Mark and Howie explain PPC dental marketing, how to get the most out of your money, and more.



Podcast highlights:

  • PPC definition and examples
  • Which search terms should you bid on?
  • How bidding works
  • Switching up phrases instead of abandoning PPC
  • How to go from $20 per click to 45c per click
  • Facebook PPC
  • Facebook targeting basics
  • Measuring results

Podcast Transcription:

Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.

Howie: Hello once again, and welcome to our podcast. Today we we welcome again. My buddy and president of New Patients Inc. Mark Dilatush. How you doing Mark?

Mark: Hello Howie, how are you?

Howie: I am fine.

Mark: Good.

Howie: Yeah, it’s very fall here. Even in Vegas. It’s all the way down to like 89.

Mark: 95? Yeah, right. I was gonna guess 95. Well, good. Well, our leaves and trees are changing. So here in the northeast football seasons I see. I’m sure you were up into the evening yesterday watching your Seahawks. And in their riveting 6 – 6 tie.

Howie: That’s the weirdest football game I’ve ever seen.

Mark: I know and you watch it come back to bite him on the butt. You watch what happens.

Howie: It’s probably fitting that they tie the defensive end of things on both teams is just outstanding, but neither one of them could get much going on the offense. But anyway,

Mark: Anyway.

Howie: let’s go into what we’re going to talk about today, which I think we’ve decided that we’re going to talk about PPC dental marketing campaigns. Correct?

Mark: Yeah, PPC, it’s, it seems to be a mystery, we get the question an awful lot here. Umm I’m pretty sure that you know, I’m going to say half of dentistry doesn’t really understand what even the acronym PPC stands for. So let’s start there. PPC stands for pay per click. Where from an advertising standpoint, you pay each time someone clicks your ad. Remember back in the old days with the yellow pages in the newspapers in the print ads, and you would pay whatever $2,000 a month to be in the front of the yellow pages you were you were actually at that point you weren’t paying per click, you were paying for an eyeball.

Howie: Right.

Mark: The chances of an eyeball scanning, you’re scanning your ad, pay per click is you pay every time someone physically clicks a link or a picture, or a hyperlink in an electronic ad. For most of you listening to this on the most recognizable Pay Per Click functionality is that is likely to be those sponsored ads at the top of every Google search that you do. So even if you search on left handed, left handed green orangutans, you’re going to get a sponsored search of some kind in the very top, someone’s actually paying to be there.

So in that scenario, if you were to click after doing a search for left handed green orangutans, that business, whatever that came up on that sponsored search, that business would be charged a certain amount of money for the click you just made to go through to their website. Hey, Howie, do you have a browser in front of you?

Howie: Uh, I do.

Mark: Can you quickly do a search on left handed green orangutans? Seriously, seriously, go ahead and do that. Okay. Maybe the audience will do that. At some point. They’ll just laugh.

Howie: Left handed green or

Mark: Orangutans Right. Right. So,

Howie: Yes

Mark: So

Howie: Orangutans

Mark: What sponsor company comes up?

Howie: Well, they we’ve got 705,000 results, believe it or not, or

Mark: Is it? Is there anyone bidding for that search term? Is there a sponsored company? Are there any sponsored results?

Howie: Well, there’s a big road, there’s a blogspot. You know, I don’t think there’s any sponsored that

Mark: Really so, so no business went out and got the search phrase, left handed green orangutans.

Howie: I guess not.

Mark: Well, there’s a cheap one that somebody could bid on.

Howie: We could be the first.

Mark: We could be the first. Okay. So the point in this exercise is to let you know how PPC works on you bid on search terms or search phrases you bid on the results, you want to be one of those sponsored ads that pops up when a relevant search to your business is made. So since really there’s no relevant business to left handed green orangutans, no sponsored ads popped up. However, the search term left handed green orangutans is so out there. That makes perfect logical sense, right? Which would bring us to well, how would a dentist use PPC dental marketing? What search terms would be relevant? What search terms should I bid on? Okay, now? Let’s take the in the whole flip side 180 degree look at this and say dental implants your city you can replace your city with your town name obviously.

So for me or no, let’s do Howie. Howie is in Las Vegas. Dental Implants Las Vegas, could you imagine what the cost per click would be for dental implants Las Vegas, it would be astronomical it’s probably somewhere around 20 bucks a click. Right? Why? There’s lots of dentists in Las Vegas. Lots of dentists who use Pay Per Click to drive traffic to their dental office website. There’s lots of dentists in Las Vegas who do dental implants. There are lots and lots and lots of dentists in Las Vegas, who would SELECT Dental Implants Las Vegas as probably their primary bid for a PPC dental marketing campaign.

Howie: Interesting. It’s interesting to note that when you when I look at that the top ad is Absolute Dental. There you go.

Mark: Okay, so now we’re with the top ad is Absolute Dental, right? That means Absolute Dental bid the most. Who is

Howie: That’s a corporate

Mark: Corporate facility. Okay, so who’s the second one?

Howie: Las Vegas implant dentistry. There you go.

Mark: Okay, now, who’s the third one?

