Google is King (and Queen
and Prince and Princess).
“73% of marketers plan to
specifically increase their Google
AdWords spending in 2014.”
– Harapin State of Paid Search, 2013
Google just isn’t budging from atop its
throne as the number one search engine
in the world. While Bing, Yahoo and
Facebook have paid ad programs that
can be fruitful for your practice, Google
is the place most people go to find what
they need – including dental services.
Expect to continue to see the majority of
PPC investment going straight to Google
in 2014.
We’ve recently published
our latest e-book:
7 Online Advertising
Mistakes That Are
Costing You Patients
You’ll learn:
What to avoid when writing ads
(with dental examples)
n
How to laser target your
ideal patients
n
The importance of testing
& what to test
n
The single biggest mistake 95% of
dental practices are making
n
What to track and how to
determine your advertising’s ROI
n
The calculation most dental
practices don’t know & how you
can benefit from learning it
Google favors PPC.
“Unlike organic SEO marketing,
PPC marketing is not affected by
Google’s constant algorithm
changes.”
– Forbes, 2013
This is a big one. If none of the earlier
statistics jumped out at you, this quote
definitely should. If you want your practice website to show up on the first page
of a Google search organically, there is a
lot of marketing work to be done. You
need a website with multiple pages of
great content, a frequently updated blog,
submissions to the right local directories,
links to your website from the right
sources, online reviews, dynamic social
media profiles, among other things.
Then, once those marketing elements are
in place, they need to be updated,
tweaked and at times overhauled completely to keep up with Google’s changes
and it can take months for it to start
working. With PPC, none of that is necessary. As long as you are paying for
your PPC campaign, and it’s being managed properly, your listing will display
for the keywords you’ve chosen.
Google doesn’t make money off of websites that rank high in the organic listings
(including the maps). Therefore, they are
constantly changing the formula they use
to rank websites. While they won’t come
out and say it, they hope businesses
become frustrated with playing the
organic ranking game and pay for placement (PPC).
According to Google, paid clicks on their
network increased 31% year-over-year in
2013, and that didn’t happen by accident. Of the $57.6 billion in revenue
Google made last year, $50.5 billion
(87%) was from PPC, so they are very
motivated to ensure those ads are being
clicked.
Marc Fowler is President of Bullseye Media,
a McKinney, TX based dental marketing
agency that works with over 100 dental
practices across the U.S. and Canada helping them leverage the internet to attract
more of their ideal patients.
Visit OnlineDentalMarketing.com
or call (214) 491-6166 to get
your free copy now.
www.northtexasdentistry.com
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