When you’re a dentist, your patients are your focus, but marketing your practice is probably a major focus as well. Digital marketing is a huge undertaking, especially if PPC (pay-per-click advertising) is part of your strategy.
If you’re not getting the results you want from your PPC campaigns, or if you’re considering making them part of your marketing strategy, you need to understand what it entails.
Let’s talk about dental PPC, landing pages, and how they work together to help you get more patients.
What is Dental PPC?
Dental PPC is a digital marketing strategy in which you pay when someone clicks on your ad. These ads typically show up in search engine results. When someone clicks on your ad, they are taken to a landing page on your website.
What is a PPC Landing Page?
A PPC landing page is a web page that stands alone on your site and works with your PPC ad. A good landing page correlates exactly to your ad and makes it easy for the visitor to follow through on the call to action.
For example, if your ad is promoting a deal for $1000 off braces, your landing page should only be about this amazing deal.
PPC Landing Page Optimization
In order for your PPC landing page to work for you, it needs to be optimized. Here are a few tips to ensure your landing pages are primed to convert:
- Define Your Target Audience – Who are you targeting specifically with your dental PPC campaign? New patients? Patients who need a particular treatment? Decide who this is and target your ad and landing page to this audience.
- Set Your Goals – Your goal is probably simple: getting patients to book an appointment or take advantage of a deal.
- Align the Page With the Ad – If this page isn’t in line with the ad that people clicked on, it’s less likely to convert. Your page should deliver what the ad promised. If you offer a discount on a first visit, your landing page needs to contain information on that discount. Include the keywords and verbiage from the ad in the copy on your page to ensure your message is consistent.
- Put the Most Important Information Above the Fold – “Above the fold” used to mean what is visible on the front page of a folded newspaper. In the 21st century, it refers to what is visible on the screen before scrolling. Your headline, sales proposition, and call to action should all go above the fold.
- Keep it Short & To the Point – The copy (text) on your landing page should be short, clear, and compelling. Now isn’t the time to talk about what inspired you to go into dentistry or give in depth details about what a procedure entails. Use short paragraphs and bulleted lists to keep your landing page short and sweet.
- Remove the Navigation Bar and Menus – While you want to make your navigation easy to find on your website, you want to remove it from landing pages entirely. Keep people on the page by making it difficult for them to navigate away. Your landing page is meant to stand alone.
- Keep Mobile in Mind – Approximately 49% of all internet traffic is mobile. If your landing page is not mobile-friendly, you’re ignoring half of the people who may be searching for you.
- Test Your Page – Show your landing page to someone who isn’t in your industry. Do they understand your offer? Do they know how to fill out the form or complete the call to action? Take their feedback to heart and make the necessary tweaks.