Aesthetics by Maria PPC

The Search Marketing Strategy

As a highly successful medical spa in Winnipeg, Advanced Aesthetics & Sugaring by Maria’s pay per click strategy needed to focus on bringing new visitors to their website. This was important for our strategic direction as we had to consider focusing their PPC Marketing budget on generic direct response keywords. While we did not need to protect their branded traffic from the competition, it was important to allocate some of the media budget to branded terms to showcase new treatments and special promotions.

To achieve their PPC goals, we used a 4-pronged Search Engine Marketing Strategy to capture demand, dominate the market, drive searchers to action, and boost PPC campaign performance.

To Capture Demand from Google, we designed our campaign structure to mirror Advanced Aesthetics by Maria’s high-value treatments that generated the highest revenues and created dedicated PPC advertising campaigns for each with their own sets of keywords and ads.

The generic campaigns targeted mid to lower funnel localized, and near me keywords for each aesthetic treatment using different match types for coverage and testing purposes. Some of these included high volume terms like “fat reduction winnipeg,” “cellulite reduction near me,” “microneedling winnipeg,” etc.

A branded keyword campaign was also created to capture demand for their own brand terms, control the message, showcase new promotions and aesthetic treatments. 

To Dominate the Search Results, we took advantage of all applicable Google Ads ad extensions available in the platform to make the ads as large as possible. This gave their ads more real estate in the search results pages, pushed the competition down, and increased the chances of Advanced Aesthetics by Maria to get the click throughs to their website. The ad extensions we used included Call Extensions, Site Link Extensions, Location Extensions, Call Out Extensions, Structured Snippets, Price & Promotion Extensions. In addition, we used all available Google Ads headline and description lines and created both expanded and dynamic responsive search ads for testing purposes.

To Drive to Action, we provided searchers with a variety of options to make it easy for them to contact Advanced Aesthetics by Maria to book an appointment. We used Click to Site, Click to Call from the Google Ads, Site Links and Location extensions with strong calls to action like Book Online, Call Now, and Book An Appointment.

To Boost Performance, we used bid automation to target the audiences that were more likely to convert for Advanced Aesthetics by Maria. We revamped their landing pages and implemented a rigorous ad testing schedule that allows us to continuously improve performance by learning which variables contribute to lead volume. Finally, we implemented audiences in observation mode, added bid adjustments, and layered them on top of our campaigns to increase efficiencies and generate higher quality leads. These performance-boosting strategies are being complemented by an ongoing negative keyword strategy that ensures maximum relevance with minimum waste.