There once was a time when newspaper was one of the only means to advertise your business. Although this was a way to get your orthodontic practice in front of many people, they weren’t always the right people. You’re constantly working on improving your orthodontic marketing, which is why finding the right advertising method is crucial for building your patient base. With the emergence of online pay-per-click campaigns, you’re now able to customize your advertising efforts to reach the people you want to reach. Here’s how to create a successful orthodontic pay-per-click campaign.
Why PPC Works
Pay-per-click advertising is a more in-depth way to reach your target audience. Through targeting by online behavior, likes and interests, you’re able to hone in on the right audience for your orthodontic practice. You’re able to get a better customer, tailored just for you and what your practice is offering, as opposed to just anyone who happens to see your ad. Pay-per-click is a popular way to advertise various types of businesses, because you only pay when someone clicks your ad. You’re able to target these ads by keywords your audience is searching for, thus gaining a more refined audience.
It’s All About the Keywords
The first step in any successful pay-per-click campaign is developing your keyword list. You’ll need to do some research on what keywords your audience is frequently searching for to better fine-tune your audience. Take some time to find the keywords best suited for your practice. Once you’ve figured out the right keyword for your ad, you’ll need a place this keyword sends your audience to once they click on your ad. This is called a landing page, and this is pretty important for your audience.
Your Landing Page
Once a user clicks on your ad, it will lead them to a place where they hope to gain more information about your practice. They’ve searched for your keyword and have decided your ad best matches what they are looking for, so be sure to keep them informed once they move onto your landing page. A landing page (and the rest of your website, for that matter) should be easy to understand and concise, not confusing or full of too much information. Be sure your landing page makes sense and gives the user the information that they were looking for, while including some of these helpful tools:
- Call-to-action button
- Contact form
- Phone number or other contact information
Your goal is to keep the user focused. They want more information about your practice, so be sure to give them a chance to gain that information and get in touch with you for more details.
Why Testing and Tracking Campaigns Is Important
Often overlooked, testing and tracking your pay-per-click campaigns is crucial to your future advertising success. A/B testing uses two versions of the same ad to see which one resonates better with your target audience. This is a good idea to try with every ad, as you may be surprised by which variation performs better with your user. Only creating one version of your ad may cause you to miss out on quality conversions.
Tracking your ad’s success is also a critical step. If you don’t track how your ads perform, you won’t know what to do differently to achieve better results. Take the time to see how your ad campaigns performed and use that knowledge to construct an even better ad next time.
A Successful Orthodontic Pay-Per-Click Campaign
Creating a successful pay-per-click campaign for your orthodontic practice takes a little research and planning, but in doing this, you’re able to find the patients who are right for you. Remember, find the keywords your users are searching for, develop a campaign around those keywords, be sure your landing page is clear and concise, and always test and track your campaigns. If you abide by these rules, you’ll find better patients that will help build your practice and set it up for success.