Online advertising is vital to businesses of all types, but plastic surgeons face strong competition for a specific set of local customers. Online ads can play a role in building your local visibility for the people looking for plastic surgery services. They also support your overall online visibility, keeping your brand in the minds of the community when they’re looking for a plastic surgeon to trust for their medical needs. Localized online ad optimization for plastic surgeons is a strategic component of an effective online marketing campaign.
The Impact of Online Advertising on Localizing Your Online Presence
Local SEO allows you to generate organic reach, but sometimes you need a guarantee that your marketing message is going to reach the right people. Online ads allow you to pay for results. These campaigns allow you to pay per impression, click, or campaign, depending on the platform, but they are a guaranteed way to get more eyes on your ad.
Online advertising provides a significant amount of localization tools. You can pay for visibility to specific demographics on Google, your favorite social media pages, YouTube, online directories, and even other related websites. If you target these campaigns well, you can get your link and marketing message in front of specific demographics of people in your local community. This targeting makes your campaigns highly effective and your business visible.
How well does it work? Google did one study that found brand awareness with local customers jumped by 80% when internet searchers saw online ads, even if they didn’t click. As many as 75% of customers say online paid ads make their searches easier and help them find a business to work with. Today, online advertising is the top advertising choice of small businesses, making up 62% of total ad spend in 2023 alone, and the number continues to increase. Using online ads brings in more potential patients, and more patients translates into more income.
Choosing the Right Platform
As a plastic surgeon, you will need to determine which advertising platform makes the most sense for you. Some of the most popular are Google Ads and Facebook.
Among social media pages, Facebook remains the most popular for advertising, though Instagram and LinkedIn also have a role to play. Over 38% of small businesses report Facebook as their most effective platform.
Google Ads, which are paid search ads that appear on Google search results, are one of the most effective ways to connect with local searchers. They boast a 1.58% higher conversion rate than organic search leads bring.
When asked which advertising platform brought the most return on ad spend (ROAS), the largest number of businesses (44%) reported Google, while Facebook came in second at 25%. The remaining platforms, such as YouTube, LinkedIn, Reddit, Snapchat, and Bing, all came in at less than 10%.
For your business, you will need to consider your local target audience and where they spend their time. While Facebook may be most popular with all businesses as a whole, your target audience may spend more time on YouTube. After finding suitable platforms, consider your budget constraints as well. Choose a platform that combines high reach with low cost per click. Keep in mind that you can and should vary your postings across more than one platform.
Create Targeted Local Ad Campaigns
Once you have your platforms chosen, define the geographic area you wish to target. You can choose city, neighborhood, zip code, or county, depending on the size of your service area.
Next, craft copy tailored to your local audience. Highlight local content in your ads, such as the city name or a local attraction or event. Before launching your campaigns, attach location extensions to them. These automatically include your name, address, and phone number (NAP) on the listing, and they connect it to your Google Business Profile page.
Optimize for Local SEO in Online Ads
Make your online ads as local as possible to support your local SEO efforts. Start with location-based keywords in your copy as well as in the tags on your visual elements. In addition to city, neighborhood, and zip code, consider keywords that incorporate local landmarks. Are you located near a professional sports team’s stadium? Use their team name or stadium name in an ad during their season. Examples like this give you more opportunities to target local people.
In addition to keywords, make sure your NAP is consistent across your business directory listings, the ad content, and your website or landing page. Remember to verify that the ad extensions are on and showcasing your local details to boost your SEO efforts.
As you optimize your ads, make sure you consider the need of the reader. You want the ad to be compelling enough that they will want to click. A special offer can be a good option to encourage clicks and lead generation through online ads.
Collaborate with Local Partners
Online advertising isn’t limited to Google and Facebook ads. You can create partnerships to help you cross-promote with other local businesses. Find a business that supports your efforts as a cosmetic surgeon, such as a weight loss business or a health and wellness business that does not offer surgical improvement. Choose a business that complements your service offerings, but doesn’t compete with them, and reach out to see if they are willing to collaborate. If they are, then build ad campaigns that highlight both of you and collaborate with your postings to promote each others’ work.
Choose advertising partnerships that are well-known and trusted businesses. By supporting each other, you will gain more local traffic and brand awareness. This sort of cross-promotion helps you both save time and money on your advertising, without hurting your overall reach.
Monitor and Adjust Ad Campaigns
Once you launch your ad campaigns, keep an eye on them. Set up and use tracking and analytics to see if your ads are working. If you see some that fall short, use the data from your analytics to find out why and make adjustments. When your adjustments are backed by data, they will more effectively reach the right people.
You can also optimize your ad campaigns by performing A/B testing of different variations. A/B testing scenarios set up two different similar but slightly varied ad campaigns. You run each independently and then determine which one works best. You then pour your money into the more effective version.
Keeping track of all of this monitoring is difficult and time-consuming. The best way to do it is with a tool or service that can streamline your efforts and put your analytics in one place so you can monitor performance at a glance.
Partner with Surefire Local for Localized Online Marketing
Online ads give you a strategic tool to localize your online presence to a precise demographic and location, and that can be essential to online marketing success as a plastic surgeon. Prioritizing online marketing will increase your visibility and rust in the local community, but you need the right tool to actively track, monitor, and optimize those ads. Surefire Local could be that tool.
Designed for Small Businesses
Designed for small businesses, our goal is to help your clinic or surgery center establish an online presence. We give you the tools to build local signals across platforms that will help people interested in plastic surgery find you. We also put all of your analytics in one place so you can build, test, and monitor your online ads in one platform.
Target Local Clients
Our local online advertising tools help you attract only those potential clients who live in your area. With targeted, effective, optimized ads, you will get more customers from every platform, transform more website visitors into customers, and be able to track results more effectively.
Transparent Analytics and Reporting
Surefire Local’s analytics and reporting platform is designed with complete transparency in mind. You can see at a glance how many leads are coming from your advertisements, and you can track how many of those leads turn into clients and grow your revenue. If you need help to optimize your ads, our platform includes AI-generated recommendations you can use to improve your results.
Tailored Educational Resources
Finally, we have a collection of educational resources you can use to learn all you can about online marketing and how to succeed in your local market. You can tap webinars and blogs that will teach you details to optimize your advertising across various platforms more effectively.
Surefire Local is the tool you need to manage your advertising efforts while still serving your clients well. You can see how it works for yourself by attending a Surefire Local demo.