Pay-per-click is an incredibly effective marketing tool that has the potential to increase your reach and leads. This form of marketing involves creating ads on Google, Bing, or other search engines. Each time an ad is clicked you’re charged a certain amount of money.
PPC allows you to reach a targeted audience faster than you would organically because you set and pay for the audience you want to reach. This is what makes PPC so effective in dental marketing. You can target patients looking for very specific terms – like “root canal” or “periodontist in Michigan” – and ensure your advertisements show up as long as you’re bidding appropriately and structure your ads the right way.
When ads are built appropriately you’re reaching the right people and pay when they take action on your ad. Action taken might including clicking the ad, seeing the ad, or selecting “call” to talk to the office. There’s a ton of options available so you can tailor ads to meet your business objectives.
So what are the benefits of including dental PPC as a part of your marketing techniques?
Many people believe that PPC is expensive and actually takes away from their overall marketing budget. However, when planned strategically you can enjoy a successful and even profitable PPC campaign. You return on investment, when executed properly, could and should be well worth every penny put into your paid marketing.
Making a campaign affordable starts with beginning slowly. Don’t feel like you need to jump in and dedicate thousands of dollars to a ton of different campaigns. Instead, start with a small campaign, measure the results, and use that data to drive future decisions.
What should you measure?
There are a few key metrics you should pay attention to, to make sure you dental PPC is making a difference. Impressions are the number of times your ads were shown to individuals. Clicks tell you how many people visit clicked your ad because they were interested, and visits and conversions give you an idea of how many people have visited and taken actions on your ad.
It’s the Fastest Way to Get Quality Visitors
The only way to experience success through your website is to get visitors to it. In today’s world there are two types of visitors: organic and paid. Organic traffic is traffic acquired through search engine optimization. SEO is essentially creating content that is highly effective at answering questions people are seeking answers to. While it can lead to large spikes in quality traffic, it’s more like a marathon than a sprint. It takes much more time to have search engines index content, determine how to rank it, tweak the content to improve rankings, and get quality traffic. Learn more about what search engine optimization is here.
Paid traffic, on the other hand, gets you targeted traffic nearly instantly as long as your ads are targeting the right people and written in such a way that they entice people to click and take action.
PPC Helps Compliment Other Marketing Efforts
One of the best reasons to include PPC in your medical marketing strategy is because it complements other digital marketing channels. You can use dynamic search ad campaigns and PPC to determine the best keywords for your website. Additionally, you can run PPC to determine which keywords would be the best to target for SEO and dental marketing. A quality email marketing list can be incredibly effective. PPC offers a quick and effective way to grow your email marketing list.
If you have an app for your practice you can use PPC to increase the number of installs and improve your mobile marketing.
PPC Allows You to Start Remarketing
Once you have your PPC running for enough time to see results, you can begin to implement retargeting. This continues to expose your ads and messaging to people who have visited your website.
You know how you might go online to shop for a pair of shoes? After you switch gears and start looking at cute cat videos, you probably notice that the pair of shoes you were looking at suddenly started showing up on every website you were on.
This is classic remarketing. It’s continually showing visitors your ads to remind them that you exist and that your dental practice exists to meet their needs.
Who should use PPC?
PPC is an important part of every dental marketing strategy. With that in mind, there are certain instances where is can be particularly helpful. The one seen most often is when practices are launching either as an entirely new practice or simply adding a new location.
These practices haven’t been around long enough to have a website that ranks well in search engines. By creating a dental PPC campaign they can reach a highly targeted audience within hours of launching.
By creating a PPC campaign that launches before your dental practice opens and runs through its opening, you’re exposing people to your website ahead of time and collecting valuable data.
You’ll see which ads are most effective, understand how to phrase marketing slogans, and develop a plan for search engine optimization that helps you see the best results possible.
Targeting Organic Terms You Can’t Rank For
Once of the most common ways we use pay-per-click is to target search terms we know we won’t rank for. Oftentimes this means bidding on a competitor’s business name or another doctor’s name. Why? Because your competitor will always rank for their name. You can’t create enough content that’s of value on your website that will get you to outrank them. Google has the whole game figured out. When implemented with a strategy you can be assured your ads will be seen by people who were actually looking for your competitor’s information.
Another example isn’t so exciting. Let’s say you rank for “root canal in Michigan” but you want to also rank for “root canal”. It’s pretty close to impossible to have an individual beat out a website like WebMD, however, you could bid on the term “root canal” and geotarget people in your area so that your ads are show to people who likely need your services.