Dentists and PPC: A Complete Guide
The internet has changed the way businesses market themselves. Compared to traditional advertising, online advertising is easy to monitor and has a wider reach. It also provides different methods of promoting products and services.
One of these advertising techniques is pay-per-click (PPC) advertising. It is a platform everyone can use. So, even dentists can take advantage of it to tell people about their practice and gain new patients.
Setting up PPC for dentists is easy and cost-effective. It also drives quick results.
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What Is PPC?
You must have a clear understanding of what PPC is before learning the process of putting a PPC advertisement together.
PPC is a type of online advertising wherein businesses pay PPC platforms whenever an Internet user clicks on their ads. You can find these ads at the top of the search engine result pages (SERPs) whenever you look for something using specific keywords. Social media sites also host a lot of them.
How Much Do PPC Ads Cost?
There is no fixed price when it comes to PPC ads. Different elements determine how much you will pay — your maximum bid, ad rank, and quality score. Your quality score depends on how good your keywords, SERP performance, and landing pages are.
The values from these criteria determine the cost-per-click (CPC) of your PPC ads. There’s a formula that defines the exact amount. So, there is no need to come up with a random price.
How Do You Create a PPC Ad?
Now that you have an idea of what PPC ads do. Here are some tips on how you can create one for your dental practice:
1. Set Specific Goals
Goals are vital in every marketing campaign. They serve as your guide so you can stay on the right path. They will also bring you back on track in case your campaign goes in the wrong direction.
PPC ads serve different purposes. As a dentist, you can use PPC ads to spread awareness of your practice, especially if you are new in the area. You can also use it to generate new leads or offer short-term promos if you decide to grow your practice.
No business runs the same PPC ad forever. You will need to create different PPC ads for your practice. This is because you will have varying needs at a given time.
2. Choose a Platform
Some of the popular PPC platforms are Google and Facebook. Google has the largest scope as your ads can also appear on other Google-owned websites like YouTube. Meanwhile, Facebook plays around with its fellow social media sites like Messenger and Instagram.
All PPC platforms have their fair share of pros and cons. Get to know each of them to determine which one will suit your practice best. Once you have made a choice, go ahead and create an account.
3. Decide on the Keywords
PPC ads should include SEO keywords in their copy. These terms will let the search engine know when to show people your ads.
Avoid generic keywords as there will be a lot of competition. Instead, come up with keywords that target your location and the services you offer.
So, if you are a dental clinic in Bloomington that offers root canal therapy, you can use “root canal therapy in Bloomington” as your keyword. They may have lower search volume, but they provide less competition and reach your real target audience.
4. Write the PPC Ad Copy
When curating the copy for your PPC ad, remember to include the keywords. Without it, search engines will not have a clear cue when to bring your ad up. They will also highlight these keywords in the search results.
In addition, make sure to mention your unique selling proposition (USP). For instance, if you allow same-day appointments or offer a discounted rate for first-time patients. These will help you stand out from your competitors’ ads so that users will click yours instead.
Some PPC ads may require you to create landing pages. These pages should be consistent with your ad copy by using the same keywords and containing the same information for consistency.
Use landing pages to further elaborate on your practice and services. This is also the perfect place to convince people to set an appointment with your clinic.
5. Track the Performance
PPC ads are not something you can just put out and forget about. You have to constantly monitor them to see if they are performing well.
Check the numbers to see if they are supporting your goals. When you determine that they’re not generating the projected results, identify the areas you should adjust and work on them.
Some of the data you will look at the most are the number of clicks and conversions. If there are a lot of clicks but fewer inquiries and visits, it means you are not getting the right return on investment (ROI).
You can try to change up your keywords and copy. Maybe your title is not compelling enough or your content doesn’t provide enough information.
How Can PPC Ads Benefit Dentists?
PPC may be hard to understand at the beginning. However, the benefits it provides will be worth all your efforts.
1. Spread Brand Awareness
When done right, search engines can place your PPC ads on the top of their results page. Many people looking for dental clinics in your area will see your name, making you visible online.
They may not click on your ad, but they will know your name and remember it unconsciously. Chances are they may look for you again when they need your services.
2. Increase Lead Generation
Those who click your ads will have the opportunity to get to know your clinic, practice, and services offered. They can also find out if you are offering special promotions.
If you have placed a call-to-action on your landing page, they may set up an appointment at your office right away. If not, they can at least get in touch with your clinic to learn more about you.
3. Acquire Quick Results
Unlike SEO, PPC ads work almost immediately. It does not involve a lot of complex processes, so it is easy to put together. In just a matter of hours, you can launch it and start getting results.
This is a big thing, especially if you are a new clinic in the area. You do not have the time to wait for your SEO efforts to start working. PPC ads allow you to get your first patients within the week.
4. Save Money
Aside from being a time-saver, PPC ads are also cost-effective. As the name suggests, you only pay when people click on your ads. You are free to create as many as you need.
An effective PPC ad can convince people to click on the ad and avail of your services. Hence, you will earn back the money you paid to the platform. It is better than paying for print ads that may not help you accomplish your marketing goals.
Final Words
PPC advertising — and other online advertising methods — may be hard to understand. As business owners, you may find your hands full with other things like hiring staff, purchasing the right equipment, and serving your existing customers.
However, these things should not stop you from trying. There are about 50% of small businesses that are using PPC ads to promote their products and services. A lot of them got favorable results.
You do not have to do all the work on your own. There are PPC ad experts who are more than willing to help you. You can find them in the form of a single employee or a well-established marketing agency.
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