Personalised Paid Search Advertising
Historically, online advertising has not been a great channel for personalised advertising, but increasingly, Google Adwords is providing the tools and insights to hone in your advertising voice, style, timing and segmentation so ensure your adverts are shown at the right time, to the right people; leading to increased and more valuable conversions.
Here’s just some of the tools and ideas of how to enable a highly personalised advert.
Re-marketing
Whats more personal than being shown an advert for the very product you having been browsing around for.. Whilst advertisers must be weary not to annoy or creep-out the user, re-marketeer is a powerful tool
Combine offline with online
Now and again there’s a TV program that is pertinent to dentistry. It’s no often, but when it’s scheduled, it’d be an idea to increase your advert spend on the subject as a recent study shows how people use the internet whilst watching TV..
A study by Millward Brown found that on average, people in the UK spend 50 minutes per day using both a TV and a smartphone, with 22% of people using this time to search for more information about what they’re watching on TV.
As well as the timing of adverts, local events (wedding fair – smile makeovers) and national holidays (bank holiday -emergency dentistry) are valuable factors to take in to consideration and implement into an online advertising strategy. With scheduled ads you can ensure you’re focusing your budget right where it will have the biggest return.
Whilst a dental practice is unlikely to have digital fingerprinting data, being aware of upcoming events, TV programs or anything that is likely to increase the searches for your keywords, provides a fairly easy quick win in driving a surge of traffic to your landing page and into your practice door.
Keyword Research
The classic Keyword Planner in Adwords, is still the go-to tool for assessing keyword traffic with options to plan budgets, create keyword list and get performance forecasts to help you allocate funds.
However this incredibly useful/cool tool.. just goes to show the various ways in which people search. The result ion the example and in the link is for a search for ‘dentist’ in the UK; just look at those keywords ideas! 
Your adverts have a big responsibility, and with a little bit of effort they can work much harder, but allocating a personal touch and targeting. Users are getting more used to the idea that adverts are targeted to them meaning CTR’s have never been higher for adverts that make the users life easy.
with thanks to Rebecca Sentence at Search Engine Watch
Contact Dental Design on 01202 677277 to find out more about personalising your online adverts to get higher CTR and increase your ROI.
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