practice marketing
5 Pay-Per-Click Statistics That Could
by Marc Fowler
2013 was the year of content marketing and 2014 just may be the year of pay-per-click advertising –
also known as PPC. In our testing and research, we’ve found that when a dental practice wants to target
specific procedures and get new, high-value patients in the door quickly, PPC is their best bet. In this
article, we break down the latest PPC statistics and what they mean for the future of dental marketing:
It’s a proven winner.
“72% of PPC marketers plan to
spend more on PPC in 2014.”
– SearchEngineLand.com, 2013
The online marketing community is confident in PPC advertising and plans to
invest more in it this year. Because
everything about PPC is measurable and
the professionals in this survey know
how to setup and capture the data, this
speaks volumes to the return on investment (ROI) that PPC provides.
Conversion is still key.
Get the clicks.
“85% of company leaders plan
to spend more time on their
landing pages and conversion
rates.”
“The top three paid ads in a
Google search receive 41% of
the clicks.”
There are a lot of variables in a PPC campaign – and there are a few in particular
that can make or break the campaign.
When someone clicks on your PPC ad,
they should be taken to a well-written
and thoroughly tested landing page
where they will find information about
the specific procedure they searched for,
why they should choose you for that procedure and how to book an appointment.
A simple link to your home page won’t
cut it. Savvy marketers know that landing pages are critical to conversion rates
(how many potential patients become
actual patients through your PPC campaign.)
Here’s a response we sometimes get
when we ask dental practices if they’ve
thought about running a PPC campaign
for their practice – “Nobody clicks on
those ads, do they? I mean, don’t people
know they are ads? Wouldn’t they want
to click on what comes up organically
instead?” It’s a common but uninformed
response. Based on the statistic above,
over 40% of the time, web searchers
don’t differentiate between a paid and an
organic listing. They simply see what
pops up first and start clicking. Most
people choose one of the first few listings
and rarely go beyond page one of their
Google search.
20 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
– Mosie