COVID-19 has caused major deviation in almost all dental practice’s marketing plans. What would’ve been planned out over the course of the summer months has had to be overhauled and reconsidered to ensure relevancy in these times.
Google Ad campaigns increase patient intake without a doubt, more and more users are searching online these days as opposed to more traditional marketing methods. This is why it is vital for your campaigns to be relevant, up-to-date, and targeting your desired audience to best practice.
A quick checklist of what to consider when restarting campaigns:
The pandemic has caused a high volume of unexpected amendments to dental practices, with certain procedures restricted, new equipment required, and price changes implemented. All of these may now be reflected incorrectly on your landing page, it is vital to update all elements that could be misleading patients.
As people being to return to work and normality is starting to rise, the free time and availability of your audience is going to decrease. Updating the campaigns to run at certain times will benefit the engagement as you’ll be catching the users at the times they are able to interact and make bookings.
We’ve covered how important the landing page copy is, but it’s even more important for the wording and offers within the search result copy to be consistent. This will be the first thing the users sees and where they’ll make the decision to click through or not. Having offers with “extensions” (additional features on/beneath the ad such as more links, or coupon codes) will increase the chances of engagement, but if they’re out-dated it can cause complications for the user and yourself.