Breaking Down a Digital Audience for Surgeons

Tandems Tips on Grouping Audience

Tandem digs into the healthcare industry and shares their process when it comes to setting up a ppc account at the campaign, ad group, and keyword levels./i>

Tandem Buzz offers SEM and SEO services for a wide variety of businesses in all industries. This means that we do a lot of research and organization into audiences to ensure that we are reaching the right people at the right time. Recently, we have been able to dig further into the healthcare industry and wanted share our process when it comes to grouping audiences for surgeons.


Step One – Surgical Specialty

There are 10 types of surgical specialties:

  1. Cardiothoracic surgery
  2. General Surgery
  3. Neurosurgery
  4. Oral and Maxillofacial Surgery
  5. Otolaryngology (ENT)
  6. Paediatric Surgery
  7. Plastic Surgery
  8. Trauma and Orthopaedic Surgery
  9. Urology
  10. Vascular Surgery
  11. Academic Surgery


Step Two – Campaigns (Surgery Types)

Within a specialty, there are hundreds of surgery types. The next step for ensuring that you are reaching the best audience is to identify the top 3-5 surgeries that you would like to be known for. In the spirit of South Florida being a sort of plastic surgery headquarters, let us continue to break down the plastic surgery specialty.


The 10 most common plastic surgeries according to CBSNews.com include:


  1. Breast Augmentation
  2. Rhinoplasty (Nose Reshaping)
  3. Eyelid Surgery
  4. Liposuction
  5. Abdominoplasty (Tummy Tuck)
  6. Rhytidectomy (Facelift)
  7. Mastopexy (Breast Lift)
  8. Dermabrasion
  9. Forehead Lift
  10. Otoplasty (Ear Surgery)


Once you have identified your top 3-5 surgeries, you can set those as the ad campaigns and begin to develop your ad groups to target your keywords accordingly.


Step Three – Ad Groups


Within each surgery, there are a variety of types and terms. To set up an ad group within a campaign, you must break down the surgery types even further. This is the step where online tools like AdWords Keyword Planner, Google Trends, and general incognito search suggestions can help PPC agencies in Fort Lauderdale narrow down what the best target keywords can be and what groups to put them in. Here are some ad group options for a plastic surgery Rhytidectomy campaign:


  1. Facelift
  2. Plastic Surgery
  3. Costs
  4. Florida
  5. Invasive
  6. Procedures



Step Four – Keywords

Once you have an ad group, you can list out the specific search terms or keywords that you would like to target. Here is a list of possible keywords that could work for the ad group “facelift”


Adgroup – Facelift

  1. Facelift
  2. Face-lift
  3. Face lift
  4. Facelift Florida
  5. Face lift threading
  6. Best facelift surgeon
  7. Facial plastic surgeons
  8. Lower facelift
  9. Upper facelift


Once you have these first four steps figured out in setting up your AdWords structure, you can further explore Google’s intricacies to get a more exact target setting. For more information on online advertising and campaign structure, follow us on social media @TandemTweets on Twitter, and @tandembuzz on Instagram.


Additional Resources:

Digital Marketing for the Healthcare Industry