Organic search engine optimization can only take you so far. To attract new patients and expand your practice, you need to consider investing in dental PPC trends too.
But first, let's have a quick refresher.
What exactly is PPC?
Pay-per-click (PPC) advertising is a type of internet advertising in which you are charged a fee each time one of your adverts is clicked. With this method, you pay for visits to your website rather than earning them naturally.
When compared to other forms of online advertising, you pay per impression – that is, how many times your ads are viewed.
A PPC campaign is a strong marketing tool, but it requires careful planning and high experience.
In this article, we will discuss how you can achieve the highest return on investment from your Google Ads by maximizing their efficacy.
So, without further ado, let us begin!
Identifying your unique selling proposition or USP is a crucial component of starting a PPC campaign. Your dental advertisements must attract patients; however, to do so, you must first determine what makes your clinic appealing.
Consider how your practice differs from the competition. What kind of value do you offer? What differentiates you? These advantages should be incorporated into your ad language and messaging.
Here's a list of some key selling points you can use:
A well-planned Google Ads strategy is essential. We cannot emphasize this enough. A well-organized account results in:
The best way to start is by making changes in the specific parts of your account listed below:
1. Campaign type - Separate search and display campaign types for easier management.
2. Networks - Experiment with Search Partners. We've seen this work quite effectively for some campaigns, such as dental implants, but not so well for others. You'll have to experiment to determine what works best for you.
3. Device choices - Test campaigns to evaluate which devices (desktop, mobile, tablet) perform the best and make adjustments as needed.
4. Bid strategy - Automation of bid strategies can considerably minimize the time required for management in Google Ads while still producing the best results. However, for this algorithm to effectively optimize your advertisements, you must appropriately configure your account and campaigns.
We could dedicate an entire article to keyword research alone - we've indeed spent some time discussing it already! For the time being, we'll concentrate on two vital keyword tips: test location-based keywords and test localized niche keywords.
Location-based searches in Google have surged in recent years, particularly in the United States. For example, a person looking for a dentist in Florida may type in:
Running campaigns for these broad location-based keywords should be a regular part of your dental PPC strategy.
More specific keyword search phrases do not typically have the same search volume level as a location-based keyword. However, this can be advantageous because of the following:
Phrases such as "dental implant dentist in Florida" or "professional teeth whitening near me" are examples of niche keywords.
The character limit for PPC advertising is relatively short. You'll need to improve your copywriting abilities, be innovative, and express your worth in as few words as feasible.
Google, thankfully, has a little trick to make this more accessible – ad extensions.
Google allows you to add relevant and valuable material to your ad to make it longer. Among these extension options are:
Here's the thing: ad clicks cost you money. Phone calls are free.
While getting leads to your website is essential, your ROI may improve if someone sees your ad and phones your number without ever clicking. Make it simple for someone to take this route if they choose to do so. Here's how:
An advertisement's purpose is to get people to click. But your work isn't done yet; you still need to convince them to convert. Your landing page should make it easy for people to do this, whether calling you, filling out a contact form, or scheduling an appointment online.
You don't want your website user to think that...
All of this may be avoided by ensuring that the transition from ad to the landing page is smooth and logical.
For instance, if you're promoting teeth cleaning, direct the consumer to a website that outlines your teeth cleaning services. If you're promoting a new patient offer, the landing page should include further information about the promotion and how to take advantage of it.
Testing is an essential component of developing a successful dental PPC ad campaign. You must define your key performance indicators for your advertisements, track outcomes, and make improvements as you go.
You should keep track of:
There's a lot to look at and think about. However, doing so and connecting the links is critical to ensuring that your PPC efforts are paying off.
PPC isn't a set-it-and-forget-it marketing approach for dentists. If you don't have the resources to focus on this aspect of your business, including testing and monitoring outcomes, we recommend collaborating with someone who does.
And, as it happens, we can assist you.
At Digital Resource, we specialize in developing effective dental PPC ads. Our tried-and-true techniques are designed to bring in new patients that are a good fit for your clinic — all while keeping your cost-per-click low and your ROI high.
Contact us today, and let's talk about how we can help your dental clinic rise to the top.