What Benefits Can Dentists Achieve Through the Usage of PPC Ads?
How Do Dentists Benefit From PPC Advertising For Their Dental Practice?
How does a consistent and reliable source of new patients sound for your dental practice? What if I told you that there was a way to do this for a cheap relative price? You might not believe me. Today I wanted to explore what these strategies could be like when applied to your business. Dental practices specifically have a lot to acquire from paid promotion overall and the Pay Per Click (PPC) advertising model. The combination of tough opposition, with very little separation of service variance, forces practices to rely on geological differences to drive consumer interest. This makes gathering new patience with a traditional strategy very difficult, not even mentioning the further difficulty to convert them into longtime customers. PPC advertising has the propensity to fix these issues allowing for several advantages allowing you to:
Drive new patient appointments.
Reduce new patient acquisition costs.
Create a strong brand identity for your dental practice, enabling you to stand out from the crowd.
Build loyalty, which helps retain existing patients.
Unlocks higher ROI.
Today, we are going to explore why the Pay Per Click (PPC) advertising model is crucial for dental practices, how to execute it, and most importantly, how to drive the conversion. To Start: What is Paid Advertising and Pay Per Click (PPC)? Paid promotion is any type of advertising that you need to pay to 'lease' a web-based advertisement space. One type of paid ad is Pay Per Impression (CPM), which is regularly used for awareness campaigns. However, the most effective paid advertising model is Pay-Per-Click (PPC) which has been widely used by dental marketing agencies and dentists. It is often used synonymously with paid advertising. This model means that you are only paying every time someone physically clicks
your ad. This is very different from advertising in the past where you would pay a set fee for a billboard and have no idea how much interest it would gather. Various Types of PPC for Dental Practices Pay-per-click advertising takes many forms, but in today's day and age, advanced targeting allows us to only show your ad to people who are more likely to make a purchase. Some various examples of different paper click advertising campaign strategies are below.
Paid Search/Google Ads Search promotions are some of the most well-known types of advertising. Usually, these ads show up at the top of search engine results. For example, if you were to search "teeth whitening in my area" it would show your ad. Once somebody clicks on your website, only then do you pay for that ad. To run an ad like this, you have to outlay an everyday spending plan and make bids for the expense of your Cost-Per-Click. This is almost like an auction as you compete with other advertisers to get your ad shown.
Shopping Ads Shopping ads occur when your dental office sells a specific product. This could mean a teeth whitening service that someone is looking to purchase online. While they're searching, we place ads that directly target the consumer, and ultimately drive a click. Usually, this has some combination of image and text to entice the user. Like other ads, you only pay for the clicks that you receive, but the number of platforms that you can use with shopping ads is somewhat limited.
Facebook/Instagram Facebook and Instagram are some of the best platforms to run ads. Their intense ability to target customers allows you
to pay less per acquisition, and learn about who is truly interested. This conjunction allows you, with a little bit of analytics, to uncover key conversion value that can prove to be invaluable to a business. Advertisers pay only when the advertisement is clicked, saving you money and time.
Lead Generation Following in the same vein we have something called lead generation. This is traditionally done through Facebook and is an advertisement method that allows you to capture phone numbers, email addresses, and other bits of personal information in exchange for some sort of added value. This added value could be a discount, access to a special sale, or any other thing that you can think of. Especially for dentists, this method seems to work the best in conjunction with Facebook/ Instagram PPC.
Remarketing/Retargeting: Re-targeting is the lost sheep of advertising. This technique requires a little bit of skill, and previous knowledge, meaning that most of your competitors do not currently use it. Basically what this technique allows you to do is to re-target customers who have visited your site but have not converted.
For example, if Tom is thinking about getting his teeth whitened, and visits your website looking to purchase either one or two things will happen. Either one, he will purchase, or two (what is more likely to happen) is that life gets in the way and he has to take his kids to school or attend to some other distraction. This means that your company had a red hot lead but now is not able to find him to get him to convert. Retargeting takes care of that, allowing us to show him ads based on the interactions he has already had. This is one of the most effective techniques to drive conversions in dental businesses. Why Should Dental Practices use PPC Ads? We've spoken to many dentists over the years, and have had the same question arise time and time again. The question is "while we understand how it works, why do we need to use it?" Honestly, that's a good question. I will list some of the benefits below.
First, while your competitors might be running ads, the likelihood is that they're not using a conjunctional approach. This means that they are only running one Facebook ad or one google ad. Just like with any local marketing you do, sponsoring only one farmers' market per year is not going to get the same response as using the same budget to print 500 flyers. Because most businesses in this industry do not analytically approach marketing, you are a huge advantage.
Second, unlike broad advertising that is local, this strategy can specifically target customers in a way that no other platform can. This means that you can identify your target to a T, ultimately driving more conversions and paying less for each new patient. This, combined with retargeting is the golden tool when it comes to understanding how to grow your business.
Insights and statistics show that 40% of potential patients find their dentist by clicking on paid promotions at the top search results. This means that on average, 40% of the new patients are choosing your competitor only because they decided to run a Google ad and give “x” dollars off. In the long run, its dollars off doesn't mean much, especially in your industry where clients can last three years.
Here is the gold. Paid social and PPC are quantifiable and results-based. Usually, the return on ad spend for PPC ads is about 200%. This means that every dollar you spend marketing with us, on average you will get back to dollars. Additionally, it allows you to build your email list, which has an average return on investment of 4400%. That's insane. This means that only a few months into marketing you can be acquiring clients with a $44 benefit at only $1.
Conclusion All of these benefits pretty much come down to one thing: targeting. Using our experience with the platforms available online, targeting has never been more accessible. Back in the day if you wanted to target parents, you would donate a service to the local school's silent auction. The issue is that it is super difficult to analytically track the number of conversions that provide you. How are you supposed to create analytical strategies when you have no data to work with? And lastly, we see dental practices running ads all the time. But commonly, due to this misconception of the expense of hiring an agency, they're running the ads by themselves. While cost-effective and generally a smart option, the advancement of technology has made these platforms complex enough to where it is difficult to extract the ROI numbers without being a professional. Facebook is designed to make money at the end of the day, and it's also designed to trick you into believing that the return you are receiving is good. Most of our clients are shocked when they realise that using analytics, and our strategy allows their return on investment to skyrocket. At the end of the day, return on investment is what we are worried about. That hyperfocus allows us to achieve the numbers and metrics that we do. For the reasons listed above, we believe that listing and utilising PPC Marketing is a must for dental practices, especially right now. Marketing is like the stock market. If you are here for the long-term, the best time to invest is today.