PPC (Pay Per Click) advertising is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. It’s a for...
Pay-per-click (PPC) advertising is arguably the fastest, most effective way for any business to generate leads and sales online. Marketing agencies recommend PPC to medical practices of all types, including dental. PPC is a means to increase revenue and stay ahead of the competition.
Competition among dental practices is stiff, but a good PPC campaign can produce a steady stream of new patients by outperforming other types of marketing. PPC works by placing a dental practice at the top of the list on a search results page, meaning that the people seeing your ad require your services now or will be needing them soon.
PPC for dentists can put your practice at the top of Google search results, making you stand out from the competition. In the rest of this article, we will consider the ways a PPC campaign can benefit a dental practice.
Seven Benefits of PPC for Dentists
1. PPC Campaigns Can Help Dentists Find New Patients
Dentists utilizing PPC advertising will see an increase in new patients and appointments at a lower cost than other advertising methods. Advertising can be expensive depending on the type used but is necessary for a dental practice to acquire and retain patients. Competition can be high if several dentists in the same area have little to distinguish between them; to set themselves apart, dentists can use PPC ads to reach new customers.
2. Targeting Is Ultra Specific With PPC Ads
Targeting is at the core of every successful PPC campaign, and research is needed to ensure that you reach the desired audience. Agencies use marketing tools to acquire information about the targeted group and then use this data to identify suitable keywords for the PPC ads.
Agencies take a multi-layered approach by testing various keywords to see which ones give the best results. PPC ads can also target users based on demographics, interests, and past behaviors that may indicate a higher level of interest in the product/service. PPC ads can target users based on their profession, location, and other valuable data which might qualify a particular individual as a high-quality lead.
For many dentists, the most significant benefit is that they can target people not already exposed to their practice. Remember that agencies that know how to target potential patients for a dental practice will get you the best results for your advertising dollars.
3. PPC Ads Can Help Build Brand Identity & Awareness
A strong brand identity can help dentists stand out from the crowd and portray a specific image to promote customer loyalty. PPC ads can help by placing tips, special offers, and other valuable content in front of potential patients.
The goal of your PPC ad is to get potential customers to engage with it; to click on it to gain further information about a product or service they need. PPC advertising can be a powerful way to increase brand identity and customer awareness.
4. Budget-Friendly and High Return on Investment
PPC ads can provide an exceptionally high return on investment (ROI). This return is easy to measure because PPC ads are cost-efficient, and advertisers only pay when an online user clicks on the ad. According to Google, the average advertiser receives $2 for every $1 they invest in a PPC ad campaign.
A dental practice can set a daily/weekly amount for PPC ads to ensure they stay within their budget if that's not enough. It’s also possible to research the lowest acquisition cost for leads, making PPC ads suitable for dentists regardless of size. It’s true; for a budget-conscious way to advertise, PPC ads are your best choice.
5. It’s Easy to Measure and Test PPC Ads
PPC advertising is easy to measure because most platforms provide tools and insights to track progress. For example, Google Analytics helps you monitor performance on the search engines or specific landing pages, and social media platforms provide similar analytic tools that help marketers track progress.
Dental practices can know which PPC ads perform best and the advertisements that provide a higher conversion rate. It also means low-performing ads can be axed or optimized for better performance in the future.
6. You Can Compete Without Any Ranking on Search Engines
If you are deciding whether you want to spend your advertising dollars on PPC or search engine optimization (SEO), consider using both. But focus on PPC first because these ads enable dentists to compete with other practices before ranking on search engines. While it’s necessary to use search engine optimization as part of any marketing strategy, PPC has the potential to provide the immediate results that a new dentist needs.
It’s also possible to gain an edge over other dental practices because PPC ads appear at the top of search results. Dentists who already rank high for specific keywords can also feature in the PPC ad section, a dual visibility tactic many agencies deploy to increase a campaign’s effectiveness.
7. Immediate Action and Results Are Possible
If you want immediate results, PPC advertising is the way to go. You can initiate a campaign within a few minutes and benefit from it quickly. There isn’t a sign-up agreement or contract and no unnecessary red tape for launching a PPC campaign.
PPC’s potential of generating immediate results and a steady stream of leads should appeal to all dentists. The ease of starting a PPC advertising campaign is why most marketing agencies use PPC ads as part of a larger marketing strategy.
PPC advertising is essential for dental practices that want to create a long-term strategy that provides immediate results. It’s a way for dentists to compete without an online presence or word-of-mouth promotion.
As reported in Forbes, “If you’re not a numbers person, find someone who is.” You are a dentist, not an accountant, financial adviser, or marketing expert. If you need help in these areas, hire experts. Marketing agencies know exactly how to extract and use data for all types of marketing. Find a marketing agency specializing in PPC advertising to give your practice an edge over the competition.