Whether you are a new dentist or an established one, setting your foot on a steady directory of patients is not that easy especially in this stiff competitive dental market. With PPC for dentists, establishing your position in the local dental competition becomes much easier, even if you are just a startup.
According to a report by Bright Local, 97% of consumers refer to online searches for local businesses and services. So, in order to grow your dental practice, you need to increase your online visibility.
By leveraging dental PPC advertising, you can increase your website traffic, target audience and achieve your business goals effectively.
So, how does PPC for Dentists work?
If you are new in this world of online advertising, then this guide will help you with valuable strategies and insights on how to make your dental practice shine.
What is PPC for Dentists?
Dental pay-per-click advertising is a powerful digital marketing strategy for dentists that helps them in showing at the top of the search engine results. This includes creating and running online advertisements on platforms like social media platforms or Google Ads. Here dental internet marketing providers bid on specific keywords related to the specific service like “teeth whitening” or “dental implants”, and they need to only pay when someone clicks on their ad.
Dental PPC ads can be an effective way to attract prospective patients to their dental website or landing pages. By landing on your website, the patients will get to know more about the dental services offered by your business and will be able to schedule appointments. Its effectiveness is influenced by a large number of factors which include the effectiveness of the ad text, the level of competition, the selected bid, and a lot more. Also, a dental PPC ad is one of the most targeted ways to reach your local audience in need of dental care.
Why Do Dentists Need PPC Advertising?
If dentists want to actively maintain their thriving practice, then it is particularly important for them to attract new patients. With PPC for dentists, they can achieve a targeted and effective means of reaching potential patients online.
Here are the goals that dentists can achieve by utilizing well-structured PPC ad campaigns.
1. Target Specific Demographics
Dentists can target every step of their sales funnel with PPC. This helps them in tracking specific audiences based on similar interests, age, location, gender and other relevant factors.
Doing this will also ensure that their advertisements reach the right audience who are looking for the same queries or are more likely to require dental services.
2. Increase Online Visibility
With the help of PPC ads, dentists can increase their online visibility. They can customize their campaign in a way so that your website appears at the top of the search engine results pages.
This will make it easier for potential patients to find their dental services.
3. Measurable and Trackable Results
Dentists can monitor the performance of their PPC campaigns through various analytical tools, like Google Analytics. This will assist them in tracking the number of click throughs, impressions and conversions of their website in real time.
These valuable data insights can be used for refining and optimizing future campaigns, it also ensures maximum return on investment.
4. Control Advertising Costs
With the pay-per-click ads, dentists can gain control over their advertising budget. They can customize their campaign based on their budget and goals, so they need to pay only when users click on their ads.
This cost-effective approach of PPC allows for a more efficient allocation of marketing resources. Apart from this, it also helps dentists in generating leads, Overall, implementing a well-designed PPC campaign can significantly boost a dentist’s online presence, and ultimately contribute to the growth and success of their dental practice.
Step-by-Step Process of PPC Advertising Campaign for Dentists
Now that you are aware of the PPC strategies, let’s discuss how PPC advertising is effective in getting your dentistry more patients. Here is the step-by-step procedure on how a PPC advertising campaign works on search engines.
Step 1: Setting your Goals and Objectives
First and foremost, get a clear understanding of your campaign goals.
Whether it be promoting any specific dental services, increasing your website traffic or generating more leads, you need to define it.
This will help you tailor your PPC campaigns accordingly.
Step 2: Allocation of Budget
It is essential to determine an estimated budget of what you are willing to spend on your PPC campaign.
Set a realistic budget for your campaign that perfectly aligns with your financial capabilities and your dentistry objectives. Ensure that the budget might vary depending on the competitiveness of your target keywords.
Doing this is vital for creating your website’s PPC campaign as it will assist in allocating your resources effectively.
Step 3: Doing Extensive Keyword Research
Conducting thorough keyword research and targeting low-competitive and high-volume keywords are essential for getting new dental leads.
So, always choose a specific set of keywords that your potential patients are using to look for the services. These targeted keywords will make your PPC campaign a successful one for dentists.
Step 4: Analyzing your Competitors
Analysing your competitors wisely is important for creating a good PPC campaign in this dental industry. This will help you in ensuring that you are using the right strategies that will work.
