PPC, in our view, is one of the most importance channels that can drive traffic to your dental practice’s website. Your ads are immediate visible and, unlike SEO, you can target multiple locations (especially useful for clinics in London). It certainly isn’t something that you can ‘setup and forget’. A well run PPC campaign is consistently monitored and optimised.
Wondering whether you’re paying close enough attention to your PPC campaign data? A simple measure of your campaign knowledge is whether or not you can answer questions such as:
If you can’t answer fundamental questions such as these, read on. The following will provide you with guidance.
The goal of campaign measurement is to make informed decisions about your campaign. That means having a strong knowledge of your current and past performance, and the insight to uncover and address problems and opportunities that were previously unknown to you.
The following are the key metrics you should be keeping an eye on.
Clicks are one of the important PPC performance metrics because it all starts with them. Clicks are the number of times a user clicks on your ad and visits your website or landing page.
They generally are the simplest and the commonly used metric to identify performing vs. non-performing ads.
Click-Through Rate is the number of clicks that your ad receives against the number of times they are viewed.
Suppose your Invisalign ad receives 500 impressions and it’s clicked 50 times, then the CTR of your campaign will be 10%.
A higher CTR shows that your ad is relevant to your targeted patients.
Quality score is an essential metric that shows the relevancy/quality of your PPC ads and landing pages on Google Ads.
Different factors like the format of the ad, landing page experience, CTR, are measured before assigning the quality score. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. We aim to get a quality score of 7 or higher across our campaigns.
Cost per click (CPC) is the amount of money that an advertiser pays for each on their ad(s) per click.
You can easily work out the CPC of an ad by dividing the total cost of your campaign by the number of clicks it received (Google displays this information readily too!).
Keywords have different costs per click depending on location and competition levels. You are likely to pay more for ‘Dental Implants London’ than ‘Family dentist Bournemouth’, for example.
The conversion rate is arguably the most important metric to look out for. It is the percentage of users visiting your website or landing page who have completed a desired goal. This could be calling your practice, submitting a contact form or booking an appointment online. A good conversion rate, based on our experience, is around 4%. This does vary per campaign, however. A ‘NHS dental campaign’ will achieve higher numbers than an ‘Invisalign’ campaign, for example.