Arron George has worked for Roadside for 4 years. He started out as the Social Media Manager, but has now moved to Pay Per Click team and writing/building our killer websites.
As a small business, you may wonder what is Pay Per Click all about and is it worth your business using this kind of marketing? Well, I had a great chat with Arron when we met up for coffee and we discussed the ins and outs of PPC.
What is PPC?
PPC stands for Pay Per click advertising, a common form of advertising that only charges the advertiser when a consumer clicks on the ad. The major platforms for these types of ads are search engines such as Google and social networks like Facebook.
Pay per click enables businesses to pay to appear in the search results of certain phrases e.g. a dentist could use PPC to pay and appear on page 1 of the Google search term “dentists in Seattle”. Also, businesses can place display ads (image banner ads) on approved websites and social networks.
Why is it beneficial to include PPC in a marketing strategy?
There are a number of benefits to pay per click advertising especially in the dental industry. These include:
- Getting instant traffic to your website and/or landing page
- Targeting online users through keywords, location, and language (these people are more likely to click on your ads and become patients)
- Having your website appear on page 1 for target keyword searches
- Appearing more often in search will increase your online brand awareness
- Ads appear on all devices i.e. desktop, tablet, and mobile
- Only pay for action – so only when someone visits your website you are charged (less wasted spend)
- PPC ties in nicely with your SEO marketing to give a complete marketing strategy – Google/Bing like pay per click
- The major benefit is ROI – you can track whether you get new patients from PPC and really that is what marketing boils on to – results.
- Get new leads that you can nurture into patients
What should a dental practice expect from PPC?
Well, you will hear a few different things from ad agencies, but you should be expecting results i.e. new patients.
At Roadside, we are results driven. We offer a comprehensive form of advertising that we call Search Engine Marketing and Social Ads. This basically means that with our partner agency YP.com we can project the amount of leads you should receive based on certain variants (location, budget, etc) – then we work like crazy to get you those new leads.
Please share your top three tips with us.
Hmmm, ok three top tips:
Allocate part of your marketing budget to ads and tie it in with your overall plan – work at it as it is not a “set it and forget it” type thing
Get help from the experts. PPC requires a little know-how and a lot of testing, adjusting and monitoring. Save yourself some time and money – get help!
Don’t be happy with just clicks and impressions – it is all about results i.e. phone calls and patients.
Thank you Arron for answering all my questions!
If you have any further questions you would like to ask, please leave a comment below.