Sogou advertising cases in the medical beauty industry!

Basic customer information

Customer Background

The client is a plastic surgery hospital, a second-level plastic surgery and beauty hospital approved by the National Health and Family Planning Commission. It is also one of the local specialist hospitals that started plastic surgery, skin beauty, and oral beauty early on.

Currently, the hospital has several departments including cosmetic surgery clinic, cosmetic dermatology clinic, injection beauty center clinic, cosmetic dentistry clinic, hair transplant center clinic, anesthesiology clinic, laboratory clinic, and ultrasound medicine clinic. It is a large-scale plastic surgery hospital with well-equipped departments and strong technical strength.

Advertising channels: Baidu, Sogou, Shenma, Weibo, Kuaishou, Douyin, Toutiao, bus stop signs, elevator advertisements, etc.

Customer's main business

Cosmetic surgery: rhinoplasty, eyelid bag correction, three-dimensional layered liposuction, autologous fat surgery, breast beauty, comprehensive eye surgery

Cosmetic dermatology: hair removal, acne treatment, freckle removal, anti-aging, skin treatment

Injection Beauty Center: hyaluronic acid injection, face-lift injection, PPDO thread lifting

Dentistry: cosmetic crowns, dental implants, orthodontics, teeth whitening, defect repair (fillings)

Basic account information

Account budget: 2 accounts in total, Account A budget: 2000, Account B budget: 600

Account placement area and time period:

Account A: Shijiazhuang, Xingtai, Handan, Baoding and other surrounding areas
B account: Shijiazhuang delivery period: 8:00-23:00

Industry peak and off-peak seasons: Winter and summer vacations are peak seasons, generally in March, June, September, and December

Customer promotion needs

1. The account budget utilization rate is low and consumption cannot be spent;
2. The proportion of consumable keywords is low, the conversation cost is high, and the order volume is lower than that of competing media;

3. Increase brand awareness.

• Industry Background Insights

The medical beauty industry is mainly divided by surgical methods and is currently divided into surgical and non-surgical categories.

Surgical medical cosmetology mainly includes facial features (blepharoplasty, lower eyelid filling, etc.), body beauty (breast augmentation, liposuction), skin beauty (facial depression filling, hair transplantation), oral medical cosmetology (dental correction, etc.); non-surgical medical cosmetology mainly includes injection filling (material filling, nerve blocking filling), non-invasive rejuvenation (whitening injection, face-slimming injection, etc.), laser beauty (laser redness removal, laser whitening, etc.).

Development trends of the medical beauty industry: increased demand, improved policies, and technological progress

Various internal and external favorable conditions, such as increased demand, technological progress, and gradual improvement of policies, have jointly promoted the medical beauty industry to usher in a bonus period.

Marketing model of medical beauty industry

Model 1: Investment in traditional media advertising, through outdoor, television, newspapers, car bodies, light boxes, elevated advertising, etc., to increase brand awareness, with wide coverage and high penetration rate.

Model 2: Bidding promotion. In bidding promotion, Baidu's promotion costs are high, the conversion rate is low, and there is a lot of false information, which has been criticized by the public.

Model three: Mobile Internet platform traffic diversion, marketing and promotion through O2O platforms, short videos, self-media, and other mobile Internet means. It is not widely used, but it is relatively accurate and effective.

Model 4: Traffic diversion through other channels.

Women make up the majority of the medical beauty audience, with 19-30 years old being the mainstream, and the proportion of 18-24 years old also exceeding 50%.

• Advertising status

First, analyze the overall account data and segment it according to business points. It can be seen that eye plastic surgery, skin beauty, and general terms for beauty and plastic surgery account for the top 3 of consumption in all business points.

Based on the analysis of the account keyword ratio and competitor data, it is recommended to prioritize price adjustments for keywords with an average ranking ≥ 2 to ensure keyword ranking. Such keywords will take effect quickly and improve significantly. Secondly, for keywords with an average ranking of less than 2, you can adjust the bid slightly. It is recommended to prioritize creative optimization to stabilize keyword rankings and increase clicks.

