Over the past two weeks, we’ve seen a huge surge in Coronavirus cases in the U.S. This has forced some counties and states to shut down businesses, yet again. That’s the bad news.
Texas, California, Florida, and Arizona are just a few states shutting down water parks, movie theaters, bars, gyms, and beaches. In Texas specifically, Governor Greg Abbott announced on Thursday, June 25th that he is once again shutting down elective surgery, but instead of a statewide order he’s limiting it to Bexar, Dallas, Harris and Travis counties, where Coronavirus hospitalizations have surged lately.
As of right now, no aesthetic practices have been ordered to shut down. That’s good news. But there’s more good news…
What Google Trends is Telling Us
It’s been almost 5 weeks since my last article about consumer demand on May 28th. In that article, I noticed a “bottoming out” of consumer demand for aesthetics sometime between late March through early April, followed by an uptick mid-April through the end of May.
Our analysis at the end of May saw steady growth for at least 30-45 days for every search term we researched. As you can see below, this growth trend continued in June despite large outbreaks of Coronavirus, cities shutting down again, and non-stop (negative) media coverage.
Each of the screenshots below from Google Trends highlights search interest levels for several aesthetic queries over the past 120 days in the U.S. as a whole. Keep in mind that, according to Google Trends: “Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular.”
What Google Ads is Telling Us
I mentioned in the May 28th article that the average cost-per-click (PCP) had fallen since late February and it hasn’t jumped back up to pre-Coronavirus levels. In the month of June, the average CPC for our clients has slowly risen, but it’s still well below the average CPC pre-Coronavirus.
In the past two weeks, our clients have seen an average CPC of $1.90. That’s down 43% from that same period in 2019!
For some perspective, using those average CPC numbers, with a $100 a day budget you can generate 52 clicks this year compared to only 30 last year. Assuming you averaged a 5% conversion rate, that’s the difference between generating 2.6 leads per day vs. generating 1.5 leads per day, without changing your budget!
Demand continues to heat up, but clicks are still ridiculously cheap!
Evaluating Our Summer Prediction After One Month
In the Summer Prediction article from May 28th, I stated:
“demand is up and I expect it to continue to grow as we head into June and July...Barring any shift in policy regarding businesses remaining open or new stay-at-home orders, I expect aesthetic demand to continue to rise through June and into July…”
Unfortunately, we have seen some shifts in policy due to the recent resurgence of Coronavirus. Still, demand continues to rise. We’re only one month into the Summer prediction so there’s a lot that could change, but we’re off to an encouraging start, at least from a consumer demand perspective.
TRBO Can Help Your Practice Capture Market Share this Summer
If you would like help with refining your marketing game plan then schedule a strategy session our growth expert Sonja Vaisz. You can also reach TRBO directly at 877-673-7096 x2 and drop us a line here.