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November 2017

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Search Marketing

Common Pay-Per-Click (PPC) Advertising Questions from Dentists

Pay-per-click advertising (PPC) can be a key component of a dental practice’s online marketing strategy. If you’ve been considering PPC for your practice, or have a simple interest in learning more to see if it’s a right fit, we highlighted the most common questions we hear from other practices to give you a better idea of what’s entailed.

Q: How much do clicks cost?

A: While a common question, it’s also the hardest to answer, as there are numerous factors that go into determining bids for certain keywords.

First, it’s important to understand that Google’s AdWords platform runs as an auction. Similar to how you would bid for a product on eBay, with AdWords, you tell the “seller” (Google) what you are willing to pay for the “product” (the keywords/location you want to target).

You’ll typically pay 60-80% of your bid, depending on what others bid and what the competition in the targeted location is. For example, AdWords Keyword Planner shows a suggested bid of $3.63 for “teeth whitening” in San Jose, CA and $1.63 in Omaha, NE. Since keywords and competition vary in each market, it’s important to have a somewhat flexible budget when beginning your initial campaigns.

Q: What is a typical PPC budget for a sole-practitioner?

A: As outlined above, it depends on various factors, however, we typically recommend that dentists put at least $400 per month toward AdWords. Distributed evenly throughout the month, this equates to $13 available daily for clicks. Therefore, if one click on your AdWords ad costs $6, you only have enough spend for two clicks (potential new patients) daily. Running out of budget during the day will cause AdWords to stop your ads until more budget is available the following day. This is why dentists in highly-competitive markets can easily hit their maximum daily spend, while dentists in less competitive areas may only reach the max once or twice a week.

While expanding your budget is one way to obtain more leads, optimizing your campaign can help you stretch your budget even further by analyzing metrics such as impressions, clickthrough rate (CTR) and conversions for targeted keywords and/or locations to learn where your money is best spent and get the best return on your investment.

Q: Do I need another website set up for PPC, in addition to the website I already have?

A: No. But you should create landing pages for your PPC ads. A landing page is different than a normal web page because it is created specifically for an advertisement. When someone clicks your PPC ad about teeth whitening services, you don’t want to send them to your website homepage where they have to dig for more information about teeth whitening. Instead, you want to send them to a landing page that is specifically about the service. Make sure your landing pages have a strong call-to-action and help the reader understand what they should do next (e.g. fill out a form for a free consultation).

Q: How are web pages set up so that AdWords recognizes when someone want to be contacted?

A: Once a landing page is created, a form is added to the landing page. That form will then gather information submitted by a web visitor on the form so you may contact them about your services. After the web visitor submits their information, they are directed to a “Thank You” page, which should thank them for their interest and let them know what next steps are, such as how long it will be until they hear from you or someone at your practice.

Once the “Thank You” page loads, an AdWords conversion pixel (usually added by your PPC expert during your campaign setup process), is triggered. This communicates to AdWords that a “conversion” has occurred. The pixel will only be triggered if the person lands on your website through search engine advertising.

Tracking your conversions from pay-per-click advertising allows you to track your return on investment on the channel. It also helps you identify where you can improve your content to maximize the effectiveness of your campaign. For example, AdWords will show you how many clicks your ad has received, but also how many people contact you once they visit your landing page. If you’re getting a lot of clicks, but not a lot of conversions, you may want to revisit the messaging on your webpage.

Q: When should I add PPC to my online marketing strategy?

A: Now! PPC ads are a quick and super-targeted way to get your practice noticed by new patients. PPC setup typically takes 5-10 business days (1-2 weeks).

Do you still have questions? Let ProSites help by reaching out to one of our Internet Marketing Experts at (888) 932-3644.

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Patient Relationship

Sharing Positive Patient Reviews Using Google’s New Tool

It always feels good to receive a positive review from patients online. Not only does it help build trust for your practice among potential patients but it can help your search rankings and improve your overall brand recognition.

While many dentists are starting to encourage more patients to leave positive reviews online, there’s still many ways that dentists can showcase their reviews both on and off their website for maximum visibility.

