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Google Ads Updates

Two Big Google Ads Changes Your Aesthetic Practice Needs to Know About in 2020

As we approach 2020, it’s important for all aesthetic practices, including plastic surgeons, medical spas, and cosmetic dermatologists, to be aware of two big changes Google is rolling out within the Google Ads platform.

These updates by Google come on the heels of their adjustments to the ads and bidding process, an effort to automate how ads are set up and run. In this article, we’ll dive into how these latest changes affect your ads and their performance.

Google Ads Auto-Management

1) New Policy for “Unproven or Experimental Medical Techniques”

Back in early September, Google announced a new health care and medicines policy that bans advertising for “unproven or experimental medical techniques.”

Which procedures constitute “unproven or experimental?”

In this announcement, Google clarified that the ban would include “...most stem cell therapy, cellular (non-stem) therapy, and gene therapy. This new policy will prohibit ads selling treatments that have no established biomedical or scientific basis.”

Many welcome this new policy as it is helping to prevent charlatans from pushing baseless products. The president of the International Society for Stem Cell Research, Deepak Srivastava, said this about the new policy:

“a much-needed and welcome step to curb the marketing of unscrupulous medical products such as unproven stem cell therapies.”

What about aesthetic procedures?

The objective of Google’s policy is to focus on medical treatments, but there’s overlap between medical and aesthetic with treatments such as:

  • Platelet Rich Plasma (PRP)
  • Vampire facelift
  • Stem cell facial rejuvenation
  • O shot or P shot

Laser treatments or surgical procedures should be safe from this policy, but nothing is set in stone. If you’re going to run ads you can best protect yourself from any policy violation by following these basic guidelines:

  • Do not make unsubstantiated claims
  • Add disclaimers next to any before & after, testimonial, or expectation about an outcome
  • Do not reference any “restricted drug terms” such as weight loss solutions, anabolic steroids, ephedra, and specific pharmaceuticals and supplements
  • Getting Allergan approval for Botox or Juvederm ads

You can learn more about Google Ads’ policy guidelines here.

2) The Average Position is Disappearing

This isn’t new, in fact, Google announced in 2018 that they would sunset the average position metric on Monday, September 30, 2019, in favor of new metrics.

Why did Google make this move?

Google Ads product manager Pallavi Naresh gave the following rationale for the decision: “These new metrics give you a much clearer view of your prominence on the page than average position does.” Many experts see this as a move toward automation and automated bid strategies, which Google is clearly prioritizing.

absolute_vs_top_impressions_on_google_ads

What are these new metrics?

  • Top impression rate – the percentage of your total impressions that are coming from the top of the SERP (top 3-4 ads above the organic results).

Top impression rate = Top impressions / Total impressions

  • Absolute top impression rate – the percentage of your total impressions that are coming from the very top of the SERP (#1 ad).

Absolute top impression rate = Absolute top impressions / Total impressions

  • Top impression share – the rate at which you’re turning opportunities to appear at the top of the SERP into actual impressions at the top of the SERP (top 3-4 ads above the organic results).

Top impression share = Top impressions / Eligible top impressions

  • Absolute top impression share -the rate at which you’re turning opportunities to appear at the very top of the SERP into actual impressions at the very top of the SERP (#1 ad).

Absolute top impression share = Absolute top impressions / Eligible absolute top impressions

So what does this mean for my ads?

Very little, unless you have custom rules set up that are based on average position. It’s a little annoying for those who like to see where their ads are showing in a single, simple-to-understand stat, but the new metrics will actually provide a little more detail.

Averages can sometimes be misleading, so knowing the exact % of times you’re in position #1 vs. simply knowing you are averaging position 1.4, for example, provides more information. You can now evaluate your conversion rates when being in position 1 vs. being in positions 2-3.

Should I Even Invest in Google Ads?

should i invest in google ads

Perhaps you’ve had a bad experience in the past. Maybe you’ve been reading about the “doom and gloom” surrounding Google automating more of the ad configuration (as noted above). Or maybe you think that if you run ads your competitors are simply going to click your ads to exhaust your budget.

Whatever your preconceived notions are about running ads my advice is to keep an open mind. Almost any ad medium that allows you to target people looking who are actively looking for the exact solutions you offer is worth considering, even if you’re already ranked well organically.

Google Ads has no year or even monthly contracts; you can pause or stop running ads at any time. That said, if you’re going to test out some ads, make sure that you’ve not only configured the ads well (obviously), but give yourself a solid 2-3 month sample size of data before evaluating.

Need Help With Google Ads?

If you run an aesthetic practice and you’re looking to grow your leads in 2019-20 and beyond, whether you’ve run Google ads in the past or not, talk to Turbo. We always start with a full CRO (Conversion Rate Optimization) analysis and then dig into what’s been working for your practice and what hasn’t.

To learn more about getting started with Google Ads or to see how you can generate more leads for your practice drop us a line here or call Turo directly at 877-673-7096 x2.

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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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