Articles Tagged with

Pay-Per-Click

Home / Pay-Per-Click
""/
Search Marketing

6 Mistakes Practices Are Making With Pay-Per-Click Dental Advertising

Pay-per-click (PPC) advertising can quickly attract more potential dental patients to your website. Tools like Google AdWords 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 – and if common mistakes are made, dental practices risk spending a lot of money without attracting new patients like they had hoped.

Below are the top costly and common mistakes to avoid when it comes to dental pay-per-click ads:

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 it’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 don’t offer. Targeting every single dental keyword can be tempting, but it won’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 won’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:

Test A

Test B

By testing the headlines only (“teeth whitening special” vs. “$99 teeth whitening”) 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, you’ll see that one of the ads outperforms the other – 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 “free cleanings.” 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.

To learn how we at ProSites can help you attract qualified search traffic quickly, fill out the form below to speak to an Internet Marketing Advisor or call (888) 932-3644.

""/
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.

""/
Search Marketing

PPC for Dentists – How to Define Your Budget

Many dentists (and other small businesses) are trying pay-per-click (PPC) more and more. It’s a great way to reach a targeted audience, and you only pay when someone clicks your ad. Plus, it’s a quick way to get noticed on page 1 of search results. If you’re considering PPC as part of your marketing mix, you’ll soon come to ask “how much should my dental practice spend on PPC?”

""/
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. In our recent webinar on PPC, we heard a lot of great questions from dentists like you.

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 these questions here so you can get 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 $14.56for “dental implants” in San Jose, CA and $9.67in 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 clients) 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 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 don’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 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 firm.

Once the “Thank You” page loads, an AdWords conversion pixel (usually added by your webmaster during your campaign setup process), is triggered. This communicates to AdWords that a “conversion” 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, 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 firm noticed by new patients. You can get PPC ads up and running within just a couple of days.

Do you still have questions? Download our whitepaper on pay-per-click by filling out the form below.

Or, let ProSites help by reaching out to one of our Internet marketing experts at (888) 932-3644.

 
""/
Search Marketing

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.

For more information about effective pay-per-click campaigns, download the free whitepaper, A Dentist’s Guide to Getting More Profitable Patients with Pay-Per-Click. You can also call us at (888) 932-3644 to speak with a dedicated Internet Marketing Advisor.

""/
Search Marketing

Five Key Things to Avoid in Online Dental Advertising (& Life)

Some things in life are easy to avoid – sushi from a food truck on a summer day, anyone? Other things, like your online dental marketing strategy, require more thought. A number of components factor into successful online advertising, specifically pay-per-click (PPC). Don’t have time to explore them all? You’re in luck – in the interest of efficiency we’ve highlighted five common pitfalls to avoid, which can conveniently be applied to life in general (you’re welcome). When you have time for more in-depth reading download A Dentist’s Guide to Getting More Profitable Patients with Google AdWords for a deep dive into pay-per-click advertising.

Pitfall #1: Assuming all is well

As Greek philosophy and depressing lyrics teach us, “The only constant in life is change.” Nowhere is that more evident than in the real life Hunger Games that is Google AdWords. As more competitors jump into the arena it’s critical to keep tabs on campaign metrics.  Key indicators of your PPC campaign performance such as average ad position, conversion rate, impression share, and cost-per-click are in constant flux. So even if your campaigns have been delivering positive results, taking a break from tracking can have a negative impact. If we lost you at ‘key indicators,’ don’t worry; our latest whitepaper breaks down each metric.

Pitfall #2: Turning your back on automation

Automation is a beautiful thing (looking at you, Starbucks mobile app), but it can also be dangerous (hmm… Google’s driverless car). If you choose to automate your AdWords budget, beware that failing to monitor campaign progress frequently can mean wasting budget on underperforming keywords and/or ads. Due to the number of fluctuating factors that go into Google’s pricing algorithm (time of day, number of bidders, quality score, etc.), it’s important to make this a regular habit. Note: if you outsource your online advertising campaigns, make sure consistent tracking is included in the service.

Pitfall #3: Thinking everyone has your best interest in mind

All men may be created equal, but all pricing models are not. When shopping for a consultant to assist with your online advertising, it’s important to be cognizant of different fee structures. While one model charges you a percentage of your ad spend, others use hourly or flat fees. At first glance a straightforward percentage may seem fair, but this formula (% of Your Budget = $ Consultant Revenue) may results in clouded judgement when it comes to suggesting an appropriate budget. Your best bet is to opt for a flat fee or hourly price.

Pitfall #4: Underestimating the importance of consistency

Like your co-worker who’s smiling ear-to-ear one day and glaring at you the next, inconsistency doesn’t exactly invite engagement. When creating pay-per-click advertisements, ensure that your ad and the corresponding landing page have a consistent message. If the ad promotes a teeth whitening special, but the landing page doesn’t mention it visitors won’t take the time to dig around your site for the info they need.

Pitfall #5: Ignoring what goes on behind the scenes

Google is on a quest to deliver the best user experience possible – to everyone – every day. Talk about high expectations! To make this happen, they’re constantly changing facets of both search and advertising experiences. This means algorithms that determine how your practice ranks, what you pay per click, etc. aren’t static. As Google alters these complex formulas your campaigns need to adapt; otherwise, you’re throwing money out the proverbial window.

