What Every Dentist Ought to Know About Paid Search

Patient Attraction Episode 213

At SmartBox Web Marketing, our claim to fame is helping you dominate organic web search results. All the research shows us that 70-80% of search engine users ignore paid ads, focusing on the organic results. But that doesn’t mean paid search doesn’t have a place in your web marketing plan. I’m going to tell you the basics of paid search when we come back.

– Today is Friday, Sept. 12 and I am Colin Receveur.

– It may seem odd that I would do a podcast explaining paid search when so much of our industry-leading patient attraction system revolves around content marketing.

– Obviously, the vast majority of people click on the organic links that come up when they search “find a dentist in my town,” or “ who is a gentle dentist in my city.”

– And we want our clients to not only be the first result on that page, we want our client to DOMINATE that page.

– But it is simplistic to think paid ads have no place in a web marketing plan.

– After all, 20-30 percent of those searching for dental services online DO click on a paid link.

– And we want our clients to dominate THAT segment too.

– I might do a more in-depth series on this in the future, but for now, here is a quick look at paid search.

1. Google, Bing and Yahoo ads

– These are good because they appear in front of people who are searching using keywords you have included in your ads.

– You can control how much you spend and get a lot of data about who is clicking on your ad.

– But you’d better be willing to invest a lot of time in keyword and keyword string research.

– You’d also better have a compelling ad to compete with the other ads AND the organic results.

2. Retargeting.

– This is where people who have visited your website start seeing ads for your practice when they go to other websites if they didn’t do something on your site (like ask for more info or schedule an appointment).

– This is good because it hits people who have shown some interest in your practice already.

– But you’d better have multiple ads hitting multiple messages, because they left your site without taking action once for a reason.

– And I’m not a solid believer in retargeting for the same reason I’m not a big believer in spending time on social media:

– When a prospect is on another website (like FoxSports or Kohl’s), they are not looking for dentistry.

3. YouTube.

– That’s right, you can make a YouTube ad that plays before the video someone requested pops up or shows up in their YouTube search results.

– This is good because videos are incredibly popular and you only pay for ad when someone watches 30 seconds or more of it.

– Do you have the talent to make a high-quality YouTube video?

– And when was the last time you watched an ad on YouTube, even for 30 seconds.

4. Finally, social media platforms.

– Sure, prospects are on social media.

– And Facebook and others make it easy for you to target the patients you are looking for.

– But I will say again, NO ONE IS ON TWITTER LOOKING FOR A DENTIST.

– The ROI is low here, and your money could be spent better elsewhere.

– As usual, I will give my standard disclaimer that I do not recommend docs manage their own paid search.

– It takes a full-time person or even firm to manage just the paid search portion of your marketing campaign.

– Or at least to do it so that it will return the greatest ROI.

– But I give you this information so that you know what paid search is and you will be more informed about how best to incorporate it into your web marketing.

– If you want more information on paid search and how it fits into your marketing plan, I encourage you to schedule a Patient Attraction Blueprint Session. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to www.smartboxwebmarketing.com/blueprint.

– Have a great weekend and until Monday, keep moving forward.

 




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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.