If you're looking to advertise your orthodontics practice, taking out an ad in the local newspaper just won't cut it anymore. If you want to attract your target patients, PPC campaigns are the way to go.
PPC, or pay-per-click advertising, is a kind of digital advertising that allows you to serve ads to your most valuable online users. These ads can bring you closer to potential patients by advertising where they're already looking, and entice them to visit your website in order to potentially become a patient.
On this page, we'll talk about what makes PPC ads a great digital marketing option, and how to start an effective campaign.
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As opposed to traditional marketing techniques, PPC allows you to target your audience based on their likes, interests, and previous online behavior. When you simply put an ad in the newspaper, there’s no sense of targeting – whoever stumbles upon your ad is who sees it.
PPC ads are available for search engines like Google and Bing, and will appear when the keywords you choose to target match the search query of the user.
PPC is the modern version of a newspaper ad, except it works on a bidding system. It allows you to target your ads based on your most valuable keywords for your orthodontic practice. This ensures that only Internet users who are actively searching for your services find you, and you aren’t wasting your marketing budget on something that won’t return results.
Maybe the biggest perk of using PPC ads is that you decide exactly how much each keyword is worth, and you only pay for the ad when someone clicks on it – not every time someone sees it.
As we mentioned, PPC is based on a bidding system. You choose the keywords that you want to target and then decide how much you’d like to pay for that ad every time it’s clicked.
For example, if you want to rank for a very competitive keyword like “braces for teenagers,” you’ll have to bid more to show up in search results because more orthodontists are also trying to target that keyword.
However, if you use a less common, more detailed keyword like “clear braces in [your city],” you’ll be able to bid less since less practices are trying to rank for that keyword.
Being able to choose how much you pay every time your ad is clicked allows you to determine your budget ahead of time and stay within that set amount.
There are a few steps you’ll have to take to create a PPC campaign for your practice. These are the most important.
PPC ads are based on keywords. The keywords you choose determine for which queries your ads will show up for in search engines.
In order to find exactly what keywords to target with your PPC campaign, you'll want to start with keyword research. You can use free keyword research tools to find what users are searching for, the estimated cost-per-click (CPC), and the competition level for each keyword. You'll also be able to see how difficult it will be to attract clicks for each keyword.
When you create a PPC ad, you'll need a page that users will land on when they click the ad. These are called landing pages, and they're extremely important to your campaign.
These pages should match what your ad depicts so that users aren't didappointed when they get to the landing page. For example, if your ad was for braces to straighten teeth, the landing page should be a contact form to get more information about your teeth-straightening services.
Landing pages should have no navigation bar, but rather a call-to-action button, a telephone number, or a contact form that entices users to take the next step to becoming a patient at your practice. Landing pages should also have great visuals that entice users to take the next step in contacting you.
Google AdWords is a great platform for your PPC ads. The program allows you to design the way your ad looks and choose the keywords that you’ll target with each ad.
It also allows you to choose how much you’re willing to pay per click, and set up your landing pages.
In order to ensure that your ads and landing pages are getting the best possible results, you’ll want to A/B test them.
A/B testing refers to the way that you can use two different versions of the same ad, and track which ones users respond better to. You can test many different variables, so by the end of your testing period, you'll be using the ad that performs the best.
You can test the color of CTA buttons, the text on your ads or landing pages, the pictures you use, and more.
It’s hard to know if your ads are working if you don’t track their success.
Through AdWords, you can track who clicks your ads, and how they’re working overall. You can also decide if you want to increase your bid for ads with a certain keyword to get more clicks, or if you want to change each ad’s corresponding landing page.
It’s possible for your orthodontics practice to create PPC campaigns on your own. However, it takes time and dedication to write effective ads that generate results.
If you simply don’t have the time to look after a PPC campaign for your orthodontics practice, you should consider hiring an agency to help you.
If you’re looking to create the perfect PPC campaign that targets your most qualified audience, WebFX can help.
We have an experienced team of PPC specialists that drive results for our clients. We’ll make sure that we get to know your orthodontics practice, do keyword research to find the best keywords for your ads, and design ads and landing pages that convert.
We’ll also test your ads and landing pages to ensure that you’re getting the most traffic possible to your orthodontics website and physical location.
Contact us today to speak to a specialist!
Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.