If done correctly, PPC advertising is one of the fastest ways to impact your website traffic and the number of visitors taking action – but there’s a lot to it.  From staying on top of campaign metrics and changing algorithms, to ensuring ads and landing pages resonate, effective PPC advertising requires time and effort. Whether you’re researching the pros and cons of PPC or are looking for ways to optimize current campaigns, download our free white paper, A Dentist’s Guide to Getting More Profitable Patients with Google AdWords by filling out this form.

Prefer to speak to a dental marketing expert? Give ProSites a call today at 888-932-3644 to discuss what’s right for your practice.

""/
Search Marketing

Pay-Per-Click (PPC) Advertising: DIY or Hire a Pro?

As a small business owner there is always something else that you have to do – always another hat to wear. It’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. It’s because no one can be awesome at everything. There’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 we’re saving money (that’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 – more specifically, PPC advertising – we have a few tips to help you make your decision to hire a pro or do it yourself.

Tip 1 – 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 Adwords takes time. Keeping up with keywords and understanding analytics takes time. Building and managing a campaign takes time. While you’re smart enough to understand and create a PPC campaign, your expertise is in dentistry. A PPC campaign that takes you six months to develop measurable ROI may take an efficient expert half the time. Internet marketing experts generally have better equipment, a better understanding of consumer behavior, and experience with processes that save time.

Tip 2 – Be ready for change. This is related to tip one. An Internet marketing professional’s job is to keep up with the latest changes in the industry. Google Adwords 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 it’s an understanding of Dynamic Keyword Insertion or how to correct a faulty keyword match. As a DIYer you may be able to create and account and run a campaign, but can you take time away from your patients and learning about the new technologies and breakthroughs in dentistry to focus on PPC advertising?

Tip 3 – Do it right the first time. A successful 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. I’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 – Size can make a difference. There is an economy of scale at play in Internet marketing. If you have a small annual budget of $500 or less you have to weigh whether paying a fee to an Internet 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 it’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. Internet 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 – 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? That’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 campaign’s KPI? This is just the beginning. If you didn’t ace these questions you’re probably shouldn’t think about managing your own PPC advertising campaign.

PPC advertising 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 internet 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.

 

 
""/
Search Marketing

Pros vs. Cons: PPC Advertising

Search Engine Optimization (SEO) is a long-term solution. You’ve heard us say this in one way or another many times. There are no quick fixes in internet marketing. To put your dental practice on a lasting and healthy growth trajectory, a qualified internet marketing company will devise a strategy that involves many touchpoints, multiple channels and a built in plan to evolve with your target audience. SEO, by itself, can lead to marked growth and recognition for your practice. But there are other marketing strategies that should be considered in helping your dental practice get greater visibility within search results. 

Today, let’s talk about pay-per-click (PPC) ads. There are pros and cons to every method. Before you make any decisions you should know them. 

PROS

Immediate Visibility – 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, they’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 practice’s site, PPC ads can offer fast results for timely offers.

Qualified Target Audience – 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 you’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 – With PPC ads you don’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 practice’s marketing strategy.

CONS

If You Don’t Know What You’re Doing, It Can Be a Costly Mistake – 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 you’ll spend $5000. Converting only three of those clicks may not provide the ROI you were expecting.

Campaign Management – It would be nice if you could make an ad, launch it and see results. Unfortunately, it’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 – Just because you get impressions and clicks doesn’t mean you’ll get conversions. In other words, just because someone is clicking your ad, they may not be calling your practice. It’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 audience’s attention. Each internet marketing channel works in conjunction with the others. It can be difficult for individuals busy running their own practice– to focus on finding the right combination of channels and messages and tactics. 

A qualified Internet marketing company can develop a plan, engage your target audience and help find an ROI that meets your goals. As experts in the dental profession, ProSites would be happy to give you a personal consultation. Simply call 888-932-3644 today.

 
""/
Search Marketing

Do Pay-Per-Click Ads Work for Dental Practices?

Organic search engine optimization (SEO) is a process that often takes several months before any measureable results are seen. But you’re a savvy individual who understands that 97% of consumers search online for local businesses (Google). You know a sound SEO strategy will help you tap into those numbers and increase traffic to your website, giving you an opportunity to gain new dental patients. But months – as a business owner that seems like a very long time – so you’d like to try an approach that may show more immediate results. Enter pay-per-click (PPC) advertising.

Can PPC advertising deliver 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 do PPC advertising on my own? You can, but is that where your time and skills will be most valuable. You can set up an AdWords or Bing account and begin creating and running PPC ads right away. You can change things up at any time – offers, text, bids – 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 won’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. It’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 – 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 – 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 – 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 – 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.

You’re an excellent dentist and a savvy business person. You likely understand where your skills and time are most valuable to your practice. When you’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 practice’s growth goals without taking you away from your patients. Call ProSites today for a personal consultation today at 888-932-3644.

1 2
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Youtube
Consent to display content from Youtube
Vimeo
Consent to display content from Vimeo
Google Maps
Consent to display content from Google
Spotify
Consent to display content from Spotify
Sound Cloud
Consent to display content from Sound