Ricky Shockley (0:01)

Hey everyone, I'm your host, Ricky shockley, owner of MedSpa Magic Marketing. And welcome to MedSpa Success Strategies, where MedSpa and Aesthetics practice owners come to discover strategies and tactics that help them better market and manage their practices so they can grow, improve profitability and have greater impact for their teams and their patients. On today's episode, we're continuing our 2025 marketing series and we're going to be talking about tips to success, greater success with your Google Ads. So if you're not running Google Ads, this is going to be super insightful. If you are already active in the Google Ads realm for your med spa, hopefully you're going to be able to take away a handful of things here that improve performance, increase ROI and eliminate waste from your Google Ads budget for the remainder of 2025. This is really probably better consumed on video for those of you that are listening to the audio version, but I think you'll get a lot of it in the audio version as well. If you do want to watch the video version though, please go to our YouTube channel. Just search Med Spa Magic Marketing. Hi everyone and welcome to part five of our 2025 marketing series. I really believe this information that we're presenting here, I don't think anybody else is doing this at this level for free. If you already have an agency that's performing these services, this is going to be a very helpful series. This video is going to be very helpful in terms of giving you top level knowledge but also some specific deliverable action items that you can implement immediately to improve the performance of your campaigns and to audit to, to gain confidence that your marketing provider is doing some of these things. Hopefully or if they're not, they have a disagreement that they can justify it. But I think this is going to be really helpful just to show you like when you go to the mall and you have the little map pen that says you are here. We're just going to give a little bit of a background for those of you who haven't watched the other videos in the series. In part one, we talked about prerequisites for success and understanding consumer psychology. We go through our purchasing matrix which we're going to touch on again in this video. So important it shapes all of the other marketing decisions that you make. So, so please go back and watch part one if you haven't. Same with the other parts here. Part two, we talked about ROI measurement. If you've watched any of my videos, you know this is topic I'm super passionate about. If we don't understand and track customer acquisition cost, initial visit, net revenue and retention. We cannot have real confidence that our marketing investment is an investment and not an expense. We have to know those numbers. I go over what to expect in terms of metrics and how to measure some of those things. In part two, part three, we talk about marketing automation. You can use it with any tool we use go high level. But I show you exactly what we do, how we think about marketing automation. Especially if you're running ads on Facebook and Instagram. This helps solve the bad leads problem and automate your follow up process. But that's true of leads that are coming in from your website, your Google Ads campaigns, your Facebook and Instagram ad campaigns and anywhere else. Last video we talked about Facebook and Instagram ads and we talked about our best performing ads and offers for 2025. Which services work, which services don't, what to expect in terms of acquisition cost, best practices and strategies for how we build copy graphics and automations and how we target those ads. So if you're running ads, definitely recommend checking that video out for some ideas. You might realize you're wasting a bunch of money on ineffective campaigns. Or you might find that you gain some extra confidence in what you're currently doing. It'll also walk you through building ads from scratch. If you're not doing that currently and want to explore that as an option. But today you are here. We're talking about the secrets to more effective Google Ads. So the first thing we want to talk about is Google versus Meta, right? You've got options here. Why? What, what are we doing on Google? What are we doing on Meta? Why are doing certain things on one platform for the other? I would say Google Ads is going to be a good fit if any of the following criteria are met. First, it's a service people are actively searching for. So if you've got some new laser device nobody knows about and you need to educate the population as to that laser device, Google Ads don't really make a ton of sense. What we're really trying to do is demand capture people that are actively searching for your service. We're trying to get more of those people to choose you, to call you and to schedule that appointment at your Med spa. So it has to be something people already know about and they have to be actively searching, searching for it. We don't want to try to loosely connect the dots here. An example of that or I would think you probably fail with Google Ads is if you're, let's say you've got like a new Botox alternative product and so you start advertising for people that are just looking for like Botox providers near me, like maybe that might work, but you can think of a bunch of different versions