Dental PPC (Pay-Per-Click)

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:

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.

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.

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 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 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 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:

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.

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.

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:

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.

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 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 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.