Pay-per-click (PPC) advertising differs mainly from organic search engine optimization (SEO) in that it’s much quicker to see results from. While SEO can often take several months before any measurable results are seen, dentists can setup their PPC campaigns almost immediately see visitors clicking to their site.
Youâ€™re a savvy individual who understands that 97% of consumers search online for local businesses in Google, so this guide’s for you. We’ll introduce you to PPC for Dentists, let you know it’s other benefits & how to get started on the path to a successful campaign.
In this article:
- What Can PPC Really Do for Your Dental Practice?
- The Pros and Cons of PPC Advertising
- The Power of Strategic PPC Audience Targeting in Dental Marketing
- How to Calculate Your PPC Budget
- The Top Common Dental PPC Mistakes and How to Avoid Them
- Common PPC Questions for Effective Dental Marketing
- Considerations for Hiring or DIY Dental PPC Marketing
An Intro to Dental PPC
Whether your website is new, or you just arenâ€™t getting the attention you want online, dental PPC advertising is an affordable solution that could reap major benefits. It’s uniquely affordable because youâ€™re only charged for the advertisement when a user clicks on your dental practice’s ad.
Aside from the monetary perks, PPC ads can increase your bottom line by reaching more prospective patients online. Here are the top 6 reasons PPC advertising can help your dental office market your services:
- Increased visibility â€“ PPC advertising is the fastest and easiest way to reach the top of the search engine results pages. Rather than waiting weeks for search engines to organically rank your website, paid ads place you at the top almost instantly.
- Beat the competition â€“ In a highly competitive market, reaching the top of the search engine results can seem impossible, especially if your website is relatively new. Paying for top placement with PPC ads gives you premium exposure, directly above your top competitors.
- Targeted website traffic â€“ Studies indicate that only 5% of searchers click paid advertisements, but that 5% is also much more motivated to enlist services than the average Internet user. If youâ€™re running ads for a term searched at least 400 times per month, this highly interested 5% could equate to at least 20 new patients each month.
- Control over spending â€“ When running PPC ads, you set your maximum daily budget, so you never spend more than you want. Whatâ€™s more, if you determine the ads arenâ€™t as lucrative as you hoped, you can stop the ads immediately.
- Keyword management â€“ When you set up each advertising campaign, you choose the keywords you want to target. This takes the pain out of onsite optimization, enabling you to indicate exactly what terms you want to be known for.
- Tracked success â€“ Unlike traditional SEO, the return on investment for PPC ads is black and white. With traditional SEO, you have to wait until search engines index your site, and even then, tracking results can be difficult. When running PPC campaigns via Google Ads, your entire campaign is tracked, showing you the precise impact it has on your web traffic and practice marketing efforts.
What Can PPC Really Do for Your Dental Practice?
Pay-per-click (PPC) advertising opens unique advertising options for your dental practice. Here are some common questions customers ask about PPC and the difference it can make.
Can PPC advertising deliver my dental practiceÂ immediate results?
PPC ads are essentially ads that you pay for each time a viewer clicks it and is sent to your website. With PPC ads you must first bid on keywords for placement. If you bid the highest for a keyword and someone searches said keyword, your ad will be at the top of the paid search listings. Therefore, you could see targeted web traffic in a matter of hours. The answer to your question is yes.
Can I use PPC to advertise my dental clinic on my own?
You can but is that where your time and skills will be most valuable. You can set up aÂ Google Ads or Bing account and begin creating and running PPC ads right away. You can change things up at any time â€“ offers, text, bids â€“ to test what gets you the best results. Unfortunately, simply creating ads without an overarching search market strategy often leads to high PPC costs and low conversion rates. And that wonâ€™t grow your dental practice.
How do I get the most out of my PPC advertising?
Selecting and continually optimizing keywords and copy text will help drive higher click rates and ultimately lower costs. Itâ€™s a time-consuming effort. Doing your keyword research once, when you create your first ads, will cause you to miss out on highly-relevant, long-tail, low-cost keywords that ultimately drive the most qualified traffic to your site.