This includes the identification of proper and relevant keywords, ad copies and landing pages to gain insight into what exactly works for you.
Step 5: Bidding
Bidding effectively is important for creating any PPC campaign, and especially if you want to outbid your competitors. So, bid on those keywords that have comparatively low competition as it will cost you relatively less.
By bidding on specific keywords related to PPC for dentists, you will be able to secure ad placements on the first page of the search results.
Step 6: Local Targeting
Dentistry is a local service, so it is important that your PPC ads are visible to people in your local search area. Through local targeting, you can target your website visitors from a specific locale.
Implementing these geo-targeting features in your PPC campaign will save your money and resources. This will prevent people from other countries from clicking on your ads.
This geo-targeting dental PPC ad focuses on targeting specific geographic areas that are relevant to your dental practice.
Step 7: Create Ad Copy and Creatives
While creating PPC campaigns for dentists, you should focus on creating compelling and relevant ad copies that highlight your unique selling points.
Focussing on good advertisements specifying USPs can possibly help you fetch new leads. Here you can consider using ad extensions, such as call extensions or location extensions to provide some additional information to potential patients.
Step 8: Inclusion of Negative Keywords
The PPC ad campaigns should also include proper implementation of negative keywords. Doing this will filter out irrelevant traffic to your website and prevent you from wasting unnecessarily on your ad spending.
For instance, if you don’t offer dental implants, add “dental implants” as a negative keyword. This will restrict unwanted traffic and click on your ads, thus saving a ton.
Step 9: Monitoring and Optimization
Lastly, it’s time to monitor and track progress of your PPC efforts on a regular basis. As PPC is an ongoing process, it requires constant optimization to maximize results.
So, after monitoring your PPC campaign’s performance, you need to make necessary adjustments to it from time to time.
Following this stepwise procedure can help you create a strategic PPC campaign and allow you to promote your practice effectively.
6 Top-Notch Dental PPC Strategies to Generate More Leads
PPC for dentists is one of the most preferred dental internet marketing tactics that dentists are using for growing their practice and connecting to new patients. This PPC or pay per click advertising has also gained an advantage over traditional advertising because it targets and attracts prospective patients who show their interests at present.
Here are some dental pay per click advertising strategies that will help in generating more leads:
1. Focus on your USPs
As every other competitor wants to gain an online presence, you need to focus on your unique selling proposition (USP). So, identify your business’s unique selling proposition (USP) and ensure to include them in your dental PPC campaign to make your practice quite appealing.
This uniqueness should be included in your ad copy to differentiate it from others. Dental clients who will find them compelling will drive towards your business. Some examples of how to present your business USPs include:
- 30% off with Membership
- 15k+ Satisfied Clients
2. Organize your Ad Accounts
Ensure that your Google Ads account is well-organized. This will help in managing your account by spending less time in it and tracking and reporting your results in a better way.
The best way is to organize these specific areas of your account:
- Organize the type of display campaign types for easier management
- Configure your PPC ad campaigns using automated bid strategies
- Test different device options to check which test campaign performs best and make adjustments accordingly.
3. Target Specific Keywords
Create relevant PPC ads by targeting the right keywords for your cosmetic dentistry services. Focus on including popular location-based keywords and specified localized niche keyword phrases in your content. This will help in bringing qualified traffic to your website and getting a better return on investment in your business.
4. Optimize Ads for Phone Calls
Another fantastic search engine advertising strategy that helps many dentists get organic results is optimizing one ad for phone calls. As calls are free, they will drive leads to your website and boost your small business’s ROI.
Here is how to do so:
- Ensure to feature your phone number in your ads.
- Make sure that the call-related ad extension is running only when the office is open otherwise, it might lead visitors to another site.
5. Maximize Character Limits Using Ad Extensions
Usually, dental PPC ads come with a compressed character limit, so one needs to be creative enough and possess copywriting skills for composing ads. However, Google thankfully provides a little trick to make this much easier by implementing ad extensions.
This feature allows you to extend your ad length by adding some relevant and valuable information to it. Here are some ad extension options:
- Phone number
- Links to certain pages below your ad
- Address linked to Google Maps
6. Customize Landing Pages for your Ads
Create an effective landing page for your website specifically designed for the PPC ads. The main aim of every ad is not just to click on the ad and visit your website but to get the conversion. The landing page plays a major role in making that conversion easier.
