients pay. I’ve definitely seen that change, and it’s always changing, which is interesting. And companies like us are always at, like, the forefront of of, what is the new algorithm?

What are the changes? What are we doing? Like, how, what is the new strategies? And so constantly have to be on top of that. Question for you, that that I get a lot right is, so, okay, we’re gonna, we’re gonna onboard a client. We’re going to talk about building maybe a website, doing some SEO, like social media, stuff like that. But a lot of clients are like, their focus on ROI, which is extremely important.

If I put $1 in, I want to get at least a buck 50 out, right? So when it comes to that, like, talk to me about how quick you could spin up a Google ad and start seeing impressions, clicks, conversions, stuff like that.
Yeah, so that’s like another great point about Google ads. So obviously organic is great because it’s free, and with the right SEO on your website, you can control the messaging, but it takes a while for that to start showing, and it takes like Google scraping your landing page and all of that that goes into that.

But with Google ads, you can control the ad copy right away. You can create an account and an ad within maybe, like two hours at most, and start serving your ad within the same day, once it goes through Google’s approval process. But it works extremely quickly, and this is really great for like monthly specials and services that are being promoted, that you can have your regular ad copy running, but then you can spin up ads about discounts on specific services and run them for just a short period of time, instead of going through the process of changing your landing page and then having Google pick that up within their algorithm and then having them show that on their organic results, yep, yep.

I completely agree. I think marketing, you got to have the right messaging out there, something that’s going to have kind of like, you know, an offer, a nice hook ad with an offer and a story to get them to convert. You know, I was, I was reading, there’s a stat out there, and it says 75% of people say paid search ads make it easier to find the information they’re searching for.

And I think Google, they’ve done a good job of that is from a consumer standpoint, when you conduct a search that you want the instant results. And so I thought that that number, that percentage was, was quite staggering, and I only see it going north. And now on the other side of that 50% are more likely to purchase something than organic visitors.

And I agree with that. And the reason why, just from consumer behavioral activity is, hey, if this company is actually spending money on advertising, you tend to give them more credibility, right? You think they’re bigger, they’re real, they have support, they have infrastructure. They got like, a return policy, whatever it is. And so I think a lot of you know clients like ours, or seeking services like this, are caught up in in kind of the the nitty gritty details.

When, if you come, you almost have to, like, hey, like, step out of your mindset and think of how you shop from a consumer standpoint, and then, and when you kind of educate that process, then things kind of seem to click and put into geared motion.

So in terms of, like Google ad types, I know there’s, like, a lot of different ad types. There’s, you know, there’s, there’s Google search ads, there’s display ads, there’s shoot there’s video app ads, there’s Google videos, there’s, I mean, Google owns YouTube. You can run ads there. So can you kind of just kind of jump into different ad types, for, for, for us, yeah. So obviously, Google owns quite a bit of real estate across the internet, so there are a couple of different ad types that you can run.

Primarily is Google search ads, which we already talked about being when you type something in on Google and get a result. There’s also a display. Ads. So this can be on pretty much any website that is a partner with Google, and they have 1000s and 1000s of partners across the internet. So this is kind of like the ad when maybe you’re scrolling through, like a an article, and you see an ad come up on the side that is part of the Google Display Network. There’s also Google App ads.

So if there’s any types of app that you have that you want to promote with your company, you can run those ads, either on different placements across the Internet to have them directly download or even within the Google Play Store for Android phones. And then the last is Google video ads, which is YouTube, which is really great to drive brand awareness. Mostly, everyone is watching YouTube every single day. So this is a great place to get right in front of customers and have them click out to either your website or more of your videos.

Yeah, I see that constantly, like we have in our house. We have even YouTube TV. And my kids are trying to keep them off the media as much as possible, because it’s, it’s always in your face. But every once in a while, you know, watch a YouTube video and there’s always an ad running like, either like before or even during the middle or afterwards.

And they’ve gotten a they’ve done a pretty good job of knowing, like, what ad copy is more receptible to your search activity, which is pretty interesting. And for growth 99 like, for our company, we run all sorts of ads, right? I mean, your your immediate team and department runs the ads for growth 99 and we’re running Pay Per Click ads through keywords. We’re even running, like, negative keywords. We have YouTube ads going.