Keep these four things in mind to get the most out of your PPC advertising:
- Relevance â€“ Keywords you bid on should be closely related to your dental services. The more targeted the keywords, the better chances you have to increase your PPC click-through rate.
- Specificity â€“ Your keyword search should be exhaustive. It should not only include popular and frequently searched terms, but long-tail keywords that are more specific and less common. These account for the majority of search traffic. Long-tail keywords are less competitive and therefore may have a lower cost-per-click.
- Adaptability â€“ Keyword lists need to continually evolve, expand and adapt to drive the most qualified traffic to your landing pages every week. Always analyze the performance of your PPC accounts and make adjustments as necessary.
- Analysis â€“ Your PPC ads will lead traffic to your site. Make sure your landing pages are up to the task. They should have clear hierarchies and clear calls-to-action. The call-to-action on each page should be modified regularly to align with your PPC ads. Your PPC ads should direct click-throughs to different landing pages to allow for a more comprehensive analysis of the success of your campaign.
Youâ€™re an excellent dentist and a savvy business person. You likely understand where your skills and time are most valuable to your practice. When youâ€™re ready to tap into the 97% of consumers doing local searches for products and services, a qualified Internet marketing company can help you create and implement a plan to meet your practiceâ€™s growth goals without taking you away from your patients.
The Pros and Cons of PPC Advertising
There are pros and cons to every method. Before you make any decisions you should know them.
Immediate Visibility â€“ When you choose your keywords well, PPC ads offer immediate visibility. PPC ads appear on the top and next to organic results, on the first page of search results. This means that when your audience is searching on their phone or tablet, theyâ€™ll be able to see your ad without having to scroll down. While organic SEO takes time (up to months!) to ratchet up traffic to your practiceâ€™s site, PPC ads can offer fast results for timely offers.
Qualified Target Audience â€“ PPC ads give you the ability to target specific individuals who are interested in finding a dentist or getting a dental procedure within a certain location. With PPC, you can geo-target your ad based on a certain radius, which is important if youâ€™re pulling in patients from several towns. It is very hard to optimize your website for a town other than the one your practice is located in, so PPC is a great solution to capitalize on business from surrounding towns.
Budget Conscious â€“ With PPC ads you donâ€™t have to worry about going over budget. Set your budget and as soon as you reach it your ads are pulled. This allows your internet marketing company to test keywords and messaging without breaking your budget. Then they can review analytics for conversion and ROI in a timely manner to establish and implement the next phase of your dental practiceâ€™s marketing strategy.
If You Donâ€™t Know What Youâ€™re Doing, It Can Be a Costly Mistake â€“ Choosing keywords can help you target a qualified audience, choosing the wrong keywords for PPC ads can lead to bidding wars and run your cost upwards of $50 per click. Smart Insights recently did a study that found PPC conversion rates averaged around 3%. If you pay for 100 clicks at $50 per click youâ€™ll spend $5000. Converting only three of those clicks may not provide the ROI you were expecting.
Campaign Management â€“ It would be nice if you could make an ad, launch it and see results. Unfortunately, itâ€™s never that simple. For PPC ads to work effectively, they need someone to manage them. Keywords, messaging, and target preferences should all be tested. Results can be quickly analyzed and ads can be dialed in to get the best results. But it takes someone who knows what they are doing to keep up with it.
Lack of Conversions â€“ Just because you get impressions and clicks doesnâ€™t mean youâ€™ll get conversions. In other words, just because someone is clicking your ad, they may not be calling your practice. Itâ€™s extremely important to have great ad copy that drives searchers to a landing page on your website. Qualified internet marketing companies will review and create landing pages when developing your PPC marketing strategy, which is a key factor in making a successful PPC campaign.
Over time internet searchers have become savvy to ads. They have seen them as banner ads, remarketing messages, and PPC placement in search results. This is why keywords, messaging, and testing is so important in grabbing your audienceâ€™s attention. Each internet marketing channel works in conjunction with the others. It can be difficult for individuals busy running their own practiceâ€“ to focus on finding the right combination of channels and messages and tactics.
