The Power of Target Marketing for Your Dental Practice

Pay-per-click advertising is growing in popularity among dental practices because of it’s incredible ability to target the exact type of prospective patients that your practice needs. Not quite versed in PPC? No problem, download our whitepaper on pay-per-click advertising to get up-to-speed.

At its core, PPC advertising is a cost-effective way to reach prospective patients when they need you most.  It’s a great tool to include as part of your practice’s marketing strategy. Wondering how it can help you target your ideal patient? Read on.

Geo-targeting. Act now and your practice can benefit from an expanded geographic reach! With SEO alone, it’s difficult to optimize your website for a location other than where your practice is physically located. However, with PPC advertising you can target prospective patients in a number of areas by setting your ads to appear in specific geographic locations.

But wait – there’s more! You can also set your PPC ads to display for people who search from a specific area, based on the GPS coordinates of the PC or mobile device they’re using. This ensures your practice is included when a prospective patient searches “dentist near me,” even though the only relevant keyword is the broad term “dentist.” Additionally, targeting by zip code allows you to segment your audience based on income, giving you the opportunity to bid more aggressively to get in front of a specific income demographic within a certain zip area. This type of targeting is commonly practiced when trying to reach high-net worth individuals.

Time-of-day Targeting. Not only can you target geographic locations with PPC advertising, but you also have the ability to specify the times of day your ads run. The benefit is that you can opt to have your ads active during the hours your target audience is most likely to be online. Another benefit of time-of-day targeting is the user data it provides. By running ads in different time blocks you’re able to gather keyword research that pinpoints what times of the day certain phrases get higher search volume. With this information you’re able to schedule your ads either to compete for peak traffic, or run during off times to get lower-cost leads.

Negative keywords.  PPC advertising is one of the most cost-effective online advertising methods available because you only pay when someone clicks on your ad. How much better can it get? Enter negative keywords. As you know, keywords are the foundation of PPC advertising. When a user enters a search term (i.e. keyword) that is associated with your campaign, your practice appears on the search engine results page. However, you can also take keywords one step further by creating a negative keyword list. This prevents people who use certain search terms, such as “free dental services,” from seeing your ads, making it a fantastic way to filter out irrelevant traffic.

Track client leads and improve ROI. Since we ran out of Ginsu knife sets, we’ll close with one last PPC advertising perk. PPC advertising allows you to fully track the journey of your patient leads, providing you with critical information on website visitor behavior.  By learning what prospective patients do on your site (i.e. which pages they visit, actions they take, and how much time they spend) you can more accurately target the segments most interested in your dental services. And, with a narrower target and deeper knowledge of what kind of ad messages work, you can improve your return on investment (ROI). Shazam!

Call ProSites at 888-932-3644 to speak with an Internet Marketing Advisor and let our team of experts create an online marketing strategy to get you to your goals.