Autumn is Prime Time for Dental Marketing on Google Ads
You probably haven’t noticed summer slip by with a whimper, as overcast skies seem to have been the norm since May, but here we are with the kids going back and life gradually returning to normal after the school holiday disruptions. However, the months between September and December offer a unique opportunity for dental practices to optimize their Google Ads campaigns and attract new patients. As the year winds down, it has been shown that people are more likely to prioritize their health and wellness, making this a prime time for dental marketing.
So why is autumn so good for getting more patients? Firstly, back-to-school check-ups: The start of the school year is often associated with health screenings, including dental exams. Parents are more likely to schedule appointments for their children during this time, increasing the demand for dental services. Whilst this naturally puts a strain on NHS services, the knock on effect means that more people are looking for private appointments during this time, one that can easily be taken advantage of.
Secondly, as the holidays approach, people tend to be a little more conscious of their appearance and want to feel confident for social gatherings. Treatments like teeth whitening, veneers, or orthodontic treatments are therefore in vogue and in demand to help prepare individuals for festive events. Thirdly, and whilst this is admittedly more niche, many insurance plans have annual deductibles that reset at the beginning of the year. This means that individuals on a private plan may have more coverage available during the latter months of the year, making it a good time to schedule elective dental procedures. This somewhat overlooked reason can be pounced upon by the canny dental marketer.
Finally. as people spend more time indoors during the colder, darker months, they are more likely to turn to the internet for information and services. This increased online activity makes Google Ads a highly effective tool for reaching potential patients. It’s a well known quirk in the advertising world that it costs more to run a TV commercial in the winter compared to the summer, simply because the audience is larger. Whilst the nature of PPC means that the costs don’t tend to be higher, the opportunity is.
Plenty of practices go through leaner summer months, mostly due to both patients and practitioners getting away for their holidays. Now the autumn is here it’s time to make hay, even though the sun really hasn’t shined all that much!
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