2013 was the year of content marketing and 2014 just may be the year of pay-per-click advertising (PPC.) We’ve found that dentists and dental practices who want to increase their site traffic, target a specific procedure or service and get new patients in the door quickly, PPC is your best bet. Below, we break down the latest PPC statistics and what they mean for the future of online dental marketing.
It’s not a Fad, It’s a Lasting Trend – “72% of PPC marketers plan to spend more on PPC in 2014. – SearchEngineLand.com, 2013
The online marketing community is confident in pay-per-click advertising and plans to invest more in it this year. It’s not a fad that will quickly fade. Our PPC team thinks this trend will only continue to grow for online dental marketing as well.
Conversion is Still Key – “85% of company leaders plan to spend more time on their landing pages and conversion rates.” – Mosier Data, 2013
Pay-per-click campaigns have a lot of moving parts – and they definitely can make or break any campaign. Your paid listing should include a link to a well-written and thoroughly tested landing page where your potential patient will find all of the information they need about the procedure they searched for, why they should choose you for that procedure and how to book an appointment. A simple link to your home page won’t cut it. Additionally, marketers know that landing pages are critical to conversion rates (how many potential patients become actual patients through your PPC campaign.)
Nobody knows the Difference – “41% of users can’t identify between the paid and organic ads when there isn’t a line to separate the two.” – Mosier Data, 2013
Here’s a response we sometimes get when we ask dentists if they’ve thought about running a PPC campaign for their practice – “Nobody clicks on those ads, do they? I mean, don’t people know they are ads? Wouldn’t they want to click on what comes up organically instead?” It’s a common, but uninformed response. Based on the statistic above, nearly half the time, most people can’t even tell the difference between a paid listing and an organic one. What they see is what pops up first and that counts for a lot actually, because most people choose one of the first few listings and rarely go beyond page one of their Google search. Additionally, as we’ve discussed in the past, Google is intentionally making it more difficult for the untrained eye to discern between paid and unpaid listings. What’s more is Google is providing less (and less) analytics information that helps influence and inform keywords for organic SEO campaigns. It’s clear that Google is giving preference to PPC listings.
Google is King (and Queen and Prince and Princess) – “73% of marketers plan to specifically increase their Google AdWords spending in 2014.” – Harapin State of Paid Search, 2013
Google just isn’t budging from atop its throne as the number one search engine in the world. While Bing, Yahoo and social networks like Facebook and Twitter have paid ad programs that can be fruitful for your practice, Google is the place most people go to find what they need – including which dentist to book an appointment with. We expect to see most of the PPC dollars going straight to Google in 2014.
Is PPC Untouchable? – “Unlike organic SEO marketing, PPC marketing in not affected by Google’s constant algorithm changes.” – Forbes, 2013
This is a big one. If you are a dentist who wants their practice website to show up on the first page of a Google search, there is a lot (and we mean a lot) of marketing work to be done. You need multiple webpages with great content, a frequently updated blog, local listings submissions, online reviews, dynamic social media profiles, among other things. Then, once those marketing elements are in place, they need to updated, tweaked and at times overhauled completely to keep up with Google’s changes. With PPC, none of that is necessary. As long as you are paying for your PPC campaign, your listing will display for the keywords you’ve chosen.
Our pay-per-click marketing team is equipped to help you with every aspect of your campaign including landing page development, keyword research and call tracking. If you want to jump start your practice’s new patient flow or target a specific procedure in your market, contact our team today. We can help.