The customers’ demands are:

Expand volume – Increase the utilization rate of account budget and the proportion of consumed keywords

Word of mouth establishment – ​​increase order conversion rate and brand awareness

• Integrated Marketing Strategy

• Time period & region

Increase the areas and time periods for delivery. Based on the customer's desire to expand the volume, we recommend that the customer start a 24-hour full-network promotion to increase the coverage of netizens; at the same time, expand the brand word promotion to cities such as Tangshan and Cangzhou.

• Keyword optimization

Expand words - filter words - add words

Actively use background tools, such as keyword recommendation tools, traffic supermarkets, and search term reports to expand, screen, and add words, so as to increase the number of consumer keywords.

Inventory of invalid keywords

Classify invalid keywords into categories such as no display and no click, and check them from the aspects of matching, keyword landing page, and creativity, and gradually activate them.

Reasonably set the price of broad match keywords in the account, with an exact-phrase-broad bid ratio of 1:0.55:0.45 recommended to achieve a balance between display, consumption, and conversion costs.

• Creative Writing Focus

Creativity should be authentic: convey real and reliable information, and avoid false and exaggerated propaganda

The writing content should have a focus: follow the principle of "focusing on one point", focus on one point, and locate the creative focus according to the disease type, population, service, psychology, etc.

Grasp the audience's demands: understand the psychological demands and pain points of the target audience, focus on emotional sustenance, and reflect the capture of the audience's emotions

Creative highlights: attractive copywriting highlights the hospital's characteristics, well-made pictures with repetitive characteristics, and comfortable composition of copywriting and pictures

• Add additional styles

By improving the style of account attachments, we can attract users to click and effectively increase the number of account clicks.

• Brand image building-Wireless product specialist

Wireless products help enterprises build and create brands. Enhance brand value, demonstrate brand strength, convert core users, and strengthen brand impression.

• Optimization effect display

After optimization, there are significant improvements in the number of impressions and clicks: an increase of 5.54% in the number of impressions, an increase of 17.55% in the number of clicks, and an increase of 17.88% in total consumption. The utilization rate of customer budgets has increased, and the account impression volume has increased significantly.

Through this optimization, the number of consumed keywords in the account increased by 15,650+, the keyword quantity increase ratio was 18.7%+, and the consumed keyword quantity increase ratio was 66%+.

1) About display: Compared with before optimization, the display volume has increased significantly, the number of searches by netizens has greatly increased, and many potential customers have been brought in. Through customer service optimization, the display volume of mobile advertising has been effectively guaranteed;

2) About creativity: Since the account had not been adjusted and modified for a long time in the early stage, the account creativity was often incoherent and irrelevant, or not attractive enough to netizens. The client said that through optimization, the click rate of the account could be improved;

3) About style: Compared with before optimization, advanced additional styles are added for customers to enrich the account presentation and attract more netizens to click.

• Optimization Summary

During this optimization process, our customer service colleagues also summarized some experiences to share with all business owners, hoping that everyone can get some ideas from them.

1. Budget & delivery time

The peak period for wireless traffic is between 7pm and 11pm. You must go online for promotion at night to obtain more traffic during the peak period to ensure the effect.

2. Word expansion & ranking

Expand keywords through high-quality keywords: Use backend keyword optimization tools, top keyword packages, etc. to expand keywords; use backend data reports to relax matching of keywords with conversions and high click-through rates in the account to improve conversion effects, ensure full utilization of traffic, and keep abreast of the rankings of competitors' core keywords, seize favorable rankings, and ensure efficient conversions.

3. Creative Optimization & Advanced Styles

Optimize keyword creativity by appropriately using numbers, punctuation marks, English and other symbols, as well as using more short sentences that conform to netizens' reading habits, try to display the product's discounts and uniqueness, actively add styles, pay attention to the background's advanced additional creative style summary, and choose the style that suits you to add.

The above is what the editor shared in this issue.

Author: Silk Road Praise

Source: Silk Road Academy