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Organic vs Paid Search

Should I Run Google Ads for a Keyword I Already Rank Well Organically For?

Number 1 Rankings
#1 Rankings! Yes!

This is a fairly common question and a good one. Your aesthetic practice has worked hard to achieve organic rankings in the top 3, or maybe even #1, for one of your most important procedures. Or, maybe you haven’t worked too hard and have “randomly” wound up with a high organic ranking. Either way, congrats!

Does this mean your practice should avoid running Google ads for this keyword? Absolutely not. In theory, you use Google ads to supplement organic rankings and slowly divest or stop investing in ads once you’ve achieved top rankings. This sounds nice. Who wouldn’t want to only drive free traffic?

However, it’s not that simple. There are a few things to keep in mind when evaluating this particular situation…

1) Organic rankings can change

If your practice ever looked at an SEO report that tracks rankings daily then you’ve seen the ups and downs organic rakings go through. Just because you hold the top ranking today doesn’t mean you will tomorrow. You could even shift all the way from being the top organic ranking to #5, for example, but subsequently, see your Google My Business map listing starts to appear #1 in maps. Or better yet, it shows as the only map location. Bottom line, there are ebbs and flows to organic rankings.

search ranking volitility
Despite an overall upward trend in rankings, there are many ups and downs. Click or tap to enlarge image

I’ve seen it all and one thing is for sure: even without any kind of penalty there’s volatility and nothing is guaranteed. I’m never one to obsess over rankings (and your practice shouldn’t either) because it’s possible for you to drop several positions for one of your top keywords but still drive more traffic and leads because you’ve obtained multiple other organic rankings for newly-written content. That’s the beauty of content marketing and the challenge with being too narrow-sighted with tracking the rankings of only a select group of keywords.

2) Having multiple listings “above the fold” increases your click-through rates

Google announced back in 2013 that their algorithm was shifting to limit a website from appearing multiple times in organic search results. The idea is to limit “clusters” of the same domain name to promote diversity. This doesn’t mean the same domain cannot appear multiple times – that entirely depends on how well those pages answer the searcher’s query – but as the competition increases it becomes much more difficult to show up multiple times organically…

…which is why it makes sense to also include an ad so that you increase the number of times your website appears near the top of page 1, and thus, increase the odds of a prospective patient clicking to your website. That’s well worth the $2-5 you’d pay if they clicked your ad.

Click or tap to enlarge image

3) Google ads come with enhanced calls to action

While you have some ability to make your organic listing stand out, with structured data to highlight reviews, this pales in comparison to what you can do with Google ads. You can see in the screenshot above (3rd box), the structured data markup allows the client’s reviews to show in this particular organic search result. That’s cool, but even better is the featured snippet showing above it organically (2nd box). This isn’t easy to achieve and typically you’ll only see it triggered for aesthetic practices for topics pertaining to cost or price.

Whether you can see the reviews showing in organic search results or you appear in a featured snippet organically, as I pointed out earlier, nothing is guaranteed and you could see both of those features disappear tomorrow. If you’re running ads, however, you have more consistency with when you show up. It’s simple: if you have a high quality score and bid more than others you’ll always show up at the top of the ads.

Google Ad Extension

You can see in the screenshot above that there are many “enhancements” you get with your ad that extend beyond the simple headline and description. You see:

  • callout extension: short unique selling points
  • location extensions: address with map link
  • structured snippet extension: neighborhoods you serve
  • call extension: trackable phone number

Your practice may not see the same extensions show every time your ad runs, but if you utilize as many of them as you can you will assuredly some of them running every time your ad appears in search results. This helps your listing stand out, driving more clicks, and ultimately, conversions (assuming your have website optimized for conversions).

Take the next step

Are you running an aesthetic practice, whether it be plastic surgery center, medical spa, or cosmetic dermatology clinic, and considering running Google ads or looking to improve your SEO? Maybe both? Turbo can help! Simply fill out the form here or call us directly at 877-673-7096 x2.

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Thursday, October 21st, 2021
7:59 am

TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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