A lot of people tend to balk at the idea of paying for a PPC campaign to be a part of their dental marketing strategies. After all, with all of the free marketing options out there, why pay to achieve the same effect?
You should know that PPC is a great tool to help bring your website to the top of search engine results pages while you build your SEO strategy. A well-executed SEO strategy is highly effective, but there is no denying the fact that it does take quite some time to build up to get your website to the front page of SERPs.
This is where PPC comes in. However, like any tool, you should learn how to use it properly. Just because you paid for it doesn’t mean it’s going to automatically give you the results you want. Here are some mistakes that should be avoided when using PPC for your dental marketing strategies.
Not targeting a specific area
When you’re using a PPC campaign, it can be pretty easy to go all out and set your location to all areas or a more general area. If you’re a small, local dental practice, you’re going to have problems attracting new patients with this.
Remember that you’re paying for each time a user clicks on your ad, and if your PPC campaign is set to a more general area, you risk paying money on clicks that don’t convert. Targeting your local area will give you more conversions as opposed to trying to target the entire area or country.
Not targeting a specific page on your site
When you set up your PPC campaign, you choose a keyword that you want to target and set the page that you want users to click on when they see your site rank for the keyword that they’ve entered. Something that a lot of first-time PPC users tend to do is direct users to their homepage or their contact page.
It’s important that you direct users to the most relevant page of your website that hits all the keywords and content that your users are looking for. Linking to your contact page doesn’t exactly give users the information that they’re looking for, which might lead to an increased bounce rate.
Not tracking your PPC conversions
If you’re going to be using a PPC campaign for your dental marketing strategies, one of the easiest ways that you can waste it is by not tracking your conversions from the campaign.
You should be tracking your PPC conversions regularly so that you have a good idea of what campaigns and keywords are working for your dental marketing and which ones have to be replaced.