Advertising in the Dental space can feel like being in a lion’s den. It seems like almost every day there are new players in the market, new practices, and partnerships, leveraging more and more dollars towards advertising in your area.
That’s where alternative forms of advertising and good marketing tactics come in. One of those alternate forms of advertising is PPC. While your competitors are focusing on traditional ads and means of customer acquisition, there is an entirely untapped audience in the digital space.
That doesn’t mean you can just go bonkers running PPC ads anywhere you choose, having the right strategy is the key to success in the space. That’s why we’ve put together this list of things you need to know to properly manage your PPC ad campaign if you’re a dentist.
As we said, there’s a lot of competition out there and all the ads in the world won’t help you if people don’t know why they should visit you over the other guy down the block. This means finding that one thing that makes you different from and better than other dentists.
Now you’re probably going “but aren’t all dentists the same?” No, they’re not, and we’re not talking about specializations here, but as an example, maybe you don’t cause your patients to hate you every time they come in for a cleaning, maybe you’ve got that magic touch that doesn’t leave them in pain if that sounds like you, then there you go, time to capitalize on it.
Things like exceptional customer service, discounts, being kid-friendly, are all things that a dentist can use to lure in customers through PPC ads. Showcase what’s special about you in your ads that will make people not only want to click the ad to find out more about you but ultimately become a patient.
Similarly, if you’ve invested in the latest technology or have learned new dental techniques that others aren’t using on that, showcase it in your ads. Whatever makes you stand out.
Of course, we all use the major keywords because we know what most searchers are looking for when they search for a dentist. This is great for capturing local traffic and for getting customers through the door for routine treatments like regular cleanings and the like, but we know as dentists that we offer a lot more and there are more specific keywords we could use to draw in other sectors of the market. It can also help you as you look to get creative on keywords you use in your landing page titles.
Instead of trying to grab just the “dentist near me” crowd, broaden your scope to include keywords related to specific services like braces, crowns, teeth whitening, and other services (assuming you provide them of course). Though the general traffic won’t be as high as other keywords, you are more likely to grab customers with more obscure keywords. Not only that, specialized procedures are usually your big-ticket items, and good services can turn those customers into regulars meaning more overall business in the long term.
PPC ad space comes at a premium. To offset this you need to do two things. First, use Google Analytics and all data available to you from various ad extensions to target your ads as effectively as possible. Especially if you’re advertising across multiple platforms or using multiple, complex features on the same platform. Never waste ad space.
Secondly, make use of extensions that let you share more information such as links to an appointment page, a services page, or other information that may be relevant to a potential customer. Your ads can only say so much so it’s important to use whatever means are at your disposal to squeeze every ounce of potential out of them like the juicy advertising oranges that they are.
It probably sounds cheesy, but adding the good things your customers have to say about you to your advertisements is better than trying to sell yourself most of the time. These honest and heartfelt statements can do more for your business than a dozen cheesy ad slogans that you can come up with.
What’s more, they are easy to use with your existing ad campaign. You can take reviews that actual customers have left you or even ask them straight out to say some kind words about your business for you to use in advertising. You’ll want to make sure people know what they are when you put them in ads, but real people talking you up can go a long way for your business.
This is particularly important in the medical profession, where customers want to know that they can trust you to do a good job. The best way to prove this is by having real people tell them.
It’s easy to take a blind stab in the dark when advertising and just promote your business for what it is but to truly capitalize on those PPC advertising dollars, you need to know what customers are looking for at any given time.
This means finding out what the trends are from time to time. If kids are going back to school, it may be time to run ads about specials on teeth cleanings and braces, is it time for family gatherings and other holiday events? Then maybe a special on teeth whitening will do the trick.
The point is, do a little market research and know what’s selling. That way you can stay on top of trends and be ready to draw in customers.
A PPC ad campaign can do wonders for your business, especially if your competitors aren’t marketing themselves in that space. The trick is knowing how, when, and where to advertise and what to say in those ads.
Hopefully, these 5 tips will help you make the most out of your PPC ads in the dental space and let you draw in loads more business.