Dental Practices and Patients – A Choice for Many Treatments Not every dental treatment has a marketing funnel. A patient searching for a dental check-up has a different purchase intent and outlook than a potential cosmetic dental, dental implants or Invisalign patient. The most expensive treatments often require a few more moments to contemplate, research and research before booking.
And here is where a dental pay per click (PPC) company can step in at last. Generalized pay per click (PPC) service providers target every dental service, a specific dental pay per click (PPC) service provider could design an ad that accounts for specific procedures, patient search intent, location, and practice goal. Their research shows that many of the pay per click campaigns run by dental practice management programs around high search intent procedures yield booked appointments and not clicks or page visits.
Why Dental Practices Need Treatment-Specific PPC Campaigns
Many dental practices create a single general Google Ads campaign for every service offered, but a dentist PPC agency can create separate campaigns for each treatment to target patients with specific search intent. While convenient, this strategy is among the most common Google Ads mistakes that can make it challenging to analyze what treatments provide good patients and what search terms are costing you money.
For instance, a query for “dental implants near me” carries a different level of commercial intent than a query for “how do dental implants work?” And the individual who is researching Invisalign for weeks and comparing providers, treatments, reviews, financing, and results before calling a dentist for an appointment.
A tailored campaign gives you the opportunity to align the message with your patient’s motivation for searching. Implant campaigns can be placed around consultations and expertise in placement, Invisalign campaigns around aligner consultations and the advantages of working with an experienced provider. Cosmetic dentistry campaigns can be more focused on smile makeovers, treatment options and patient confidence.
While researching the latest in dental advertising trends, I keep coming back to procedure-based campaign architecture because it builds the tightest connection possible between the search query, ad, landing page and the conversion goal.
Promoting Dental Implants Through Google Ads
Success of Patient Promotions –How Are Smile Implants Doing? Not many of us make final decisions to choose the time for a promotion while we are having a filling done. We consider a wide range of options including asking questions, seeking information, using Google to search for procedures, searching for reviews, and trying to see if the procedure has a track record of success.
Having a dentist PPC agency build specific campaigns centered around searches for your implant services makes your information so much easier for patients to find. Rather than having to convert them off your homepage, you can lead the patients directly to an implant page explaining the procedure, qualification, and more.
Picking the right keywords is equally important. If they searched for terms such as “dental implants near me” or “implant dentist”, or performed a local search, it could indicate they’re at the right stage of the buying journey. Informational searches are great, but you need to know where the user is.
What the ad should tell the user to do next. The next step of that user will vary by practice and could be booking an implant consult, booking an appointment, or just calling the practice/clinic. Getting more clicks is not the goal. Getting qualified consultations for which we can book treatment cases should be our goal.
How PPC Agencies Promote Invisalign
If the clear aligner company is Invisalign this is a totally different marketing strategy. Patients will Google lots of providers before they decide, and they may compare Invisalign treatment results, cost, duration, financing, experience and no cost consultation availability. Therefore, the sole PPC campaign for Invisalign needs to revolve around one specific search intent as opposed to general dental keywords.
This is going to be very precise to what ad group that you have created. For instance, a campaign could be created for “Invisalign providers”, “clear aligners” and/or “Invisalign consultation” and/or a location for treatment. The landing page should then be the same messaging as the ad.
This consistency is key because it assumes that users are searching for info in conjunction with the type of treatment searched for. Therefore, they may be searching for Invisalign info and clicking an ad labeled with the keyword, but they will not find what they need instantly.
In my experience a good Invisalign campaign will also have easily visible conversion options. It should be clear to your Invisalign patient what they should do next without having to open multiple pages. Visible call to action buttons, a phone number, online booking and good information about treatment may help reduce that friction. Information about measuring clicks and form submissions is also available in some of the existing guides to dental PPC.
Advertising Cosmetic Dentistry
Cosmetic dentistry involves every treatment like a smile make-over or whitening treatment among others. These procedures rely on communicating visually as many of these prospects need to know what kind of makeover they can look forward to. The PPC campaign will put these treatments in front of users looking for cosmetic dental care in their local area. But that is only half the battle.
The landing page must also reinforce the ad and its message by providing the relevant information. This could include information on the types of treatments, show relevant patient results (if appropriate), providing an introduction to the dentist, answering common questions, and including an option to request a consultation.
Reviews may also help to inspire confidence. Before making a call to any practice, an individual interested in cosmetic procedures may want to look at several dentists’ reviews. Good reviews, and professional accreditations, treatment information, and good communication can inspire trust. Industry research indicates that popular procedure searches like veneers, Invisalign and dental implants are targeted in PPC campaigns.
