Dental marketing for dentists
SQUIRREL! If you are like many business owners, distractions and shiny tools can take you off course, pulling you down a rabbit hole spending money on anything that sounds like it will get you some traction. Digital Marketing tends to be the worst for “shiny new widgets,” and due to new technologies popping up everywhere, how do you know which one will bring you the best results?
Listings, social media, paid media, local SEO, keywords, meta descriptions, rankings, analytics, online ads, reputation management, blogging, linking… it goes on and on. What strategies will get you the results you need? What strategies will help you reach your goals?
Today I am going to discuss paid media also known as pay-per-click (PPC), AdWords, or Google Ads.
What is Paid Media?
Definition: Paid media refers to external marketing efforts that involve a paid ad placement. Paid media includes PPC advertising, branded content, and display ads.
For the purpose of this blog, I will discuss the paid media product called Google Ads.
What is Google Ads?
Taken directly from Google: “Google Ads is Google’s online advertising program. The program allows you to create online ads to reach audiences that are interested in the products and services you offer. The Google Ads platform runs on pay-per-click (PPC) advertising, i.e. [if you’ve placed a Google Ad,] you pay every time a visitor clicks your ad.”
Why do I need Google Ads?
Quicker results over & above SEO
Search engine optimization (SEO) is a foundational strategy that any great-performing dental practice website will have in place. With that said, it can take years to rank for a highly competitive keyword. Some businesses just will never see page-one rankings because other competitors are spending thousands per month to optimize.
When you implement a Google Ads strategy, you can leapfrog the organic SEO winners by running ads targeting the keywords you can’t rank for organically.
Earn more conversions
Conversions, in the dental industry, are appointment requests. Either by phone or through a form on your website. A Google Ads strategy is based on conversions. This (along with brand awareness) is why you spend marketing dollars on Google Ads – to generate more conversions that result in more business.
IMPORTANT: Conversions are optimized and more likely to happen when there are landing pages created specifically for your Google Ads campaign. You can rely on Patient NEWS to ensure that this is taken care of for you!
Throttle your budget to meet your goals
There is no minimum or maximum spend on Google Ads. With that said, our strategists will suggest a budget that will meet the conversion goals your practice is seeking. A great component, however, is that you can raise this budget as you grow or lower it when you are looking to scale back.
Request a free consultation from one of our marketing consultants to get a free comprehensive report on Google Ads spend and what we suggest for your practice.
Target your ideal patient
Google Ads targeting capabilities are wide-ranging. Demographics, location, and proximity will all factor into the strategy. What is important is that Google Ads allows you to capture prospects who are searching for specific services.
For example, if you are looking to target more cosmetic cases, or more families, both require different strategies. What you need to know is that you can target your budget to the ideal new patient! Even better, all the results are trackable in a simple-to-understand format. Every month you will know how many impressions, clicks, and conversions you received.
At Patient NEWS, we take it a step further and track exactly how much each patient who came from Google Ads spent at their appointment, giving you a true ROI.
Win over competitors
There is nothing worse than having your competitors rank better than your practice does because Google feels they should win in organic rankings just because their practice has been operating longer than yours or they have a few more reviews. It especially rankles when you know your practice has a unique value proposition that is far more advanced and fitting for these patients.
Google has made the choice to rank your competition higher due to 200+ different reasons that you can’t control. With Google Ads, you can quickly leap over your competitors by allocating a budget specific to the services and keywords for which you want the traffic.
At Patient NEWS, we will help you identify which keywords are your best choice and which ad placements will bring you the best results.
This all sounds great, right? More conversions, more new patients, trackable ROI… But wait! Google Ads is like any other marketing. You must make educated decisions backed by true market analysis data to get the predictable results we understand.
You see, purchasing clicks on non-relevant searches can actually negatively affect your practice. Your website will experience high traffic with little conversion. We suggest consistent, ongoing tracking and management to ensure your hard-earned marketing dollars are not only spent correctly, but are tracked to provide you with reporting that is transparent.
It’s all about EXPECTATIONS!
Have you ever been told by an agency that you will achieve an SEO goal (page one rankings) or more conversions or more traffic or… This is par for the course to hear these types of statements. Materializing this is another conversation.
At Patient NEWS, we analyze your market area and give you the information you need to make budget decisions that will help you reach your goal. You will fully understand what will type of strategy and budget you need you need to win new patients in your market.
Paid Media is fast, but takes investment. SEO is a foundational strategy that takes time but will pull results as you build authority and a digital footprint. We will set these expectations with you.
Don’t be in a position where you are guessing or relying on promises. Get the data you need from a market analysis to make the right decision.
At Patient NEWS, we have worked with dental practices for over 28 years. Not only do we understand Google Ads strategy, but we understand the types of content and deliverables that will bring you the ideal patient.
Reach out today and request a free consultation. Let’s discuss how we can implement a paid media strategy that brings you conversions with an ROI, month after month!