How Dental Offices Can Leverage PPC and SEO Marketing

June 14, 2022June 14, 2022 EricJones

Garnering new patients for your dental offices is more feasible in 2022 as restrictions are being lifted and travel is being allowed in most parts of the country. However, the Covid-19 threat still lingers, and so you are faced with the option of fusing traditional and digital marketing strategies.

To achieve the most success in search engine results, you need to dominate both the organic and paid advertisement space. Having a Search Engine Optimization (SEO) and a Pay per Click (PPC) marketing campaign is the best solution for leveraging your chances of reaching the top spots in search results.

Here is a discussion on how you can make the most of PPC and SEO Marketing:

1. Choose keywords with a high conversion rate for your PPC

According to Digitalauthority.me, before you choose the keywords that you will be bidding on for the Pay per Click (PPC) advertisement, research in Google AdWords-Keyword Planner Tool which keywords have high conversion rates and are within your budget. If the competition for your chosen keywords is too high, you can opt for related keywords that you still use on your website pages.

Measure if the keywords that you have running in your paid ads are having high conversion rates. You can check it in your Google AdWords account. Also, check the click-through rates of your keywords and compare the performance with other keywords. You can revise your ad campaign after two weeks and bid for those with higher conversion rates and lower cost.

Having a running PPC ad does not mean you can sit back and just wait for the calls to come in. You will have to support your PPC ad with robust SEO campaigns that can catch more attention for your brand and your company website.

The easiest way to do this is by launching a series of social media posts that aim at drawing more attention to your landing page, which the PPC ad keyword is linked to. You can also invite more people on your social media pages to visit the page you are optimizing and to share the post with their friends for more brand exposure.

Additionally, you can run contests and raffles on your social media pages that invite people to visit the link you are optimizing and tag more of their friends to win the prizes. In short, incorporating your social media pages with your search engine optimization campaigns will provide good support to your PPC ad.

3. Optimize the same PPC keywords in your SEO campaigns

You might be thinking, why double campaigning for the same keywords? The reason is that you want to dominate both the top paid search results and the organic search results. A Google search results page features the top paid ad, the location map search result, the featured snippet, and the organic search result.

People usually click the first five results of the page. This means you will have to get the top rank for both the PPC ad and the SEO organic search result to have a higher chance of being picked by savvy customers.

Therefore, you will have to conduct SEO campaigns that optimize the same keywords as that of your PPC ad to have the highest SEO score among search engines. If you can do this, then you will have double the visibility rate on the internet.

4. Monitor your PPC ad and SEO campaigns

As you are running both the PPC ad and SEO campaigns, monitor carefully the progress of each and check whether the keywords that you have chosen are converting well or not.

You can check the following information in your Google AdWords account: click-through rates, conversion rate with marketing funnels, cost per click, competition level, etc. Assess whether you are having a good return on investment, or if you need to revise your keywords.

This monitoring should be done at least once a week, and then compared to the results of succeeding weeks, until you come up with an end-of-the-month analysis. If the conversion rate is too low, you will need to return to the Keyword Planner Tool and research keywords that will yield better results for your company.

Also, evaluate whether you need to shift to concentrating on SEO more than PPC, so you can build a long-term brand image and visibility. However, you will see that you still need the immediate sales impact of PPC, so try sustaining your PPC ad campaign alongside your SEO ventures.

5. Implement retargeting for both PPC and SEO campaigns

Those inquiries that you have missed because you are too busy accommodating other customers can be retargeted through follow-ups. You know that generating one lead costs too much, and you cannot afford to waste one. So, you better make a follow-up call or email to win back the customer.

This maximizes your PPC and SEO campaign budget and leverages your position on the search engine results page (SERPs). If your website has a tracking tool, you can retrieve the report of missed inquiries and make time for each lead until you are able to exhaust your efforts in converting these prospects into customers.

You can send a follow-up e-newsletter, a direct message on Facebook, or an SMS that pitches your featured product for the day. Write special messaging for these prospects and offer promos that may persuade them to purchase your product or avail of your services.

If your website is upgraded in ecommerce, you can further integrate the tracking of queries for both your PPC and SEO campaigns.

Final Words

Dental Offices can benefit much from PPC and SEO marketing campaigns through thier high converting and integrating capabilities. You can leverage your dominance rank in SERPs through techniques that combine your PPC and SEO efforts.

The more you support each of the two, the higher the conversion rates they can produce. PPC and SEO are both important marketing strategies that can give you the top-rank and first-page search results, and that increases the visibility of your brand on the internet.

PPC enables you to receive instant inquiries as soon as the ad is up in search engines, while the SEO campaigns give you long-term image building for your brand. If you use these two popular methods of promotions on the internet, you can reap the highest rewards for your internet positioning efforts.