Did you know that pay-per-click (PPC) ads increase brand awareness by 80%? We know that you’re looking for more patients, but brand awareness is an essential part of the sales funnel. If customers don’t know who you are, how can they be expected to buy from you?
As a result, PPC is crucial to generating new patients for your dental practice. However, delivering effective PPC ads is easier said than done. So, keep reading to learn how to create dental ads that convert people to customers.
What Is a Pay-Per-Click Ad?
Pay-per-click (PPC) ads are advertisements placed on vendor sites and social media platforms like Instagram, Twitter, and Facebook. Every time a user clicks on your ad, they are taken to a landing page of their choosing, and you pay a small fee. PPC ads offer targeted advertising options, allowing you to advertise to individuals of a specific demographic and with clearly defined interests.
5 Tips for Effective Dental Practice Ads
So, how exactly do you create effective PPC dental ads? Here are some tips for you to consider.
Create Landing Pages
When a web user clicks on your ad, where are they taken? It’s easy enough to direct them to your website, but that’s not always the most effective option in terms of capturing leads. Instead, you might consider building ad-specific landing pages that showcase the product or service you’re selling.
Ad landing pages should be simple, straightforward, and have a clean user interface (UI). This means there should be no unnecessary buttons, interactive elements, or copy. However, you will want to include a contact form so that visitors can conveniently sign up for your dental services.
Optimize Your Ad Copy
PPC ads only allow you a few short words to entice web users into clicking and visiting your landing page. As a result, your ad copy needs to be well-optimized to inspire interest. You can do this by clearly offering users something in return for clicking–this is known as a value proposition–or creating a hook.
How do you create a hook? Asking a question is the easiest way to create a hook because it implies that clicking your ad will answer the proposition. It’s also a good idea to include a statistic, like at the start of this article, or social proof within your question.
Optimize Your Ad Graphics
Perhaps more important than your ad copy is your ad graphics. Generally, PPC ads are placed on visual platforms like Instagram, Facebook, and even Twitter, which means your ad must be aesthetically pleasing. Otherwise, you risk your PPC ad getting lost among organic posts.
To ensure your ad graphics stand out, use high-quality visuals that resonate with your target audience, and be mindful of your color choices and overall design. Of course, the image you use should also be relevant to your dental services. Alternatively, you can use video instead of static images on some marketing platforms, such as Instagram and Facebook.
Use Negative Keywords
You may or may not be familiar with negative keywords. In fact, they’re a severely underused PPC advertising feature by novice marketers. A negative keyword is a phrase or term that you don’t want your ad to be associated with.
For example, if you set “clear aligners’” as a negative keyword and a web user searched for this term, your advertisement would not appear. Adding negative keywords is an excellent way to narrow your audience and target potential customers more likely to be interested in your services.
Research Your Target Audience
As previously discussed, PPC ads come with many excellent audience targeting options. However, if you don’t have a solid profile of your average customer, then you may very struggle to effectively target people online. As a result, it’s crucial that you research your target audience.
By conducting thorough research on your target audience, you will gain valuable insights into their needs, preferences, interests, and pain points. This information will help you create highly targeted and personalized ads that resonate with your potential customers.
PPC Advertising From The Dental SEO Experts
Does all this sound like too much hassle? We understand that running successful PPC advertising campaigns is challenging. That’s why, at The Dental SEO Experts, we offer effective PPC marketing options that will expand your practice’s reach and increase your patient base. Schedule a free consultation with us today to learn how we can help you.