Are you a hair restoration practice hesitant to launch your online marketing efforts during the summer months? You might be surprised to learn that this perceived “slow season” is the ideal time to kickstart your Google Ads campaign. In this blog post, we’ll explore why starting your paid search advertising during the summer can maximize your return on investment (ROI) and set your practice up for long-term success.
The Summer Advantage: Lower Costs, Higher Opportunities
While search interest for hair restoration-related terms remains steady throughout the year, the summer months present a unique opportunity for practices launching their Google Ads campaigns:
- Lower Competition, Lower Costs: As some practices reduce their advertising spend during the summer, the competition for ad placements decreases. This means you can secure prime ad spots at a lower cost-per-click (CPC) rate, stretching your advertising budget further.
- Low Competitive Time for the Learning Phase: Launching your campaign during the quieter summer months provides a less competitive environment to start your ads and battle through the learning phase before search volume begins its climb to peak in February. This period also allows you to focus on improving your quality score, which can lead to better ad performance and lower costs in the long run.
- Preparation for Peak Season: By starting your campaign in the summer and allowing time for optimization, you’ll be well-positioned to capture the increased interest and maximize your ROI as search volume grows each month, historically generating more leads than the last.
It’s important to note that the data included in this analysis represents searches across the United States and is intended to showcase overall search volume. Individual markets and cities may vary.
The Google Ads Learning Phase: Why It Matters for Your ROI
When you launch a new Google Ads campaign or make significant changes to an existing one, the platform’s algorithm enters a learning phase. During this period, Google’s machine learning system adapts to your ad’s performance and explores the best ways to display your ad to the target audience.
The duration of the learning phase can vary depending on factors such as the account’s history and the competitiveness of the market. Campaigns on established accounts may progress through the learning phase more quickly, while new accounts entering the hair restoration keyword auction for the first time may require more time for the algorithm to learn how to compete effectively and secure top ad placements. During this phase, Google also assesses and adjusts your quality score, which impacts your ad’s performance and cost.
During the learning phase, campaigns are initially set to maximize clicks. As long as your practice has conversion points set up with Google, such as form submissions or phone calls at a minimum, the algorithm will learn and understand who your ideal patient or prospect is. High-performing, well-optimized campaigns often use a variety of methods to communicate back to platforms like Google, Bing, and Meta, tracking which leads ultimately become patients.
Once the learning phase is completed, the ad campaign can be switched over to maximize conversions. This change in optimization strategy is based on the data and insights gathered during the learning phase, enabling Google to follow the path and instructions created during this period to deliver the best possible results.
Several factors influence the duration and effectiveness of the learning phase:
- Search Volume: Higher search volumes provide the algorithm with more data to learn from, potentially shortening the learning phase.
- Advertising Budget: Practices with larger advertising budgets may experience a faster learning phase, as the algorithm has more opportunities to test and optimize ad performance.
- Campaign Consistency: Maintaining consistency in your campaign elements, such as ad creatives, target audience, and budget allocation, helps the algorithm learn more efficiently. Frequent changes can reset the learning process and prolong the learning phase.
Why the Learning Phase is Crucial for Achieving Your Cost-Per-Lead Goals
During the learning phase, your campaign’s performance may fluctuate, and your cost-per-lead (CPL) may be higher than your long-term goals. This is because the algorithm is still learning which ads, keywords, and audiences are most likely to result in conversions.
As the learning phase progresses and the algorithm optimizes your campaign, you should start to see your CPL decrease and align more closely with your goals. This is why launching your ad campaigns during the summer months should not be something to be pushed off or feared, but rather embraced – it gives the algorithm a less competitive environment to learn and optimize before search volume and competition increase. Additionally, this period allows you to work on improving your quality score, which can lead to better ad positions and lower costs as you enter the busier seasons.
By launching your Google Ads campaign during the summer months and allowing the algorithm a less competitive environment to learn and optimize, you can take advantage of lower costs, reduced competition, and ample preparation time for the peak season. This strategic approach will help you maximize your ROI and achieve your long-term cost-per-lead goals.
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Comprehensive Analysis of Your Market’s Average Cost-Per-Click Data
To help you make informed decisions about your Google Ads strategy, we are offering a comprehensive analysis of the last twelve months’ average cost-per-click data for your specific market. This exclusive offer is limited to just 15 practices.
Claim your free, no-obligation market analysis now. Just click this link, provide information about your practice and target market, and submit. We’ll reach out to schedule a data review with our expert team. Alternatively, click the banner below to get started. Don’t pass up this opportunity to gain crucial market insights and supercharge your Google Ads campaign.
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By understanding the unique advantages of launching your Google Ads campaign during the summer months and leveraging the power of the learning phase, you can set your hair restoration practice up for long-term success and maximize your marketing ROI.
By the way, if you’re interested in the search volume in your area, click the graph below and it will take you directly to the live page on Google’s site.
