Why Launch a Dental Paid Search Campaign?
When it comes to search and social PPC, you develop advertisements that stimulate the interest of viewers, and then you only pay for the ones that receive clicks. Since the action of clicking on an ad indicates a curiosity in your product or service, the response to the ad is much more likely to translate to a new patient conversion than a more expensive advertisement targeting a broad audience with no unique interest qualifications.
Speaking of marketing costs, a dental paid search campaign gives you total budget control. As an advertiser on social media platforms like YouTube and Facebook, you set your budget in advance of your campaign. In fact, it is possible to limit not only how much you spend on your total marketing campaign, but also your daily costs. This allows you time to assess the performance of your ads and make changes as necessary. It also helps you stay within the confines of your marketing budget – something that ultimately protects your bottom line.
Keep in mind when setting your budget that local markets – even for the dental industry – can be highly competitive. While it may be tempting to target broader, less expensive audiences, doing so could result in a poor return. You should also avoid attempting to manage your own dental PPC campaign. With little or no experience, it is easy to spend far too much on ineffective advertising. Instead, let a team of dental marketing professionals help you succeed from day one with our highly effective dental marketing techniques at Solution21.
The Power of Social PPC for Dentists
Social pay per click advertising is different from traditional search engine PPC. That is because social media provides a platform in which advertisers can produce highly targeted ads that are displayed only to people of a certain age, interest, or geographical location. Perhaps you want to advertise orthodontic payment plans to mothers ages 30-45. Maybe you prefer to tout the benefits of Invisalign to college-age viewers and young professionals. It could be that you are marketing dental implants and want to attract an older audience. With social PPC, the possibilities are nearly endless.
For example, imagine that a social PPC campaign results in a click to your website that costs you $2.50. However, that person then signs up for your $99 new patient exam and x-ray appointment, where you then up-sell the patient into the purchase of your in-office dental plan. You effectively used a $2.50 advertisement to generate a long-term patient who is likely to return thousands of dollars of revenue in the years to come – not a bad return.
On the opposite side of the spectrum, PPC advertising also makes it possible to address problems with an advertisement that is not performing well long before you expend the totality of your marketing budget. With a mass-produced print advertisement or even organic search results, this simply is not possible. Instead, marketing mistakes turn into missed opportunities rather than a learning experience that leads to more effective advertising efforts.
When you choose to invest in PPC for your dental practice, you can tweak, adjust, and change the features of your ads and audience, as well as the times in which your ads are displayed. These features are what make pay per click advertising so unique. Geo-targeting, for example, isolates your advertisements to web users located in a specific region, such as the neighborhoods surrounding your dental practice or the cities where your second and third dental offices are located. Since your dental office is likely not a global businesses, this helps eliminate waste in your marketing budget while honing in on the social media and search engine users that are most likely to visit your practice when looking for a dentist. Go after your target audience, not the world.
Of course, the features of PPC for dentists do not end there. For even better results, it is possible to participate in ad scheduling. This allows you to choose the days and times when your ads will appear to viewers. For example, if your ad invites viewers to “call now”, you can limit it to running only during your office business hours. If instead you find that your patients are most likely to submit contact forms on the weekends when they have more time to research local providers, you may opt to advertise on Saturdays and Sundays instead. This means your ads are being seen when it matters most, and you are not wasting valuable marketing dollars advertising irrelevant ads at 3 A.M. on a Tuesday night.