ASK ALEX

“How do I make a great paid campaign landing page?”

Paid ads are great. Not all paid ads are effective.

The target needs to be right, the budget needs to be right (it’s not all about throwing infinite cash at the internet), the words need to be right. You need to get a lot right to get clicks. With Google Ads, thankfully, you only pay when they do click.

Even when you nail the formula and someone clicks, this is only winning half the battle. Where they land is the next stage.

Why do we use landing pages? Because sometimes Google hides ads in this industry for content on your site breaking their terms of service. Landing pages don’t have to look ‘salesy’, they can be mirrors of your website without the whole shebang.

The page you direct them to should wow them, and I have five focuses for a great paid ad page across various platforms:

1. Ashowstopping headline - explain what you do for them: the result, the benefit, why this is the treatment or clinic for them.

2. A subtitle to add context - be more specific on the treatment or product. How it works, why it works. Still keep this to one or two short lines.

3. One key headline image/animation/ video - show, don’t tell. This is where a great before and after, or visualisation of results, works. You can put other images further down the page.

4. Social proof - third party validation that what you’re talking about is true. Make the claims above believable; a single review, your overall review rating, or a stat showing how many treatments you’ve carried out demonstrate that it’s not just your word the visitor needs to take.

5. A clear call to action (CTA) - make it clear what you want the next step to be, and let the visitor take it. Rather than ‘contact us’, why not ‘contact our doctor’. Rather than ‘book a consultation’, why not ‘book your free consultation’. Rather than ‘buy now’, why not ‘order today, delivered tomorrow’. Here I’ve used just an extra one or two words to make the CTA less generic, which will pay off in more conversions.

Using this content above the fold (before someone scrolls down on your ad) will provide an instant insight into why they should book for this treatment at your clinic.

First impressions count, especially when you’re spending money to get the visitor to your landing page. Use a button before a scroll to make it easy for patients to enquire, if they’re already convinced. Develop the information down the page, keep the one CTA throughout, show data, answer FAQs, and let the visitor decide if they are going to book.

CONVERTING THE CLICK TO AN ENQUIRY OR BOOKING IS THE SIGNAL THAT THIS AD WORKS

Don’t forget if you start lead generation through paid ads, you need to nurture these leads; when you convert them into treatments, you can determine your CPA (cost per acquisition) and see how well your ad really works.

Curious about Google Ads or paid advertising for your aesthetic or surgical practice? Get in touch with us at Web Marketing Clinic – our paid media team know the intricacies of getting ads approved in medical aesthetics.

If you’ve got a burning aesthetics marketing question for Ask Alex, please get in touch @webmarketingclinic via Instagram, or email alex@webmarketingclinic.co.uk

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a familyrun digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic