Increase in monthly organic search traffic.
Growth in leads as a result of our Google Advertising.
Decrease in the cost per lead across our PPC campaigns.
Centre for Surgery is an award-winning cosmetic surgery clinic in London specialising in surgical and non-surgical treatments. Their treatment philosophy is based on highly-skilled surgeons using tried and tested methodologies to ensure safe and industry-leading results for all patients in a CQC regulated environment.
They initially approached The Good Marketer in order to generate a higher volume of leads, with a specific focus on their non-surgical treatments. Centre for Surgery was also in the process of establishing a new clinic and wanted to drive a high volume of initial appointments during the initial launch period. They’d previously generated results from digital marketing, but at a high cost, and so one of their main concerns at the beginning of this partnership was to reduce the cost of their lead generation.
During our analysis, we noticed several initial challenges, such as:
- The industry was highly competitive, especially within London, which was the geographical market that CFS wanted to focus on.
- CPC was very high due to the competitiveness of industry-specific keywords.
- More and more people travelling abroad for treatments to countries like Turkey – which compounded the need to boost online presence and build a transparent reputation.
- The landing pages were not optimised for conversions and so had low engagement – which was impacting the visibility and quality of any PPC advertising efforts.
- Google heavily restricted any ads due to the nature of the services – especially surgical procedures.
- There was (and remains) industry-wide scepticism over cosmetic surgery clinics due to negative sentiments and customer experiences – which meant we had to work to boost customer trust in the brand.
As our primary objective was to reduce the cost per lead whilst simultaneously boosting the number of leads generated, we prioritised Centre for Surgery’s five main procedures, and the campaigns that would be evergreen for these treatments. We approached these services from two angles within our strategy.
The first of which was looking at improving the quality of traffic driven by PPC campaigns, and the quality of the campaigns themselves with regards to Top of Page results, Quality Score and working on ads that were restricted. The second approach to our strategy focused on improving on-page user experiences to increase ad relevance and conversion rates.
During the time that we partnered with Centre for Surgery,, our first step towards improving the quality of traffic generated by PPC advertising, and reducing the cost of this traffic, was to analyse currently targeted keyword performance alongside search terms that were high performing.
This was to ensure that we were targeting only the keywords that would generate high-quality, more qualified leads. For example, we removed all instances of keywords relating to ‘breast augmentation’ that were not of the same, scientific calibre, in order to refine the audiences that saw our ads.
We also audited the existing ad copy to identify which headlines and descriptions produced the highest CTR, and were less likely to be restricted by Google’s automated review. This provided crucial insight that ‘generic’ service and USP-focused headlines about the company as a whole performed better compared to service-specific ads. This was quite likely due to the scepticism towards cosmetic surgeries as an industry which was identified in our initial analysis as a challenge for CFS. We identified that it was therefore important to create trust within the ad copy itself, focusing on building trust in the clinic and its surgeons.
To put these insights into action, we structured our PPC campaigns around very limited, targeted ad groups and keyword segments, keeping as semantically close to the root keyword for each procedure as possible. We produced a template for RSA ad copy that utilised the already identified high-performing headlines and tailored Headline 1’s to each ad group. These changes were applied to the five established campaigns which were going to be ‘always on’ for the brand to generate consistent leads.
Considering that we had already identified the range in quality of traffic between keywords and search terms was vast, once the campaigns were live we performed weekly search term reviews across all campaigns to strictly manage what the campaigns were spending budget on. This reduced wasted spend and allowed us to allocate the budget to high-performing keywords to maximise their impact.
As a result of this regular monitoring, we were able to change our keyword match types from exact to phrase; meaning we could target more qualified traffic to drive to the website.
Due to our efforts and implemented strategy on the client’s account, we were able to reach the client’s goals in terms of the number of leads, with a peak of 288 leads in a single month. We also increased the number of live, successful campaigns from five to a maximum of twelve during a six-month period.
Search Engine Optimisation
After conducting in-depth keyword and competitor analysis – also using our PPC keywords as a base – we created a plan to conduct search engine optimisation across the on-page content, ensuring we followed the latest trends in keywords and search terms.
In order to boost the EAT metrics (Expertise, Authority and Trust) associated with Centre for Surgery as a brand, we also set out to improve the visibility of their existing website by optimising it with industry-specific, high search volume keywords relevant to their treatments – and to develop the visibility of their non-surgical procedures as a priority.
We started with Centre for Surgery’s main pages, which were those identified as having the biggest potential for leads and search volumes, and then worked our way through the rest, reacting to monthly trends in visibility, i.e. if one page started dropping in SERP ranking, we addressed that immediately in order positively influence rankings. Alongside this, we analysed competitor websites and by using tools such as SEMrush, identified areas of improvement for Centre for Surgery’s on-page copy and gaps in keyword targeting. For example, we found that gender-specific variations of common treatments – such as Male Rhinoplasty – were growing in popularity but had no keyword-optimised pages, which was a missed opportunity.
We also strategically placed highlight relevant monthly backlinks on sites with high Domain Authority and Trust scores. Again, we focused on their main procedures but reacted to any negative trends in page traffic.
A close working relationship with Centre for Surgery allowed us to feedback the success of search terms and identify potential opportunities to expand the website with regards to keyword-optimised service pages that would support our PPC advertising efforts and expand on the growing visibility we were achieving as a result of high-quality, industry-specific ads.
We would run through performance with the client, and seek technical input on search terms we were unable to reasonably categorise as relevant or not due to the highly specific nature of the service. We were also able to feed back to the client on areas in which we saw opportunities based on search terms and quality scores we were seeing on the account. E.g. Ethnic Rhinoplasty was growing in popularity, and the client should have a page dedicated to that niche.
This built a holistic marketing strategy where Google Advertising and SEO were working in harmony to improve the visibility but also the overall perception of CFS as a brand, which was one of our main objectives for this client. Over a 6 month period, we re-optimised 18 critical service pages and updated 60 meta titles and descriptions to drive more traffic, improve domain authority and build a more cohesive overall experience for customers.
Since working with Centre for Surgery, we have: