North Texas Dentistry Volume 8 Issue 3 2018 ISSUE 3 DE - Page 23

Does Your Message Match? Like funnel cakes from a snow cone truck, similar scenarios play out every day online. A consumer sees an ad, clicks, and is taken to a page that has nothing to do with the ad they clicked on. For example, a prospective patient does a search for emergency dental care and sees an ad for an “emergency dentist”. They click on the ad and are taken to the practice’s website home- page. They see information about dental implants, teeth whiten- ing, invisible braces and crowns. Nothing about emergency dental care. Disappointed, they click the back button and leave. The practice not only wasted the cost of that ad click, more importantly, they left a potential patient with a negative brand impression. Connecting the Dots For your advertising campaigns to be effective, you need to ensure the ad message and imagery matches the webpage a patient lands on after clicking the ad. If a patient is searching for emergency dental care and clicks on an ad that says emergency dentist, you do not want to take them to a page that touts the benefits of teeth whitening and veneers. A smile makeover is the last thing on their mind. All they care about is getting relief from the pain they’re experiencing. Instead, take them to a page that talks about pain relief, same day appointments, convenient hours and maybe even tips for dealing with a dental emergency. They will immediately relate to that messaging. Your landing page copy must correspond to the conversation that’s going on in their mind and let them know that you understand what they’re feeling and can provide the solution they’re seeking. This is called message match and employing it in your market- ing will pay dividends. If you would like to have a conversation and share ideas about marketing your practice, schedule a time by visiting or email Marc Fowler is President of Bullseye Media. Since 2006, they have helped over 375 dental practices across the U.S. and Canada leverage the internet to achieve their practice growth goals. Learn more at | NORTH TEXAS DENTISTRY 23