We obviously have Facebook and Instagram ads going. And it’s kind of like a constant massage, if you will. You can’t just, like, throw up one ad and it’s gonna work for the rest of you know, perpetuity, if you will. You kind of got to massage it. And numbers and metrics and KPIs are going to be extremely important. But that kind of brings me to the next My next point is in terms of like, like, negative keywords, quality score, keyword bids, ad extensions, click through rate like, these are some top Google Ad terms to know.

You might just kind of giving us some details on those.

Yeah, definitely. So these are mostly related to Google search which where most medical spas would be running their ads within the Google search space. So these are just really important, like keywords to be aware of and to make your campaigns more successful. So the first being negative keywords. So the way that Google Search works is that you choose specific keywords that you want your ads to show for, whether that be Botox, laser, hair removal, those types of things.

But then there are also negative keywords that you designate to never have your ad show for, and this can be things that are either irrelevant or that keep your brand safe. So you don’t want any kind of like bad messaging, like botched Botox. You wouldn’t want your ad to show for that, for example. So you want to stay away from that and only show on more of the positive Botox keywords. So that’s something to remember. You don’t want your ad to be associated with a negative search query, sure. And then the next would be quality score. So this is Google’s rating of the quality and relevance of your keywords and your ads. So the more relevant you are within the ad space, the better your quality score is going to be, and then the less Google is going to make you pay to be at the top of the page.

So basically, if someone types in Botox, you want your keyword to obviously be Botox. You want your ad to have mentioned Botox a few times, and then the landing page that they’re driving to you also wanted to be your botod service page, and this is going to bring your quality score very high, which it could be anywhere from one through 10. So all of these things would probably make it close to the 10, which is the best.

And therefore Google isn’t going to charge you as much as if someone who had less relevant ads or keywords or landing pages would have to pay to be at that top spot. So if you take anything away, it’s that Relevancy is key, and the more relevant you are to each user search, the better your efficiency is going to be for your campaigns, exactly, awesome.

And then yeah, the keyword like keyword bids, ad extensions like CTR, a click through rate, yeah, just touch on those as well, if you don’t mind. Yeah,
of course, keyword BID IS. Just the amount that you’re willing to pay to have someone see your ad. So this is heavily affected by competition. So for example, if you’re the only medical spa in your area, you might not have to pay a lot for Botox or laser hair removal keywords. But if you’re in a heavily competitive area, your bids may be expensive and you will have to increase the amount you’re willing to pay for someone to click on your ad based on the competition in your field.

Another great way to combat competition is using ad extensions. So a typical ad consists of two headlines, maybe three, sometimes, and then a description line. And this is typical. This is across SEO as well. But then Google Ads allows you to have ad extensions as well, which can be either like a phone call that number that comes up site links that link out to other pages on your website, it can be a list of your services, a list of call outs about your business. It can be a location of where your Med Spa is.

So all of these things will help push your competitors down the page, because it’ll take up more space. So especially on for users who are searching on mobile, this is really great, because if you ever Googled something on mobile, you can kind of only see one result, maybe like the beginning of another one. But because it’s a smaller space, it’s usually just the first result. So if you have those ad extensions on, you’re going to push the competitor to below the fold and make the user more likely to click on your ad and not ever even see the competitor exactly.

And then lastly, click through rate is a great way to measure engagement, so it’s just the number of clicks received on an ad per the number of impressions. So this is kind of how you should be measuring how well your ad copy is doing a lot of the time. The end goal is conversion, whether that be making a phone call or booking an appointment, but in order to get them to that place, they need to be clicking on the ads.

So you really want to measure your click through rate and make sure that your click through rate for your brand keywords is most likely above 10% and then for your more competitive keywords, like general, Botox, Kybella, things like that, is going to be closer, probably to about three or 4% So you want to make sure you’re within those benchmarks, and that people are going to your website to then complete your conversion.

Yeah, I think like that, that metric is, is super important when it comes to the engagement and the number of clicks, you know, on an ad per number of impressions, right? So, like, there’s, you hear impressions. It’s almost like how many eyeballs saw but, but when someone clicks and you’ve you’ve convinced them that, hey, you may be a potential they click on that it takes you to a landing page and you really want to have your specific services, whatever the ad is, go to the landing page that correlates with the ad copy.

