Blog > Google Ads for Dermatologists
Google Ads for Dermatologists: Best Strategy to Follow in 2024
By Cullen E
Looking to scale your dermatology clinic or online service with Google Ads? Look no further. In this guide, we give you a personalised strategy that you can implement today to acquire new patients and fill up your diary.
Why Run Google Ads for Your Dermatology Practice?
If you think about, most of your potential patients are going to do at least one search on Google before contacting a dermatologist.
Whether that's to find out more, conduct some research or go straight to finding a dermatologist near them.
And that's why Google Ads is so important.
It serves as the initial touchpoint your future clients interact with and your opportunity to secure appointments and fill up your diary.
Google Ads Strategy for Dermatologists
In the sections below, we cover each important part of Google Ads and how to tackle them step-by-step.
This includes researching search terms, selecting the right campaign types and goals, implementing local search ads into your strategy, as well as specific and important tips relating to the dermatology industry.
Let's jump in...
Finding Relevant Keywords and Monitoring Your Search Terms
Finding and targeting the right keywords is the first and most important step of any Google Ads account.
For dermatologists, the goal is to research the specific services you offer and what users search in order to find them. This could include acne treatment, screening, cosmetic dermatology or simply 'dermatologists near me'.
To find relevant keywords, you can use a free tool like Google Ads Keyword Planner or a paid tool like Ahrefs, SEMRush or Moz.
Here are some relevant keywords for dermatologists with monthly search volumes and CPC (cost-per-click estimates):
Search Term | Search Volume | CPC |
|---|---|---|
Dermatologist near me | 25000 | £0.70 |
Private dermatologist near me | 6300 | £0.60 |
Dermatologist london | 3900 | £1.60 |
online dermatologist | 900 | £1.70 |
dermatologist consulation | 250 | £1.20 |
acne dermatologist near me | 300 | £1.30 |
Data collected from Ahrefs.com. Search volume refers to monthly searches on Google
Average CPC in the Dermatology Industry
Dermatologists can expect to pay anywhere from £1 - £2 per click based on the nature of the search and its intent.
If you are unsure on what budget to start with on Google Ads, I recommend a minimum monthly budget of £1000 - £2000.
This will ensure you receive at least 1000 clicks every month and enough data to judge the effectiveness of your campaigns.
Choosing the Right Keywords for Your Campaigns
Now that you've done the research, the next step is to choose the right keywords to target inside of your campaigns.
You should focus on grouping up similar keywords that are most relevant to your dermatology practice.
Each group should have a unique theme based on each service you offer.
For example, you might group up all broad yet high-intent keywords like 'dermatology near me' and 'private dermatologist near me'.
Your next group will then be more granular e.g. 'acne treatment dermatologist'. Your next group might be focused on 'eczema dermatologists' and so on.
Why do we do this?
If we have ad groups based around just one service, we can then write our ads around that service without having to worry about others. This leads to more relevant ad copy that the user is more likely to click.
We can also send users directly to that specific service page.
How to Optimise Your Keywords and Search Terms
Choosing your target keywords and adding them to your campaigns is only the beginning.
In order to see profitable return on ad spend for your dermatology clinic, you need to stay on top of your campaigns and consistently optimize them.
Here's some guidance on how to optimize your keywords, search terms and Responsive Search Ads.
Search Terms
Inside of your Google Search campaigns, go to the ‘Search Terms’ tab to see which search terms trigger your ads.
From there, you can remove non-performing or irrelevant search terms by adding them as negative keywords to reduce wasted ad spend.
Quick tips for efficient search term optimization:
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Monitor your search term report with key metrics like CTR, CPC, cost per conversion and conversion rate
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Exclude irrelevant search terms by adding them to a negative keyword list
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Add high-performing search terms as target keywords in your campaigns
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Look out for common terms such as ‘free’, ‘trial’ or ‘sample’ and determine whether to add these as broad negatives
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Look out for common terms like 'private' or 'near me' and incorporate them into your Responsive Search Ads if they are relevant
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Be alert to question-based searches that provide insights into user intent
Keywords
It’s essential to continuously monitor keyword performance so that you can allocate your budget to those that deliver the most enquiries.
If certain keywords or ad groups are underperforming (or not spending due to low search volume), consider pausing them to reduce wasted ad spend and clean up your account.
On top of that, you should always be testing out new keywords.
