10 Reasons PPC is a must!
Recently we have undertook our Google Ad-Words exams. We’d like to share with you the importance of Pay-Per Click (PPC) campaigns and how it can help your business get the ROI you hope to get.
1. Paid search can double website traffic
Many dentists are nervous that a PPC campaign will introduce all sorts of problems or setbacks to their more traditional SEO efforts. The truth is even if you rank at the top of a Google search by good SEO alone, a paid search campaign won’t compromise your organic (or free) clicks. If you are a general dentist wanting more patients or a specialist targeting specific procedures, it can actually double your Google page one exposure.
2. Spend PPC pounds in the right place
Don’t limit yourself to one campaign. While you can focus your budget on one area of keyword search terms, there may be another area to explore that can bring in more of a return to put “bums in seats”. There’s a sizeable amount of potential patient traffic that you don’t want to miss out on. A good PPC campaign can be very affordable, but be careful as to what you bid on (see number 3).
3. Choose your keywords wisely
The keywords you choose for a PPC campaign are important. Dentists and specialists should have a good sense of what potential patients might enter as a search term when looking for dental services and choose keywords based on that. But it’s not that easy, you must also bid on your keywords and tell the search engine how much you’re willing to pay for a click. How much you bid depends on your budget and how quickly you want to book more patients. It’s a good idea to consult with PPC specialists when strategically choosing and bidding on keywords because if you don’t, you could end up paying a lot of money for clicks that aren’t likely to convert into appointments being set.
4. Writing a PPC ad is an Art Form
The best PPC ads are short, sweet and have one heck of a value proposition. As with traditional advertising, you want to give searchers a reason why they should click on your ad and book an appointment with you. A well-written PPC ad has an eye-catching headline, body copy that explicitly explains your value proposition and a display URL that is optimized with your keyword and makes sense to the searcher (this will take them to your landing page URL if the searcher clicks on the ad.)
5. Learn to love going back and forth
We shall try to get it right the first time, but if we’re honest! We may need to make mistakes to find your right target audience. Pay-per-click campaigns give dentists a great ability to test different ad copy with different value propositions and offers and almost immediately gather data on which one is working best. Set it and forget it campaigns are missing out on what truly makes a PPC campaign great…the ability to nail down an ad that has proven results!
6. PPC puts your ad in-front of the right audience
Location targeting lets you choose where and to whom your ads are served. So, if you are a specialist who is located in a large city area but you’d like to get more dental implant cases from neighboring smaller towns, PPC makes sure your ads are served to people in those areas, specifically. It’s true “Bullseye” marketing!
7. A good quality score can get you to the top of Google
It’s no secret that Google rewards websites that have great content and provide a consistent and relevant experience to people. A Google PPC campaign is no different; they call it your Quality Score. A good quality score can help your ad display at the top of the advertising search results and lets you pay less per click. Needless to say, it’s very important for a well-managed PPC campaign. Keyword relevance in your ad copy, landing page quality and your click-through-rate (how often people click on your ads) all make up a PPC campaign’s quality score.
8. Forget your Home Page and Use a Landing Page
It worked! A potential patient clicked on a PPC ad. Now what? Send them to a custom landing page for the service you are promoting! Landing pages are important for a few reasons; they provide your potential patient with consistent experience, delivering exactly what they are searching for, and they are important to a good Google quality score. Don’t forget to quality check your landing pages too!
9. You know if PPC is working (or not) quickly and easily
Click-through-rates (CTR) can tell you which of your ads is working best, but dental PPC campaigns are not about increasing website traffic, they’re about conversions (ie – booked appointments). How do you know which landing pages are leading your new patients to call and schedule appointments? Easy. Call tracking numbers! By assigning each landing page with a specific call tracking number, you know quickly and easily where your new booked appointments are coming from and if your PPC pounds are working.
10. PPC helps your SEO
For as long as there is online marketing, pay-per-click (PPC) advertising and search engine optimisation (SEO) marketing will need each other. Why? Pay-per-click campaigns generate the data that a good SEO strategy will find invaluable, like which SEO keywords to choose. Plus, if you show up in both the PPC AND organic listings, the more likely it is that a potential patient will view you as a top dentist in your area and choose you.
If you are a client and would like to speak to us about PPC, please get in touch with your account manager and we shall assist all angles for you!
More posts from our team
Five Star
Reviewed Marketing
"Would definitely recommend to a friend"
"I cannot recommend Dental Design highly enough"
"Really great company to deal with"
"Very professional, efficient & adaptive to new situations"
"I cannot recommend them highly enough"
"Has been invaluable and gone out of her way to help us"
"We love the look of our practice website. Very professional!"
"Dental Design stood out both in their knowledge of the industry and their professionalism"
"The team and package offered at dental design was unrivalled"
"absolutely fantastic and are always on hand to help"
"Dental Design are fantastic to work with"
"always met with a swift and professional response"
