The CTR for the first search ad goes up to 6%. [1]
But if you want to get a high CTR, you need expert-created ads. Getting the most out of PPC advertising means you need to hire a specialized dental PPC agency that will drive TARGETED traffic and convert potential patients into loyal clients.
But let’s take a step back.
What would it mean for your dental practice to appear at the top of search results when someone searches for a dentist in your area?
With expert PPC services, this is exactly what will happen. Using strategic keywords and ad elements that speak directly to the pain points of your target audience, a dental PPC agency puts your practice at the top, and those actively seeking dental care will see it.
The Benefits of Hiring a Dental PPC Agency
But can you do it alone or in-house? What does a dental PPC agency bring to the table?
The key advantages of hiring a specialized agency over doing PPC yourself are:
Expertise in Dental Marketing
A specialized dental PPC agency understands the unique needs and challenges of the dental industry.
But so do you, right?
However, the agency also has extensive experience and the expertise to create targeted campaigns that attract potential patients actively seeking dental services.
They know all tips and tricks that make your CPC lower, all while converting traffic into leads.
For example, Nuoptima’s team uses in-depth keyword research to make sure only people interested in your services click your ads without wasting your budget.
Cost-Effective Advertising
One of the major benefits of PPC advertising is that you only pay when someone clicks on your ad. This means that you effectively spend your budget, rather than let it go down the drain without clear ROI.
A dental PPC agency optimizes your campaigns to achieve the highest possible return on investment. They continuously monitor and adjust bids, keywords, and ad copy to maximize performance.
The question you need to ask yourself here is: do you or your employees have time for this level of devotion?
Quick Results
It’s simple – you pay = you get targeted traffic willing to convert.
Unlike traditional marketing methods, PPC advertising delivers quick results. Once your campaign is live, you can start attracting new patients almost immediately.
Detailed Analytics and Reporting
A dental PPC agency provides detailed analytics and reporting, allowing you to track the performance of your campaigns. You’ll gain insights into which ads are driving the most clicks and conversions. Equipped with this kind of insights, you’ll make smarter and data-driven decisions.
But they also explain you what all these numbers mean, and they know how to make connections to improve important metrics because of their experience.
Nuoptima offers comprehensive reports that help you understand the impact of your PPC efforts and identify areas for improvement.
Continuous Optimization
PPC campaigns require ongoing management and optimization to remain effective. You can’t just set up the ad campaign and call it a day.
The best dental PPC agency reviews and refines your campaigns continuously to make sure they always deliver better results, time and time again. This includes A/B testing ad variations, adjusting keywords, and exploring new targeting options.
Top Services a Dental PPC Marketing Agency Provides
When you hire a dental PPC marketing agency, you gain access to a full stack of PPC services that individual freelancers or employees can’t cover.
Keyword Research and Selection
A successful PPC campaign starts with identifying the right keywords. This step is important because you want your ads to appear in front of potential patients who actively search for dental services YOU PROVIDE in YOUR AREA.
Unlike SEO for dentists where it takes time to rank for keywords, with PPC you rank immediately when you pay the price.
But how does keyword research for PPC work?
Step-by-Step Guide to Keyword Research and Selection
1. Understanding your practice and target audience
The first step in keyword research is to understand your dental practice’s unique offerings and the specific needs of your target audience.
Are you focusing on cosmetic dentistry, emergency dental services, or routine check-ups? Knowing your specialties and patient demographics helps tailor the keyword research to attract the right patients, not just useless traffic.
For example, if your practice specializes in cosmetic dentistry, keywords like “teeth whitening,” “dental veneers,” and “smile makeover” would be relevant. For a general practice, terms like “family dentist” or “routine dental check-ups” are better.
2. Using keyword research tools
A dental PPC agency uses various keyword research tools, and most of the time they use more than one. These tools cost more than $100 per month each and provide insights into search volume, competition, and estimated cost-per-click (CPC).
Some popular keyword research tools are:
- Semrush
A comprehensive tool that provides keyword ideas, competitive analysis, CPC, and detailed keyword metrics.
