Perth-based cosmetic clinic, MIRA Clinic - or the Medical Institute for Rejuvenation and Aesthetics - came to Mash Media in May 2017. The clinic offers a wide variety of cosmetic procedures and, as a newly opened business adopting Google AdWords, it needed traction.
However, Google has strict policies surrounding the advertising of medical procedures on websites. These standards are even higher than those of the Australian Medical Association’s own advertising guidelines. If a clinic doesn’t match up they won’t be allowed to advertise on the Google Network or on its search partners.
The process to get a websites containing medical procedures Google-approved for advertising is difficult and time-consuming.
MIRA Clinic needed Mash Media to pick through the rulebook to back up their launch with a strong AdWords campaign and do it within budget.
The Google approval for the website content is a challenging process, as even though the website content was informative, detailed and approved by the AMA, Google has its own policies surrounding medical and cosmetic procedures that a website must meet before being allowed to advertise on the Google Network and its search partners.
For a new business with a new website, an AdWords brand campaign is crucially important. However, it takes time to build website relevancy and website position on organic searches.
Do it right and the brand campaign makes it easy for customers to search for the business by name. Moreover, a good brand campaign deters competitors targeting with Google advertising the client's brand and business name.
To complement the branding campaign, Mash also built a a treatments campaign that focused on targeted cosmetic treatments the clinic specialises in.
Unlike a branding campaign for an all-new company, the treatments campaign launched into a fiercely competitive market with many established brands chasing the same audiences.
It’s a straightforward and effective use of budget: the first campaign builds awareness, and the second pulls customers further down the sales funnel.
The campaigns launched May 2017 with 2 campaigns.
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