The Ultimate Guide to PPC for Dentists

Looking for new dental patients? PPC for dentists may be right for you.

We may not be dentists here, but we sure as heck know PPC.

Here’s the ultimate guide to leveraging PPC for dentists.

What Is PPC for Dentists?

PPC (pay-per-click) is a digital marketing strategy used to drive traffic to websites and generate leads or sales. This involves paying a site or search engine (often Google) for an advertisement a fee each time someone clicks on your ad’s link.

In the dental industry, PPC for dentists refers to running paid advertising campaigns online to attract potential patients to a dental practice website.

These campaigns can ultimately help dentists increase their online visibility, reach a targeted audience, and acquire new patients.

How Much Does PPC for Dentists Cost?

Since PPC for dentists has so many applications, it’s hard to answer exactly how much PPC for dentists costs.

A good estimate would be between $2 and $10 per click, depending on many different factors.

For instance, the cost will change mainly depending on the platform you use (i.e. Google or Facebook) as well as your practice’s geographic location.

Another huge factor is the type of keywords you choose to use. For example, according to research conducted by Prosites, the keyword “braces” in San Jose, CA is $7.03 while the cost in Omaha, NE where CPC is $6.40. Google Ads Keyword Planner also suggested a bid of $14.56 for “dental implants” in San Jose, CA, and $9.67 in Omaha, NE.

Benefits of PPC for Dentists

PPC (Pay-Per-Click) advertising offers several benefits for dentists looking to promote their practices and attract new patients. Here are some of the key advantages:

Targeted Reach

PPC allows dentists to reach a highly targeted audience by choosing specific keywords, demographics, locations, and even the times of day when their ads are displayed. This ensures that the ads are seen by potential patients who are most likely to be interested in their services.

Immediate Visibility

As soon as the campaign is set up and activated, ads can start appearing on search engine results pages. They increase the dentist's online presence immediately.

Controlled Budget

Dentists control their PPC budget by setting a maximum bid for each click and adjusting their budget as needed. This allows for predictable spending and the ability to scale up or down based on the results.

Measurable Results

PPC campaigns provide detailed metrics that allow dentists to track the performance of their ads. They can see how many clicks their ads received, the cost per click, and most importantly, how many of those clicks led to actual conversions (appointment bookings or inquiries).

Brand Awareness

Even if users don't click on the ads, they are exposed to the dentist's brand name and services. This helps increase brand awareness and recognition, which makes users more likely to choose the dentist's practice when they book an appointment.

Geo-Targeting

Dentists can focus their PPC campaigns on specific geographic areas. This is particularly useful for local dental practices that want to attract patients near them.

Adaptability

PPC campaigns can be adjusted and optimized in real-time. If a particular keyword or ad is not performing well, adjustments can be made to improve results. This flexibility allows dentists to fine-tune their campaigns for better outcomes.

Competitive Advantage

PPC can help smaller or newer dentists compete with larger practices and established competitors, putting them on equal footing with larger players in the digital space.

Specific Services Promotions

Dentists can create ads tailored to specific services they offer like teeth whitening, orthodontics, or emergency dental care. This allows them to highlight their expertise and attract patients seeking those particular services.

Highly Relevant Traffic

PPC ads can be designed to match users' search intent closely. When users click on the ad and are directed to a landing page that provides exactly what they are looking for, it increases the likelihood of conversions.

Remarketing

Dentists can use remarketing techniques to target users who have previously visited their website but didn't take action. These ads can remind returning users about dental services and encourage them to book an appointment.

What Type of ROI Can I Expect?

Dentists who invest in PPC can expect to see conservatively $2 back for every $1 spent on average or up to 800% ROI on Google Ads, according to recent PPC statistics.

Strategies and Tips for Running PPC for Dentists

Here are a few strategies and tips for running PPC campaigns as a dentist.