The Power of Strategic PPC Audience Targeting in Dental Marketing
At its core, PPC advertising is a cost-effective way to reach prospective patients when they need you most. Itâ€™s a great tool to include as part of your practiceâ€™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, itâ€™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 â€“ thereâ€™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 theyâ€™re using. This ensures your practice is included when a prospective patient searches â€śdentist near me,â€ť even though the only relevant keyword is the broad term â€śdentist.â€ť 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 youâ€™re able to gather keyword research that pinpoints what times of the day certain phrases get higher search volume. With this information youâ€™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 â€śfree dental services,â€ť 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, weâ€™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!
PPC Advertising Can Help You Outperform Your Competitors
Google doesnâ€™t explicitly advertise it, but you can use pay-per-click (PPC) ads to appear above competitors and get access to more advantageous real estate on the search engine results page.
Behind the scenes, however, PPC campaign managers and search engine optimization (SEO) experts know the truth: over time, Google searches have skewed toward serving ads â€“ in the form of paid search. These ads are all PPC, and they appear well above organically ranked results. According to Web Strategies Inc., PPC ads account for 25% of all clicks on a search results page.
practices with PPC ads are getting better search results real estate than their best-ranked competition. Google is pushing the boundaries of how far down they can shove the top-ranked organic listing. So far, organic is now below â€śthe fold.â€ť
The reason why is clear: Google is a business, and organic listings donâ€™t pay the bills. Theyâ€™re useful, but user experience does not trump profitability.
So, PPC is a surefire way to get your practice to the top of search results â€“ which is great news for practices who feel like theyâ€™re behind the curve when it comes to their competition. Organic rankings take more time overall and can take a while to see results from your efforts. PPC levels the playing field â€“ but what does that mean exactly?
While PPC ads get 25% of clicks, on average, the very top organic listing gets about 30% of clicks. If you arenâ€™t the top ranking result, or even on the first page, you can easily double, triple or quadruple your click rate by appearing in a PPC ad above the competition. Thatâ€™s because after the top organic rank, clicks drop off precipitously. The 2nd top organic listing gets about 14% of the clicks. The 3rd gets about 10%. By the 6th organic rank, the listing drops to less than 4% of the clicks.
So, if you rank somewhere after the top 5 organic listings, a PPC campaign could easily quadruple your click-through rate from 2% to 8% â€“ which is a huge increase that would also quadruple your leads.
Things to Consider Before Starting Your PPC Campaign
Targeting and competition. Wherever thereâ€™s higher competition for a keyword, the cost will be higher. So, the more dentists bidding on the same keyword in the same geographical location, the more expensive bidding can become because competition drives the price up.
For example, cost for the keyword â€śbracesâ€ť in San Jose, CA differs from the cost in Omaha, NE where CPC is $7.03 and $6.40, respectively.
Quantity and quality of keywords. Naturally, the more keywords you target, the more it will cost to support your advertising. And, certain keywords will bring in more revenue than others. For example, keywords about cosmetic procedures such as veneers and dental implants are a common service dentists like to advertise because the people looking for those services generally have disposable income and can afford to spend more.
Budget distribution. There are ways to allocate your budget across various geographical locations, demographics and time of day. For example, you may choose to run your ads only on weekday evenings because thatâ€™s when your target audience searches for dentists â€“ after they get home from work. Knowing how to prioritize your budget allows you to stretch every penny you spend on PPC.
All in all, there is no one-size-fits all budget for dental practices. Ultimately what matters how much competitions there is in your marketing how much youâ€™re willing to spend depending on your findings. It is possible to be profitable with PPC but you may find that youâ€™ll need help understanding where to start and how to manage your campaigns.
How to Calculate Your PPC Budget
Many dentists (and other small businesses) are trying pay-per-click (PPC) more and more. Itâ€™s a great way to reach a targeted audience, and you only pay when someone clicks your ad. Plus, itâ€™s a quick way to get noticed on page 1 of search results. If youâ€™re considering PPC as part of your marketing mix, youâ€™ll soon come to ask, â€śhow much should my dental practice spend on PPC?â€ť
While this may seem like straight-forward question, there are many factors to consider. Instead of looking for a set budget, itâ€™s recommended that you look at your budget as a result of a mathematical equation where you introduce variables such as cost-per-click, conversion rate, and competition.
