Managing a pay per click (PPC) Google Adwords campaign for dental practices

In this blog post I will highlight some of the common mistakes I see with Dental Pay per Click (PPC) campaigns and go through some simple quick fixes to get a better response and return.

What is a PPC campaign?

Very simply, in a Google search there are 2 sets of results. The natural results and the paid results. The paid results are either at the top in a beige box, down the right hand side or both, and have the heading ‘sponsored links’ – these are the results of people paying for a PPC campaign

To me there are 2 main ways of using these sponsored links, either to increase your brand awareness or to initiate an activity. Now remember, each time someone clicks on your ad you will pay – so if you are anything like me, you don’t have the budget to spend on JUST increasing brand awareness without a definite action to follow… do you?

The problem is that many of the ads I see just increase brand awareness, that is, they do not initiate an activity in any way. A typical example of this is when you click on a sponsored link it just takes you to the home page of a website…and there the actions stops…

A far better way to use PPC ads is to drive people to your website and prime them for an activity within the ad.

So in your advert, mention ‘call us about XYZ’… then send them to a page that answers the specific problems that they were searching for and make sure your phone number is big and prominent. Or, mention in your advert ‘have an email consult about XYZ’… then send them to a page that answers the specific problems that they were searching for and make sure your email address is big and prominent. Or, mention in your ad ‘download your free guide about XYZ’…then send them to a page that answers the specific problems that they were searching for and make sure your free download form is big and prominent.

Always, always, always send the visitor to a relevant page in your website that has a strong call to action. If, after clicking on your Google advert, a visitors needs to spend more time on your site looking for what they want, and then even more time finding out how to contact you then you increase the chance of loosing that visitor and wasting your online ad budget.

Think of your ad a step in the patient journey that starts with a search online…

  1. They realise they have a dental problem
  2. They do a search online
  3. They see your ad and click on it
  4. They visit your website
  5. They call/email the practice
  6. They come in to see you
  7. You welcome them and amaze them with your service
  8. They sign up for treatment
  9. They have treatment
  10. You WOW them with your after care
Each part needs to flow smoothly with no resistance, there should be a smooth flow from the moment the patient identifies their problem and does the online search to being on your dental practice website, your ad needs to be relevant to their problem and most importantly so does the page you send them to.
Look at this search for ‘dentist in london’ and look at all the sponsored links… so many of them are not relevant to that search term, there are links for invisalign, cosmetics & veneers, if a patient searches for ‘dentist in london’ then give them what they want… a dentist in london!… the patient journey has a hiccup with these practices the second the ad is shown…

So, how have you made PPC campaigns work for you?

This entry was posted in adwords on by .

About Mark Oborn

Mark is the only person in Digital Dental Marketing to have a Masters Degree in Business (MBA) majoring in marketing & creativity plus have run a dental laboratory for 14 years and been working in dentistry for 23 years as a dental technician. He's also a Master Practitioner of the communication modelling system, Neurolinguistic Programming (NLP) as well as being a Master Practitioner of Hypnosis and a Master NLP Coach. Mark understands business, dentistry and communication making him the logical choice to help with your digital dental marketing.

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