BUYING PHASE SEARCHES
Mary has done her research and has decided to move forward with
dental implants. She’s never been more ready! Though she’s asked
around, she doesn’t have any friends who have used an implant dentist, so she doesn’t have a reliable personal referral. So, she gets out
her iPad and decides it’s time to find a dental implant specialist. She
sits down with her husband and together, they search the following:
“Where can I get dental implants in North Dallas?”
“Affordable dental implants North Dallas”
“Best Implant Dentist in North Dallas”
See the difference in searches? When Mary is in the research
phase of her dental implant search, she isn’t necessarily concerned
about getting local information – she wants to know general cost,
details about the procedure and how long it will take her to
recover. When she’s ready to choose a dentist, she knows she
wants to find one within her community, so she makes sure to
include her city in her search.
How do I get my website to
show up in both the buying
and research phases of a
Google search?
There is really only one place where you can guarantee your website
or landing page will show up in either type of search for your specified keywords – pay-per-click advertising (PPC). For example, if
you run a PPC campaign with the key words – Dental Implants +
Cost – your listing will show up in both Mary’s research only
searches and in her buying searches. And, the more she sees your
practice name, your name and your site, the more likely she is to
remember you when she chooses her doctor. Let’s face it, people
rarely (and we mean rarely) go beyond page one of a Google search
and if you want to know you will always show up on page one – a
well-run PPC campaign can do that for you. Here are some more
PPC details:
Patients click on PPC ads.
Despite what some may say, your potential patients actually do click
on PPC ads when they are searching for high value dental services.
In fact, nearly half of the time (41%), most people can’t even tell the
difference between a PPC listing and an organic listing. And Google
will continue to make it even harder to distinguish between the two
as they grow the paid listings portion of their business.
PPC is affordable.
You choose how much you spend in your PPC campaign – and you
can minimize paying for unwanted clicks by utilizing negative keywords and being very precise in the keywords you do choose.
PPC is trackable.
By using call tracking numbers on your landing pages – you can
track exactly how many calls you receive from your campaign and
from there – how many convert into actual patients.
PPC is precise.
You choose who to serve your ads to so you know that you are only
paying for people in areas that would logically choose you as their
dental specialist.
Putting effort into organic SEO efforts is important – but let’s face
it – it takes time and months of adjusting for it to even start working. If you’re looking for immediate results and want a larger share
of people who are in the research phase for high value dental procedures, PPC is your best bet. Contact our experienced PPC team
today to learn how we can help you and your practice.
Neil Rudoff is the Senior Account Executive at
Bullseye Media in McKinney, TX. He received his
BA from Tufts University in 1989 and his MBA from
UT Austin in 1993, and has been an online marketing
and web design consultant since 2003. He can
be reached at [email protected] or at
(214) 491-6166. BullseyeMedia, LLC is a McKinney,
Texas based full-service digital marketing agency that
specializes in helping dentist leverage the internet to grow their practices. Visit
our website at www.onlinedentalmarketing.com.
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NORTH TEXAS DENTISTRY
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