- Ahrefs
Known for its comprehensive keyword data, Ahrefs helps identify keyword difficulty, CPC, search volume, and competitor keywords.
3. Analyzing search intent
You don’t want to spend your hard-earned money on clicks from people who want information.
Understanding the intent behind a search query is crucial for selecting the right keywords.
Search intent can be categorized into informational, navigational, commercial, and transactional.
For PPC campaigns, focusing on commercial and transactional intent keywords typically yields the best results.
Example:
- Informational intent: “What is a dental veneer?”
- Commercial intent: “Best dental veneers near me”
- Transactional intent: “Book an appointment for dental veneers”
4. Long-tail keywords
Long-tail keywords are longer, more specific phrases that tend to have lower search volumes but higher conversion rates. These keywords often reflect more specific search queries and indicate a higher intent to book a service.
Instead of targeting the broad keyword “dentist,” a long-tail keyword would be “affordable emergency dentist in [Your City].” This keyword not only targets patients looking for urgent dental care but also highlights affordability, appealing directly to cost-conscious patients.
5. Local keywords
Since dental practices serve local communities, incorporating local keywords is a must. This involves adding geographic modifiers to your keywords to ensure your ads are shown to people searching for services in your area, not thousands of miles away.
Keywords like “emergency dentist near me,” “family dentist in [City Name],” or “best orthodontist in [Neighborhood]” means your ads will reach local patients.
Ad Creation and Management
While it may seem simple and straightforward, creating and managing ads can make or break your campaigns. There are various tasks that go into it, such as ad copy that resonates with your target audience and highlights your practice’s unique selling points.
This directly decides your click-through rates (CTR) and conversion rates.
And what sets the best dental marketing agencies apart is that they hire experienced copywriters who make sure your ad copy is engaging and persuasive. They go over your website get to know your business, but also do in-depth research of your buyer personas.
While their output is a couple of words – these words decide the faith of your PPC campaigns.
The most important elements of any PPC ad are:
- Headline
The headline is the first thing users see, so it needs to grab their attention. Use action-oriented language and incorporate keywords.
Example: “Get a Brighter Smile Today – Book Your Appointment Now!”
- Description
This part of the ad provides more details about your services and why potential patients should choose your practice.
Example: “Offering advanced teeth whitening solutions. Affordable rates and flexible appointments. Call us now to schedule your visit.”
- CTAs
A strong CTA encourages users to take the next step, whether it’s booking an appointment or calling your office.
- Ad Extensions
Ad extensions provide additional information and can improve your ad’s visibility and CTR. Common ad extensions include location, call, sitelink, and review extensions.
- Location extension: “Visit us at [Address], conveniently located in downtown [City].”
- Call extension: “Call us at [Phone Number] for immediate assistance.”
- Sitelink extension: Links to specific pages like “Our Services,” “Patient Reviews,” and “Contact Us.”
- Review extension: “Rated 5 stars by our satisfied patients.”
But what if other variations of headlines and descriptions could provide better results?
The best dental agencies have the answer to that question as well.
To determine which ads perform best, a dental PPC agency creates multiple ad variations for each campaign.
A/B testing, or split testing, involves running two or more versions of an ad simultaneously to compare performance. The ad that performs better (higher CTR, lower CPC, higher conversion rate) is then used as the primary ad.
Landing Page Optimization
Driving traffic to your website through PPC campaigns is just the first step.
To convert visitors into patients, your landing pages must be optimized for user experience and high conversion rates.
But that’s easier said than done.
Some of the most important boxes your landing page needs to tick are fast loading times, responsive design, and clean and intuitive interface.
If your landing page takes too long to load, potential patients might leave before they even see your content.
To build social proof, you have to include patient testimonials in your landing page. They reassure new visitors about the quality of your services.
- Place testimonials strategically throughout the landing page, especially near CTAs.
- Use quotes, patient photos, and star ratings to make testimonials more engaging.
Your landing page should clearly highlight what sets your practice apart from competitors. These USPs should be prominently featured to attract and retain visitors.
Example:
- State-of-the-art technology.
