Benefits of Working with a Digital Ads Expert
Online advertising through search engine marketing (SEM) can give your dental practice instant access to prospective patients. Unlike radio, TV, or print advertising, it allows truly personalized dental marketing and costs a lot less than traditional forms of advertising.
Digital ads can also be tracked and measured with analytics and other metric tools to determine how well your promotional campaign is working.
While content marketing and organic search engine optimization (SEO) provide effective long-term tools to promote your office, paid online advertising drives targeted traffic to your dental website or a dedicated landing page immediately. And that traffic will arrive at the right time – when people near your practice are looking for dental services.
However, digital advertising comes with multiple challenges you may not be aware of. In this post, we’ll be looking at these difficulties and how a digital ads expert can overcome them for you.
Finding the Right Platform
Many sites offer online advertising facilities, so much so that it can be difficult to know where to start.
Pay-per-click (PPC) specialists at Dental ROI have found the best platforms for dental ads are:
- Google Ads. Ideal for dental businesses looking for high conversion rates to generate patient leads, Google Ads (formerly Google AdWords) is backed by the might of the world’s most-used search engine.
- Bing. With Bing Ads (Microsoft Advertising), you’re likely to experience less competitive bidding on dental keywords. Your ads will also be displayed on other Microsoft platforms including Yahoo.
- Facebook. The world’s largest social media platform, Facebook gives dental advertisers a range of options to target potential patients – by geographic location and age band, for instance.
- Instagram. Image-sharing social site Instagram allows you to showcase your practice with persuasive visual ads, and can be particularly effective if you’re looking to connect with younger people looking for dental services.
- YouTube. The video-sharing site YouTube offers dentists the means to engage with potential patients on an emotional level with compelling dental videos.
- LinkedIn. With the world’s largest user base of business professionals, LinkedIn enables advertisers to build credibility and can lead to increased referrals and repeat patients.
Keyword Research and Selection
Pay-per-click advertising entails bidding on keywords, and you only pay when your ad is clicked on. So you need to find the right keywords that are relevant to your dental services – phrases that will produce the most clicks on your ads.
This demands extensive research to come up with a strategy that minimizes your cost-per-click (CPC) fees while maintaining a strong presence among prospective patients. To do this, you need to know how to strike a balance between low-volume keywords and the more expensive high-volume key phrases.
This is where the help of a digital ads expert is invaluable.
While it’s essential to target the right keywords, it’s equally important to know about negative keywords – phrases that might seem to fit what you’re offering but don’t. Negative keywords waste your money because you’re paying to get the wrong people to visit your website.
Targeting Your Audience
PPC facilitates demographic targeting to reach the right audience – in your case, prospective patients – and just as there are many online advertising platforms, there are now more targeting options than ever.
A digital ads expert will be able to determine how to target your audience according to the types of dental services you offer. Options include:
- Geographic location.
- Income level.
- Relationship status.
- Education level.
Optimizing Your Digital Ads Campaign
You can’t just set up an online advertising campaign and leave it to its own devices – it won’t run itself. To get the best results, you need to constantly monitor the performance of your ads and fine-tune your marketing efforts on an ongoing basis.
This demands a highly focused systematic approach with meticulous attention to detail in order to consistently maximize the benefits of your digital advertising. You have to know how and when to take actions such as:
- Changing your ad content.
- Modifying keyword bids.
You may also need to update your website content or specific landing pages, which brings us to the next point...
Supporting Your Ads with Quality Content
Online advertising needs to be backed by professional-standard content on your website or dedicated landing pages. This will not only increase conversion rates – more patients through your door – but also improve your ad performance through the Google Ads Quality Score system.
In rating the overall user experience of people who click on your ad, Quality Score takes into account the usefulness and relevancy of its corresponding website content. In other words, the page that people arrive on should deliver what was promised in the ad.
Why You Need Digital Advertising Specialists
Using online advertising platforms can give your dental office significant results, but only if you know how to use them properly. Without expertise in PPC marketing, it’s easy to fall into the trap of throwing good money after bad.
Running an effective pay-per-click operation is complicated and time-consuming and presents multiple challenges for the uninitiated.
Because getting it wrong with PPC marketing can be so costly, many dental offices turn to PPC professionals to ensure the best results. In the right hands, a PPC campaign can lower costs per click over time. On the other hand, a search marketing campaign that’s poorly organized can result in higher cost-per-click charges.
If you need to grow your dental business quickly, online advertising guided by specialists may be the ideal solution.
Why Dentists Choose DentalROI
Digital ads experts at DentalROI are experienced in implementing effective marketing campaigns on the advertising platforms that work best for dental offices, with a particular focus on Google Ads (we have Google Ads Search Certification).
In addition to having our own PPC specialists, DentalROI can leverage its other digital dental marketing capabilities – including custom dental website design and search engine optimization – to enhance ad ranking and click-through rate.
Get in touch to discover more about the benefits of working with our digital ads experts and how our other dental marketing services can help to take your take online advertising to the next level.