So, whether it’s scheduling an online appointment or submitting a contact form, you need to make your landing page effective so that it makes sense. Like, if your ad is related to teeth whitening, then the user must be redirected to the page that describes services related to teeth whitening. Thus, the landing page should provide additional information on the ads displayed on the search results page.
These ad strategies have been proven helpful in attracting new patients for cosmetic dentistry services. In case, you are failing to implement these strategies on your PPC ads, then hire a dental marketing company that offers specialized PPC for dentists services.
Common Dental PPC Advertising Mistakes to Avoid
Though pay-per-click (PPC) advertising seems to be an effective way to drive more traffic to your dental practice’s website, there are some common PPC mistakes that many dental professionals make.
To help you avoid these errors and make the most of your PPC campaigns, here are some common mistakes that you should avoid.
1. Not Setting Clear Goals: Running PPC campaigns without specific objectives.
2. Ignoring Keyword Research: Not conducting thorough keyword research.
3. Neglecting Negative Keywords: Not using negative keywords to filter out irrelevant clicks.
4. Not Targeting the Right Audience: Casting too wide a net with your targeting.
5. Poor Ad Copy and Landing Pages: Having unappealing ad copy or sending clicks to irrelevant or poorly designed landing pages.
6. Ignoring Quality Score: Not paying attention to your ad’s Quality Score.
7. Forgetting About Competition: Not keeping an eye on what your competitors are doing in PPC.
How to Choose the Right Agency for Dental PPC Ads?
In this heavily competitive market, choosing the right PPC agency for dentists can be quite difficult. You need to crucially evaluate the different agencies based on some crucial factors, then proceed with choosing the right one.
Here is how you can choose the perfect agency that provides PPC for dentists.
1. Research About the Team
Look for agencies that have experience in handling PPC campaigns for dental practices. Before choosing, you need to analyse the team carefully, as they will be solely responsible for your campaigns.
Determine whether the team is an expert in their field or not and will it be possible for them to match your expectations?
2. Check their Industry Knowledge
For a successful PPC campaign, it is important that your agency specializes in that particular sector. So, go for an agency that has a solid understanding of the dental industry and has gained experience in handling PPC campaigns for businesses that are similar to yours.
You must also ensure that the agency is confident enough to handle specific marketing challenges.
3. Check their Track Record and Client Testimonials
Want to get a clear idea of what you can achieve by hiring them? Consider studying their client testimonials and case studies.
Going through these case studies will provide you with an insight into the strategies that they have implemented for specific companies and what results they have achieved. You can also check out multiple reviews on different platforms to know whether you are making the right decision.
4. Examine their Strategy and Approach
It is also important for you to evaluate their proposed strategies for PPC campaigns. You need to examine their working process and their approach to customizing solutions as per your business requirements.
This includes ad design, landing page optimization, conversion tracking, keyword selection, etc.
5. Look for the Costs of the Service
While looking for a PPC ad agency, consider the cost of the service. Make sure that the agency knows how to deal with small businesses on a small budget.
You can check out with them their minimum monthly payments, management fees and minimum amount to invest. Check out with them whether they can provide a clear plan for maximizing your return on investment (ROI) and if they can manage your PPC budget effectively.
6. Examine their Transparency and Communication
Always go for a PPC agency that maintains transparent communication with their clients. From creating a PPC campaign to bringing ROI from it, transparency matters a lot.
So, before finally partnering up, ensure to check how transparent they are with their clients. You can also check with their previous clients whether they provide regular reports on campaign performance or not. By evaluating different agencies following the instructions provided above, you will end up choosing an agency that aligns with your dentist practice’s goals.
Final Words
For dentists who are trying dental internet marketing for the first time and in need of faster growth, their top priority should be dental pay per click advertising. However, while opting for PPC for dentists, you need to be enough careful as it might exceed your budget very quickly. Also, if it is not optimized correctly, then it will be absolutely a waste of money.
So, consider finding an experienced agency or professional to set up and manage your dental PPC marketing campaign. Ready to discover more about it? Reach us today to learn more about how can you grow your dental practice.
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