Pay-Per-Click Marketing for Dentists
Every minute there are 3.8 million searches performed on Google, and most of the results will include a section of Google Ads at the top and / or bottom of the page. These ads are paid for by businesses and can be a great way to drive relevant traffic to your website. When a search is done on Google, the ads section appears at the top of the page – ensuring potential patients are seeing your name and listing first.
Pay-Per-Click marketing, also referred to as Google AdWords, can really make a difference when trying to reach potential new patients. Dental practices can pay to be the most relevant result for users who are performing a local service search such as “dentist in my area,” “teeth whitening” or “dentist near me.”
What Is Pay-Per-Click Marketing?
Pay-per-click marketing, or PPC, is the practice of online marketing where advertisers pay a fee every time one of their ads is clicked. It is used to increase ROI, generate potential leads, and facilitate brand awareness. The key to good PPC advertising is targeting the most relevant keywords. PPC can be highly effective if used in tandem with a proper SEO strategy and accurate keyword research.
There are a few factors to consider when you are thinking of engaging in pay-per-click advertising.
Budget – how many ad words can you afford?
Marketing Goals – what do you want to happen with these advertisements?
Competition – what makes your practice unique? How can you stand out in your area?
Risk tolerance – How much are you willing to experiment with new keywords or different advertising approaches?
However, focusing on advertising keywords only is sometimes not enough. Hire a professional team with experience working with dentists to advise you on what advertising keywords would be best for your practice. Sometimes going for the most common keywords can be ineffective and not good practice. A professional team that is experienced with PPC marketing for dentists will be able to guide you through the process. PPC is not a one-time setup. It is something that should be adjusted over time as new competitors enter the market.
PPC does not provide instant results, but with a proper strategy and informed decisions on your keyword choices, PPC can be an investment in the future growth of your practice.
The most common form of PPC advertising is Google Ads. A paid search ad appears at the very top of a search query, especially if it is for a commercial product where they are intended to purchase something. For example, you can implement a paid search ad for Zoom! Whitening in your area and could end up at the very top of the page. The way that Google decides who gets the top spot is like an auction. Not only do your keywords need to be relevant, but you also need to invest in the ranking. This is why it is imperative to know which keywords are most relevant for your practice. An experienced agency will be able to determine the most effective keywords for your practice so that you are not investing money in something that won’t give you the results for which you are looking.
Where do Google Ads Display?
At the very top of the search engine rankings page (SERP) you’ll see the first section comprised of Google ads. Following this, are the map listings which can also contain ads. The third section of the page are the “natural” or organic links where Google organically ranks pages based on relevance. Proper search engine optimization (SEO) can alter your standing in the organic rankings, but only Google Ads will show up at the very top of the search page.
Google Ad Costs
Google ad costs can vary wildly depending on your geographic location, the keywords you are targeting and the number of advertisers (competitors!) in your area. VivioSites can provide a free quote for your Google ads project.
To ensure the success of your PPC / Google Ads campaign, you don’t want to go it alone! VivioSites specializes in helping dental practices build successful PPC campaigns that produce clicks, calls, and new patients. Call VivioSites today to schedule your free PPC consultation.
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