How PPC Can Expand Your Dental Practice?
Pay-per-click (PPC) is a powerful form of advertising that can outplace the competition and build a steady stream of patients for any dental practice. PPC is less expensive and can produce faster results than other forms of advertising. Let’s look at how dentists can use PPC ads to help grow their dental practices.
PPC advertising is a type of digital marketing that can help a dental practice acquire new patients by targeting those looking for dental services via a Google search. The practice pays a specified amount for every person who clicks on the ad. Several factors determine the cost of each click; these include timing and the competition for a particular keyword.
Marketing agencies skilled in running a PPC campaign conduct research identifying the specific keywords that will give a dental practice the best return on investment. Hiring the right agency can take a lot of guesswork from marketing your practice through PPC for dentists. Let’s look at specific ways PPC ads can increase the number of patients walking through your office doors.
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Seven Ways PPC Ads Can Help Expand a Dental Practice
1. PPC for Dentists Can Produce Profits in the Short Term
PPC advertising can produce instant results and help a dentist get in front of a target audience in minutes. If the targeting is correct, the immediate nature of PPC means a dental practice can often generate much-needed income in the short term.
Brightedge Research also shows that paid search is responsible for more than 25% of online traffic, suggesting dentists have much to gain with PPC ads and just as much to lose if they choose not to use them. Investing in a PPC campaign is arguably the quickest way to improve cash flow for any dental practice.
2. Expand Reach by Taking Advantage in Nearby Areas
Dentists can use PPC ads for advertising in nearby jurisdictions and take advantage by identifying areas where online visibility is low for other dental practices; this will significantly expand the target audience.
PPC is also a great strategy because many dentists ignore the potential of search engines when starting their practices. Most dentists are focused on the cost of rent or availability of customer parking and not on search engine rankings. Proper use of PPC can draw patients to your practice that may not have known you were there.
3. PPC Data Is a Valuable Ally for SEO Strategy
Data is everything nowadays, and PPC ad campaigns extract an incredible amount of valuable data, including specific information about the people who click on the ads and practical insights regarding buyer behavior.
How might a dentist use this information? It can help dentists identify emerging trends and pinpoint whether certain aspects of a PPC ad campaign are working. You can also learn more about online users through this process and collect targeting information that can help guide the overall SEO strategy. As if that’s not enough, it’s easy to test PPC ads and use various metrics to change and improve the PPC ads/campaign quality.
4. PPC Ads Enable Dentists To Compete Right Away
For a new dental practice, it’s possible to use PPC ads to launch the business, and the same goes for a new website. It takes time to appear organically on search engines, but PPC ads appear instantly in the ad section of a search engine results page.
You can now compete with other dentists in the area from the very beginning, even against well-established dental practices. You will have to pay more for popular keywords, and the quality of your PPC ad needs to be better than every other listing on the search results page.
5. PPC Is the Path to a Steady Stream of Patients
PPC advertising can help dentists establish a steady stream of patients in a short amount of time. The likelihood of conversion is higher because these online users are qualified leads and already searching for a dental practice when they see the PPC ad.
The dentist can attract patients residing in specific areas with PPC. For example, a dentist located on the furthest edge of a large city can focus their PPC advertising on smaller neighboring suburbs.
6. Dentists Can Grow Their Brand Awareness
Dentists can also use PPC ads to create and build brand awareness with the target audience. PPC ads feature at the top of search results exposing prospective patients multiple times to a dental practice and making them more likely to remember the name.
A PPC campaign is also good for brand awareness as it simply conveys the right kind of message when a dental practice appears at the top of the list. Dentists can also use PPC ads for dual visibility if they already feature on the first page of search results, a common tactic that agencies use to dominate a particular market area.
7. Measuring and Improving the Online Side of a Dental Practice
Most platforms provide access to insights and metrics related to a PPC campaign, allowing advertisers to assess the ads. Measuring progress can keep the campaign within budget and ensure the ads achieve the desired return on investment (ROI).
Testing is another critical part of the process for PPC, and being able to measure progress is the key to identifying what works and what needs to be changed. You cannot fix or improve what you do not know, and measuring progress is the only way to find out if your advertising has the desired results.
Dentists will see almost instant results from implementing a PPC campaign because it targets an audience in the market and searching for the services they provide. While a PPC campaign will give quick results, it can be expensive, especially if the dentist fails to pay close attention to the necessary steps and inner workings.
As a wise man once said, if you don’t know how to do something, find someone who does. In this instance, a marketing agency specializing in PPC can help you get the most out of your advertising budget.
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