Google is one of the biggest technology companies in the world, with that said, you better believe they are always evolving, growing, and updating, to make sure they are staying on top of the game. What does this mean for you and your practice? It means that you need to make sure that you are staying on top of your digital marketing, specifically speaking, your SEO and PPC campaigns. As Google is constantly updating, they have recently made some changes when it comes to the way that they display search results. The changes have put more of an emphasis on AdWords ads, and this has pushed the company up to one of the top marketing channels for dental practices and similar businesses.
Sometimes PPC campaigns don’t create the turnover expected. Many businesses, then deter away from them or simply give up on their digital marketing. But that is a huge mistake, as in this day and age, it is necessary to have an online footprint in order to survive. It isn’t necessarily your platform or your business that is bad, but perhaps there are some other factors going into why your pay per click campaign (PPC) isn’t working. One of the biggest reasons these PPC campaigns fail is really because of a lack of an understanding of the dental industry in correlation with digital marketing. Whatever the reason is that your PPC campaign is failing, there are ways to turn things around, your best option is to contact a dental PPC agency in Dallas. But, in the meantime, let’s talk about some of the reasons your PPC campaign may be failing.
#1 Your landing pages are not PPC-specific
You need to make sure that your landing pages appeal to the person who clicked on the specific AdWord. You also need to make sure that your site appears trustworthy, safe and secure. Consumers are hesitant these days when it comes to clicking on links with the large amounts of spiraling virus’s and information hacks, so make sure people identify your website as trustworthy by the page they land on. Don’t forget to include calls to action as well as your contact information on each of your landing pages as well.
#2 Improper keyword management
You not only need to be targeting the right keywords, but you also need to be eliminating the bad ones too, otherwise, you could be wasting funds. If your ads are showing up based on non-related keywords, then that money you’re spending on that particular keyword is going to waste. Obviously attracting the correct targeted audience is one of the most important parts of PPC, and that means practicing proper keyword management for your goals and demographics to align.
#3 Your calls-to-action are poor
Having good calls-to-action on your landing pages can make or break your campaign. Having a strong CTA and ad copy that is relevant will not only attract the wanted visitor but increase the chances of increasing your turnover rates.
#4 Your website isn’t mobile friendly
A large majority of online users are using their smartphone devices to search; therefore, you absolutely have to have a mobile-friendly website. If you don’t, you are likely deterring potential patients away. Don’t expect people to take the time to switch to a desktop to view your site, they will simply just move on to the next practice.
#5 You don’t display your USP adequately
Dental practices are in short, especially in the DFW area. So, having a strong, unique selling proposition (USP) is really important. What makes you different than your competitors? What makes you better? Make sure you are telling your visitors about it on your website when they arrive.
If you are having trouble with your PPC campaign, you’ve come to the right place. Here at Dental Critic, we know what it takes to turn things around for your practice. Let our team of knowledgeable and caring dental marketing experts evaluate your practice and come up with a unique plan to drive you to success. Contact us today and let’s get started.