Study

Case

Pay-Per-Click

Allure Esthetic

realdrseattle® did such a good job on our PPC we had to ask them to decrease our ad budget because the phones were ringing off the hook.

Realdrseattle

THE OBJECTIVE

Allure Esthetic Plastic Surgery is a plastic surgery practice located in Seattle, WA. With a notable online presence, Allure Esthetic came to realdrseattle® wanting to take full advantage of their leads with Pay-Per-Click (PPC) and Google Display ads. Considering Allure Esthetic’s website, allureesthetic.com contained built out content and received an average of 25,000 unique website visitors a month, they were a perfect candidate for realdrseattle’s® plastic surgery Pay-Per-Click services.

The Issues

Despite high organic rankings for many keywords and a large amount of traffic to the website, Allure Esthetic only saw around a 1% conversion rate. While they had a high ROI and were successful in the rankings, realdrseattle® knew we could improve their conversion rate with targeted PPC campaigns.

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Realdrseattle

WHAT WE DID

Working with Allure Esthetic, we determined the procedures and web pages to target with PPC campaigns. The realdrseattle® team set to work on writing optimized ad copy to target these procedures. For example, we created an ad for a Mommy Makeover.

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The area highlighted in white will display for every ad. We ensured that the website URL and practice phone number are heavily featured. This promotes future conversions from the ad and can lead smartphones to recognizing the practice number when Allure Esthetic calls to follow up on a lead.

The most effective part of these ads are the utilization of keywords. The heading reads “mommy makeover Seattle” and “mommy makeover surgeon” which are long tail keywords that are easier to rank for than “mommy makeover”.

The areas in gray are designed to alternate display. For instance, one user may see “Results Guaranteed” while another user may see “Nationally Ranked Doctor”. This diversifies the ads so that users who see your ads more than once should not see the exact same ad. This promotes the best results.

In addition to using keywords in the ad copy, we identified keywords and Google searches where we wanted Allure Esthetic’s ads to appear. A few of these search queries that we programmed the mommy makeover ads to display for included:

Programming ads to display for many different mommy makeover long tail keywords means that Allure Esthetic’s website shows up for keywords where it may not display on the first page. This brings more traffic to the site and can capture leads they may not have otherwise.

46% of internet users cannot tell the difference between organic search results and PPC. This is highly advantageous if you diversify ad copy and choose targeted keywords carefully. The realdrseattle® team also compiled a list of negative keywords. Negative keywords are search terms where client’s ads should not display.

We identified and excluded keywords that would target people not looking for plastic surgery, or those for similar procedures that Allure Esthetic did not offer. This allows us to maximize ROI because ads will not display for irrelevant terms.

Realdrseattle

THE OUTCOME

Following the implementation of Allure Esthetic’s new ads, allureesthetic.com saw a steady increase in traffic. Prior to realdrseattle’s® PPC campaigns, the traffic on the Allure Esthetic websites was beginning to go stagnant. With the creation of our PPC campaigns at the end of month four, Allure Esthetic saw a significant increase in the amount of traffic coming to their website.

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Pay-Per-Click advertising does come with some cost. The plastic surgery PPC experts at realdrseattle® minimize irrelevant and fraudulent clicks through the use of negative keywords and proprietary software that monitors for competitor clicks.

Our clients consistently see low ROIs on our Pay-Per-Click campaigns. As previously mentioned, Allure Esthetic saw an average conversion rate of 1-2%. After our optimized plastic surgery PPC ads, Allure Esthetic’s conversion rate rose:

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This sharp increase in conversion rate lowered Allure Esthetic’s ROI significantly. With an almost 4% conversion rate following realdrseattle’s® PPC for plastic surgeons, Allure Esthetic received more leads and traffic through their website.

Realdrseattle

THE LEGACY

Allure Esthetic is now a force to be reckoned with following the best plastic surgery Pay-Per-Click advertising. Not only does Allure Esthetic dominate the organic rankings in the Seattle area, with strategically written and planned PPC ads, the website appears in search results where it does not have an organic ranking.

Currently, Allure Esthetic sees over 5,000 ad clicks per month. Combined with their projected conversion rate of 4%, Allure Esthetic gets 200 consultations every month purely from Google advertising.

realdrseattle® continues to manage and create Pay-Per-Click advertising for Allure Esthetic. We keep ad copy optimized to the newest SEO standards, add new keywords and negative keywords, and ensure effective use of their ads budget.