Driving more clients and patients to your local dental practice goes beyond foot traffic. As more and more people use search engines such as Google to find local clinics and dental offices, you need to use digital marketing strategies that can quickly increase traffic. One of these is pay-per-click (PPC) advertising.
PPC helps local businesses like yours gain the upper hand in Google searches; these ads often show at the top of the search results. PPC is also practical and economical compared to costly traditional ads because you pay only when someone clicks on your ads.
How to Apply PPC to Your Dental Practice?
PPC places your dental business front and center on search engine results pages (SERPs), websites, videos, and social media sites. Because of this, your ads will be visible to people who need your services and are more likely to click on your ads. Start by creating a PPC plan.
You can apply PPC ads to different dental marketing campaigns. You can use PPC to announce new services or offer your specialty, inform about your new clinic location, or highlight a sale or offer. Clicking a PPC ad will lead people to your landing page, and, eventually, they can take advantage of an offer or book an appointment.
PPC Best Practices for Dentists
As said by Digital Authority Partners, PPC can help dentists create successful dental campaigns. PPC will be effective, cost-efficient, and results-driven only if you follow these best practices:
Start with a Smart Keyword Strategy
One of the factors that affect the success of PPC ads is a good keyword strategy. With the right keywords, search engines can easily find your ad and your business whenever someone searches for your clinic.
You can create PPC ads through keyword bidding. From your Google Ads account, you can start bidding on high-value keywords to use for your ads. Consider using keywords that specifically target your business. These are keywords that your customers are more likely to use to search for your business.
- Include your location to optimize your ads for a local search such as “Denver dental office” or “orthodontists in Las Vegas.”
- Include a dental service that you currently offer, such as “expert teeth whitening in San Diego” or “New York dental implants.”
- Use negative keywords. These can keep the cost of PPC ads lower and help you reach your audience faster.
- Observe proper keyword positioning. Avoid keyword stuffing, as this can affect your ranking.
- Use primary keywords in your title, introduction, conclusion, and descriptions.
Optimize Your Landing Pages
Your PPC ads lead to your landing pages. Thus, optimizing your landing pages can guide your audience toward booking your services or buying your products. Landing pages must be on point; you don’t want to waste time luring your prospects into your offer.
A good landing page should be relevant, updated, and helpful. If your PPC ad is about a discount on your dental service, it has to lead to a web page about the said offer or service.
Optimize landing pages with the following.
- Use your primary and secondary keywords to create quality landing page content.
- Add value to your landing page by including images, videos, infographics, tables, and other types of quality content.
- Include a call-to-action (CTA) at the end of your content.
- Add share buttons to allow your audience to share your landing page content on social media.
- Boost your reputation with reviews, ratings, and case studies of your services.
- Use separate PPC campaigns and landing pages for your branded and non-branded search items.
Use Ad Extensions
PPC ads are usually limited. The titles and descriptions are only a few characters long, hardly enough to inform your audience about your services. This is why marketers prefer to use ad extensions.
PPC ad extensions are additional content in your ad that can help promote your business better. There are many kinds of ad extensions, and these are available from your Google Ads panel.
Here are the most popular ad extensions that work well for dental websites:
- Business location extension – shows your business address with a map marker and your phone number
- Call extension – encourages your visitors to call your business
- Message extension – allows visitors to send a text message to your business to schedule appointments and reservations and to ask questions
- Dynamic sitelink extension – allows you to promote web pages related to your PPC ad
- Callout extension – highlights your expertise, services, and products
- Structured snippet extension – showcases the unique qualities of your services and products
- Review extension – highlights reviews, awards, and rankings of your business
- Price extensions – allows visitors to make quick decisions about your services based on pricing
Geotargeting Can Bring More Benefits
Whether you have a single location or multiple clinics, geotagging can help you target customers from specific locations. Geotagging is when you add the name of your area or location to your ad. Doing so will help your clients know where you’re located and consider other location-specific factors such as hours of operation, business address, busy times, and many more.
To take advantage of geo-targeting, follow these strategies:
- Take advantage of location extensions for your PPC ads and include the address, hours of operation, and call buttons.
- Create one campaign for similar markets or locations to stay within your PPC budget spend.
- Avoid hyper-targeting or extremely optimized PPC ads.
- Adjust your PPC campaigns as necessary. Take time to evaluate your PPC ads strategies, including the keywords used, ads spent, and ad performance.
PPC is a marketing strategy effective for many types of campaigns. Dentists can benefit from PPC’s flexibility, quick results, and versatility. For marketers with a small budget, PPC can help reduce advertising costs.
Use PPC with SEO, and you’ll get lasting results. With an optimized landing page, PPC ads can guarantee more traffic, better brand recognition, and overall improved revenue. Use these dental PPC trends on your next digital marketing campaigns.