PPC Campaigns: Effective Internet Marketing for Dentists

Pay per click (PPC) advertising is an effective marketing tool that works well for businesses, in many industries. However, some wonder if PPC ads are a good internet strategy for dental practices. Without reservation, the answer is yes.

The following are a few of the main reasons why pay per click advertising works for dentists:

For desktop users, dentists’ PPC ads appear as organic results

Google has recently changed how it formats ads on search engine results pages (SERPs).  PPC advertising now looks a lot like organic search results. Therefore, organic and paid PPC ads for dental practices look very similar.

If you do a Google search for “dentists Houston,” the bottom ads will blend in with the organic results and appear much the same. Flashy internet marketing may be viewed as annoying and users are highly likely to be skeptical about clicking a dental practice ad that is practically screaming at them. Users feel more confident when they see professional-looking Google ads.

Google dentist ads look even better on mobile devices

Like desktop users, PPCs ads are not so easy to distinguish from organic results on a mobile device. The added advantage for mobile users is they never have to write down a phone number: calling is made easy. The click-to-call icon simplifies life by making it possible to contact the dental practice instantly.

Since users go to their mobile devices to access the internet more often than their desktops, and most mobile searches are for local destinations, it is vital that dental practices jump on the bandwagon. Dentists need to create strong mobile internet marketing strategies that include effective PPC campaigns.

Dentists need to launch smart PPC campaigns

Keep in mind, using just any pay per click advertising is a bad approach. A campaign that is ill-conceived and poorly managed is doomed to fail miserably. Solid PPC ad campaigns include these vital elements:

  • The appropriate target keywords: This begins with keyword research to help guide your selections.
  • A well-organized campaign: The right keywords should be separated into structured groups.
  • Campaign budgeting: Determine how much internet marketing spending is needed to achieve results. Know your checks and balances.
  • Keep track of all leads: Set up your PPC ad campaign to track leads back to the source.
  • Test campaign elements: Understand which elements need to be tested, and how to test them properly for continued success.

Successful PPC campaigns for dentists enables practices to attract new patients, and provide special offers and new services to existing patients.

The Importance of Communication in SEO Agencies

When businesses reach out to SEO firms for marketing assistance they tend to expect them to perform miracles. If an SEO agency appears to employ a team of superior level tech-savvy individuals, they will stand out high above the competition. It seems as if so many clients believe that the more complex the SEO firm’s pitch is, and the less they understand, the more likely the SEO campaign will be great.

However, it is wrong and potentially dangerous to consider SEO agencies based solely on advanced technical capabilities. You may be setting yourself up for an epic SEO campaign failure.

What is SEO skill?

Clearly, there are credible SEO agencies that claim to have technical expertise and have proven their capabilities. But, amongst the reputable firms are many imposters who only appear to be offering the same quality and skill set. Like in any business, the world of SEO hosts a plethora of shady contenders who are much more interested in emptying your wallet, then boosting your ranking. Unfortunately, most clients are not knowledgeable enough to discern the skill level off SEO firms.

Is skill all an SEO firm needs?

In addition, technical proficiency won’t help you gain organic SEO visibility if the firm focuses their time and resources on more lucrative clients. If you are looking only at high-tech SEO agencies, they might not have the time nor the desire to work hard to get you the best results.

Why does communication matter?

If your organic SEO doesn’t communicate well, it will fail.

  • If the SEO firm you choose isn’t one to communicate regularly, you won’t know exactly what they are doing to earn your payments.
  • You may start to feel helpless and confused dealing with a non-communicative agency that is supposed to be helping you.
  • SEO campaigns can be very involved with many hands dipping in the pot, more so than ever. Ongoing reviews and discussionsare vital. Without them, your SEO campaign will never amount to anything.

Creating a successful SEO campaign requires a communicative approach. Necessary steps include:

  • Seeking client input for relevant and meaningful content, both onsite and offsite
  • Regular feedback from the client as content is produced, so it can be improved upon continuously
  • In order to produce relevant content that will convert, SEO agencies must first understand the ever-changing business objectives, target audiences, products, and more
  • Clients require the ability to follow along, see what tasks have been completed and how the results have affected their organic SEO

More than just an annual review meeting is necessary to scratch off all of the aforementioned tasks. Clients should look for a highly qualified campaign manager with communication experience. Otherwise, you risk having key components overlooked, severely damaging your SEO campaign. In addition, an SEO firm that lacks communication skills is tough to do business with and build relationships. It is much more productive when a client looks forward to meetings and phone calls, rather than awaits them with dread.

Good communication is the key

In life, as well as in business, all relationships fail without good communication practices. One of the primary skills a client should look for when researching SEO agencies is an established track record for utilizing high communication standards.

Google’s New Guidelines for Local Business Listing

Google’s guidelines for Schema have been updated in regards to the way companies are allowed to markup their local business reviews.

Local business reviews

Besides including additional new rules, Google has banned a few previously accepted practices. In particular, businesses are no longer allowed to markup reviews they receive from third party websites.

In simple terms, third-party reviews are still allowed on your site, but only without Schema markup. From this point on, only reviews that have been created by your website will be permitted by Google to have Schema markup. If the same review was produced off-site, a markup would be a violation of Google’s guidelines for Schema.

Google’s guidelines for Schema

Be sure to adhere to Google’s guidelines for local listings if you plan to use Schema markup on your website reviews.

  • Genuine Snippets:Only snippets that are independent, genuine and unpaid editorial reviews can be written or provided by a content provider or business.

  • Positive and Negative Reviews:Customer must be allowed to post both positive and negative reviews. A business may not restrict any positive or negative content of a review before submitting it to Google.

  • No Template Sentences: No built-in sentence templates or automated system metrics may be used for reviews.

  • One Review Per Location: Multiple-location business reviews, such as franchises or retail chain stores can only be submitted for the one specific location the review was written. One review for one business location cannot be applied to all of the locations within the same company.

  • No Paid Reviews:Content providers or aggregators are not allowed to accept payment or otherwise to provide business reviews.

  • No Duplicate Reviews:Duplicate or similar reviews from varying sources or across several businesses are not allowed.

  • Only Direct Website Reviews for Schema: Include only reviews that have come directly from your website, do not add third-party or syndicated reviews to your site.

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