Strategies

1. Keyword Research and Selection: Identify relevant keywords that potential patients might use when searching for dental services like “cosmetic dentistry,” “dental implants,” “teeth whitening,” and location-specific keywords. Use keyword research tools to find high-volume and low-competition keywords to optimize your campaign.
2. Ad Campaign Structure: Organize your campaigns into ad groups based on specific services or treatments. This allows you to create highly targeted ads and landing pages for each group. Group similar keywords together within each ad group to improve ad relevance and quality score.
3. Compelling Ad Copy: Craft attention-grabbing headlines and copy that highlight the unique value of your dental practice. Clearly communicate the benefits of your services and any special offers or promotions.
4. Landing Page Optimization: Create dedicated landing pages for each ad group that provides detailed information about the service mentioned in the ad. Ensure that the landing page content matches the ad's promise and provides a clear call-to-action (CTA) for users to take the next step, like booking an appointment or contacting the practice.
5. Location Targeting: Use geotargeting to focus your ads on the specific geographic areas where your practice operates.
6. Negative Keywords: Implement negative keywords to prevent your ads from showing for irrelevant or unrelated search queries. This improves the quality of your traffic and reduce any unnecessary spending.
7. Ad Scheduling: Analyze your campaign data to determine when your ads receive the most clicks and conversions and adjust your ad scheduling to focus on the times of day or days of the week that yield the best results.
8. Mobile Optimization: Ensure your landing pages and ads are optimized for mobile devices since a large portion of searches for dental services are conducted on smartphones and tablets.
9. Conversion Tracking: Set up conversion tracking to measure the actions that matter most, such as appointment bookings, contact form submissions, or phone calls.
10. A/B Testing: Test different ad variations to see which ones resonate best with your target audience. Experiment with different headlines, ad copy, and calls to action to identify the most effective combinations.
11. Remarketing: Set up remarketing campaigns to re-engage users who have previously visited your website but didn't convert. Show targeted ads to these users to remind them of your services and encourage them to take action.
12. Budget Allocation: Allocate your budget strategically, focusing more on high-performing campaigns and keywords while adjusting or pausing underperforming ones.

Bonus Tip: Continuous Monitoring and Optimization: Regularly review campaign performance and adjust bids, keywords, ad copy, and targeting based on data-driven insights.

Stay updated with industry trends and changes in search behavior to adapt your strategy accordingly.

Common PPC Mistakes to Avoid for Dentists

Here are a few common PPC mistakes to avoid if you’re a dentist:

1. Poor Keyword Selection: Using broad or irrelevant keywords that don't match user intent, wasting money on clicks from uninterested users.
2. Generic Ad Copy: Failing to create compelling, specific ad copy that highlights unique services, leading to low click-through rates and conversions.
3. Lack of Relevant Landing Page: Directing users to generic pages instead of tailored landing pages, lowering interest and conversion rates.
4. Ignoring Mobile Users: Neglecting mobile optimization, missing out on many potential patients.
5. Set-and-Forget Approach: Not continually monitoring and optimizing campaigns regularly, resulting in wasted budget, missed opportunities, and stagnant performance.

Best Platforms for PPC for Dentists

While there are a few different PPC platforms, the top three for dentists are:

• Google Ads
• Facebook
• Bing

While Google Ads is the largest advertising platform, Facebook ads are a great place to reach patients on a more personal level, while Bing has a lower CPC than Google.

For more resources, check out:

• Our guide on hiring a PPC expert

Frequently Asked Questions

Do dentists need to run PPC advertising?

While dentists don’t technically need to run PPC advertising, it can be beneficial to them to find new patients and grow their practice.

Is PPC better than SEO for dentists?

While SEO has its advantages, PPC offers dentists more immediate results than SEO does.

Should I work with a PPC expert as a dentist?

To make the highest profit possible, you should work with a PPC expert as a dentist.

Does Google Ads work for dentists?

Yes, Google Ads works for dentists.