Parakh Plastic Surgery November Google Ads + Social Media Campaign
Hello. How are you?
As you know, consumers are shaping their body in the wrong way right now.
But the slow season is almost over. According to Google trends, consumer
demand spikes after the holidays. Higher demand will drive down the cost
per lead, making it easier for you to acquire patients. We will continue to
do everything we can to secure your quality leads at the lowest cost
possible. Don't be discouraged, soon you'll be removing the fat that your
patients have gained these last few months.
The good news is that Coolsculpting is releasing new TV commercials at the
end of December. These will ultimately generate & increase greater consumer
demand. In turn, making it easier for you to gain more leads & customers.
Google's issue with PRP has negatively affected the majority of our
provider's ad campaigns during November. We are doing what we can but
Google has made it clear. If you have PRP, Stem Cells, etc. listed on your
site you cannot use their service to promote any of their products. See the
policy below:
https://support.google.com/adspolicy/answer/9396731?hl=en
Attached is your report, below is a summary of the report and below that,
you will find an explanation of the strategy we use to help bring in
customers.
Nov. Ad Campaign Metrics
*Google Ads (Date Range: 11/1/2019 - 11/30/2019)*
Total Cost: $2,322
Total Conversions (Leads): 15
Average Cost Per Conversion: $154.83
Total Clicks: 624
Average Cost Per Click: $3.72
Search Impression Share: 47.73%
*Facebook / Instagram Ads (11/1/2019 - 11/30/2019)*
Total Cost: $786.09
Total Conversions (Leads): 0
Average Cost Per Conversion: -
Total Clicks: 121
Impressions: 13,940
Marketing Strategy Details
Alpha/ Beta Campaigns, What’s the Difference
*An Alpha campaign* is built to exclusively target users that match a
profile of someone most likely to be interested in, *and most importantly
pay for*, the service being advertised. Alpha campaign profiles are
determined through extensive market research, past performance, and
proprietary data exclusive to MedStarMedia. The profile will be based on
demographics such as age, gender, and income. But it will also take into
account behavioral traits, such as someone who frequently visits salons or
had a recent relevant life event. Alpha campaigns are a little bit less
restrictive with the specificity of the keywords in the campaign. This is
because when we know the user is highly valuable, we want to have broader
ways to reach them.
*A Beta campaign* is built to target users that we may not have a complete
profile on. While our profiling tools are quite robust, it is exceptionally
difficult to know everything about every user. For instance, we may know
their income but not gender. Even if we know a little bit less about a
user, when they are actively searching for the service we want to serve
them timely advertising. Beta campaigns are more restrictive on the
specificity of the keywords in the campaign. If we don’t know exactly who
the user is, we want to know exactly what they’re searching for.
*Why this matters…*
Leads are amazing! We put tracking measures in place to accurately record
as many leads as possible and attribute them back to every penny spent on
advertising. However, even the best lead tracking will have gaps. User
behavior, especially in an online setting is unpredictable at best. The
path a patient will actually take to reach your office and pay for a
service may be something that we cannot track.
*We also want to be aware that not all leads are created equal.* A user
that only makes minimum wage who fills out a lead form has very little
value to your business. If we relied on “leads” as the only success event
it may lead to poor decision making. At MedStar Media we take a hybrid
approach to maximizing your advertising dollars.
The Alpha/Beta structure gives us the best of both worlds. We’re able to
target the best possible customers for your business (Alpha) but also able
to deploy machine learning bidding strategies to efficiently spend budgets (
*b*eta).
Have a great day.
Medstar Team
As you know, consumers are shaping their body in the wrong way right now.
But the slow season is almost over. According to Google trends, consumer
demand spikes after the holidays. Higher demand will drive down the cost
per lead, making it easier for you to acquire patients. We will continue to
do everything we can to secure your quality leads at the lowest cost
possible. Don't be discouraged, soon you'll be removing the fat that your
patients have gained these last few months.
The good news is that Coolsculpting is releasing new TV commercials at the
end of December. These will ultimately generate & increase greater consumer
demand. In turn, making it easier for you to gain more leads & customers.
Google's issue with PRP has negatively affected the majority of our
provider's ad campaigns during November. We are doing what we can but
Google has made it clear. If you have PRP, Stem Cells, etc. listed on your
site you cannot use their service to promote any of their products. See the
policy below:
https://support.google.com/adspolicy/answer/9396731?hl=en
Attached is your report, below is a summary of the report and below that,
you will find an explanation of the strategy we use to help bring in
customers.
Nov. Ad Campaign Metrics
*Google Ads (Date Range: 11/1/2019 - 11/30/2019)*
Total Cost: $2,322
Total Conversions (Leads): 15
Average Cost Per Conversion: $154.83
Total Clicks: 624
Average Cost Per Click: $3.72
Search Impression Share: 47.73%
*Facebook / Instagram Ads (11/1/2019 - 11/30/2019)*
Total Cost: $786.09
Total Conversions (Leads): 0
Average Cost Per Conversion: -
Total Clicks: 121
Impressions: 13,940
Marketing Strategy Details
Alpha/ Beta Campaigns, What’s the Difference
*An Alpha campaign* is built to exclusively target users that match a
profile of someone most likely to be interested in, *and most importantly
pay for*, the service being advertised. Alpha campaign profiles are
determined through extensive market research, past performance, and
proprietary data exclusive to MedStarMedia. The profile will be based on
demographics such as age, gender, and income. But it will also take into
account behavioral traits, such as someone who frequently visits salons or
had a recent relevant life event. Alpha campaigns are a little bit less
restrictive with the specificity of the keywords in the campaign. This is
because when we know the user is highly valuable, we want to have broader
ways to reach them.
*A Beta campaign* is built to target users that we may not have a complete
profile on. While our profiling tools are quite robust, it is exceptionally
difficult to know everything about every user. For instance, we may know
their income but not gender. Even if we know a little bit less about a
user, when they are actively searching for the service we want to serve
them timely advertising. Beta campaigns are more restrictive on the
specificity of the keywords in the campaign. If we don’t know exactly who
the user is, we want to know exactly what they’re searching for.
*Why this matters…*
Leads are amazing! We put tracking measures in place to accurately record
as many leads as possible and attribute them back to every penny spent on
advertising. However, even the best lead tracking will have gaps. User
behavior, especially in an online setting is unpredictable at best. The
path a patient will actually take to reach your office and pay for a
service may be something that we cannot track.
*We also want to be aware that not all leads are created equal.* A user
that only makes minimum wage who fills out a lead form has very little
value to your business. If we relied on “leads” as the only success event
it may lead to poor decision making. At MedStar Media we take a hybrid
approach to maximizing your advertising dollars.
The Alpha/Beta structure gives us the best of both worlds. We’re able to
target the best possible customers for your business (Alpha) but also able
to deploy machine learning bidding strategies to efficiently spend budgets (
*b*eta).
Have a great day.
Medstar Team