Generating New Patients With Local Pay-Per-Click Advertising
THE NEXT DDS
Search engines can take a substantial amount of time to index new websites and display them in the search results for relevant keywords. In fact, depending on your neighborhood’s competitiveness, it could be six months before you notice an increase in your site’s position in the natural listings of Google and Yahoo! Despite the delays, search engine optimization can in time significantly improve your natural search ranking. However, local pay-per-click (PPC) advertising is a very cost-effective search program for targeted services in a defined geographic location that gives you a greater amount of control and immediate exposure.
Precise Keyword Targeting Geographic Control
Pay-per-click advertising is a form of online marketing that guides qualified patient leads to your practice at the exact moment they are looking for your services. This involves buying and placing ads in prominent positions on search engines -- also known as the sponsored ads, which appear adjacent to or directly above the natural search results of online search engines.
One of the first steps to building a successful PPC campaign is selecting the keywords that best define your practice (eg, services and products). In addition, PPC also lets you target your ads to a defined geographic location within a 5-, 10-, or 50-mile radius of your office, reaching only the most qualified patients and ensuring the most relevant clicks. These prospects will see your ad when they type a word or phrase that matches your targeted keyword list, such dental implants or tooth whitening. Payment is required only when a visitor clicks on your ad, and the cost of your ad is determined by the competitiveness of your market.
Strong Call to Action
When prospective patients click on your ad, they are directed to another page on your website that presents a strong call to action, such as submitting a form or calling your number. These important destination pages -- also known as landing pages -- must be consistent with the message that you are trying to convey in your online ad, directing your visitors to take an action with compelling copy and attractive graphics as well as strategically placed links and buttons for the visitors to click. When visitors arrive at a landing page that supports the specific keyword they were looking for, consumer confidence in your service and in your practice is greatly increased.
Measuring Your ROI
Pay-per-click offers more control and flexibility than many other online marketing solutions, allowing for the adjustments needed to ensure the most effective pay-per-click strategy. A successful campaign requires extensive management and supervision in order to maximize your return on investment. Generally, an experienced third party is best suited to handle the campaign logistics, making the most of your budget without increasing your overhead.
The greatest advantage of PPC advertising is the speed at which you can reach your target market and the high quality of patient leads that can be generated. An aggressive PPC campaign can be up and running on the Internet very quickly, bringing you same-day search engine visibility. When properly implemented, you will notice results in the form of clicks, phone calls, and appointment requests.