With so many strategies and tactics in online marketing, how do you select the best one for your dental practice?
If you’ve got some social media marketing and SEO going on, good for you. The next step would be paid advertising or PPC.
What is PPC? It stands for pay-per-click, a type of internet marketing in which advertisers fork out a fee each and every time one of their ads is clicked by anyone. This is a way of buying visits to your site, rather than trying to “earn” those visits organically. If you think PPC is complicated to be done by a solo dentist, fret not! We have a couple of tips to get you started and going.
Search engine advertising is still one of the most famous forms of PPC. It allows advertisers to bid for placement of a particular ad in a search engine’s sponsored links when a potential patient searches on a keyword that reflects your business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top position on the Google results page.
Paid per click marketing is purely about blindly paying Google to bring visitors to clicks to your site. It is about having a through understanding how much to pay for each click and apprehending which type of consumer you need to be paying to attract and convert. In this case, it is up to you as the owner of your dental clinic to decide what particular type of audience demographic to draw.
Are you a general practitioner? Pedodontist? Endodontist? Oral surgeon? You can then place your ads based on the keywords and landing page tailored to your service that is relevant to your patient type.
Another thing about PPC is that it is also about paying close attention to signals provided by clicks that result in both bounces together with your desired conversion metrics to make the necessary changes to your ad creative, keyword lists, and landing pages. There are other search engines these days like Bing and Yahoo that offers PPC services as well.
Everyone might be doing paid search, but only a small minority do it well. Per Google, the benchmark Adwords click through rate is less than 2%, meaning only two clicks occur for each 100 ad impressions. Don’t presume immediate success from your experiments in PPC but expect to walk away with understanding what makes your ideal visitors tick. The single most crucial goal in this initial step is to discover the formula of keywords, ads and user experience that is proven to convert for your business.
To obtain a high-Quality Score, PPC ads should:
a) be incredibly relevant to what the user searched for in the first place
b) have a high predicted clickthrough rate, which is the reflection of that relevancy
c) lead to a landing page that is transparent about the offer it presents and provides proof that it is trustworthy
In conclusion, PPC is a powerful tactic to be utilized even if you’re a small dental business owner. You’ll get better as you test your ads to the specific visitors type so get the highest conversion rate. Your dental practice will benefit hugely from this form of online marketing.