6th April 2017
How stricter Google AdWords checks impact your clinic’s digital marketing
There’s no doubt about it, Google AdWords is a powerful digital marketing tool that’s incredibly popular for lots of reasons. It helps you reach the right people at the right time as they search for the aesthetic treatments that your clinic offers. Whether clients are looking up symptoms or solutions on a PC, tablet or mobile, your ad pops up on page 1 rankings. And you only pay per click – whether that’s straight to your website or to call your clinic.
There are literally millions of searches made on Google every day. So when clients are Googling it, they’re seeing what you have to offer (which is exactly what they’re looking for). You’ll know how many people see your ads and how many are clicking. What’s not to love?
If you’re not using Google AdWords already, then getting on board definitely makes sense. In fact without it, your clinic is seriously limited on reaching clients that are searching for specific treatments. Yet at the same time, things are changing for the aesthetics industry. UK legislation has always been tough but now Google AdWords has become far more rigorous about applying the rules across your entire website. Many clinics sailed pretty close to the wind by following legislation for the home page but not worrying too much for treatment and subpages – but that’s no longer going to cut it with Google AdWords.
Botox is a good example of how significant the changes are for the aesthetics industry. As a leading, non-surgical anti-ageing treatment, Botox is an extremely common search on Google with an increasing number of clients going ahead with the treatment. A pay-per-click ad would make perfect marketing sense to help your clinic stand out from the rest. So where’s the problem?
Legislation states that clinics are not allowed to market or promote Botox in any way. This is because botulinum toxin is a prescription-only medicine that must be prescribed and given by a trained healthcare professional. That’s always been the case but what’s changed is that Google AdWords is ensuring that clinics are following the legislation to the letter – so how can you market effectively while sticking to the rules?
Choose your words (and images) carefully
The bottom line is that you need to be a lot more careful about your treatment content from now on. If it doesn’t meet Google AdWords’ criteria then it won’t be approved and that means no page ranking or clicks through to your website or phone. In the past, only the ad itself, the website page it linked to and your home page would be subject to such stringent testing. Now, it’s a completely different ball game as your entire website (every single page) will be checked for words, terms, phrases and images that don’t conform.
We’re the first to admit that it’s a minefield, but we’ve got the knowledge and skills in place to guide your clinic’s AdWords campaigns and website content to make sure they tick all the right boxes. Ultimately, we’re here to get your ads approved and help clients find the treatments and solutions they need so your ranking remain high and enquiries keep on growing.
We’ve got the expertise you need to deal with Google AdWords checks for the aesthetics industry. Call us at Cosmetic Digital to find out more on 0115 9140 640.