Cost-per-click (CPC) is the cost of someone clicking your ad. Itâ€™s calculated by which keyword(s) you target within your geographical location. For example, the keyword â€śdentistâ€ť may cost more in downtown Chicago than a rural area. CPC can be found using Google Ads’ keyword planner.
Next, youâ€™ll want to define your conversion rate to estimate how many new patients you may get from your ads. Conversion rate tells you how many leads (people that click your ad) turn into your new patients.
For example, twenty people may click your ad, five people may fill out a form, and only 1 may turn into your new patient. Wordstream estimates that health professionals can expect a conversion rate of about 2.51%. Keep in mind that this is simply a starting point and will change once you start running your campaign.
You will also want to define your overall goal of running PPC ad campaigns â€“ how many new patients do you hope to attract each month via this marketing channel?
Calculating Your Starting Dental PPC Budget
Once you define your overall PPC campaign goals, CPC and conversion rate, youâ€™ll want to take the following steps:
- Take the # of patients you want to attract each month and multiply that by the conversion rate. In this case, letâ€™s say we want one new patient per month, meaning we need at least 5 total conversions that month.
- Calculate the amount of clicks youâ€™ll need to get five conversions. Using the conversion rate above, you can estimate how many clicks youâ€™ll need. 5 conversions / .0251 conversion rate = 199 clicks
- Calculate the cost of clicks by multiplying the amount of clicks needed by the CPC. For example, if the CPC to bid on â€śbracesâ€ť in San Jose is $7.03/click, you would need a monthly budget of $1,400 to target â€śbracesâ€ť patients in San Jose.
The Top Common Dental PPC Mistakes and How to Avoid Them
Pay-per-click (PPC) advertising can quickly attract more potential dental patients to your website. Tools like Google Google Ads and Bing Ads help dentists appear on the top of search results, but they only pay when a searcher clicks the ad (instead of paying each time the ad is shown).
However, PPC can quickly become ineffective when not executed correctly â€“ and if common mistakes are made, dental practices risk spending a lot of money without attracting new patients like they had hoped.
Six Common Dental PPC Mistakes and How to Fix Them
Mistake #1: Wasting precious ad copy real estate. PPC ads have character limits which forces the message to be brief.
Therefore, instead of repeating the same exact message in the headline (blue text) and description (gray text), have the copy compliment and build off one another to provide more information.
Mistake #2: Mispellings [Sic]. Misspelling ad copy can signal carelessness to potential patients (even if itâ€™s not true!) which may skew them away from your practice. Make sure to thoroughly review your ads and run a spell check to ensure correct spelling and grammar. Grammarly.com is a helpful tool to check all of your communications, including ad copy.
Mistake #3: Bidding on keywords for services you donâ€™t offer. Targeting every single dental keyword can be tempting, but it wonâ€™t be an effective use of your budget because those visitors are not likely to convert into patients. Instead, prioritize targeting keywords for services that you do offer and create the most revenue for your practice (i.e. veneers, replacing amalgam fillings with composite ones, etc.).
Mistake #4: Sending visitors to your homepage or contact page. While this may seem like a good idea, it may actually hurt your conversion rate (the number of people who click your ad, and then ultimately contact your practice). Why? Visitors need to get the information they initially searched for, immediately. If they click an ad about teeth whitening, but land on a contact page with no information about that service, they wonâ€™t be pleased. Instead, send visitors to a page that correlates with the PPC ads you are running. Be sure these landing pages include information about the service and provide a strong call-to-action near the top and bottom of the page.
Mistake #5: Failing to split-test your ad text. Part of improving your ROI on PPC campaigns requires ad copy testing. By testing your ads, you can learn which set(s) of ad copy resonates most with searchers and you can continually improve your ads. For example, you can test if showing a price in ad copy is more effective than not:
By testing the headlines only (â€śteeth whitening specialâ€ť vs. â€ś$99 teeth whiteningâ€ť) you will be able to track the difference in results directly back to the change of headline. (If you change more than one part of the ad, it would be hard to pinpoint the exact reason one ad outperformed the other.) After a period of time, youâ€™ll see that one of the ads outperforms the other â€“ from there, use the winning headline and try testing something different (like the description).
