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Daryl Johnson is the founder of Frontier Marketing (https://www.frontiermktg.com), a Premier Google Partner and BingAds Partner advertising agency located in North Texas. Daryl holds all six certifications in Google AdWords and is BingAds accredited. He focuses on providing strategic direction for clients and has deep industry experience in healthcare and technology.
Pay-per-click advertising can prove to be a cost-effective tool for your practice.
PPC, or pay-per-click marketing, can be one of the most precise, cost-effective tools to get you noticed online and grow your appointment calendar. But all too often, dentists abandon PPC because of the price of leads.
In our experience, the biggest money-waster in PPC is not understanding and targeting your core customer efficiently.
The sad part is it’s not a complicated process. In fact, running successful PPC ads has way more to do with traditional marketing than most people think.
If you’re thinking about running a digital advertising campaign or you’re going to stop a campaign due to poor return on investment, then this article may help.
What exactly is pay-per-click advertising?
If you’re a PPC guru and you know the ins and outs of digital advertising, then skip this section.
If you’re new to PPC or you could use a refresher, then keep reading.
PPC ads are advertisements you can buy via online media platforms like Google AdWords, Microsoft BingAds, Yahoo Gemini, Facebook and more. If you go to a search engine like Google and type in “dentists near me,” you’ll generate a results page. If your ad shows up on the results page and a user clicks on it, then you get charged a small amount from the publisher (in this case, Google).
So, why do we love PPC? There are three main reasons:
PPC ads put your dental practice in front of the people searching for the specific services you offer, whether it be pediatric, general, cosmetic, or another specialty. Those are then the people who become your patients.
If you want to get the most out of an ad campaign, it’s critical to understand your perfect audience for each procedure you offer and then give them an ad that specifically addresses their needs. This is where most campaigns fail: They target too broad a slice of the population, wasting precious advertising budgets.
Up next: How to define the perfect audience...
How to define the perfect audience
Here’s the hard truth: Not everyone in your geographic target market is the right fit for your practice. Some prospects are totally focused on price; even if they’re nearby, they won’t visit you unless your price is just right. Others care most about the latest technology. Some are busy and need flexible hours.
By understanding the positioning of your practice, you can put your ads in front of the people who are most likely to respond.
How do you start building the PPC ad that expands your patient list? By defining you perfect audience in detail. We call this creating a marketing avatar. It’s one of the first things we do when we take on a new dental practice. We also know most dental practices have several marketing avatars, since procedures target different types of people.
Below are four steps you can take to build the perfect set of marketing avatars for your dental practice.
Step 1: Write down your unique selling proposition
The first question I ask my dentists is, “If I saw your ad along with the ads of your top three competitors, why would I pick you over them?”
Drill down deep here. Answers like “We’re better” and “great customer service” are meaningless. HOW are you better? WHAT type of customer service do you employ that your competitors do not? Are you open later? Are you bilingual? Do you use only the latest technologies? Do you have better financing options? Define what is unique about YOU.
To help narrow it down, all businesses typically uniquely position themselves with one or two of the options below:
It’s almost impossible to be all three - and that’s okay.
Step 2: List all the procedures you want to target
The next step in creating a marketing avatar is documenting all the procedures you want to promote with your advertising campaigns. These can be grouped into similar procedure sets, but they generally include:
Once we know what we are going to promote and what benefits we are going to communicate, we then figure out what audience we need to target.
Step 3: Understand what people in your audience have in common
Your prospective patients want and need the things you listed in Steps 1 and 2 above. Now, we need to figure out what characteristics people in your perfect audience have in common so that we can target them and ignore the people who aren’t in your wheelhouse.
The list of characteristics you could target is almost endless, but these tend to be the most popular:
Bonus tip: Our friends over at DigitalMarketer.com have a great worksheet and blog post on how to create marketing avatars. Check it out here.â¨â¨
Now that we have a laser-focused idea of exactly who you are servicing, we can set up the targeting.
Up next: Which targeting options are available?...
Which targeting options are available to me?
The key to getting the most out of an ad campaign is optimization, or being able to stop what doesn’t work.
When we add targeting to your campaigns, we want to take the lists you made above and find targeting options on the platforms (i.e. Google, Microsoft, etc.) that match the items we know your audiences share.
Let’s start with the biggest platform: Google AdWords.
With AdWords, we can target geographic and demographic commonalities in your audience, including:
If we are using Google’s Display Network or Facebook, we can also target psychographic items such as:
PPC campaigns do best when they’re consistently monitored, tweaked and optimized. By showing your ads to only those people who really want your services, you can stop wasting money because the people who don’t need your help won’t see your ads. You can get more patients by spending the same amount of money.
Beat the competition by advertising smarter
Dentistry is a competitive market. To win, you have to do a better job than your competitors with the money you have. The more profitable your efforts, the more you can invest.
By implementing the latest targeting options, you’ll create a more consistent flow of patients into your practice at a predictable price.
For more information on Frontier Marketing, click here.