Pay-Per-Click (PPC) is an incredibly effective way to reach new patients. While the name may sound complicated, the process is simple - through the use of ad copy, a fool-proof strategy, and a solid budget, your ads will serve to your patients when they search for things like “dentist,” “teeth cleaning,” and more. PPC not only helps you to acquire new patients, but it also helps increase brand awareness. As Google reports, companies that regularly use PPC have a 14% higher brand recognition than companies who run no ads at all. When implementing your ads, our team will use keywords that people searching for a dentist regularly use such as “teeth whitening,” “toothache,” “cavity,” and more. This means that your ads will serve to patients already looking for your services.
With PPC, it is easy to measure your results. You can measure your budget, clicks, visits, views, and more. Since you can start seeing results from your PPC campaigns right away, you’ll be able to see your ads’ performance in real-time, which means you can make any updates to it as you see fit. So how can you start your PPC campaigns?
Consider a Budget
Like most marketing initiatives, you should start with a budget based on your marketing goals. Do you want to get more patients or drive traffic to your website? Now that you know your goal, use one of the formulas below to create your budget. As Forbes reports, you can budget for the number of patients you want to secure, the number of leads, or the amount of traffic to your website.
(Revenue/Sales Period)/Average Sale = Number of Patients
Number of Customers/Conversion Rate = Number of Leads
Number of Leads/Conversion Rate on Traffic = Amount of Traffic
Once you’ve decided on a budget, you can begin the process of setting up your campaign. Ideally, you’ll want to decide the amount of money you can allocate to your campaign per day.
Define Your Strategy
After your budget is set, it’s time to brainstorm your keyword list. Start by performing a keyword analysis to determine the right words to feature in your ads. Not only will this help you stay up to date on industry trends, but you can streamline your budget and maximize your ROI. Additionally, a keyword analysis can help you understand what your competitors are doing. After that, you can start to hone in on the best keywords for your goals. Some examples are “oral surgeon,” “root canal,” “gum disease,” and more.
Create ad copy
After your keyword list is determined, you can finally develop your ad copy. Be sure to use the keywords you’ve outlined in a way that makes sense. Your ads should be compelling yet succinct. You aren’t just working with a character limit - you are also working with short attention spans. Most people have an attention span of fewer than ten seconds. Because of this, you should use use words that have been proven to resonate with clients such as “you,” “get,” “save,” and “best.” Finally, don’t forget a call to action. A call to action, or CTA, is meant to compel your patients to take action. Remember, CTAs are most effective when they are paired with an action verb and are time-bound, i.e. “call now.”
At BlueWing Dental, our digital team has the expertise to run campaigns for you that will deliver results. Whether your goal is to get new patients or drive traffic to your website, consider working with the experts at BlueWing Dental. Give us a call today or fill out our contact form to get started.