PPC Advertising: Trackable, Traceable & Targeted Marketing

PPC Advertising: Trackable, Traceable & Targeted Marketing

Trackable, Traceable and Target MarketingPay-Per-Click Ads are Trackable, Traceable and Targeted | CC

Tired of advertising fluff?  We are too.  Good marketing is all about the end results, and the key question is; How do we know if it is working?  Whether your marketing budget is sizable, meager, or somewhere in between, it’s just plain good business sense to know if your dollars are doing what they’re supposed to…bringing in more of your ideal patients! If you’re ready to use advertising that is track-able, traceable and highly targeted; pay-per-click (PPC) advertising is your answer.

Pay-Per-Click Ads Work

Think nobody actually clicks on Google ads?  They do.  A recent Wordstream study says that two-thirds of clicks for keywords with high commercial intent (ie-people who want to book an appointment right now) go to the sponsored results or ad listings.  Also, if your website already ranks well in an organic Google search, according to a Google study, adding pay-per-click ads to that will result in an 89% increase in website visitors.  That’s a lot of potential new patients.

For a dentist, pay-per-click (PPC) advertising can do things that other advertising strategies can’t, including:

  • Immediately Increase website visitors (who will convert to schedule appointment)
  • Target a specific procedure (like dental implants or veneers)
  • Only target potential patients in a specific city or suburb
  • Easily track ROI on marketing dollars spent

Pay-Per-Click Advertising is Trackable and Targeted

It takes a lot of effort to create a good pay-per-click campaign, including carefully-selected keywords, well-written ad copy, effective bidding and A/B tested landing pages with call tracking numbers.  If you do succeed in creating and managing a good PPC campaign, you’ll end up with marketing that gives you a strong ROI and you don’t overspend on clicks from people who never intended to make an appointment.

Here’s how we track pay-per-click campaigns for our clients:

  • Call Tracking Numbers – Long gone are the days of relying on your busy receptionist to keep track of how a new patient found out about your services.  It’s just not an efficient way to know which of your marketing tactics is working. We assign special call-tracking phone numbers for each landing page in a PPC campaign, so when your new patient calls, we know exactly where they come from.
  • Google Analytics – If you choose to run a PPC campaign in Google (Bing and Yahoo also offer paid search advertising), Google Analytics uses a special dashboard to tell you everything you want to know about who clicks on your links, how often they do it and how many of them convert.  It’s a built in tracking system that lets you know if your campaign is successful. We update our clients often to let them know how their PPC campaign is doing and what needs to be changed or tested to increase positive results.

There is opportunity for a dental practice to gain considerable market share with a well-executed PPC campaign. If you’re considering a PPC campaign, read our previous blog post Ten Things Every Dentist Should Know about Pay-Per-Click Advertising or contact us today to find out if PPC Advertising could work for your practice.