Pay-Per-Click: What the Pros Do

Pay-Per-Click: What the Pros Do

Organic search is the bread and butter of web marketing.

But do you like to eat only bread and butter? Of course not. Using pay-per-click advertising is like adding meat to the menu.

Organic search means search, the kind that at least a billion people do every day. Bring up a search engine like Google, type in a word or phrase, and see what pops up. Those are organic results, and research shows that 70% of the links search users click on are organic.

But what about the other 30 percent?

That’s the meat in your web marketing

For our clients, we encourage them to use pay-per-click (commonly called PPC) advertising.

If you run almost any Google search, the top of the page will be at least one result that has a little bitty yellow box that says “Ad.”

That is someone who has paid to be placed on a page for that search term. The buyer pays only if someone clicks the link.

And it works, especially for the target audience of most dentists. A study found that 65 percent of people who click PPC ads were 35 years old or older.

Are you doing PPC advertising? More importantly, is PPC advertising working for you?

PPC is not that difficult:

  • If you have time to research keywords. Remember, that’s not just single words, but key-word strings, too.
  • If you have time to research reasonable prices to bid.
  • If you have time to build your landing pages.
  • If you have time to improve your Quality Score.
  • If you have time to A/B test various ads.

Or you can stick to what you do best, which is solve people’s dental problems. Which is the reason you went to dental school, yes? Or did you harbor hidden dreams of becoming a marketing expert?

For the vast majority of dentists, the best thing they can do is hire someone to manage their PPC. If you want to spend your time doing the thing that actually makes money for your practice – treating patients – that’s what you should do.

Here are a few things to consider, though, before you sign on the dotted line.

There are companies that only manage PPC. If you want to build your marketing piece by piece, then you’ll need to hire a company to manage your PPC, a company to manage your website, people to write your copy, a PR firm to send out your press releases, and so on and so on.

Or you can hire a full-service firm like ours.

At SmartBox Web Marketing, we manage all of your online marketing from top to bottom. Even more importantly, our industry-leading patient attraction system brings results for our clients: more patients, more profits and more freedom.

If you want to spend more time doing what you love; if you prefer dealing with a single, friendly, helpful person for all your marketing needs; and above all, if you want to be successful (however you define success), contact SmartBox Web Marketing.




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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.