Top Reason Why Your Dental Practice’s Pay-Per-click Ads Aren’t Effective
Is your dental practice running pay-per-click ads on Google AdWords? As a refresher, pay-per-click or PPC ads run at the top of Google’s results page for specific keywords, such as “family dentistry.” While PPC ads have a number of benefits, chief among them is that you only pay when someone clicks on your actual ad.
If you’re getting the right people to look at your ad but aren’t seeing more new patients come in, it’s time to look deeper into why your ads aren’t converting.
The first step is to understand the importance of where you direct those who click on your ad. This is called a landing page. Most practices use PPC ads to direct traffic to their homepage (the main page of the website). However, this common mistake could be turning away prospective new patients and hurting your pay-per-click ad conversion.
Instead of driving prospective patients to your homepage, send them to a dedicated landing page with content that’s directly related to the ad you’re running. For example, if you’re ad highlights teeth whitening, you’ll want to take patients immediately to a page with information on this topic.
When creating a landing page, there are five must-haves to ensure a great user-experience for your prospective patients:
1. Have a clear headline and sub-headline that ties back to the ad copy: Help website visitors understand exactly where they are and what they need to do. If your ad is about cosmetic services, make sure that your landing page’s headline relates back to the ad by stating something about cosmetic services too.
2. Keep the objective streamlined: Provide clear, concise, and informative content for your visitors (prospective new patients). Help them become educated while staying on topic and not providing too much information. Your visitors should be able to quickly get the information they need while understanding exactly what you want them to do.
3. Avoid too much clutter: Having a landing page with too many visual elements (i.e. multiple videos, images, heavy text) may confuse the visitor and detract from the overall purpose of the page. Make sure that your text is clear and concise, any and all imagery supports the content, and the layout makes it easy for the eyes to flow down the page.
4. Have one main call-to-action: Whether you want prospective patients to watch a video or fill out a form to schedule an appointment, the main objective of the landing page should be very clear to the visitor.
5. Ask only for information that you truly need: On call-to-action forms, the less fields there are to fill out, the better. Try to only ask prospective patients for essential information and limit it to under five fields. Keeping required information down to the bare minimum increases the chances of a prospective patient completing your form.
The main goal of a landing page is to provide visitors with information that meets their needs. If you are running an ad on a specific service, but send them to your website’s homepage, they likely won’t know where to find the information they want. By bringing them to a dedicated landing page about the service your ad highlights, you’re providing easy access to the information they want – which delivers a great first impression, and encourages them to contact your practice for an appointment.