of that that are kind of a stretch, right? You've got a new laser device that does skin tightening and people are actively searching for emsculpt. If they were active actively searching for emsculpt, they probably already made the decision to get that advice. Unless you've got a really compelling marketing message that you can win the bait and or the bait and switch and kind of flip them, that's going to be a challenge. So we want it to be pretty tight in terms of services people are actively searching for. So the things that we find generally that are successful are Botox filler category terms. So like Med spa near me, I just looked at Google Trends data this morning. All the searches, most of these searches have actually gone down in popularity since the post Covid boom. Med spa near me as a category term has actually crept up in the last several years. Some of the body sculpting devices, weight loss potentially, if you've got a very niche service like it doesn't have broad appeal. So like Botox has the advantage of broad appeal. So it works really well on Facebook and Instagram. When I say broad appeal, you think if you're targeting women that are age 30 plus that live within 5 miles of your office, there are a lot of people that are seeing your ad just based on those criteria that are either interested in the service or already getting that service done. If we talk about things like hair transplants, spider vein treatments, even laser hair removal, those don't work well in my opinion in our experience on meta ads because you're looking for the needle in the haystack. The percentage of men that I'm going to target with my ad that are balding care enough about their balding to explore a hair transplant, but haven't done a hair transplant yet. It's a very small percentage of respondents. Same with even laser hair removal and spider vein treatment. So those tend to make good Google Ads campaigns. Because Google is a cost per click model. You're only spending money when someone clicks, so hypothetically people aren't looking for it. You don't spend money on the click. So much better use of your ad dollars to go Google Ads on those types of services. You also need to find things that you don't have issues or restrictions with policies on. A couple quick notes on that. If you've wondered how do people run Botox ads? It's as simple as getting approval from Allergan. If you've got contact with your rep at Allergan, ask them who you need to talk to to get approval to run Google Ads for Botox. They will help you push those through. You can comment on the link below. We can help coordinate that for you. If you're having a challeng can get approval to run the trademark terms for Botox despite the online pharmaceutical designation requirement. You absolutely can do that with the help of Allergan. For some of these other things, you can't have PRP anywhere on your website, for example, so you have to make sure that you're in line with any sort of policy restrictions. There's a workaround to that, the PRP issue. Specifically, you have to use specific landing pages that are isolated, set apart from your main website, which I'll get to later in the slide deck. All right, first thing I want to talk about is just strategy. We can get into the tactics here in a minute, but let's talk strategy. If I'm going to be spending money on a Google Ad, I need to understand the context of how my ads are displayed and how I can impact purchase decisions. So if I'm trying to run an ad for laser hair removal in my town, which is Mount Juliet here, as this search that I performed, I need to understand that my ad is going to show up alongside other ads for people that are promoting the exact same service in my town. When you're running ads on meta, people are seeing your ad in isolation, separate from the information they're viewing about your competitors. So in the feed they're seeing what their friends are doing. They're maybe seeing an ad for like a new vacuum and then they're seeing an ad for your Med spa on Google. It's always being displayed in the context of other people doing exactly what you're doing in the same area. So think about that strategically and make sure that you have a compelling reason for people to choose to click your listing and to give you the call. If I'm performing the search for laser hair removal near me and I see Milan laser with this beautiful ad with pictures and their logo and they're running a promo for 50% off that looks a lot more attractive than this Aesthetics.com, mount Juliet's top rated Med Spa laser hair removal generic ad with almost no information like, I just think that if you looked at the click through data on this, this Milan laser ad is going to have a lot More success. So let's always be aware of the context of how ads are displayed. Bring it back to the purchase matrix. People are making a purchase decision based on reputation factors, price and convenience. So always be thinking about those three buckets when you're creating your ad copy, your extensions, your promos, and everything that your ad contains. Another example, filler in Orange, California. If I perform that search going back to our purchase matrix, I'm looking for a place that's reputable. A good deal is an extra incentive and I want it to be close to me. So looking at this example, this is a really good one. The