The reason why is last thing you want to do is run an ad and then have that link go to like the home page of a website where you’re almost like they’re interested in Botox. But if you send them to the home page where you have lots of noise on there, your actual conversion rate will drop historically. And so a good recommendation is to really, if you’re running sales copy, to have them that services page link to the landing page to increase your overall conversion rates.

Big fan of that. And so a couple other things that I want to get in. But before we chime off, Carolyn is I know that we talked about like the Facebook pixel, but Google kind of has their own tags, and so their own tracking conversion is an audience, and so you might just, kind of just giving us some insight in terms of Google tags and in how that can be used for even like remarketing audiences.

Yeah. So Google tags is going to work pretty similarly to the Facebook pixel, it’s going to have two main functions, which is going to be to track users who are completing a certain action on your site, and then it’s also going to be used to create remarketing audiences. So the cool thing about the Google Tag is that once it’s on your site, you can also use it across different ad types. So for example, if you want to run a brand awareness campaign on YouTube and you want to then retarget those users on search, you can do that, and it’ll lower your ultimate cost on search, because it’ll be a more qualified audience that you’re reaching.

So there are very similar to Google, to Facebook, the Facebook pixel, unfortunately, the two don’t always talk to each other, so it’s a little bit difficult to remarket across those platforms, but it is possible if you have both the tags on.

Yeah, yeah, absolutely. And I think that’s that’s a super like, important KPI and metric to track. So obviously, it’s like, you know, what’s your report card look like, right? And how can you actually track the user path to conversion? And then that’s going to put you in a position to be able to pivot quickly and adjust, like, ad spend, sales, copy, copyright, landing pages, form submission, call, tracking, all that stuff that said super important. Last thing you want to do is just throw money at the wall and hope it sticks right. You want to have a process.

You want to have a vision, and you really want to understand every step within this process. And again, I think if you look at it from a consumer standpoint, that’s where people get they get taught out there, like I’ve heard of Google ads and but I just hear it’s expensive, and I hear it doesn’t work well. It’s because you’re building it in a way that you’re not looking from the consumer’s eyes.

So look at it this way, let’s say if somebody sees a billboard like old school marketing billboards are still around whatever somebody sees a billboard and there’s a call to action on that billboard. There’s usually a phone number, there’s an offer, there is a website, there is a there’s something, right? And so whatever that website is or that phone number is, a lot of times that phone number is actually tracked, because they want to know what is the actual call ins from the billboard and be able to track ROI.

So it’s the same process with Google. It’s, it’s, you want to know exactly what your conversions are based on your marketing spend. All right, there’s, there’s, like, there’s four things I want to leave our audience with, is just some top tips for successful Google search ads and and number one is going to be maintain relevancy. So if your ad and keywords and landing pages are not cohesive or user friendly, you’re going to pay more, right?

That’s, that’s, that’s how and you’re and you’re going to pay more for, like, dead marketing, if you will. Number two, track meaningful conversions. So always track meaningful conversions that drag business goals. Clicks do not always equal conversions or more business okay. So track the conversions, the actual sales, the lead source. Okay? And if you have a hard time tracking the lead source A lot of times, you can even ask the consumer, how did you hear about us?

Track that in your EMRs. Track that on your CRMs. Number three take up all the space. So Google allows your ad to have three headlines, two descriptions and multiple ad extensions. So use them push competitors down the page, and then last but not least, number four, start with broad keywords. So broader keywords are gain traction and learning. Once you know what works, then you can get more specific.

That’s what I wanted to talk we got one last stat here for you guys. So 72% of consumers prefer to find information on local merchants via the search and so again, coming back full circle, make sure you have the three areas of real estate, Top Paid search, a robust Google My Business page, and then down below, obviously your organic search results.

I hope this podcast was extremely in this episode, insightful for you guys. It’s it covered a tremendous amount when it comes to paid advertising on some of the biggest marketing powerhouses out there, Facebook, Instagram, Google and so thank you so much for listening to Medical Millionaire again.

My name is Cameron Hemphill. If you found this content valuable, please share it. Keep the conversation going. Head into iTunes, leave us a five star rating and review. Additionally, you can visit www.growth99.com to learn how we can assist you with your marketing, coaching, all your technology needs.

Until next time. Happy injecting, you.