Dermatologists like you must maximize every opportunity to connect with your local community. One of the most impactful ways to do this is through localized online ad optimization. Your visibility in local search rankings directly influences your ability to attract new patients and build a stronger—more recognizable—brand in your community.
Online advertising—when done strategically—can play a crucial role in improving local search rankings and your practice’s online visibility. By understanding how to optimize ads for local audiences, you can elevate your dermatology practice and stand out in even the most crowded local markets.
The Power of Online Advertising to Localize Your Practice Online
Online advertising is one of the fastest and most effective ways to ensure that people in your area see your practice online when they are looking for dermatology services—or could be persuaded to look into them to resolve a skin problem they have.
You can reach this local audience on Google, social media, YouTube, directory listings like Yelp, and even national websites through localization.
Why does localization matter?
- First, relevance is great for user experience. People want to see ads that actually mean something to them. When they do, they’re more likely to interact with that message. Even if someone needs a dermatologist, seeing an ad for someone 100 miles away isn’t as relevant as it should be. So, showing your ad to people not in your area will lower ad engagement.
- Second, if people who are not in your area (unlikely patients) click on your ads by mistake, that drives your advertising up—sometimes cost-prohibitively. When ads aren’t localized, you’re paying for clicks from people who will not travel to see a dermatologist when they have local doctors they could see.
- Third, Google and Facebook use Quality Score metrics to judge your ads based on how people interact with them. If people in too wide of an area see your ads and don’t interact because you’re too far away, this impacts your ad Quality Score. The lower your score, the more these platforms charge you for each click or impression.
So, if you’ve been advertising on these or other similar platforms and it feels like ads just keep getting more expensive, this is probably what’s going on. How do you turn this around? Start localizing your ads. We’re here to show you how.
Local Visibility Through Online Ads
Online ads are about more than just the ad itself. They help you create a local presence where people in your area see your brand more than once in a blue moon. They start to remember.
Combine behavioral targeting like this with localized keywords such as “dermatologist near me” or “acne treatment in [city name]”. You now appear in relevant search results and generate more high-quality traffic. Plus, your existing patients see you more often and stay loyal.
The Internet seems vast. But it’s really a very localized experience. 46% of Google searches are looking for something local and 22.6% of all Internet traffic involves people engaging with local websites.
72% of people searching for services want the business to be within 5 miles. Yet, only around 64% of local small businesses have a local presence, putting your practice at a significant advantage when you localize advertising online.
Knowing the Best Platforms for Localized Ads
Google Ads, Facebook, Instagram, and YouTube all offer unique opportunities for targeting local audiences. But selecting the right platform depends on factors like your target audience, the types of services you offer, and your advertising budget.
For example, as a dermatologist, you may find Facebook particularly useful for reaching older Millennials, Gen X, and Boomers. But if your patients skew on the younger side, then Instagram or TikTok may be a better place to focus. Google Ads remain the best for pretty much everyone, as we all use search engines. Regardless of your chosen platform, localized online ad optimization for dermatologists is the most effective and cost-efficient way to reach real patients.
Do Localized Online Ad Optimization for Dermatologists
Local SEO isn’t only something you do on your website. It’s critical for online ads.
Remember to familiarize yourself with localization features that allow you to choose a circumference, zip code, city name, and sometimes even down to the neighborhood where you want people to see your ads. But this is not enough. People also need to recognize your ad as being from their community when they see it. You can do this by crafting copy and using visuals that communicate where you are.
As a dermatologist, you can enhance your ads further by utilizing location extensions in Google Ads, which display your practice’s address, phone number, and operating hours directly in the ad, making it easier for potential patients to contact the clinic. Even a local area code on your phone number can now become a “sign” that you’re nearby.
Be sure to also SEO your Google Business profile. 98% of people check local reviews. This profile should feel like a seamless extension of your ads and your online brand, regardless of the ad platform. Ensure your contact information and messaging are consistent across Yelp, Google, social media, and other directories.
Create Targeted Local Ad Copy
Use these local terms and visuals to get people’s attention in your community. For example, a local ad might say. “Hey, [word locals call themselves]. Or, Hi There, [Local College Team] Fan.” You could also mention recent local events, festivals, and landmarks in ads. These make a light bulb turn on in the brain of someone who might otherwise scroll on by.
Collaborate with Local Partners
One of the best ways to further localize is by partnering with local businesses that aren’t direct competitors but have something in common. Not only does this help you reach a new audience, but You’re basically sharing the costs of advertising while strengthening your position in the community.
What kinds of local partners might you look for? Why not spas, wellness centers, gyms, personal trainers, nutrition coaches, and other health-related businesses? Look for partners with whom you may have overlapping patients/clients and work together to engage your audience.
Monitor and Adjust Your Dermatology Campaigns
Once ads are live, track performance. Make sure you have your analytics tools set up and know how to use them. It’s often a good idea to start small, make sure you’ve got everything set up right, and then expand your campaigns—locally, of course.
For example, Google Analytics, offers insights into important metrics like click-through rates, conversion rates, and overall return on ad spend (ROAS). Monitoring these numbers helps you make data-driven decisions, ensuring that your ad campaigns continue to perform at their best.
A/B Testing for Optimal Results
A/B testing is when you run similar ads but change one thing. Strategically creating different variations of one ad allows you to learn what works best. As you see which variation performs best, apply what you learned to other campaigns and continue to make small changes to see if you can make it even better.
It’s important to set clear goals for A/B testing so you’ll recognize a winning ad when you create one another, and many more.
Pick the Right Tools to Optimize Your Ads Locally
Using the right local marketing tools can streamline this ad management, allowing you to get more out of local marketing in less time. Small business marketing platforms like Surefire Local offer dermatologists a centralized hub to manage all aspects of their digital marketing. From creating ads to tracking performance and optimizing for local SEO, these platforms allow you to stay on top of your marketing efforts without juggling multiple tools.
Streamline Your Advertising Campaigns
Localized online ad optimization for dermatologists is crucial for achieving high-value clicks that actually become patients. You’ll spend less on ads while generating more appointments as you actively manage your ads and A/B test your way to high ROI campaigns. The right tools save you time while reducing ad costs through optimization.
Surefire Local offers a range of features that streamline everything from ad creation to performance tracking, helping you make data-driven decisions efficiently. By using an integrated platform, you can manage your entire digital advertising strategy, review results, and optimize campaigns—all from one dashboard.
We built our tools specifically with the needs of small, local businesses in mind. Key features include:
- Geo-targeted ads designed to attract local customers.
- Tools to create and optimize content for multiple platforms.
- Analytics and reporting tools that provide deep insights into campaign performance, including how much revenue your marketing dollars are generating.
- AI-generated recommendations on how to adjust your campaigns for better results
- Educational resources to help you get the most out of your investment in all-in-one local marketing software.
This type of small business marketing software helps you efficiently drive new patients and re-engage existing ones to increase lifetime value. Stop wasting time trying to juggle multiple marketing tools. Choose an all-in-one local marketing platform that was designed for dermatologists. It’s time to see what local dermatology practice marketing software can do for you. Attend a free demo.