North Texas Dentistry Volume 4 Issue 4 - Page 25

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 neil@bullseyemediallc.com 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. In the battle to control costs, shouldn’t your oxygen supplier be on your side? FAST & EASY NO 1st TIME SET-UP COSTS NO FEE TO SWITCH n n n PUT US OXYGEN ON YOUR TEAM TODAY! We’ll help you slash your oxygen costs! Individualized service stops waste Simple, straightforward pricing No add-on fees 214.930.6236 jeff@usoxygensupply.com www.usoxygensupply.com www.northtexasdentistry.com | NORTH TEXAS DENTISTRY 25