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The Only Online Marketing Blog for Dentists You'll Need
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Please Tell Me You Aren't Making These Mistakes with Pay Per Click

Please Tell Me You Aren't Making These Mistakes with Pay Per Click

10/29/2015 4:11:10 PM   |   Comments: 0   |   Views: 220

A lot of dentists will try dental PPC (pay-per-click) advertising, but eventually abandon this marketing technique because these ads end up costing more money than they bring in. Unbound estimates that an estimated 98 percent of PPC ads will lose money. Bummer. The main reason for dental pay-per-click fails? It’s not because people aren’t searching for your services or seeing your ads — they are! But your PPC ads aren’t inspiring people to book appointments. This is because the ads have at least one of two major flaws common in PPC ads that fail to convert.


Read on to learn 2 of the biggest reasons most paid dentist ads fail, and how to make sure yours doesn’t.


1. Diluted (or Missing) CTA

Your PPC ad should have a compelling offer that entices people to click. Most ads have this. For example, you might offer free tooth whitening or $50 cleaning and X-rays for new patients, or another offer specific to the services you provide at your dental practice. However, where most dentists drop the ball is in the web page that the ad links to.

Often times, when you click on a paid ad, you will be directed to some cluttered homepage where the call-to-action — where you get the person to actually book the appointment based on the offer — is difficult to find. Sometimes there are multiple CTAs. In other cases, there might not be any CTA for the PPC offer, period.

Unless you want your dental marketing ad to fail, you should never link your PPC ad to your practice home page or a random page on your website that has little to do with the offer in your Google ad. Instead, the ad should link to an optimized landing page created specifically for that offer. A dental website design professional can create this landing page, which will have one clear CTA that relates directly to your PPC offer.


You should never link your PPC ad to your practice home page or a random page

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This way, people won’t have to hunt around to try to find how to redeem your offer. An optimized landing page will also allow you to track clicks and conversions for your ad, to help you better calculate your ROI.


Example 1: Dental PPC Fail


This ad promises teeth whitening services, right?


This is the page the ad links to. There is a lot going on here, but nothing about teeth whitening. Where is the call to action to schedule teeth whitening? I can’t find it.

Alternatively, here's an example of a landing page from Titan Web Agency with a clear call to action, and is very straightforward, telling you what you'll get and what you need to do to get it.

Some may say that the form is too long, but this is a bottom of the funnel offer, after the visitors already have an established relationship with Titan Web Agency.


2. Message Mismatch

The other main reason dental pay-per-click fails is because the content of the landing page simply doesn’t match the message of the ad. Message mismatch is an easy way to guarantee that your online dental advertising efforts will fail.

People click on ads to take advantage of the offer the ad advertises — or at least to investigate the offer further. When the page the ad links to has nothing to do with the ad content, this is a message mismatch, or what some might call a “bait and switch.” People will feel tricked and will quickly leave your site.

This problem is even worse than the first one we discussed, because not only is the appropriate CTA missing or hard to find, but the landing page content connected with the ad is about something else entirely.

As with the first issue, a common way dentists create this problem for themselves is by linking their PPC ad to their website homepage. Unless your PPC offer is front and center on said homepage, visitors will not convert. Again, you can avoid this problem by creating an optimized landing page made specifically for your offer.


Example 2: Pay Per Click Win!


This ad promises a $49 exam and X-rays. So far, so good.


The ad links to an optimized version of the homepage, where the visitor’s eyes are directed to the $49 offer. And there is a prominent link where they can take advantage of this offer. Win!



Conclusion — Get Professional Dental PPC Marketing and Landing Page Design

When you combine professional PPC campaign creation with dental landing page design, you eliminate the major issues that dentists face with many pay per click campaigns. People searching for your services find them quickly and make their appointments quickly.

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