Most probably get good enough results to continuing advertising, not realising, they could squeeze even more from their advertising.
Well, it turns out, dentists that succeed with PPC do 12 things really well…
Sounds obvious right? Using Google AdWords we can ensure your practice appears on the first page, every time it should.
Ever since Google reduced the number of results it shows in the Google My Business pack from seven to three listings, many local dentists have chosen to focus more on pay-per-click advertising (PPC) if they want to regularly appear in search results.
Using Google AdWords Pay Per Click (PPC) advertising, we can ensure your dental practice shows up for specific patient searches like:
While it can take many months, and thousands of pounds invested in SEO (Search Engine Optimisation) to even get close to page 1, with Google AdWords, you appear immediately.
A common problem for local service businesses and dental practices alike is they regularly have to overcome the challenge of appearing to narrow target audiences while appearing for highly competitive keywords.
With the right strategy in place, PPC advertising can be a highly lucrative, profitable channel to advertise all your treatments and services.
As we control how much to spend on every service, and track every enquiry back to the keyword typed into Google, we can really drill down into the cost per lead for each service like in the example below, ensuring a high, sustainable ROI.
Some local businesses burn money showing ads to people who don’t have an interest in their service – by using the wrong targeting methods. Sometimes, dental practices execute half of this correctly, but often a combination of both approaches maximises enquiries and therefore new patients.
Here’s an example of geo-targeting.
With geo-targeting, we are targeting (showing ads) to people searching for “Dentists” in your area.
Some geo targeting options include:
Alternatively, using keyword targeting, and Manchester as an example, we can find new patients typing searches into Google like “Dentists in Manchester”, “private dentist Manchester”, “teeth straightening manchester” and so on.
As well as targeting search terms users type into Google, we also want to prevent your practice from showing for certain terms that you don’t want to appear for.
To do this, we use a feature of Google AdWords (called negative keywords) to provide even more granular control over which keywords you show up in Google for.
For instance, if a prospect types “Cheap dentists in Manchester” into Google, we probably don’t want to show an advert, and so we add the negative keyword ‘cheap’ ensuring we never show an ad for your practice when we don’t want to.
We ensure the correct configuration of targeting settings to optimise results and often even target potential patients by postcode, so that your ads only show to users within your local postcode areas.
As expected, for local businesses who offer an on-premises service, the further away the person, the lower the conversion rate will become. The sweet spot in this example looks to be the surrounding 12 mile radius.
Knowing this, we can set tiered bid adjustments, showing ads more aggressively to people closer to your dental practice, and gradually taking our foot off the gas the further away the person is until we get to a distance that is most likely unviable/unlikely to convert. This is different for every practice.
Using analytics and data insights we can determine the best locations to target.
If you have Google Analytics installed on your practice website, we can review your user location data and find your best performing areas (for example, this might be a high average-income area)
Similarly, we can review your dental practice system, CRM, customer database or offline records.
Finally, if you are holding offline events, it can pay dividends to synchronise your online activity with your offline. Sending out mailshots to a neighbouring town next week? Ensure you’re visible online in that area when they search for you by using bid adjustments.
With AdWords, you choose a daily budget for each campaign based on your advertising goals and the average amount you’re comfortable spending.
Typically, local service businesses tend to spend anywhere from £300 – £1000 per month advertising their services.
We can change your budget as often as is required and at any time.
Conversion Tracking is the answer.
Using Google AdWords and Google Analytics, we track every phone call and every form fill into your practice, and send you a monthly report detailing all the results.
And, we setup an online dashboard where you can see your cost, traffic, patient enquiries and much more 24/7.
With ad extensions, we can say more about your practice, treatments, services, opening hours and more.
These are a great way to bolster your ads. They take up more real estate on the Google search results page, draw a user’s eye to your ad over your competitors, and ultimately help increase new patient enquiries. We ensure your dental practice has localised, helpful ad copy in addition to the commonly used address and phone number extensions.
To write great ad copy we create tightly themed campaigns and ad groups in Google AdWords, so that every ad shown has a super high degree of relevance to the patients search and use techniques like Dynamic Keyword Insertion to increase the relevance of the ad copy.
In a well optimised set of campaigns, bids are adjusted based on a number of influencing criteria including:
By gathering and learning from the data we acquire, we maximise the number of enquiries you receive.
Finally, in addition to advertising on Google, every dental practice should take ownership of, and optimise their Google My Business listing.
HERE’S A SIMPLE OPTIMISATION CHECKLIST EVERY DENTAL PRACTICE CAN USE:
If you would like us to look after your digital marketing to make sure you have a steady flow of new patients while you are running your clinic, have a listen to our client testimonial video below to see how we helped Stuart Davison (Director @ Clyde Munro Dental Group) increase patient numbers through PPC.