second listing here is the business name, the fact that they're rated 4.9 stars and they have one $50 off offer. They've got their address pinned with their hours. That looks a lot more attractive than the first listing. That just says Dermal Fillers Orange County. Right. So in lieu of any other data point, it's got the nice image extension there. Those things are going to help you increase click through rates, improve conversions and just see better overall success from your Google Ads. So great exercise to go look at some of that stuff. This episode is brought to you by Med Spa Magic Marketing, my agency. We help Med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? That's a vague claim. So I have an offer for you. I offer this to any new prospects if you're interested in exploring any of them. Another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time. I'd love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now you can take that, use that on your own, hire someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment moving forward. Understanding some of the nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspamagic marketing.com One thing I want to add is just to be aware of the ad strength grade. So when you build the ad strength to excellent in an ideal world. I do not like responsive search ads. That's What Google currently uses, where they basically require you to load a bunch of different headlines, bunch of different descriptions, and they can sort of shuffle them up as they see fit. The problem is you create potential redundancies. And if I know I want to show the information that's most likely to lead to someone choosing my listing, like this example, this can create problems. And when you're building this ad and you're using the ad strength grade by loading a bunch of different headlines into the responsive search ad format, it does create problems with redundancy. I have a limited space. I want to say something that's going to compel the user to click my listing and do business with me. You can see the kind of glitch here, in my opinion. Like now my headline says located in Danvers Botox near me Danvers. I had a limited space to communicate my marketing message in a compelling way, and that's what I said. Major bummer there. So I try to maintain some control by pinning headlines. So if you click the little pin to the right, you can pin those and you can pin several different headlines. But just be aware of that as you're building these ads. You don't really want to see a lot of those redundancies and you want to make sure the headlines you do load are valuable use of the limited space you have to communicate your marketing message in a compelling way. One little pro tip here. When you build your headlines to improve quality score, one of the things we've been doing more of is, is if you put the little brackets like shift and then your bracket on your keyboard, you'll see the option for dynamic keyword insertion. If you use that, it'll allow your quality scores to improve and it'll essentially plug the search the user performed into the headline if Google is able. So that's a good little workaround to improve quality score without seeing this type of crummy redundancy that you see when you load too many repetitive headlines. So that's why I say use add strength grade with caution. There's keyword list. This is the most important part probably of your ads build. So we really want to focus on Service plus City name or Service plus near me searches. So those would be like a Botox campaign. Botox Near Me Botox Nashville, Tennessee Botox providers Nashville Best Botox providers in Nashville. Where to get Botox in Nashville. But a combination of service name and city or the near me versions of those searches is really, really important. I'm going to use two match types in my builds out of the gate I'm going to use phrase match, which is means all of my keywords are in quotes and I'm going to use exact match, which means all of my keywords are in brackets. The brackets Exact match maintain more control. They give Google less leeway on what they can actually show your ad for. You're going to have a really clean search terms report. Your Phrase Match keywords will let anything come through that includes that keyword phrase close variations or close variations with additional words before and after. So if I, if I use Botox near me in Phrase Match, Google might show my ad for Groupon Botox deals in Nashville, Tennessee, for example. Very loose interpretation. So if you're going to use phrase match, you also have to be cognizant of your negative keyword list. So you think you're putting just that phrase in. But these match types dictate how many different variations Google can actually show your ad for. So that's really, really important. The benefit though of Phrase Match is you do loosen the reins a little bit and your cost per click numbers go down which all other numbers will trail from. So I do recommend using both phrase and exact to eliminate waste. No broad match for us. And then you need a good negative keyword list if you're using phrase match. So anything that you don't want included. Right. I want to make sure people from other states aren't stumbling across my ad. I want to. Sure. I want to make sure I'm probably not wasting my budget on people that were looking for a