4 Ways To Increase The ROI Of Your Dental PPC Campaign
Pay-per-click (PPC) is an awesome way for dentists to generate new business online. It can also deliver a very high return-on-investment (ROI) — as long as you do it right. While organic search engine optimization is also important, dentists can’t neglect PPC. One study found that PPC ads accounted for almost 65% of clicks for high-commercial-intent searches (searches where someone is looking for a product or service). But how can you get your ad to the top of the page — i.e., the area where most people click — and not break the bank in doing so?
Here are some tactics that improve the ROI of your pay-per-click campaign by reducing your PPC spend, and also increasing the number of clicks and conversions your ad campaigns generates.
1. Target the right keywords.
It might sound obvious, but many dentists do not use the right keywords in theirPPC campaigns. There are three main parts to using the right keywords for dental PPC:
- Targeting localized, long-tail keywords — less competition, lower cost, higher-converting
- Using different keyword groups in different ads — for example, one ad targeting three cosmetic dentistry keywords and another ad targeting three dental hygiene keywords
- Specifying negative keywords — eliminate irrelevant search terms for more targeted traffic
When you use these tips to create PPC ads with highly targeted keyword groups, your ads will generate more clicks and get higher relevancy scores from whatever search engine you’re using, making them appear higher on the SERP (search engine results page). As a result, you’ll get more new patients and a lower cost per click!
2. Optimize your ads for phone calls.
While some types of businesses will focus primarily on getting clicks with PPC, phone calls are essential when it comes to PPC for dentists. Phone calls mean the person is ready to book an appointment. They also mean that you spend less money on your PPC campaign— as you only get charged for your PPC ad when someone clicks.
You can add your phone number to your Google Adwords ad without it contributing to your character limit by using Google’s phone number extension. This extension additionally allows mobile users to click on your number to call you. (You should also look into the other ad extensions offered by Google, including the location extension and seller rating extension).
Finally, maximize your PPC ad’s call-generating potential by setting up your phone number-optimized ads to display only during business hours when someone is around to pick up the phone.
Including your phone number in your dental pay-per-click ad increases your campaign ROI.
3. Optimize your landing page.
As we discuss in the blog post The 10 Biggest Problems with PPC for Dentists and How to Solve Them, linking your PPC ad to your homepage or another unrelated page of your dental website is a conversion killer!
If you want to get conversions, not just clicks, you need to link your ad to a targeted landing page.
Here are some elements of an optimized landing page:
- Content that directly relates to the offer in your PPC ad
- A relevant image
- An eye-catching header
- Your practice logo and some type of symbol of trust such as a Better Business Bureau logo (if you have a BBB-accredited practice)
- A compelling call to action (CTA), accompanied by a contact information collection form they can fill out to complete the CTA
You might also consider adding a video to your landing page, as video has been shown to increase conversions rates.
An optimized landing page for a dental pay-per-click ad contains all of these elements, while keeping a clean, simplistic design.
This dentist’s landing page contains all of the essential conversion elements (image source: Design Effective Landing Pages for PPC Ads).
4. Track and test your campaign.
PPC takes a bit of trial-and-error to perfect, and tracking and analyzing your campaign metrics allows you to figure out what works and what doesn’t.
By staying on top of your click-through rates, conversions, and other campaign metrics, you will get a clearer picture of your PPC ROI, and the things you need to tweak in order to improve it.
For example, you might want to experiment with different keywords, background colors, and CTAs. Then test and compare these different ad variations to see what combination gets you the most conversions.
PPC takes a bit of trial-and-error to perfect
After reading this blog post, you now know the critical elements that go into a high-ROI PPC campaign for dentists. For help conducting the necessary work that goes into deploying these PPC strategies (keyword research, landing page web design, and more) please contact me about PPC for your dental practice.