Get a Taste for Expert Dental PPC
Get More New Patient “Bang” For Your Buck
Dental PPC (pay-per-click) advertising can be a very effective means of marketing your dental practice to the prospects you want to attract.
The beauty of PPC advertising is that you only pay when someone clicks the link. The typical overall Google AdWord PPC click-through rates are in the neighborhood of 2% and conversions from click-throughs are around 6%. Those rates vary considerably by industry.
That sounds like an unbeatable deal, but there are a number of factors that determine whether PPC ads will pay off for a dental practice.
Let The Bidding Begin!
PPC ads are keyword-based. You might have discovered, by whatever means, that certain keywords get a greater response on your website or social media. You’ve determined that you want to create a PPC ad campaign using those keywords to get more new patients.
You’re almost certainly not the only dentist in your market that wants to use those keywords in a PPC campaign. Suddenly, you’re in a bidding war with competitors.
There are three basic bidding strategies: cost-per-click (CPC), cost-per-mille (thousand) viewable impressions (CPVM), and cost-per-acquisition (CPA). CPC will drive traffic to your website. CPVM is great for growing brand awareness, while CPA focuses on getting more opt-ins and new appointments.
Generally, businesses begin with a cost-per-click campaign.
You can bid on ad position in search engine results – first, second, third – and lower positions will usually cost less. However, generally speaking, the higher the ad on the page, the better.
Gaining the rights to use those keywords in the ad position you want can drive the cost-per-click (CPC) up significantly. As of this writing, the average CPC on AdWords is a bit over $3.00 for healthcare industries. Depending on the competition in your market, the average may be much higher or much lower.
You set your own budget, so your ad campaign is over when your budget is exhausted.