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.

But It’s Worth It

The overall click-through-rate (CTR) for healthcare ads is 1.7%. The conversion rate from healthcare ads is 2.51%. Your numbers may be higher or lower.

But taking those figures as guides, here’s how it breaks out. If your ad is seen by 1000 people a day, 17 of those may click your ad. To get one conversion – a prospect taking an additional action on your website – you’ll need roughly 43 click-throughs.

At $3 per click, you’ll pay around $130 for each conversion. And a conversion may not mean that a prospect books an appointment; it might well be someone who opts-in to receive a free ebook, white paper, or something else you’re offering on your website.

Opt-ins are great for staying top-of-mind with your prospects until they’re ready to choose you. They’re probably not new patients in your chairs anytime soon.

With all that said, PPC ads are a very useful addition to your dental marketing if they’re done right. You can target certain demographics and dental conditions very specifically. And while Google AdWords gets the most attention, the social media platforms like Facebook and LinkedIn are also offering PPC opportunities.

PPC ads are probably the best vehicle for tracking results in near-real time, That allows you to fine-tune your ads for maximum return-on-investment.

But Do You Have The Time?

Creating and maintaining a pay-per-click ad campaign can and often does get considerably more complicated than the basics covered above might suggest. Relatively few dentists have the bandwidth to stay on top of their campaigns and make adjustments as needed.

SmartBox provides ​expert dental PPC campaigns​​ for dentists as part of our ​industry-leading Patient Attraction System™​​. We work with more than 550 dentists on three continents, ​reliably delivering​ more and better patients ​​to their practices so they can focus on doing the dentistry.

Doing the dentistry is what makes you money. All of your marketing is simply a means to get more patients to do the dentistry on.

Discover what the customized dental marketing services of our ​Patient Attraction System™ ​​can do for your practice’s success. Click on the “Get Started” link below to schedule your Practice Discovery Session​™​.

We reserve these calls for dentists who are ​serious​​ about their success and who want what SmartBox offers.

We’ll use the information we obtain during your Practice Discovery Session™ to create your completely individualized ​Patient Attraction Roadmap™​​. It’s yours, absolutely free.

We’ll show you how to win the dental PPC wars in your market while you focus on doing the dentistry on ​more and better patients​​.