Research has shown that 70% of consumers look for businesses on the internet. So, if you want to tell the world about your business, the internet is your best bet. But, what is the best way to market your business online, and with so many competitors, what can you do to be one step ahead of your rivals?
There are several different online marketing categories. These include social media marketing, content marketing, search engine marketing, pay-per-click, and more. However, depending on your line of business, one marketing strategy can be more effective than another.
That’s why you need a marketing technique that fits your business. PPC (pay-per-click) is proven to be one of the best marketing tools for dentists. In the following article, we’ll explain what PPC is and how it works. We’ll also look at how PPC is implemented.
What Is Dentist PPC?
PPC for dentists is an online advertisement where you pay a fee each time a person clicks on an ad. Unlike generating organic visitors to your site, you’re purchasing visits to your website.
A PPC strategy is an excellent marketing tool, and hiring a marketing expert can assure a strategic approach focused on the specifics of your business. You can maximize the effectiveness of dental ads and get the highest return on your investment.
Why Use Dentist PPC?
Today, Google is one of the most popular search engines, and when placing dental ads using Google AdWords, you can choose specific keywords to trigger your ads. A PPC expert can assist you with selecting the correct keywords.
Google AdWords also allows you to advertise your dental business across thousands of websites. A marketing team can ensure that your ads only appear where relevant. Another advantage of a PPC campaign is that you’ll only pay a fee when your ad gets clicks.
With most marketing strategies, you’ll have to wait a few weeks or months before you’ll see results. But PPC works much faster as you’ll start getting more visitors to your website as soon as a PPC campaign is launched.
Dental PPC Strategies
When launching a PPC for dentists campaign, there are specific strategies that marketing experts follow. In the following section, we’ll break down each step to give you a clear idea of what to expect when hiring a PPC expert.
Identify Your USP
USP stands for unique selling points. For your business to stand out among hundreds of competitors, you need to find your company’s USP. To develop a USP, you have to identify your strengths that make your service more attractive to consumers. Think about what you can offer that other practices can’t.
USP can come in different forms, perhaps you are good with young children, or maybe you’re fluent in Spanish. If you haven’t identified your company’s USP yet, a marketing expert can help you come up with ideas. Here’s an example of unique selling points:
- Mobile app appointments
- No dental insurance plans
- 20% discount for students and elderly
- Membership benefits
- $60 first visit package
Organized Google Ads Campaign
If there’s one thing that a professional marketer values, it’s a well-organized ad campaign, and with the right team, you can prevent problems and ensure the following:
- Spend less time on managing your AdWords account
- Keep track of weekly or monthly results
- Experience a high level of success at minimum risk
- Ensure lower PPC bid costs
A marketing team will focus on the following areas to ensure well-structured ads.
To ensure easy management, your marketing team needs to distinguish between the search and display campaigns. This refers to the search result that comes up after consumers enter prompts on a Google search engine.
When launching a PPC campaign, it’s good to team up with search partners. You can grow partnerships with other businesses and have your ad appear to visitors on their sites. A good example is a dental implant practice.
Although there’s no specific formula that will work for all businesses, a marketing team can experiment with other companies and see which collaborations are successful.
When following a dentist PPC strategy, your marketing team will test your campaign on desktop and multiple mobile devices. It’s best to have your service available to users on all platforms. Experts can also determine which platform performs the worst and work to increase its effectiveness.
Automated Bid Strategies
A PPC expert can save you time and money by selecting the right bid strategy. An automated bid strategy can improve your results by focusing on keywords most likely to convert.
When it comes to local businesses, several types of keywords can enhance a PPC strategy. We’ll focus on two types of keywords and demonstrate how a keyword expert can increase website traffic.
A location-based keyword can focus on a state, city, or even neighborhood. These keywords are excellent for dental practices that want to focus on the area and its surroundings. Here are examples of location targeting keywords:
- Dentist in Seattle
- Seattle dentist
- Dentist near me
Niche keywords are more specific and might not be used as often as broad keywords, but they can be helpful. A niche keyword costs less per click as fewer competitors are using the exact keywords. Here are examples of niche-focused keywords:
- Dental implants in Seattle
- Teeth cleaning near me
- Seattle teeth whitening
When writing a PPC for dentists ad, there’s limited character space. So, you’ll need to keep your message short. Luckily, Google offers an ad extension with which you can add more information in an ad. These extensions allow you to lengthen your ad to communicate your product to the public better. You can add the following extensions:
- Company contact details
- Building location shown on Google Maps
- Place links on your ad to direct visitors to a specific webpage
- Callout special offers
- Show price extensions
- Show Google reviews and ratings
Phone Call Optimization
When consumers click on your dental ads, it costs you money, so you need a strategy to interest visitors before clicking on your ad. By providing a contact number, interested parties can call your office without having to visit your website. Here are some tips for optimizing your ad for phone calls:
- Place your phone number on all ads
- Only activate your call extension when you’re available; you don’t want people to call when your offices are closed, resulting in losing potential clients
- Have a call tracking system in place so that you can link a call to a specific ad campaign
Optimize Effective Landing Pages
A landing page is a web page created primarily to give more information on the initial ad. It refers to where a visitor lands after viewing dental ads. An ad aims to get viewers to click on a link to direct them to a landing page. The landing page aims to convert visitors by having them submit a question, make appointments, or contact your business.
If you don’t have an effective landing page, visitors might become skeptical of your business, and they might think that you’re running a scam or that they’re on the wrong page. Marketing experts can prevent these problems by ensuring a smooth transition from an ad to a landing page that makes sense.
For example, suppose your ad is about teeth whitening. In that case, the ad should direct the visitor to a page that describes your teeth whitening services and gives visitors more information on the prices and how to make an appointment.
PPC Trial and Error
Testing and experimenting is a crucial part of creating a fruitful dental PPC campaign. A marketing team can track your performance and determine what strategies are best.
Analyzing your results gives you an indication of whether your PPC strategy is working or not. Here are some factors that need to be tracked regularly:
- Number of clicks per month
- Percentage of clicks that converted to clients using your service
- Costs of clicks
- Amount of phone calls
- Viewing of directions (Google Maps)
- Keyword ranking and competition
PPC for dentists doesn’t work on a one for all basis. It requires a well-researched plan by someone who understands the ins and outs of a PPC campaign. It would be best if you also worked with marketers who have extensive industry-based knowledge.
That’s why you need to do some research before choosing a company to work with. We suggest finding a partner with a track record for launching successful marketing campaigns for all types of businesses. Work with someone that you can trust and that takes full responsibility in handling your PPC campaign. Further, our pro tip is to pair PPC with dental SEO services for promising long-term lead generation results.