Remarketing to Close the Near Misses

Someone hits your practice website clicks on “Tummy Tuck” and then proceeds to spend 10 minutes on your procedure page, ostensibly reading about the procedure she is considering. She even clicks on the About Us page to see exactly who would be doing the surgery.

And then she is gone — off to some other place on the Internet, maybe another provider, maybe another information source. In a brick and mortar comparison, it’s as if the woman walked into a store looking for a new dress, walked through the dress area, pulled a couple out to examine further, and then left.

Is the potential patient gone for good? What if you could send her a reminder that you’re still the practice to perform her tummy tuck surgery? Then you’d stay in her mind when she was ready to move on to the next step.

That’s exactly what Google offers with “remarketing.” Some people love it; some people hate it. Regardless of your personal feelings about the practice, it’s a great way to get potential patients to become actual patients. Here’s some more information on this targeted form of online advertising.

What is remarketing?

Each of us has had this happen to us. You’re on a website looking at golf shoes. You may even put a pair in your cart, so that you can see the special “sale” price. But then you decide you don’t need the new shoes today. You have a fine pair of golf shoes, and the $75 can stay in the bank. You click out of the site and decide to check the weekend’s weather for the round of golf you have a tee time for.

Once you’re on the weather site, you notice ads both across the top of the page and on the upper right corner. But these aren’t just any ads, these are ads for the exact golf shoes you were just checking out from the exact website you were checking them out on.

You’ve been remarketed to. The golf equipment website had a cookie on it that tracked your actions on their site. It saw that you checked out those shoes. It saw that you even put a pair in your cart. The cookies logged the browser you were using, the location of the server providing your Internet access, the device, the time of day, and the day of the week.

Now the golf equipment company delivers an ad through Google’s Display Network (more about that later), and suddenly there are those sweet shoes winking and blinking at you on the side of your weather report basically asking you to give them a second chance and take them home for that weekend golf date.

Some people find it incredibly creepy that everyone knows where you were browsing and what you were browsing for, and they don’t appreciate the targeted remarketing ad. Others like to see ads for stuff they’ve actually shown interest in, rather than just random stuff hoping to interest targets who may use this particular website. It’s not for everyone, but it is effective at conversions.

Funnel takes time

The reality in the medical practice world is that, short of an emergency, no one makes a decision instantly. It’s not like buying that ream of printer paper on Amazon. That could be a one-click purchase. For aesthetic procedures, such as a facelift or microneedling; for dental procedures, such as teeth whitening or placing porcelain veneers; or for dermatology procedures, such as having a seborrheic keratosis removed or erasing some wrinkles with Botox — these are the kinds of buying decisions that take time. They usually follow this progression:

  1. Awareness
  2. Interest
  3. Consideration
  4. Intent
  5. Evaluation
  6. Purchase

When a person visits your practice website and just randomly looks around wondering what the aesthetic world is all about, she is probably in the “interest” step of the funnel. She is looking at what’s available out there, but in a simple curious way.

However, when she clicks on your tummy tuck page and spends 10 minutes, she is probably moving from “consideration” into the “intent” phase. Now she’s really looking at the procedure and is moving toward going forward. But first she needs more information, and then she wants to “evaluate” different potential providers.

Remarketing to a potential patient at this stage can be very effective. Your ad could have a quote from a satisfied patient as the only copy: “My tummy tuck with Dr. Smith was the best thing I ever did.” Or it could be credentials. “Dr. Smith is a double board-certified surgeon who has performed hundreds of tummy tucks.”

Or it could lightly push to book a consultation. “Questions about a tummy tuck? We have answers. Give us a call.”

Two possible lists

Google offers remarketing to either (or both) its Google Display Network and its Google Search Network. The Search Network targets users typing directly into Google’s search engine or Google partner search sites.

The Google Display Network, according to Google, reaches over 90 percent of global Internet users and over 2 million websites. That’s why the golf equipment company could get its remarketing ad about those shoes onto the weather website. The weather website (and likely the golf equipment site, as well) is on the Google Display Network.

How it works

When you decide that you’d like to use remarketing ads for your practice, you’ll decide which network(s) you want to place them on. Then you will receive a Google Ad remarketing tag snippet from Google. These tags are small blocks of code that are placed in the background of your site, and they will record visits to your website. You can expand these to capture additional data by adding an event snippet with different parameters. For instance, you could target only visitors who have scrolled down the entire page of a procedure or visitors who have played the procedure video.

Using this information about your website visitors, you can develop different remarketing goals and ads to fit them. You may opt to wait one week and then display the remarketing ad to the person who visited your tummy tuck page. Or for a simple treatment, something like microdermabrasion, it could display that same day or the next day, and the ad may simply be a “30% off microdermabrasion this month.”

These are different ways to use remarketing with Google Ads

Look at these different options and you can get a feel for an ad from your practice that would fit each one:

  • Standard remarketing— Show ads to your past site visitors as they browse sites and apps on the Display Network.
  • Dynamic remarketing— Show ads that include distinct procedures or treatments that people viewed on your practice site.
  • Remarketing lists for search ads— Show ads to your past visitors as they do follow-up searches on Google after leaving your site.
  • Video remarketing— Show ads to people who have interacted with your videos or YouTube channel (if you have one for your practice).
  • Customer list remarketing— Upload lists of contact information that your customers have given you. Then when they are signed into Google you can show they ads across different Google products.

This can sound complicated or incredibly straightforward. But there’s no denying that remarketing is very effective — you’re only advertising to people who have already visited your website. Some practices may not like the idea of following these potential patients around the web, and some potential patients may not like it either. But the proper ads placed at the proper time can be a great way to get visitors to become patients.

If you have questions about whether or not your practice wants to look into remarketing, contact your Advice Media representative, call us, fill out a contact form, or begin a live chat when the window opens.

Posted in: Blogs, Digital Marketing

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