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.
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.