- Flexible appointment scheduling.
- Family-friendly environment.
Reaching the Right Patients at the Right Time
Not all patients are the same; a one-size-fits-all approach rarely works in PPC advertising.
You can’t target different people with the same ads.
- Families looking for comprehensive dental care.
- Young professionals seeking cosmetic dentistry.
- Seniors needing dentures or restorative dental work.
These are all different people that require different approach. They often don’t search in the same way, meaning you won’t reach them with certain keywords. They also don’t respond to the same narrative, meaning you need different landing pages.
But what are different targeting options you have at your disposal?
- Demographic
Demographic targeting allows you to show ads to users based on age, gender, income, education, and other demographic factors. Maybe you’re pediatric dentist, but that doesn’t mean you can target 13 years old.
The dental agency will carefully perform market research to target parents of those kids who need your services.
- Geographic
There are two ways to go about geographic targeting: use geo-targeting features in Google Ads to define your target area, such as your city, neighborhood, or a specific radius around your practice.
Or: using location-specific keywords like “dentist in [City Name]” or “dental care near [Neighborhood].”
- Behavioral
Behavioral targeting focuses on users’ online behaviors, such as their search history, website interactions, and past purchases. This helps you reach people who are more likely to be interested in your services.
You can use remarketing lists for search ads (RLSA) to target users who have previously visited your website.
What Kind of Results Should You Expect from a Dental PPC Agency?
When partnering with a dental PPC agency, you want to experience results that directly influence your bottom line, not vanity metrics such as reach, engagement, and impressions.
To illustrate the potential outcomes, we present you with a detailed case study of how Nuoptima helped Icy Bear Dental achieve results that impact their business success through a Google Ads campaign.
Icy Bear Dental, a premium dental practice known for its advanced dental care and cosmetic procedures, wanted to increase the number of appointments, fast.
Despite having a well-designed website and a solid reputation, their marketing efforts were not translating into appointments.
But Nuoptima changed that by developing and managing targeted PPC campaigns that drove more traffic and conversions to their website than ever before.
The first thing we did was set KPIs:
- Increase website traffic.
- Boost appointment bookings.
- Achieve a high return on ad spend (ROAS).
Our approach to making this KPIs their new reality revolved around:
- Identifying high-converting terms specific to Icy Bear Dental’s services.
- The team developed engaging ad copy that highlighted Icy Bear Dental’s unique offerings.
- We tested multiple ad variations to determine which headlines and descriptions yielded the highest click-through rates.
- We also optimized their landing pages to improve user experience with goal to increase conversions. This included clear calls-to-action (CTAs), patient testimonials, and easy-to-navigate contact forms.
- We segmented PPC campaigns based on various factors, including geographic location, demographics, and patient interests. Ads were served to the most relevant audience, which was extremely important factor in determining the conversion rate.
- To re-engage visitors who had previously interacted with the website but hadn’t booked an appointment, we also started remarketing campaigns.
And what were the results?
- PPC Generates £165K at 13X ROAS for Icy Bear now from only £12,000 ad spend.
- 10X average ROI.
- ROAS is 13x.
- 63.7K clicks during the campaign.
- 4.63K conversions, with each conversion costing only £2.63.
We strongly believe that our results speak for themselves. That’s why we offer you a free strategic call to give you an idea of how you can lower your CPC while increasing ROAS.
Book a call, and these results will be your new reality, too.
FAQ
PPC (Pay-Per-Click) in dentistry is an online advertising model where dental practices pay a fee each time one of their ads is clicked. These ads are designed to drive traffic to the practice’s website and attract new patients actively searching for dental services.
The cost for PPC services varies widely depending on factors like the competitiveness of keywords, the geographic location, and the scope of the campaign. Agencies may charge a monthly management fee ranging from $500 to $5,000, plus the actual ad spend budget.
A PPC agency manages and optimizes pay-per-click advertising campaigns to maximize ROI. This includes conducting keyword research, creating and managing ads, optimizing landing pages, tracking performance, and providing detailed reports to ensure the ads drive targeted traffic and conversions.
