Dental AdWords and Pay-Per-Click (PPC)
Let’s talk about advertising on the internet. When a potential patient searches for specific dental-related keywords in the Google search engine, your AdWords PPC ad is automatically bid to appear right at the top of the Search Engine Results Page (SERP). The top of the page is the best online advertising real estate there is. 69% of mobile users will call a business straight from Google search results.
Elements of Successful AdWords Campaign
The AdWords type of advertising is known as Pay-Per-Click, or PPC because you don’t pay until the potential customer clicks on your advertisement. PPC can be one of the easiest ways to grow your patient base. More importantly, it can grow your bottom line. Businesses average $3 in revenues for every $1.60 they spend on AdWords. That’s an 87.5% ROI. Also called Paid Search Advertising, PPC helps bring in new business almost instantly, and in several ways.
Accurate Audience Targeting
Through careful keyword research and selection, PPC automatically targets potential clients who are already interested in what you have to offer. They are actively searching for your services. By utilizing a variety of different ad campaigns, through Google Ad Groups, you can target specific demographics or interest groups based on specific collections of relevant niche keywords. This way you can tailor your ads to important segments of your local community.
Convert Your Leads
Conversion is when your advertising investment turns to dollars in the bank. Use your ad to gain the prospect’s attention, then direct them to your phone or website for more information and conversion.
Having your ad appear at the top of the search engine results page (SERP) offers an advantage over your competition, who may not be ranking on the first page at all.
Decrease Your Cost-Per-Acquisition (CPA)
CPA — Cost Per Acquisition — is the dollar amount you spend to obtain a new patient. The costs are, of course, in advertising, marketing, staff, etc. When these costs are dramatically reduced, you benefit on the bottom line.
Reduce Your Advertising Budget
Since you don’t pay for ads unless they are clicked by interested potential patients, you reduce your overall advertising budget. And this budget is set by you, not the newspaper or the media station. The budget can’t be overspent. AdWords will not spend past the budget limits that you impose, so you have firm control over your expenses.
Build Your Team
Some things must be done to make PPC advertising effective. It is possible to do them yourself, but like any skill, it is easy to get started but time-consuming and challenging to maintain and do a professional-level job without a team effort.
Dental Business Builders Can Help You Build & Manage a Thriving PPC Campaign
How We Do It:
There is art as well as science in proper keyword research. The keyword researcher must “read the mind” of the potential patient and predict what that person will type while searching for dental services. These are the keywords that your ad campaign will target. When the terms are entered into the search engine, your ad will show up at the top of the results page (SERP). The experienced keyword researchers of Dental Business Builders can help your business get to the top of the results page!
Prep Your Business
You need to be sure your business infrastructure is ready for the increased business. This preparation includes staff training if you expect an increase in new patient phone calls. You want to improve your reputation after you get busier, so it is best to prepare ahead of time.
Have a Professional & Dynamic Website
Your website must deliver the right message in the friendly yet professional manner possible. Great design, expert development, and excellent writing do the job. Dental Business Builders provides these specialized dentistry site building services customized for your practice.
Website development parallels your ad campaign. In this way you keep your message clear and consistent, providing encouragement and confidence to both your existing and potential patients.
Optimize for Phone Calls
Even in this age of the internet, very few people make dental appointments by email or web page contact form. Most people want to talk to another human being for medical procedures, it instills confidence and seems much more personal and private. You will want to optimize your ads for phone calls, which is a particular option for Google AdWords. Dental Business Builders knows how to do this for you.
Studies show that the leads you get from search engines, particularly for a local service such as dentistry, tend to produce about 90% phone call contact and 10% internet contact, such as email and web contact forms. Once your ad appears on the search engine page, all it takes is one click to place a phone call directly to your office. That’s how quickly a conversion can happen, and how fast a new patient can sign up.
Ad Metrics Analysis
With AdWords, you not only get the ad service, but you also get a whole arsenal of statistical metrics that you can use to investigate the effectiveness of your ad campaigns. Dental Business Builders will advise you on how to read and best analyze these metrics for data-driven business decisions.
Other campaign assets analyzed include:
- Views: how many views your ad received online
- Clicks: how many people clicked or tapped on the ad
- Verified Calls: how many calls were placed from the online ad itself
- Amount Spent: based on a fixed budget
- Search Phrases: the phrases entered into the search engine by the potential patient
Advanced analysis can also be combined with your website data from Google Analytics as well, to paint a clear overall picture of your marketing performance. Numbers make a lot of people’s heads spin, but our analysts turn those numbers into cash-saving and money making procedures for you.
Ad Campaign Testing
Using the statistics gleaned from AdWords and Google Analytics, you can move into ad campaign testing, a vital area that increases the ROI on your ad investment and makes the most of your advertising dollar. Ad campaign testing tells you which ads are working, and which are not, along with why, and what to do about it. The testing results produce the information you need to know for future ad campaigns. You’ll learn about CTR — Click Through Rates — and many other industry terms. We’ll help empower your business by continually improving your ad campaigns to fine-tune them for maximum results.
Contact Dental Business Builders now. Immediate results are what we wish to provide. No theories, just ROI-focused results.