Mistake #6: Not using negative keywords. Negative keywords are keywords that you do not want your ads to appear, such as â€śfree cleanings.â€ť By setting negative keywords, you limit unwanted clicks and traffic which saves money and helps you maximize your budget.
By using ad copy real estate wisely, checking spelling and grammar, monitoring keywords, testing, and creating landing pages are all ways to get more from your PPC budget, improve your return on investment, and win new patients quickly online.
Focus on Your Landing Page and Creating Directing Content
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 thatâ€™s directly related to the ad youâ€™re running. For example, if youâ€™re ad highlights teeth whitening, youâ€™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:
- 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 pageâ€™s headline relates back to the ad by stating something about cosmetic services too.
- 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.
- 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.
- 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.
- 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 websiteâ€™s homepage, they likely wonâ€™t know where to find the information they want. By bringing them to a dedicated landing page about the service your ad highlights, youâ€™re providing easy access to the information they want â€“ which delivers a great first impression and encourages them to contact your practice for an appointment.
Common PPC Questions for Effective Dental Marketing
If youâ€™ve been considering PPC for your practice, or have a simple interest in learning more to see if itâ€™s a right fit, we highlighted these questions here so you can get a better idea of whatâ€™s entailed.
Q: How much do clicks cost?
A: While a common question, itâ€™s also the hardest to answer, as there are numerous factors that go into determining bids for certain keywords.
First, itâ€™s important to understand that Googleâ€™s Ad platform runs as an auction. Similar to how you would bid for a product on eBay, with Google Ads, you tell the â€śsellerâ€ť (Google) what you are willing to pay for the â€śproductâ€ť (the keywords/location you want to target).
Youâ€™ll typically pay 60-80% of your bid, depending on what others bid and what the competition in the targeted location is. For example, the Google Ads Keyword Planner shows a suggested bid of $14.56 for â€śdental implantsâ€ť in San Jose, CA and $9.67 in Omaha, NE. Since keywords and competition vary in each market, itâ€™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 Google Ads. Distributed evenly throughout the month, this equates to $13 available daily for clicks. Therefore, if one click on your Google Ads ad costs $6, you only have enough spend for two clicks (potential new clients) daily.
Running out of budget during the day will cause Google Ads 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 those 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, click-thru-rate 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 donâ€™t want to send them to your website homepage where they must dig for more information about this topic.
Instead, you want to send them to a landing page that is specifically about teeth whitening since this is what they were interested in first. 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 Google Ads 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 â€śThank Youâ€ť 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 firm.
Once the â€śThank Youâ€ť page loads, a Google Ads conversion pixel (usually added by your webmaster during your campaign setup process), is triggered. This communicates to Google that a â€śconversionâ€ť has occurred. The pixel is will only be triggered if the person lands on your website through search engine advertising.
Tracking conversions from PPC advertising allows you to track your ROI on the channel. It also helps you identify where to improve content to maximize the effectiveness of your campaign. For example, Google Ads will show you how many clicks your ad has received, but also how many people contact you once they visit your landing page. If youâ€™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 firm noticed by new patients. You can get PPC ads up and running within just a couple of days.
Considerations for Hiring or DIY Dental PPC Marketing
As a small business owner there is always something else that you have to do â€“ always another hat to wear. Itâ€™s not enough for you to be a top-notch dentist you also have to be a business manager, IT professional and marketing guru. Or do you?
There is a reason there are expert professionals in every business industry. Itâ€™s because no one can be awesome at everything. Thereâ€™s just not enough time in a day for someone to become an expert at everything. The problem is we love doing it ourselves. DIY gives of us a sense of accomplishment. Plus, we feel like weâ€™re saving money (thatâ€™s not always the case).
But before we can make a reasoned decision about doing something ourselves, we need all the facts. When it comes to Internet marketing â€“ more specifically, PPC advertising â€“ we have a few tips to help you make your decision to hire a pro or do it yourself.
