Dental PPC

How PPC Ads Work for Dentists

Pay per click for dentists is a digital advertising model where dental practices pay a fee each time their ad is clicked. The ads usually (but not always) appear at the top of search engine results pages, above organic results, when users in their area search for relevant dental keywords.

It's important to note targeting specific demographics can throttle performance for dentists. Depending on how you target dental ads you could be violating Google's policies for Search Ads. That said, our team can we can make bid adjustments for age, gender and income, although it's not something we do often.

Understanding how PPC campaigns work for a dental practice is crucial to every dentist looking to grow their practice fast. Setting up paid online advertising involves several key steps to create and launch a campaign tailored to your specific services. Our process typically goes something like this:

We also implement conversion tracking to measure the effectiveness of your campaigns. When it comes to bidding methods and budget management, Your PPC manager will choose between manual and automated bidding strategies, and set daily or monthly budgets to control spending. 

WEO Case Studies: Successful Dental PPC Campaigns

An oral surgeon in New Jersey hired us to focus on growing their volume of dental implants patients. Through a comprehensive digital marketing campaign with a focus on pay per click PPC efforts, the WEO team grew their dental implant sales 440%.

A well established periodontist in Arizona used our PPC services along with investment in other digital marketing channels to grow the dental implants sales they had lost to competitors 33% versus the previous year.

A general dentist in Washington state worked with our team on a comprehensive digital marketing campaign and followed our PPC tips. They gained 20-30 new patients per month from their improved SEO, and PPC.

PPC Strategies for Dental Service Organizations (DSOs)

Google ads for DSOs requires a more complex and scalable approach compared to single location practices. When our team creates DSO marketing strategies, we account for multiple locations, diverse service offerings, and your unique PPC advertising goals.

We start management for DSOs by creating a centralized account structure that allows for overarching brand consistency and location specific customization. Then we implement location extensions and use geotargeting to ensure that all ads are shown to a local audience. Paid marketing is a very profitable source for DSOs.

When we manage and optimize DSO marketing strategies, we implement a tracking system to monitor how ads perform at individual locations, and organization wide levels. A central hub and spoke strategy is developed, then customized for each location. 

You Don't Have to Settle for Lackluster PPC

Simply put, pay per click advertising works to grow your practice quickly, and can provide a great return on investment. When used in tandem with organic SEO marketing, as well as Social Media and Email Marketing, it can help you gain new patients fast, and keep those patients coming back for a lifetime.

But it takes a team of experts to get it done right- a team like ours. If you have further questions, or would like to learn more about our pay per click services, please call us at (888) 246-6906 or email sales and marketing questions to info@weomedia.com

Learn Everything You Need to Know About PPC Below...