That’s why Google recently introduced a new tool called Small Thanks with Google that helps you showcase your positive reviews in your practice via poster or through social media content. By posting these signs in your practice’s waiting room, you can build brand equity and help patients feel good about their choice of having you as their dentist. Sharing your positive reviews on social media adds more visibility to Google reviews that might otherwise go unnoticed by your Facebook and Twitter followers and their friends.

How to Use Small Thanks with Google

Follow this video step-by-step tutorial to learn how to create posters and/or social media posts of your own by selecting your favorite reviews to create a file that you can then distribute both on and off line.

Showcasing positive reviews on your website and social media pages shows potential patients that they don’t only have to rely on your word, they can look other people’s opinions about you and feel reassured that you’re the right dentist for them.

Take charge of your online reputation and set yourself apart from competitors. To find out how ProSites can help you garner more positive patient reviews directly on your website, visit www.ProSites.com or call (888) 932-3644.

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Social Media

Common Dental Social Media Questions – Answered

In our various webinars, we hear numerous questions about how to utilize Facebook and Twitter and other popular social media channels. Because the questions are so great, we wanted to share them with you in hopes that you’ll also find them helpful!

Questions about Facebook:

1. “Is there a way to capture emails or other information about people who visit and/or liked your posts or your page?”

Facebook is not allowed to share information that would help identify the user, rather, the user must decide if he/she wants to share that information with you. One way a user might share their contact information is if you decide to advertise and ask for that information through a form.

2. What is Facebook’s profanity filter? Should you keep it turned on or off?

According to Adweek, “[Facebook’s] profanity filter… will block the most commonly reported words and phrases marked as offensive by the broader community. Admins can set the profanity filter to strong, medium, or none, though Facebook does not provide a list of exactly what words will be filtered under each setting.

It’s recommended to turn it off, as turning it on can accidentally restrict engagement on your page. Instead, try modifying “visitor posts” settings so you can review what people post on your page, or block overtly offensive words under “page moderation” (found under your “settings” tab).

3. What is the best day and time to post on Facebook?

This answer is different for everyone. Find out by visiting your Insights tab to learn when your followers are online by selecting “posts” in the left-hand column. There you will see a dashboard labeled “when your fans are online.”

Questions about Twitter:

1. Are you required to tweet a certain amount of times in an interval to stay active?

No. The key is to tweet consistently. It is recommended that you tweet at least once a day.

2. Tweeting once per day and posting three days a week is significant. How do you recommend having something valuable to put out there?

There are a lot of ways to continue sharing valuable content. Turn a blog article into 3-4 different posts, spread out 6 weeks apart. Find articles pertaining to your industry online and share them, and post your advice/opinions on it. Post updates about your practice. Share funny stories. Testimonials. Search #hashtags to see what kind of questions people are asking and answer them. View your follower’s demographics to guide your topic decisions, which can be found by viewing your Twitter analytics dashboard.

3. What is the value of Twitter to a dental practice? Are my patients really on Twitter?

Twitter’s demographics range from business owners to teenagers. You can attract new patients by posting content that would interest them such as articles about new dental office equipment, practice updates, tips on whiter teeth, and other topics that your target audience would enjoy.

4. Is there anything you can do to make your Twitter page pop up when people are searching for a dentist in your area?

Twitter does not directly influence your rankings in local search results.

Questions about content:

1. When you Google pictures to go with a social media post, do you have to give credit for the photo?

You should credit content that is not your own by tagging the Facebook page or Twitter profile of the source. Example: photo cred: @AP

2. What are the best ways for posts to have the furthest reach?

Use photos/video. Social media algorithms reward multimedia posts and are therefore more likely to show your content to followers.

3. Where do you get your photos?

Royalty-free photo sites are available such as Death to Stock Photo, or Unsplash. You can also create your own graphics with free tools such as Canva.

4. Is there a good balance between original posts and shared content?

There’s no hard and fast rule, but we recommend sharing three posts from other sources to one original post.

For nearly two decades, we have helped thousands of dentists successfully market their practices online. To learn more about social media marketing, download our whitepaper, Running a Practice in the Age of Social Media using the form below, or call (888) 932-3644.

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