Tip 1 â€“ Think about your time. If you have plenty of time on your hands, running a PPC advertising campaign may not seem like a stretch for you. However, if you have a strong Internet marketing plan in place, your patient roles should be growing and your time for anything other than dentistry should be shrinking.
Learning Google Ads takes time. Keeping up with keywords and understanding analytics takes time. Building and managing a campaign takes time. While youâ€™re smart enough to understand and create a PPC campaign, your expertise is in dentistry.
A dental PPC campaign that takes you six months to develop measurable ROI may take an efficient expert half or less the time. Internet marketing experts generally have better equipment, a better understanding of consumer behavior, and experience with processes that save time.
Tip 2 â€“ Be ready for change. This is related to tip one. A digital marketing professionalâ€™s job is to keep up with the latest changes in the industry. Google Ads is always changing rules, regulations and parameters. It takes time each and every day to keep up with the changes and maintain compliance within your PPC campaign.
Changes mean that there are subtle aspects of PPC marketing that can mean the difference between success and failure. An internet marketing professional devotes time to understanding the changes and finding the subtleties that will lead to success, whether itâ€™s an understanding of Dynamic Keyword Insertion or how to correct a faulty keyword match.
As a dental ad DIYer you may be able to create and account and run a campaign, be prepared to take time away from your patients and learn about the new technologies and breakthroughs in dentistry to focus on PPC advertising?
Tip 3 â€“ Do it right the first time. A successful dental PPC campaign takes quality copywriting, user-friendly landing pages and web sites, bid management, keyword tracking and campaign analysis.
Buying the right tools and resources can get pricey but making a mistake up front can be very costly. Iâ€™m sure you have your own story of a DIY project gone badly. Maybe it was a plumbing fix that was supposed to be quick and easy then flooded your bathroom. What began as an easy fix became a very costly one in tools, resources and man hours. In the world of PPC advertising, bad copywriting, confusing landing pages and poor keyword research will lead to low conversion rates and wasted money.
PPC campaigns are fraught with beginner mistakes that bleed marketing budgets. Professionals can develop plans to eliminate those pitfalls and offer alternative actions when one arises.
Tip 4 â€“ Size can make a difference. There is an economy of scale at play in digital marketing. If you have a small annual budget of $500 or less you have to weigh whether paying a fee to a dental marketing company is the best use of those dollars. Devoting a few hours a week to your PPC campaign may be all you can do.
With a small budget your market reach and penetration will be limited, ultimately affecting your ROI. If you have an annual budget greater than $500 itâ€™s probably a good idea to speak with a professional that knows PPC advertising. A professional can help you optimize your budget and campaign to produce maximum ROI.
Digital marketing is not an exact science. There is always testing and refining needed for successful campaigns. If you make mistakes early you may run through your budget before the campaign has had enough runtime to be effective. Seasoned professionals can eliminate some trial and error through previous experience and create a more efficient strategy that can deliver over an extended period of time before budget becomes a factor.
Tip 5 â€“ Know the Lingo. Every industry and profession has its own language. May times this language consists of a dictionary full of acronyms. Understanding the language of internet marketing, what everything means and how it fits into your campaign can help keep you from wasting your marketing budget on mistakes and accidents.
Think you can handle it? What does PPC mean? Thatâ€™s an easy one. How about CPM, CPC, or CPA? And how will each one affect your campaign? Do you know what the difference between impressions, views and hits are? Which one should you use for your campaignâ€™s KPI? This is just the beginning. If you didnâ€™t ace these questions youâ€™re probably shouldnâ€™t think about managing your own PPC advertising campaign.
PPC advertising for dentists can be a very effective tool in your internet marketing toolbox. A relatively small budget can produce a big ROI in a short time when the PPC campaign is in competent hands. If you think your hands fit the bill, remember that your PPC advertising campaign will take time and effort. If you decide that your dental practice is better served with you focused on dentistry, a qualified digital dental marketing firm should be able to tailor a PPC strategy to reach your goals.
To learn how ProSites can help you boost build and manage your PPC campaign contact us for a personal consultation at 888-932-3644.