Ensuring your PPC campaign is performing well on a mobile device is no longer a luxury task. More people are looking for dental practices and dental treatments on their mobile devices than ever before, and the investment you’ve made into a PPC campaign may be wasted on a mobile device if you haven’t set up the campaign specifically to target the growing mobile search.
Find below the basics of mobile PPC targeting. This is assuming the website is mobile friendly in a responsive design already, in order to offer the best user experience.
It’s important to think of who, why, how and where people are searching for your dental business. Often when users are conducting a search with a mobile device, they are looking for something very specific and to address an immediate, “in the moment” need. Think of a bunch of ladies at lunch discussing teeth whitening and one of them pulls out their phone to confirm the process. Consider the busy working mum in her lunch hour, looking for a practice open at lunchtime for a preferable 1.12pm appointment and reflect on the mind-set of someone with chronic tooth ache needing a dentist PDQ.
Marketers need to jump on these windows of opportunity by being present with the right message, at exactly the right time.
The best way to start your keyword exploration is to talk to your patients about how they found you. Learn what words they used to identify and make the connection with your practice. With call tracking (available on our Elite PPC management campaign) you can even use conversation analytics tools to capture keywords said on a phone call so that you can understand the language of your customers on a whole new level. Compare your findings from this qualitative research with keyword analysis tools to measure search volume — and how your customers are translating their needs into what they’re typing into search engines.
For example, people with uncomfortable dentures may search for solutions, not knowing that dental implants can be the ultimate effective answer to their problem. Targeting for keywords such as ‘denture pain’ may be just the key.
Mobile user experiences consistent of quick taps and swipes. Unlike audiences who are in front of a computer — and have the flexibility to conduct some research — mobile users must make the most out of limited screen space and time. They’re hoping to find information quickly and don’t want to deal with the inconvenience of filling out a form on a small screen.
Brands can make this process easier by including click-to-call buttons on their landing pages. If pre-screening calls, experiment with shorter forms to gauge the impact on completion rates. Encourage mobile audiences to ask questions directly — to make a faster decision.
In addition to including a click-to-call button, brands can test optimal placements through usability research and A/B testing. Here are some ideas to test:
Testing is the key here.
Google AdWords provides a number of features to connect online audiences with information faster. Location details, site, and call extensions are example tools that campaign owners can use to drive conversions more directly.
Think about the questions that potential mobile audiences might be asking when learning about a practice. They’re interested in learning:
By making this information readily available from search, you’ll simplify their learning processes and decrease friction for conversion.