One of the most cost effective ways to implement plastic surgery local advertising is through Google Places. Because it is based on searches people are making on the local level, it is invaluable for marketing your practice to Internet searchers most likely to use your services. Plus, unlike SEO optimization which requires a certain amount of expertise, optimizing Google Places to achieve its fullest potential can be achieved without much technical knowhow.
At Digital Solutions, we have highlighted the features of this excellent tool for plastic surgery local advertising on several occasions. Those articles include:
Google Places For MDs – Free Tip Friday
Advertising Plastic Surgery through Google Places
Google Places: A Game Changer in Search Results for Plastic Surgeons
Six Steps to Making Your Google Places Page Effective
One significant change that has occurred with Google Places since these articles were posted is Google’s change from tags to what it now calls BOOST. In the past, a tag cost $25 per month and served to highlight your practice among others on a search page. BOOST replaces tags and costs $50 per month.
With the increase in cost to advertise locally with BOOST, some are asking what the main differences in it and Adwords are. Here is a brief comparison to help you make a decision how to best use Google Places for your plastic surgery local advertising.
|You choose your keyword for the ad.||Google automatically selects keywords based on the categories you list in your Places listing. The user has no control over it.|
|You can choose national or local exposure.||Your ad only appears in the local area matching to your Places listing.|
|You have a choice of ad formats (display on partner sites, video, etc.).||You have no ad format choice.|
Of course, Google recommends Boost and lists a number of advantages to using it including:
- Attract more local customers to your Places page (and, therefore, you website).
- Pay only when someone clicks on your ad.
- Create ads from your Places account in minutes (still works through your Adwords account).
- No ongoing management. Boost runs the ads for you.
- Measure the effectiveness of your ads in your Places dashboard.
So, What Do I Do Now?
Rather than see these continual changes at Google as a negative, consider the small amount of revenue required to try BOOST. Google Places is a powerful tool for local advertising regardless of which direction you decide to go with it.
The personalized dashboard in Google Places will show you a number of important things about potential clients who have found you through Google. In one place, you can quickly see how many people found you via Google, the keywords they used to find you, what area they are searching from, and a number of other useful pieces of information.
Google Places is still a game changer in search results for your practice once implemented. It is straightforward to use, economical to maximize its powers, and offers immediate results that is seldom seen in Internet marketing. The best advice is to try Google BOOST for a month and then compare the results you are getting between it and Adwords.