Dental PPC strategies can generate new clients for your practice at a low patient acquisition cost. However, many factors must be taken into consideration to achieve optimal results.
One of the most important factors is choosing the right keywords. Keyword research is a crucial aspect of dental SEO that will determine your ads’ effectiveness.
Optimize Your Budget
PPC ads allow practices to get their message from a qualified audience. Proper planning can be one of the best ways to grow your clientele and bottom line.
Having a well-defined strategy for your dental practice regarding PPC marketing is essential. A great way to do this is by organizing keywords into different ad groups to target your audience better. For example, you could create an ad group focused on general dentistry terms (like “dental cleaning”) and another ad group that targets cosmetic dentistry terms (like teeth whitening and veneers). Location-based keywords are another essential element when creating compelling dental PPC strategies. This allows you to geo-target your ad and only show it to users searching for a dentist in their area.
Target the Right Keywords
A vital component of any successful dental marketing strategy is understanding your target audience. And what keywords they use when searching for your services. Keyword research lets you identify what search terms bring in traffic and determine the competition for those keywords. You can then utilize this information to create a winning PPC campaign. That generates quality leads and patients for your practice.
When someone searches for a particular term, Google looks for ads that match the user’s query and places them in an auction. This ensures that your ad is displayed to the most relevant users. Which can significantly increase your chances of a click and a conversion.
PPC ads have a tight character limit, so you’ll need to brush up on your copywriting skills and get creative to communicate the value of your services in a few words. You can also use negative keywords to eliminate irrelevant search terms, better target your audience, and get more out of your budget. Finally, PPC campaign analytics are incredibly detailed. Allowing you to see everything from how often your ad shows up (impressions) to how often people click on it (click-through rate or CTR). This information can help you fine-tune your ad strategy and improve your return on investment.
Optimize Your Ads
A good dental marketing strategy includes social media, email, and pay-per-click ads. These ads must include accurate representations of your services and the results of your work so patients know what to expect. Additionally, you must design your ads to drive callers to your office and ensure that the team answering the phones can convert calls into booked appointments.
A comprehensive Google Ads campaign should feature campaigns for both general location-based keywords, like “dentist near me,” and more niche keyword phrases, like “professional teeth whitening.” Using location targeting on Facebook and other social platforms ensures that your ads show to people in your local area who are looking for the services you offer.
Ad extensions are a great way to improve the visibility and impact of your Google Ads ads. With the ability to include clickable links to your website, phone numbers for direct calling, and even a map, these extensions can make it easier for potential patients to find and connect with your practice. Additionally, ad extensions allow dentists to communicate limited-time offers and special promotions directly within their ads, which can help to attract and engage potential patients.
Since dental practices get most of their bookings over phone calls, it is important that your ad prompts people to call your office and that your phone number is featured in your ad.
Optimize Your Landing Page
Creating a strong call-to-action is vital for converting potential new patients. If your ad is advertising a special on dental implants, for example, make sure the consumer clicks through to your website landing page that clearly outlines the benefits of this service and explains how to schedule an appointment. Otherwise, consumers could become confused and decide not to schedule a consultation with your practice—but instead, schedule an implant surgery with another provider.
Your landing page should also highlight what makes your dental office unique. This can help build trust in your brand and establish you as an expert. You can even include customer testimonials or reviews on your landing pages to further promote the value of your services.
Choosing the right keywords is one of the most critical aspects of your PPC campaign, and it can make or break your results. The best PPC marketing agencies will use their dental industry knowledge and keyword research to curate a list of terms most likely to bring in qualified leads. By using this data, your ads will show up higher on search engine result pages—which is crucial for getting more traffic and attracting new patients. These tips can take dental marketing to the next level, bringing in more high-quality leads.