Groupon specifically. Right. I'm that's going to be hyper focused on the discount shopper. If they were specifically a Groupon customer, if they're looking for alternatives, if they're searching for your brand already, if they're just looking for information like does Botox help with migraines? I don't know if that's the kind of keyword I want to be spending my ads budget on. We're really looking for bottom of the funnel, highly, highly qualified searches. So a negative keyword list is really important. There's a lot that goes into that. So to make that easy, if you comment below, just let me know that you want your free copy of your list and leave your email address or I can message you. So just leave a comment there. I'll make sure that I get back to you and give you the email address to send it to. So comment on the video. If you want a free copy of our master negative keyword list, I'll give you that for free. You can copy and paste that. There are strategic things that we've done there with what we've included, what we've excluded. When we do states, for example, you want to include the abbreviations of the states, but you can't include Maine or Indiana because you would exclude the words me and in accidentally. So that's already built out there. You can copy and paste that right into your existing ads campaigns. Just comment below if you do want that. That brings us to landing page experience. So I'm going to go over like our checklist here and then I'm going to actually pull up a screen share and show a landing page example. So going back to the matrix, I want to optimize my landing page experience for know, like and trust. When we build landing pages for Google Ads, we do not send the traffic to the main website. We send it to an isolated offer specific landing page that has a new patient promo for whatever service that we're promoting free of navigation. This helps with conversion, tracking and lead automation. So I really recommend doing this. You can get away with it if you're really sophisticated through the main site. Make sure your pages follow these check marks. Most of your main service pages are not. So you want to highlight the offer, the new patient offer that's going to lower your acquisition cost. If you go back in this presentation, we talked about this basic matrix. The more attractive your offer, the more you dial that up, the lower your acquisition cost is, which is good, right? We're paying less to get the customer that moves in opposite directions. So always be aware of that. If you want to lower your acquisition costs and get more action on the ad, try upping the ante on the offer. That's one of the first places we'd look. If you can real provider photos or practice photos, I think really help be crystal clear with your call to action. What exactly are we asking people to do? Is their next step a consultation? Do we just want them to book the appointment? Do we want them to download the offer voucher first and then they'll be prompted to schedule the appointment? Just be very clear with what you're asking people to do and what the next step is. Lots of third party social proof, so that'd be like the quantitative data. And don't just cherry pick in this, in this part of the thing. We don't want to just cherry pick a testimonial because anybody can do that. So we want to actually focus on data points like I'm the official med spa of yada yada yada. We were Voted best of in our town. We're rated 4.9 stars on Google with over 300 reviews as of March 2025. Those types of things. And then you can add testimonial and case studies for a little qualitative data. I do recommend if you can incentivize lead capture first. So if people want to access the deal, what we're basically asking them in our landing pages is to access this offer. So that's the first thing they're doing to access this offer. Fill out this form, then you'll be redirected to instructions for booking your appointment or consultation. I really like that framework. I think it reduces friction for lead capture. So that's one of the things we like to do because the people that are on the fence that are like, well, I do want the, the promo. So let me make sure I grab the promo even if I'm not going to book right now. Then we can automate some follow up to those leads. So I really like that option. And then we want to include marketing automation, which was something we covered in an earlier video of this series. So let's jump to an actual landing page example to kind of illustrate that. Right. Real provider photo. This is one of our newer clients. So this was just at the top of my list here in terms of landing pages to review. We've got location information, we've got information on the promo and they offer really good authentic imagery. A mention of the fact we have a perfect 5 star rating on Google. Over 900 reviews. More information on the service. Clear. Call to action buttons to claim the offer that go back to the form. Why choose us? Information on our staff and our team. Call to action button. More mentions of reviews, location testimonials. And then all of those buttons go to our form here which says fill out the form to claim our Botox offer. A member of our team will then reach out with any questions to schedule your appointment. Valid for new patients only. So we're telling them exactly what we're asking