Google Ads Benchmarks 2023 – Key Trends and Insights for Dentists and Dental Services

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16 October 2023 | | Blog, Marketing, Pay Per Click

Search Ads Benchmarks 2023

Google Ads Benchmarks for Dentistry 2023

Let’s dive in deeper…

Average Click-through Rate (%): 5.34%

Your Average Click-through Rate (CTR) is calculated by dividing the number of clicks an ad receives by the total number of times it’s shown (impressions). CTR provides valuable insights into how well an ad resonates with the target audience and its ability to compel users to take action. A high CTR typically indicates that the ad copy, design, and targeting are performing well.

Compared to the Average Click-through Rate in Google Ads across a range of industries, Dentists and Dental Services has a 12% lower CTR.

Click Through Rate

Compared to 2022, the Average Click-through Rate has increased by 6% for Dentists and Dental Services.

How to Improve Click-through Rate

  • Evaluate your ad copy and targeting techniques. Ask yourself if there are any unexplored angles that might yield better results. Incorporating “power words” and “emotional phrases” into your ad copy can significantly improve engagement and encourage your target audience to click on your ads.
  • Reassess your demographic. Keep the keywords at the forefront of your strategy and ensure they align with the interests of your targeted audience. Pay close attention to the Search Term Report, as it may reveal whether your ads are reaching users seeking information rather than those ready to take immediate action.

Average Cost per Click: £5.50

The Average Cost per Click is determined by dividing the total campaign expenditure by the number of clicks it garners. Since each click’s cost is calculated dynamically by Google Ads’ auction algorithm, the average cost per click serves as a valuable reference point when formulating your bidding strategy, refining ad copy, and managing your budget.

Compared to the Average Cost per Click in Google Ads across a range of industries, Dentists and Dental Services is 58% more expensive.

Cost Per Click

Compared to 2022, the Average Cost per Click has decreased by 7.60% for Dentists and Dental Services.

How to Improve Average Cost per Click

  • Focus on your Quality score. By offering a high-quality landing page experience and serving highly relevant ads to your target audience, Google will perceive your ads as the best possible option to show users, resulting in more cost-effective clicks.
  • Re-evaluating your bidding. Different strategies can influence the cost of a click, depending on the specific goal you’re optimising for. Careful consideration of these factors can help you achieve better results while maintaining control over your advertising spend.

Average Conversion Rate (%): 10.40%*

The Average Conversion Rate is calculated by dividing the number of conversions by the total number of visitors. It measures the effectiveness of a landing page in persuading visitors to take action, like submitting a contact form or booking an appointment. A high conversion rate signifies that your site is successfully turning potential customers into actual customers, thus maximising the return on investment.

Compared to the Average Conversion Rate in Google Ads across a range of industries, Dentists and Dental Services have a 47% higher conversion rate.

Conversion Rate

Compared to 2022, the Average Conversion Rate has decreased by 23% for Dentists and Dental Services.**

How to Improve Conversion Rate

  • Improve your landing page. First, be sure that your landing page is optimised for mobile and follows key website accessibility guidelines. Second, consider the end user – is it easy for them to take action? Are your actions clearly stated on the landing page? Are they quick and easy to complete?
  • Evaluate your keywords and landing page content. The Search Term Report can give a clear indication of what your users are looking for. Tweaking the content on your landing page to address their needs can result in high-quality leads.

*Please note, the total Conversion Rate encompasses a wide range of treatment campaigns from New Patients and Emergency to Invisalign and Dental Implants. The metric above calculates an average rate of conversion across these services. For a full breakdown of the Conversion Rate against treatments, get in touch with our PPC experts.

**Please note, in 2022, numerous dental practices transitioned from NHS to private, resulting in increased demand for dentistry and a higher conversion rate. While 2023 saw a drop, conversion rates have now stabilised at a more typical level.

Average Cost per Conversion: £53.79

Cost per Conversion is calculated by dividing eh total cost of the campaign but the number of conversions generated. It provides a clear and measurable insight into the efficiency and profitability of the ads campaign. A low Cost per Conversion stipulates that your ads are acquiring leads at a cost-effective rate, and maximising ROI.

Compared to the Average Cost per Conversion in Google Ads across a range of industries, Dentists and Dental Services have a 22% cost per click.

Cost Per Conversion

Compared to 2022, the Average Conversion Rate has increased by 27% for Dentists and Dental Services.

How to Improve Cost per Conversion

  • To reduce your Google Ads cost per lead, your initial focus should be on examining your cost per click, as it directly influences the potential cost of each individual conversion.
    Assess your Conversion tracking strategy. By offering a variety of actions for users to complete on your landing page, you can increase the number of conversions, which can help balance and lower your overall lead expenses.

It’s important to note that Cost per Conversion isn’t the only way to measure the effectiveness of your campaign – you’ll also have to consider the quality of the leads.

Need help optimising your Google Ad campaigns? Get in touch with our PPC experts today or drop us a call at 01202 677277.


Source: https://marketing.localiq.com/

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