Creating Separate Campaigns for High-Value Treatments
One of the major advantages of engaging a niche PPC agency is that you can segment campaigns based on different treatments and search intentions. For example, if a dental office is creating a new patient campaign, they might have campaigns for implants, Invisalign, cosmetic dentistry, ER dental appointments and any type of new patients that the practice is striving to acquire.
This structure allows the practice to have more visibility into ad performance. For example, if the implant campaign is converting less leads than the general dentist campaign but it is also converting to more than a handful of key implant consultations you’ll potentially miss out on a ton of revenue and new patient traffic just by considering leads alone.
For these reasons, measuring your PPC efforts when it comes to your dentist marketing strategies need to go past the number of impressions and clicks your campaign gets. You need to learn how many leads turn into consultation, how many consultations turn into patients, and what treatment is producing revenue.
Using Location Targeting to Reach Nearby Patients
Practitioners need to understand the demands of local consumers and build trust within the community. Patients are happy when they know the dentist is more than willing to give another appointment should they need a second appointment for a dental procedure such as an implant or Invisalign.
Dentist PPC Agency: Regional Concentrate On Promoting a dental PPC can assist you connect to the places that matter most to your method. We can make sure to target you to certain cities, zip codes, locations of services, or ranges you desire to function.
Local intent may also be factored into the search. An individual searching for “Invisalign dentist near me” would tend to have a higher local intent than someone searching for “Invisalign”. Concentrating your campaign on these treatment based keywords along with the geographic keywords will stop you from wasting money on people who are too far away to become your patient.
Building Landing Pages That Convert
A PPC campaign cannot succeed, however organized the campaign is, if the landing page isn’t relevant to the ad. For implants, the page should include the right treatment the practice offers along with more information about what happens during a consultation.
For Invisalign, it could be clear aligner treatments and what questions potential patients may have. For cosmetic dentistry, it could be detailing the treatments on offer and including suitable before and after images.
The contact page should be straightforward to access. A patient should not have to go through several pages just to find the option for an appointment. Mobile Matters Too since many are searching for nearby dental solutions from their devices. A clunky or sluggish mobile page can generate an extra discomfort in between the advertisement click as well as the request for an assessment.
Tracking Calls, Forms and Booked Appointments
Leads are just the beginning of PPC success. Do you know how many of those leads are actually bringing you in new patients? A dentist PPC agency can set up conversion tracking for forms, phone calls, appointment requests, and other key actions. For even more sophisticated tracking, connect advertising data to booked appointments and treatment results.
That allows the practice to know what campaigns are actually bringing valuable patients rather than cheap leads. For example, a set of ads could have many forms submitted but few appointments. Another ad campaign could have a lower number of leads but a much higher percentage of booked consultations. Without proper tracking, your practice could keep investing in the wrong campaign.
According to market research, existing dental PPC methods have been moving toward tracking the complete click-to-booking journey, while an adult SEO company can use similar data-driven strategies to improve visibility and understand which campaigns generate valuable conversions.
Improving PPC Performance Over Time
PPC campaigns once they are live are not the end. The landscape of search we know all changes with time, search terms, competitor’s, cost and conversions. It enables agency to analyze your search terms, weed out the non-qualifiers, add negative keywords, modify budgets, test your ads’ messaging, optimize your landing pages, and shift budget to campaigns that generate more quality patients.
This applies even more when in the hunt for implant treatments or cosmetic dentistry. You may be getting some very targeted and some not-so-relevant traffic. By continually tweaking your campaigns to get the most out of them, you will avoid lost cash and give your campaigns improved quality.
Performance is transparent The agency should give you a transparent report of performance – although the practice owners might not be all that bothered about the numbers. What came out of the ad spend? Which campaign was sent a lead? How many bookings were made? Where is there scope for growth?
Final Thoughts
Selling implants, Invisalign and cosmetic dentistry on PPC is no different to bidding on dental keywords. Each treatment has a different patient intention, purchase journey, competition and value. A dental PPC agency can also tailor campaigns around those differences and specifically link searchers’ intent to the appropriate ad, landing page, geo targeting, conversion tracking, and ongoing CPA management.
The best solution is based on the entire patient journey. Clicks are meaningful, but calls are more meaningful. A lead is meaningful, but a booked consultation is more meaningful. The bottom line is, your team is helping you find the patients the practice wants to grow, so your practice can treat the patients it needs to grow. While researching today’s dental PPC schemes I see one unifying theme: All the successful campaigns appear to be less concerned with scaling traffic and more concerned with matching the right treatment to the right patient at the right point in their decision-making process.
