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...
For many dental practices, pay-per-click (PPC) advertising is the best way to generate traffic and convert leads into new patients. PPC for Dentists is fast and accurate and it’s one of the most omnipresent types of advertising for many different reasons.
What are those reasons?
In this article, we’ll take a close look at the potential impact of PPC ads on your marketing ROI (return on investment).
What Is PPC for Dentists?
Pay-per-click ads appear at the top of search engine results pages (SERPs). Yet, advertisers only pay for those ad placements each time someone clicks on their ad. This kind of ad appears very much like a regular search result and this service is available on all search engines.
Dentists also have the opportunity to have their ads appear on targeted websites, in YouTube videos, on social media feeds, and lot’s more. Yet, the efficacy of a PPC campaign depends on much more than ad placement. We will talk more about that in this article.
The bottom line is that PPC is essentially a tool that allows dentists to “buy visits” on search engines and popular media, as opposed to attempting to reach new patients through organic methods. For example, search engine optimization (SEO) is at the core of every great marketing strategy but it takes months to rank a piece of content, while paid ads can work in a matter of minutes.
Why Paid Advertising Can Increase ROI for a Dental Practice
1. PPC for Dentists Can Produce Instant Results
Indeed, PPC ads work incredibly fast and online users are exposed to these ads as soon as the campaign is activated. This is perfect for dentists that need to generate revenue quickly or take advantage of special offers that might attract new patients. Yet PPC is also suitable for any dental practice that wants to bolster its marketing strategy.
It’s worth remembering that PPC campaigns get better over time because marketers learn to use short-term results to improve ad performance.
2. Statistics Show That PPC Ads Generate Revenue
Studies illustrate how the average cost per click is more than $6 for a dental practice but it’s also true that when a dentist acquires a patient, they can be worth thousands of dollars over many years. That is to say, the risk to reward ratio is especially high.
Research also shows that online users are 50% more likely to click on a paid ad instead of an organic listing and most people cite ads as being helpful for online search. As if that’s not enough, the potential reach is huge for this type of advertising, and PPC is shown to nurture a higher conversion rate than other marketing methods.
Search engine platforms enable dentists to track progress by providing access to key metrics. Measuring progress is easy with this data and it’s this transparency and statistics which assures dentists that want to see the actual results.
3. More Control Over the Budget and Return On Ad Spend
PPC advertising is budget-friendly because dentists can not only decide which keywords to target but also the maximum spend they wish to deploy on each campaign. You only pay for every click with this type of advertising which means a dental practice can see exactly how many prospects a PPC ad might be generating.
This provides a dental practice with lots of control over the budget and peace of mind in terms of the extent of risk involved in a PPC campaign. Dentists can easily calculate the return on ad spend (ROAS) for different demographics, areas, or search queries.
4. PPC is the Most Targeted Advertising Out There
PPC advertising is incredibly accurate because dentists can narrow the focus of a campaign to a very specific target audience. It’s possible to group individuals based on their age, location, career, interests, and many more filters based on hard data.
Advertisers can also decide exactly when and where to display these ads– and timing is everything for dental patients. After all, most people prefer to avoid the dentist and only make contact when they have an issue that demands immediate attention. This means dentists can use PPC ads to be in the right place at the right time, and this combination of targeting and timing has truly changed the game for advertisers.
5. PPC Can Improve SEO Performance Immensely
As already mentioned, search engine optimization is at the core of every great marketing strategy, and so is insightful data. This is often the kind of data that can be extracted from a PPC ad campaign because dentists can use this process to test various keywords and identify where they can find the best results.
In other words, SEO and PPC target the same people, keywords, and audiences and the feedback from a PPC campaign can be used to improve the overall SEO strategy.
Paid ads can also improve the ranking of content which can help dentists reach page one of the search results for valuable keywords. This can improve brand recognition which increases website authority and leads to better conversion rates down the road.
The success of PPC for dentists is influenced by many variables but every marketer agrees on one thing – PPC advertising is very effective! Unlike other types of marketing, there is no lead or wait time, and dentists can activate a PPC campaign overnight.
But what if it doesn’t go to plan?
Setting limits to the budget will protect dentists from overspending and PPC ads can be deactivated just as quickly. If dentists are still concerned about taking the leap, a marketing agency can help ensure the practice is achieving the best possible ROI.