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Dental PPC Marketing

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Dental PPC

We live in a digital age. For good or for bad, the internet has overtaken newspapers, billboards and yellow pages – for the most part – as an advertising platform. As a result, any business advertising in this day and age has to conduct digital marketing. This is especially true for healthcare providers: 82% of people research healthcare providers online before contacting and choosing one. That includes dental practices.
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Simply setting up and maintaining a website is not enough. That would be the equivalent of opening your own dental practice at home and not setting up any sign or advertising in any way. How will people know about it if you don’t tell them?

Therefore, to meet new patients, you will have to meet them where they are. Whether that means on Google, social media, or any points in-between. Your digital marketing strategy will need to match the variety of these online points of contact.

This is where search engine optimization (SEO) comes in. SEO is the umbrella term for a whole host of activities designed to improve the organic search engine ranking of your website. The higher your website is ranking, the more visible it becomes for potential new patients.

However, even the most effective SEO strategy will take months to show significant results. You will therefore likely need (and want) an additional strategy to bridge the gap until your SEO strategy kicks in. Dental PPC is a great way to do just that.

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Google Ads PPC For Dentists

PPC stands for Pay-Per-Click. The idea behind it is pretty simple: whereas SEO is a strategy to increase your organic engine search results page (SERP), dental PPC marketing works by targeting specific keywords through ads on different channels. In short: instead of organically growing your site’s reputation, you are paying for increased visibility.

Compare it to a TV commercial. Advertisers will target specific programming. For example, a beer company may want to run a commercial during a hockey game. The reasoning behind that is that the hockey audience is likely skewing adults and males. Dental PPC marketing works in similar ways – just more accurate because you can target your audience more specifically.

This brings us to the first point: designating specific keywords to target. You will need to identify the keywords you want to target through your different ad channels. Researching and targeting the wrong keywords can significantly harm your dental PPC strategy and lead to lower landing page conversion rates – and therefore higher costs per lead. The same holds true for using the wrong approach for a specific advertising channel.

Much like dental SEO, conducting dental PPC correctly is therefore labour-intensive and time-consuming. Unless you have an entire team of digital marketing specialists who are able to dedicate their time to it, chances are you may not see the results you want. In those cases, hiring a dental PPC agency can not only produce better results but also be a more profitable long-term approach for you.

At MarketingBlend, we provide dentist PPC services. We specialize in pay-per-click for dentists and dental PPC management, providing you with all-around dentist PPC services from keyword research and ad creation to split-testing and monitoring campaigns.

Where And How To Advertise Your Dental Clinic

As mentioned above: SEO is a slow-moving train that requires significant input to get rolling. And even when your SEO starts showing results, it may still be advisable to keep some form of dental PPC marketing going to supplement your digital marketing strategy.

So, after identifying your targeted keywords and phrases, the next question is what channels to use for your dental PPC marketing campaign. Not all channels provide the same opportunity and offer the same crowd. For example, social media marketing is one element that can help you bridge the gap with your competition until your SEO is up to par (added bonus: it actually supports your overall SEO strategy as well). But the question might be which social media platform to use. Another option is Google Ads for dentists. And much like social media, it is actually quite versatile. 

Let us take this opportunity and look at both options in closer detail.

What Is Google Ads And Why Does It Matter For Dentists?

While the goal of an SEO strategy lies in letting your website rank as high as possible organically, Google Ads presents an option that lets you jump the queue. Instead of ranking organically based on a number of factors such as specialized content and backlinks, Google ads are placed atop the search engine results page for designated keywords.

But those text-based Google Ads for dentists that appear for specific searches are just one (albeit usually very adequate) option. Google Ads actually offers a variety of different advertising forms, including video ads (e.g. Youtube) or image ads (on other websites), among others. Whatever variation of Google Ads you choose, they can all contribute to a well-balanced digital marketing strategy.

Social Media Advertising For Dentists

Google ads for dentists are just one aspect of dental PPC marketing. Social media advertising for dentists is another part. While Google has the search engine market more or less cornered (about 85% worldwide), social media is a lot more diversified and, as a result, requires different approaches. Let us look at some of the most popular social media platforms and analyze how they might require different advertising strategies.

Facebook Ads for Dentists

For as much controversy as it created in recent years, Facebook is still the most widely used social media platform for advertisers. In 2020, 25% of the world’s digital advertisement budget went toward Facebook ads, just behind Google (28.9%). If you build a social media advertising strategy, it therefore basically has to include Facebook ads for dentists (much like your SEO strategy has to be targeted towards Google’s algorithm).

To give your ads the highest chance of performing strong, you need to make sure that you are clear about certain objectives, including your target audience, the ad’s intended objective, alignment of visuals and copy, and a clear call-to-action.

Instagram Ads for Dentists

Second, only to Facebook, Instagram is (for now) still the second-most important social media platform for advertisers. While Facebook is definitely your number one platform to target, chances are that your Instagram ads for dentists campaign will see better results overall since its engagement rates (likes, etc) outperform Facebook’s significantly (81% vs. 8%).

Whereas Facebook ads for dentists can be more varied (and more copy-heavy), Instagram is a more visual platform: photos, videos, carousels, and slideshow ads are four of the most effective types of Instagram ads for dentists on the platform.

TikTok Ads for Dentists

Second, only to Facebook, Instagram is (for now) still the second-most important social media platform for advertisers. While Facebook is definitely your number one platform to target, chances are that your Instagram ads for dentists campaign will see better results overall since its engagement rates (likes, etc) outperform Facebook’s significantly (81% vs. 8%).

Whereas Facebook ads for dentists can be more varied (and more copy-heavy), Instagram is a more visual platform: photos, videos, carousels, and slideshow ads are four of the most effective types of Instagram ads for dentists on the platform.

Brand

Your goal is to build a brand and have it become well-known. This task can be accomplished, in part, by the design of your website. Your website needs to be memorable and original. Business owners usually set out with the goal of gaining monetary compensation for goods and services. The more visitors to your site, the better the chance of increased revenue. The creativity of your logo or slogan, written by your design team, will make your site stand out. With so many similar businesses in the global marketplace, it is important to make your site noticeable. You want to build traffic to your site as well as bring in repeat customers. Your brand needs to have a background story to make it relatable to potential customers. The writing part of the design team may take some creative license on this to make it interesting.

The ultimate desire of a website design company is to help you achieve your business goals through relevant site design. Many marketing techniques will be used in this process. They will all come together in the end. Always tell your design team about your ambitions so they can better suit the website to reflect exactly what you want.

Website design is the first part of a multi-faceted marketing process for online business sites. The design experience should be pleasant and include your input. You need to have your goals and personality expressed with your website. When a site is designed well, it is easy to use, aesthetically pleasing, and easy to search.

How Can Google Ads For Dentists Help Your Business?

Keeping in mind that targeted keywords and users are glued together, Google Ads presents the basis of dental PPC marketing.  All forms of Google Ads for dentists are related to a user’s search history on the search engine. That means you know that your ads are targeting people that have previously searched for your targeted keywords. As a result, your potential patients will come across your ads on multiple platforms.

Therefore, the first thing that Google Ads does for you targets the right audience.

Secondly, because of its pay-per-click nature, Google Ads only charges you once your potential patient has already clicked on your ad. That means you only pay for an actual return. This is like the aforementioned beer company paying for the air time on national TV depending on how many people will go into stores and actually look at their product.

This brings us to social media advertising.