PPC is pay per click and it is a form of online advertising. PPC ads are ads for which you pay whenever a visitor/ viewer clicks them and is redirected to your dental website. So, you are purchasing visits to your site rather than earning them organically and it is much quicker to see results in this method.
Search engine advertising like Google Ads is the most popular form of PPC advertising. A dental PPC campaign is a powerful marketing tool and having a strategy in place can maximize the effectiveness of your campaign.
In this article, we are discussing the strategies you can use to maximize Dental PPC marketing campaigns to get the best return on your investment.
The best Dental PPC marketing strategies for Beginners
These are the strategies that will help you maximize the effectiveness of your PPC dental campaign
Focus on your USP:
USP is a unique selling proposition and it is that one factor that sets you apart from your competition. Your dental ads need to showcase your USP to make your practice all the more attractive to potential patients. What differentiates you from your fellow dentists? What benefits do you provide? All these pointers should find their way to your ad copy and message.
Keep your ad account organized:
A well organized Google Ad account is very important because an organized account leads to:
- Spending less time managing your account
- Lower cost per click bids
- High reward, low risk experimental campaigns
- Better tracking and reporting of results
Target the right keywords:
Keyword research is a vast topic but we will focus on 2 important aspects – location based keywords and localized niche keywords.
Location Based Keywords: Location based keywords in Google have grown in popularity in recent years. For Eg: Someone looking for a dentist in New York City might search – Dentist in New York City, New York City Dentist or dentist near me. Hence running campaigns for location based keywords should be a critical part of your dental PPC strategy.
Localized niche Keywords: The more specific the keywords, the more benefits they provide as it leads to lower competition, lower cost pay per click, and better return on investment. For Eg: dental implant dentists in New York city or professional teeth whitening in New York City.
Identify negative keywords, that is keywords that are irrelevant to you, and eliminate them to better target your audience and get better results.
Use ad extensions to maximize character limits
Most dental PPC ads have short character limits. That means you will need to say what you want to say in a limited number of words. Thankfully, Google offers a trick to make this easier. They are called ad extensions. Google permits you to extend the length of your ad with relevant and valuable information.
- Phone number
- Google Reviews rating
- Special offer callouts
Optimize your ad for phone calls
Phone calls are free but online PPC ads cost you money. You can further boost your ROI if someone sees your ads and calls your dental office directly without clicking on the ad. That way you don’t end up paying for that click. To optimize this strategy you need to:
- Make sure your phone number is prominently featured on all your ads
- Run your call extensions only when the dental practice is open
- You can use the free Google Forward number feature and track calls when someone lands on your website. This feature allows you to connect the dots between a specific google ad campaign and the phone call.
Create effective Landing Pages
The job of an ad is to attract potential patients to click. But your job isn’t over as you still need to get the conversion. That’s why you need to have a website landing page specific for each ad and it should make the conversion easier.
Make the transition from your ad to the landing page as smooth as possible so that people don’t think they are on the wrong page and click the back button or your ad was a scam or your dental practice is unprofessional.
Eg: If you have an ad on dental veneers then lead the user to a page that describes that service in detail with relevant information.
Always test, track and adapt
You should be tracking to identify your key performance indicators of your ads and make adjustments wherever necessary. Tracking the number of clicks, cost per click, form submission, driving directions, phone calls, keyword rankings, and click conversion rate.
By doing this and connecting the dots you make sure your PPC efforts are paying off.
The Final Takeaway
PPC is a great option to increase web traffic to your dental website and it results in a faster conversion rate. But PPC for dentists can be a time consuming task with a lot of metrics involved. If you do not have the time for this then we suggest you partner with someone who does.
As it happens, we can help you with that. We are Helenzys Dent an exclusive dental digital marketing company and we specialize in PPC marketing for dentists. Our time tested strategies are designed to attract new patients to your dental practice, keeping your cost per click low and your ROI high. So, if you want the best digital marketing services then get in touch with us at the earliest.