Choosing the Right Platform When considering the various platforms for dentists, it's essential to understand the strengths and weaknesses of each one. Google is the primary search engine choice for dental marketing because of its huge reach, ability to attract the most relevant audience, and get phone calls from them. Google comes with the ability to target those who are actively searching for a dentist. Its advantages include: •  Precise keyword targeting •  Geographic targeting •  Robust analytics tools Bing Ads are also useful for attracting quality leads, but on a smaller, sometimes more cost effective scale. However, platforms like Facebook and Instagram offer unique benefits for dental practices, particularly in terms of visual advertising. These various social media platforms excel at building brand awareness, and engaging potential patients through compelling images and video. Keyword Research for Google Ads and Beyond We are experts in keywords for dental PPC ads that generate more leads. Generic keywords are the most heavily searched, clicked, and converted in the dental industry. To create high performance advertising, our team uses Google Keyword Planner and SEMRush’s Keyword Magic. These powerful tools provide insights into search volume, competition levels, and cost per click estimates for various dental related terms. The type of keywords you target depends on the type of campaign you want to run. For a more general campaign, we recommend that dentists focus simple terms such as “dentist near me,” "teeth whitening," and "dental cleaning." If you're looking to attract patients in need of a specific service, we typically recommend a separate campaign. Targeting "dental implants," "same-day teeth," or even "cosmetic dentistry" with a dedicated campaign can prove to be far more effective. Long tail keywords are also significant. These longer, more specific phrases like “Affordable invisible braces in [Your City]” can sometimes have lower competition and cost, while attracting highly-motivated patients.  Our team also uses SEMRush and Google Auction Insights competitor analysis tools to manually review competitors' strategies. This research reveals gaps in the market that our dental clients can use to their advantage. In addition, when we review a competitor's offers, it inspires ideas for differentiation. Creating Effective PPC Ads That Highlight Your Dental Services Crafting a campaign requires a strategic approach to target patients and drive conversions. It's crucial to focus on clear, compelling copy that highlights your unique selling points and addresses the patient's needs. Our campaigns always emphasize the benefit of your services to prospective patients. Our copy uses clear language, relevant keywords, and strong verbs that encourage action.  We can also use ad extensions to provide additional information such as location, phone number, site links, and to highlight special offers or services for your practice. This increases your visibility, and improves click-through rates.  Mobile PPC Advertising for Your Dental Practice Mobile optimization is crucial. Far more patients use their phones to access a search engine and find dental services. Our team understands how mobile users interact with PPC marketing, and this is the key to successful mobile advertising for dentists. Mobile users often conduct searches on the go, prefer concise, easy to digest content, and are likely to engage with click to call features.  When we optimize for mobile, we ensure that the advertising is designed with short, impactful headlines, concise copy, and clear call to action buttons that are easy to tap on small screens. We use call extensions to allow users to make phone calls to your practice directly from the ad. In addition, we ensure that any customized landing pages are mobile responsive, load quickly, and provide a seamless user experience. Conversion Rate Optimization (CRO) for a Dental PPC Campaign Conversion optimization is crucial in maximizing your return on investment from a pay per click campaign. We start to improve CRO by ensuring that your landing page is aligned with ad content, and optimized for user experience. Our team implements clear, compelling calls to action, and streamlines contact forms. We use social proof, such as patient testimonials and professional certifications to build credibility.  In addition, A/B testing is a powerful tool to optimize ad performance. We test different offers such as free consultations or discounts on specific treatments to determine what drives the most new leads. Our team also analyzes data regularly to make informed decisions about campaign adjustments that help improve conversion rates and attract more patients. Measuring PPC Success for Dental Practices Measuring dental PPC campaign success is crucial to optimize campaign performance and to maximize return on investment. The Key Performance Indicators (KPIs) for evaluating effectiveness include: •  Click Through Rate (CTR) •  Conversion Rate •  Cost Per Click (CPC) •  Cost Per Acquisition (CPA) To calculate ROI, you can compare the revenue generated, from ads that drive new appointments, to the total campaign cost. However, these results must be evaluated in the context of a practice's long term goals, and may not always be fully representative of positive progress. For our client's PPC campaigns, we also like to track phone calls and appointment requests per month to paint a clearer picture. Analyzing Competitor PPC Strategies Competitor analysis is a crucial step to develop and refine an effective advertising strategy. We use a specialized tool to provide high value insights into our client’s competitors' keywords, copy, and estimated budgets. This tool reveals what they are bidding on, their ad positions, and even their approximate spend. Our team identifies gaps in competitor strategies that we can exploit, such as underutilized keywords or unique service offerings, and we adapt successful elements from competitor run ads, but ensure that our messaging remains distinct and aligned with the practice's strengths. Common Mistakes in Dental PPC and How to Avoid Them The most common error is inadequate keyword research, which leads to irrelevant targeting that attracts irrelevant clicks. We serviced hundreds of dentists over the years, and know the keywords that get clicks from motivated patients. The two most common mistakes include: •  Neglecting to use negative keywords - This results in ads appearing on unrelated searches. •  Poorly written ads - These are ads that fail to differentiate the practice, or lack a call to action, which also leads to low click through and conversion. To avoid these errors, we implement a comprehensive dental keyword strategy that includes long tail and negative keywords, and craft compelling, service specific ad copy. Cost of Dental PPC Advertising The costs vary widely, and depend on factors such as location of your dental practice, your local competition, and the services you target. The cost typically includes the actual cost per click (CPC), which can range from $0.18 to $2 to as much as $30 or more depending on whether you're targeting long tail, low competition keywords, or more competitive keywords in dense urban areas. Agency fees must be accounted for when a dental clinic outsources their marketing, as well as the costs to create custom landing pages (if necessary) and optimize them. To manage a budget effectively, our team starts by setting a clear monthly limit based on the practice's goals and finances. Even with the costs of outsourcing, paid ads are a fast and profitable source for new patients. Integrating PPC with Other Marketing Channels Integrating dental marketing channels is crucial to maximize a dentists online presence and ROI. Pay per click and SEO work synergistically, paid ads provide immediate results while SEO builds long term growth. When we combine these approaches, dentists dominate search results, and attract more patients immediately, and long term. In addition, integrating paid ads with social media can reinforce brand messaging across multiple platforms. We use cohesive marketing tactics that leverage multiple channels to ensure a consistent patient journey from initial awareness, to their first appointment. Compliance and Best Practices for Dentists Compliance for dentists is a critical aspect of digital marketing that cannot be overlooked. Dental advertising regulations dictate marketing practices. We ensure that industry regulations and guidelines are followed. This is essential to avoid penalties and maintain public trust. We are particularly careful about making claims regarding treatment outcomes, pricing, and qualifications. In order to maintain HIPPA compliance, we regularly review dental advertising regulations and update campaigns accordingly.