Dental PPC Audits: Why You Need Them and Easy Steps to Do It

Dentistry is already competitive, but it becomes a tougher challenge when you pair it with digital marketing. Among the common strategies that dental practices use to carve a territory in the digital space is pay-per-click (PPC) advertising. PPC provides a platform to showcase a practice's services to a targeted audience.

Through diligent audits, PPC for dentists is a game-changer. This guide explains why your dental practice needs a PPC audit and how to conduct one. It talks about the following:

• Why dental clinics need a PPC audit.
• Steps in conducting a PPC audit.

There is a lot to discuss, so get ready to take notes. Let’s go!

If you want to learn how Digital Authority Partners can increase your PPC effectiveness, watch this video!

Why Dental Clinics Need a PPC Audit

Making a mark online for dental clinics is key to attracting more patients. While local SEO helps clinics become more visible in their community, PPC advertising directly connects individuals searching for dental services. However, just setting up a PPC campaign is not enough. It needs regular checks to ensure that it performs well and follows the rules. 

Here are strong reasons why dental clinics should regularly audit their PPC campaigns:

     1. Optimizing Budget Allocation

Dental clinics often have tight budgets. Every dollar spent on advertising should help attract new patients or keep existing ones. 

A PPC audit looks closely at how campaigns are performing. It identifies where the money is well spent and where it could be shifted for better results. This process is crucial for making sure that the budget is used wisely, increasing the return on investment (ROI) in advertising.

     2. Improving Ad Performance

The market for dental services is crowded, and ads can lose their appeal over time. This leads to lower click rates. 

A PPC audit reviews the performance of ad copy, images, and landing pages. It provides suggestions for changes to renew the appeal of campaigns. Adjusting ads to connect better with potential patients is crucial. This approach increases engagement and helps convert more inquiries into appointments.

     3. Staying Ahead of Competitors

Dental clinics constantly compete for online visibility with other local clinics. A PPC audit offers insight into market trends and what competitors are doing. It allows for comparing ad performance against common benchmarks and competitor campaigns. 

Understanding the competitive scene is key. It helps clinics adjust their PPC campaigns, ensuring a strong online presence and an edge over local competitors.

     4. Compliance with Industry Standards and Regulations

Advertising in the dental sector adheres to certain standards to guarantee that ads are ethical and truthful. The Federal Trade Commission (FTC) sets online advertising standards, promoting ad transparency and honesty. 

Besides FTC guidelines, adherence to the Health Insurance Portability and Accountability Act of 1996 (HIPAA) and American Dental Association (ADA) compliance is crucial to protect patient privacy and ensure accessibility. 

A PPC audit checks campaigns' compliance with these and other relevant standards. It flags potential issues that could lead to legal problems or tarnish the clinic's reputation. Following these standards can avoid legal problems and build trust with your audience. This is important for maintaining long-term patient relationships.

     5. Adapting to Platform Changes

Online advertising platforms keep changing with new features and updated rules. A PPC audit examines how these changes affect dental advertising campaigns. It outlines the necessary tweaks to stay updated with platform changes. 

Whether using new ad formats, targeting options, or tracking features, adapting through regular audits is essential. It significantly improves campaign performance, making sure that dental clinics remain ahead in online advertising.

A PPC audit is essential for dental clinics aiming to get the most out of their PPC campaigns. Regular audits of PPC campaigns help dental clinics navigate the online advertising space better. This proactive step enhances online visibility, attracts more patients, and supports sustainable growth in a competitive market.

Simple Steps in Conducting a PPC Audit for Dental Clinics

Conducting a PPC audit for your dental clinic may seem daunting, especially with the many factors involved. However, breaking down the process into manageable steps becomes a straightforward task. Below are simplified steps to guide you through a PPC audit tailored for dental practices:

     1. A/B Testing on Key Pages

Begin by performing A/B testing on crucial pages, such as appointment scheduling or service detail pages. For instance, test different call to action (CTA) buttons, such as "Schedule Your Appointment Now" versus "Book Your Free Consultation." Analyzing which version drives more appointments can help optimize the user experience and increase conversion rates.

     2. Keyword Analysis

Examine your SEO keywords to check whether they align with the services that you offer. This extends to the terms potential patients are using to find dental clinics. Tools, such as Google Keyword Planner, can help you discover new keywords or identify the performance of current ones. For instance, analyzing if "dental implants" get more traffic could inform your keyword strategy.

     3. Ad Copy and Creative Analysis

Evaluate your ad copy and creatives to monitor if they resonate with your target audience. Check the relevance and appeal of your headlines, descriptions, and images. For example, testing an ad highlighting pain-free dental procedures against one emphasizing affordable services should provide insights into what appeals more to potential patients.

     4. Landing Page Optimization

Assess the effectiveness of your landing pages in converting clicks into appointments. Ensure that the messaging is clear, the page loads quickly, and the CTA is compelling. For instance, having a clear headline such as "Achieve Your Perfect Smile with Our Cosmetic Dentistry Services" with an easy-to-find contact form can improve conversions.

     5. Performance Metrics Analysis

Dive into key metrics such as click-through rates, cost per click, and conversion rates to gauge campaign performance. Tools, such as Google Analytics, provide a wealth of data to understand how your campaigns perform and where improvements are needed.

     6. Competitive Analysis

Understand the competitive landscape by analyzing the PPC strategies of local dental clinics. Assess their ad copy, keyword strategies, and landing pages to glean insights on what does and does not work in your locale.

     7. Compliance Check

Make sure that your campaigns comply with industry standards and regulations to avoid legal issues. As mentioned, this includes checking adherence to the FTC's online advertising standards and HIPAA and ADA compliance. Doing this provides that patient privacy and accessibility standards are met, respectively.

     8. Google Ads Performance

Notably, Google Ads receives 64.6% of clicks for high-commercial-intent keyword searches. Evaluating your Google Ads performance in light of this provides a clearer picture of where your dental clinic stands in the competitive PPC landscape.

A PPC audit is a structured way to refine your PPC strategy. It ensures alignment with your goals and helps you comply with industry standards. Dental clinics can uncover key insights and optimize their campaigns by following these steps. 

Summing Up

PPC for dentists is easy to learn but hard to master. You must conduct PPC audits to run outstanding PPC campaigns that drive great ROI. 

Digital Authority Partners (DAP) can guide you through this process, ensuring optimized campaigns resonate with your target audience. Contact us today to learn how we can elevate your online advertising strategy to new heights.