them to do and what's going to happen next. I love that framework, so I strongly recommend using something like that in your landing page builds if you aren't already. Also makes your tracking so much easier. Hey there. Wanted to briefly interrupt the episode to make a quick ask. If you're a podcast listener, it would mean the world to us if you'd leave a review for the podcast, whether that's on itunes or Spotify. It's something I hadn't really remembered or thought of asking for, but it does Help us show up more frequently so that we can reach more people with the information that we're providing. So it mean the world to us. If you'd leave a review on itunes or Spotify, if you're listening on audio, if you're watching on YouTube, make sure to hit the subscribe button so you're in the loop for future videos and you don't miss any of the content that we're putting out. So there's. This is like a quick little cheat sheet on the build. I think it's probably not necessary for me to just screen share. I think I covered most of the basic things. But you want to make sure that you're using expert mode so you have full customization. We're optimizing for leads in this case. I do recommend toggling off search partners and display when you go to set up. I think most of the time those are really a waste of ad spend. The quality of traffic coming from those sources tends to be really junky in our experience. And then your location targeting, make sure it makes sense. Follow the 8020 rule. We don't want to target people that live too far away from the practice. We also don't want to limit it too much. It depends on service too, right? If it's something that people only have to come in for like once a year, they're going to come in. They're probably more willing to drive a little bit if they've got to come in for like a weight loss program every two weeks. That radius bubble needs to narrow. But be really, really strategic with your geographic targeting and then remember your budget to a large extent. Once you follow this checklist is going to dictate the volume of result. The more you spend, the more traffic, the more leads. So those are kind of our keys to success for Google Ads. When it comes to tracking conversions, make sure that you're tracking those and that you've got good data on these campaigns. If you don't know how to do that or your marketing team is struggling with this, you can even go to upwork to find people that can help you set up more complex integrations. Next would just be managing the campaign. So once things are up and running, what are we looking at to improve performance? Can we try different headline groupings? Can we test different descriptions? Can we test landing page elements? Call to action verbiage. Also test your offer. Don't be afraid to test your offer. This is going to make the biggest impact on performance. If you up the ante on the offer, you lower your acquisition cost and get more butts in the seats. And then, perhaps most importantly when it comes to management and optimization is Review your Search Terms report. We talked earlier about setting up your keyword list. Your keyword list will determine how loose Google's reins are on what they can show your ad for. But when you go to the Insights tab of your Google Ads dashboard, you can see a report called Search Terms and that will show you every query someone typed in before clicking your ad. This is the make or break moment when you're auditing a Google Ads campaign. In my experience, when I log into a new campaign or I'm doing a consultation for someone and I log into the Search Term report, it's either a major sigh of relief like oh my gosh, they did a really good job, everything's buttoned up, or holy cow, this is off the rails and it's causing you to lose a lot of money in wasted, inefficient ad spend. So that Search Terms report is your best friend when it comes to ongoing maintenance and optimization. Once you're going through that, you want to include anything that's a red flag on your negative keyword list. And you can look at there's YouTube videos on how to build or how to add those in terms of match types, but just make sure that your team is on top of that. I hope that was super helpful. If you're already running Google Ads, that gives you some things to double check on to audit performance. If you're not yet doing it, I think it gives you a great framework for success and specific blueprint for implementing effective Google Ads out of the gate. So if you're interested in a consultation with me, I do offer free one hour strategy sessions. You can go go to our website medspa Magic Marketing. It's a no obligation session. We can do a deep dive on all the strategies that we use for our clients. I'll answer all questions, give you behind the scenes look on every tactic without holding anything back. And I really enjoy doing those. So if you're a practice interested in help with Google Ads or any other marketing initiative for your practice, go to Medspamagicmarketing.com thanks and we'll see you on the next video. Thanks everyone for tuning in. This podcast is a production of medspa Magic Marketing. If your medspa or aesthetic practice is in need of digital marketing services, help with advertising on Facebook, Instagram, Google Lead generation and booking more appointments, please visit medspamagicmarketing. Com.