Draw insights from your keyword research or use the search term reports we just mentioned to find new keywords and add them to your campaign.
Responsive Search Ads and Extensions
The goal of your responsive search ad is not only to generate a click to your website.
It is to inform the user about your service, show your point of differentiation from your competitors, and give useful information that help the user make their decision.
And creating an ad that does this effectively all comes down to continuous monitoring, testing and refinement:
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Click the ‘View Asset Details’ link at ‘Ads’ level to view which headlines and descriptions are served most
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Also view combinations on this tab to see how your headlines and description pair together
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Do a manual search on Google of your target keyword to get a true impression of what a user actually sees
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Experiment with pinning and unpinning headlines
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Test unique value propositions such as price, years in service, consultation times etc. to discover what matters most to your audience
Bonus Tip - check out this great article on how to optimise your RSAs.
Campaign Types and Conversion Goals
For dermatologists, you'll want to allocate most of your Google Ads budget to Google Search campaigns with the conversion goal set to 'leads'.
We use the Google Search campaign type as we want to find users who are actively looking for a dermatologist in their area, and we use 'leads' as our conversion goal as we want to secure as many enquiries and booking as possible for our budget.
Location Targeting and Local Search Ads
The next part of the strategy is the real difference maker for your Google Ads account and will completely seperate you from your competion - location targeting.
It's all well and good to say that people are on Google looking for a dermatologist local to them...
... But how do we adjust our Google Ads campaigns to take advantage?
We have two options:
1. Location Targeting inside your Google Search campaigns
2. Local Search Ads on Google Maps
Let's explain how to set up each effectively for your dermatology practice.
Location Targeting for Dermatologists
In order to generate profitable leads for your practice, you want to ensure you're targeting a service area that is local and relevant.
Different people have different views on what is 'local'. You may choose to target your city, or even decide on a specific radius around your practice.
Thankfully, you can target both of these options inside of your Google Ads account.
To do so, head to a Google Search campaign and click on 'Location' on the left-hand side of your screen.
From here, you can then add in your city, town or set a specific mile-radius around your practice.
You're now only targeting people in and around your local area!
Local Search Ads on Google Maps
How many times have you turned to Google Maps to find nearby businesses?
Chances are, it's your go-to when you need local services.
Even if you don't specifically look to use it, it's right there at the top of Google when you do your search.
Google Maps not only provides quick access to local businesses, but it also includes the info you need to take action like location, reviews, operating hours, and contact information.
As a dermatologist, activating local search ads on Google Maps is a bridge to reaching people using the Maps feature as you can see in the example below:
How to Set up Local Search Ads
Here's how to set up local search ads on Google Maps:
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Enable location assets inside your Google Ads account.
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Create a Google Business profile listing for your dermatology practice.
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Enhance your Google Business profile with client reviews, captivating images, accurate location details, website links, and operating hours.
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Utilize location targeting and adjust bids based on targeted areas.
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Incorporate location-specific keywords, such as "accountant in [city name]."
For more detailed instructions on implementing these steps, you can check out this step-by-step guide written by Google here.
Google Ads Policies Dermatologists Need to Know
Given that dermatology operates in the medical and healthcare sector, there are specific Google Ads policies that you must adhere to in order to avoid ad restrictions and disapprovals.
I strongly recommend you read the Healthcare and Medicines document from Google but here is a summary of the most relevant policies:
Prohibited and Restricted Content
Avoid promoting prescription drugs, over-the-counter drugs, unapproved pharmaceuticals or any misleading health claims.
The best course of action for dermatologists is not to mention the specific drugs you provide as treatments and focus on the services you provide instead.
Misleading Claims
This may include misleading claims about the efficacy of specific treatments by stating them as 'the best', 'guaranteed results' or 'instant cure'.
Same as above - it is recommended to just focus on the service you provide rather than specific treatments and results.
Certificates
You may have to provide proof of your clinic's licensing and credentials in order to advertise on Google Ads.
Final Thoughts
Google Ads is a core part of any brand's online marketing strategy, and it is no different for dermatologists.
But to ensure it is profitable for your clinic, you need to know how to make the most out of the platform.
That means setting up location targeting, using the right keywords and send users to a place on your website where they are able to learn more about you and able to request a consultation.
Still unsure on how to create Google Ads campaigns for your dermtaology practice? Book a free 15-minute consultation with a Google Ads expert on my Book a Call page.