A large number of dentists invest in Pay Per Click (PPC) campaigns today to get new clients. But, several dentists end up wasting their money because they lack knowledge and expertise to conduct PPC for dentists. If you want to start with a PPC campaign for your dental clinic, you must avoid mistakes. Consider the following key points to make the most of PPC for dentists and gain high results from your campaign.
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Set Your Objectives
Nothing can be more damaging to your PPC campaign than starting it without having a goal in mind. Without a proper PPC plan or strategy, you won’t be able to reach your desired goals. Understanding what you expect from these PPC ads is the first thing that you must focus on. Give it a good thought and conclude what you actually wish to achieve by running your PPC campaign successfully. Ask yourself some questions to identify your goals or objectives of campaign creation.
Do you want to create your dental clinic’s awareness locally?
Do you want to focus on your dental services?
Do you wish to get more clients?
For how long do you plan to run the PPC Campaign?
How much are you ready to invest?
When do you plan to start your campaign?
When you get answers to these questions, you can move ahead and define your target audience. Accordingly, you can define your target audience and start formulating a PPC plan to achieve your business goals. Your target audience can be adults, seniors or parents looking for pediatric dentistry solutions for their kids.
Once you have established the objectives of your PPC campaign, you can move forward to platform selection. Identify which platforms have the maximum number of your target audience and which channel can help you in achieving your goals. The most common platform for running PPC for dentists is search engines. Search engines include Google, Bing, Yahoo. Creating a PPC campaign on these search engines will provide the maximum exposure to your advertisement whenever a person searches for a relevant query. We would recommend you to get started with the most basic yet effective PPC platform – Google. Sign in with your Gmail account to Google AdWords, and you will get access to various PPC components offered by Google.
Keyword management is necessary to target the right audiences in a preferred location. This step is important for the success of PPC for dentists as they provide the higher ROI by targeting the right audiences. Keyword management is divided into two parts – keyword research and keyword optimization.
Keyword research, as the name suggests, is the process of finding the aptest keywords that your audiences will search for. When you use Google AdWords for creating your PPC advertisement, the tool will give you a list of the trending keywords used by users. You can also use manual ways of finding the most searched keywords related to your dental PPC campaign concept. Think from your target audience’s point-of-view and think about search terms you would type if you were looking for specific dental services.
Next comes the keyword optimization step. Now that you have your list of keywords and group them according to important categories that you can focus on in your PPC ads. Targeting and focusing on specific groups will allow you to concentrate your ads on the right target. In fact, you can always use long-tail keywords for better results. Long-tail keywords are phrases that are even more specific to your PPC ad. Although you will get fewer clicks on your PPC ads with long-tail keywords, you will be able to achieve quality and relevant clicks. This is because when a person searches a query with a long-tail keyword, they are genuinely looking for something. Your ads will be ranked higher and will be available for genuine audiences. If your goal is to sell a particular service, say dental veneers, you can use specific keywords such as ‘buy’ or ‘purchase’ to grab those on the verge of purchase. You can increase the exposure of your ads by being more specific and including your dental clinic’s geographical location. For instance, you can use a keyword ‘purchase dental veneer service in Calgary.’ When a person is specifically looking for dental veneers in Calgary, your ad will appear on the top of Google. And even if a searcher doesn’t put the words ‘in Calgary’ in their search query, your ad will still appear in the search results if he/she is in Calgary.
Along with the keywords, you should also make a list of negative keywords to block any irrelevant combinations of keywords. Negative keywords allow you to choose words that won’t trigger your ad. Having a thorough list of negative keywords prevent unwanted clicks, optimizes your click-through rate, and helps you to get quality leads at reduced costs.
Setting up PPC for dentists is the basic step where you need to set important settings such as the type of campaign, keywords, budget, location, language, etc. But this is the step where most marketers make mistakes. Errors and mistakes in the ad settings can lead to expensive losses. Hence, be very careful while feeding the details in the Setting page of Google AdWords.
The first thing you will see on the ‘Settings’ page is the general details of your campaign that includes the name of your campaign and its type. The three types of PPC campaigns are
Search Network Only (text ads that will pop up on the search engines when a related query is made)
Display Network Only (text or image ads that will be visible on relevant publisher websites)
Search and Display Network (ads will appear on both the platforms).
Next, choose the geographical location-based on the location where your dental clinic is based and the region you want patients from. Select the preferred language based on your target audience. Select the devices you want your ads to be served. Considering the popularity and usability of smartphones and tablets, it’s recommended to choose all of the three options in the settings – computers, mobiles with full browsers, and devices with full browsers. This way you can target a maximum number of people looking for the dental services you are advertising.
You created a differentiating and appealing advertisement copy and got people to click your ad. Great! But, what will be the consequence if your online users don’t land on a good or relevant page? They will opt out of your landing page quickly. If your online users leave your landing page quickly, you may face huge monetary losses and fail to get good leads. Some of the reasons why your audience may leave quickly can be due to the irrelevancy of the landing page with their interests, insufficient information about dental services, poor or no call-to-action, etc. Hence, it is important to consider the quality and relevance of your landing page while running your dental PPC campaign. The relevance here is established on the basis of how the keywords you used in your ads are relevant to the landing pages and how relevant they are to your audiences. The higher the relevance of your ad to the landing page, the higher the quality score that your ads will generate. The quality score feature is a scoring system from 0 to 10 which is calculated for every query search that matches your keywords.
Therefore promote your landing page with high-quality original content that’s well-structured and user-friendly. This will allow the audience clicking on the advertisement to easily make a purchase, book an appointment or perform the desired call to action. See to it that your landing page loads fast as the page loading time is a factor in determining the quality score and ad rank. Make sure that if your PPC ad is about dental crowns, your landing page also gives significant information and a call-to-action related to dental crowns only. Anything other than that, say your website’s homepage or link to other dental services you provide can disinterest your audiences, and they will leave your landing page immediately.
A quality landing page and simple call-to-action buttons can help you get newer clients in the least time possible. Your call-to-action (CTA) buttons should be strong, clear and concise, and should tell exactly what your online user should do as the next step. Make it easy for the people who click on your ad to take the required action or decision with few clicks. You can be simple yet creative while designing your CTA options to make it more compelling for people to take action. Use fonts, bigger text, and colorful buttons that can be easily read and clicked from all the devices. Breakthrough the traditional and old CTA texts like ‘Book Now’ or ‘Contact Us,’ and be a little more creative like ‘Get Your Appointment Today.’ Creative and innovative CTA ideas with an appealing theme and design can compel your audiences to click faster.
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Track and Analyze
It is important to track and monitor ever PPC advertisement that you run on Google. What is the use of spending a bunch of money, waiting for the results and have no idea of what you got from it? Your money, time and efforts will simply go in vain if you aren’t ready to track the results of your dental PPC campaign.
Tracking and analyzing the results of your dental PPC campaign is extremely crucial as with the help of tracking and monitoring, you can understand whether your campaign is moving in the right direction or not. Every dental campaign will have successful and unsuccessful elements and keywords that need to be optimized. Tracking and monitoring give you the right numbers and help you understand who your right target audience is, and accordingly, you can tweak your PPC advertisement to get better results. The data will give you the list of the best performing keywords, and you can accordingly add them in your PPC strategy so that you get more clicks and your conversion rate improves. You can also remove poorly performing keywords and rather increase your budget for keywords based on the data you receive.
These are just some key points to consider while running your dental PPC campaigns on Google. You can talk to us to know more about PPC advertising. If you want to get quality leads from your PPC campaigns and don’t want to spend time monitoring your ad, then contact a specialized digital marketing firm to help you out.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.