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Similar to every other small business, dental practices have quite a bit to gain from adding pay-per-clicks or PPC advertising to their marketing plan. PPCs allow businesses to display ads on millions of websites within the Google Display Network and advertise their work for lower and more efficient prices than traditional marketing strategies. They’re great for building brand awareness, and when used correctly, a good PPC can create generous leads.
To truly get the most out of their PPC marketing, dentists have to ensure they are implementing four key strategies into their campaigns. If you’re a dentist hoping to maximize the effectiveness of your ads and reel in the best return on investments, consider these tips:
Be Consistent With Your Ads and Landing Pages
For every ad you create, there should be a customized landing page backing it. Remember, the role of your ad is to get the attention of potential customers and engage their interest. On the other hand, your landing page takes on the role of building trust and facilitating a connection between your practice and site visitor. As you lead users from your ad to your site, you have to ensure you have them fully engaged, mostly because each step will build off of the previous one. In this way, ensuring that the transition from ad to a landing page is smooth and vital. A confused visitor won’t only lose interest quickly, but they’ll also abandon your page and lead to a wasted spend on their click. Having too many of these deterred visitors can significantly lower your Google quality score. Remember, Google awards those who are able to maintain a consistent design and message throughout their PPC ads, which in turn hurts those that don’t.
Optimize Ads for Phone Responses
Keep in mind that clicks shouldn’t be the only response you seek from your PPC ads. It’s crucial that you also focus your attention on generating calls to your office. Remember, PPCs will only cost you when a user clicks on your ad. If you can get your user to call your office before ever clicking on your ad, your PPCs will be free. Start getting your office phone ringing off of the hook and boost your return on investment by generating free call-in leads.
To elude PPC cost, you have to start by 1) making sure to feature your phone number in every one of your ads, and 2) restricting your ads display hours to those in which you or your staff is in the office. This will ensure that every call your ad generates is handled by someone who can funnel potential clients through the process of signing up for an appointment at your practice.
Promote Your PPCs on Mobile
Most of today’s ads are still designed for desktop users despite the fact that the number of mobile-targeted ads has practically exploded in number. More and more online users are searching for their dental services while they’re on the go. Instead of using desktops, they’re accessing their mobile devices to research dentists and book appointments. To ensure you see success with your PPC campaign, start focusing on mobile users.
Mobile PPC campaigns should be optimized for easy conversions on a portable device like a smartphone or a tablet. Ad extensions can be a useful tool in your efforts to simplify the user experience and increase ROIs. Ad extensions are an ad format that allows you to display extra information about your business such as site links that will help grab user attention, location information, and clickable phone numbers. Extensions streamline the conversion process by allowing them to occur in just one click. This compacts the process for users and allows them to take fewer steps to produce the conversion you’re looking for. In the need, they increase and accelerate conversion rates.
Use Negative Keywords
Negative keywords are the phrases or keywords used in a PPC campaign that keep an ad from being displayed in search queries that will only lead to dead-end clicks without booked appointments. So, say for example you’re looking to start a PPC campaign that reels in patients searching the web for dental crowns into your office. Displaying your ad to someone searching for braces, crown moldings, or actual tiara crowns would be a massive waste of money. Negative keywords, however, allow you to combat the costs that come with misled clicks. By choosing keywords such as “crown moldings” as your negative keywords, search engines will know not to display your ad for people who are searching for pageantry like crowns. Ultimately, with negative keywords, you avoid having to overpay for wrong clicks and wasting time on advertisements to people who aren’t looking for the services your practice provides.