Howie: All Bright Smile.

Mark: There you go. Okay, so. So now we know how Pay Per Click basically, and again, folks, this is very basic information. There are always different ways to do things. And there are always exceptions to the rules. But I’m giving you your basic understanding of PPC dental marketing campaigns, those companies who provide dental implant services in the town of Las Vegas, have chosen to spend a great amount of money to be one, two or three in the sponsored ads area of a Google search, because let’s face it, there are people in Las Vegas who are using their computer each day, week or month to find dental service providers. And dental implant Las Vegas would be a very common a very common search space, right? Probably for implants. That’s probably the most common maybe just dental implants without, you know, without the town name.

But, um, now let me give you another now I’m going to get a little deeper into PPC dental marketing not real deep, you can get a lot deeper. But now I’m going to get a little deeper. Okay, so let’s just imagine that the search term dental implant Las Vegas is being bid on. And those three dental entities those companies in Las Vegas. Each want, they want to be number one. Number two’s Okay, number three somewhat, you know, but they want to be number one, right? So the more that you bid, the higher you get. So those clicks, every time someone clicks that sponsored ad is going to be expensive, because that’s going to be a very competitive keyword key phrase.

Howie: What would the with the phrase bidding war?

Mark: Yes. Yes, it becomes a bidding war, especially for things like implant Invisalign, the higher net profit, umm

Howie: Races?

Mark: Exactly, exactly. Okay. So they become, you know, $6 $8 $10 $12 $18 $22, all the way up to $80 in some markets, right for that same search term. Well, sooner or later, that becomes cost prohibitive. So you can get smart a couple of different ways you can abandon PPC as a dental office marketing or you can get smart with your search and your phrases, you can become a competitive bidder, you can become a smarter consumer of clicks. And let me give you a classic example for implants. Classic example would be you know what, I’m not going to spend $20 per click for dental implants Las Vegas. I’m going to spend 45 cents per click for someone who types in loose dentures Las Vegas.

Howie: Yeah.

Mark: Right? Okay, dental implants are applicable here. Right? The person has a problem. Maybe they typed in fix loose dentures, Las Vegas, right? or fix missing tooth. Las Vegas, right? Right. Those clicks might be 50 cents, while affordable dental is paying 20 bucks for dental implant. Right? Okay, so with search terms and search phrases, this is where a lot of the expertise comes in. For someone in other words, when you can do PPC dental marketing campaigns yourself, I mean, you can log on to Google, you can, you know, create an account, they will assign you a support person to help you.

Um, you can establish them and do them yourself. We will I mean, we manage PPC dental marketing campaigns. So we know that when the data comes in, if the result data isn’t what we want, it’s time to tweak it, it’s time to tweak down the dental ppc marketing cost, it might be time to tweak up we may see popular search terms lower having lower click costs. In other words, it’s something that needs to be monitored, um, you know, not 24*7, 365. But I would say at least every three or four days, it needs to the statistics need to be monitor, so you can move your money, into more into more fruitful keywords and terms, and potentially into different media type, which is a great segue to Facebook, because we manage Facebook PPC campaigns as well.

These aren’t necessarily PPC, they are more PPI, PPC, Stanford stands for Pay Per Click. PP PPI stands for paper impression. Typically the way you would use Facebook to generate new patience is, is to what’s called boost and add. In other words, create a create the content of interest. And then pay to have it show up on a timeline of a Facebook user. A very targeted Facebook user on within x distance of your practice. The benefits of Google are just raw traffic numbers.

One of the benefits of Facebook is not only traffic numbers, but the incredible targeting engine that they have on you could you wouldn’t want to use you could target women 26 to 32, who like crocheting, who are within 40 miles, who also like a certain gym. Okay, and what that does for your advertising dollar is it only put your advertising dollar only in front of the people. You want to see your advertising piece. Howie and I will always, always, always be on the side of proper targeting. When we’re talking about promoting dentistry, carpet bombing rarely works long term in dentistry, proper targeting almost always works long term. Well,

Howie: And the huge benefit is it’s cost effective. carpet bombing is expensive targeting. is isn’t?

Mark: Right. so either way, whether it’s a Facebook PPC for Dentists, or Google PPC campaign, basically, what you’re doing is you’re saying, Okay, I’m going to allocate, whatever, 1500 a month for the purposes of promoting either my entire practice or a niche service or multiple niche services that I offer in my dental practice. And I want somebody to set all that up and I want somebody to monitor that on an ongoing basis and tweak it as it unfolds to keep me competitive, not only with my competitors, but to make sure that we’re not missing some really inexpensive search terms that we could take advantage of for 19 cents a click. Right? That’s what it takes to do PPC for Dentists, whether it’s on Google or whether it’s on Facebook, that’s what it takes to do those to do those properly.

The really cool thing about doing them is results are not hard to measure. You have Google Analytics, you have landing pages, and you have call tracking numbers on those landing pages. It’s a lot less ambiguous in big us about whether or not you’re getting clicks, calls new patients from your investment, because it’s basically all electronically controlled and tracked up until the phone rings. So anyway, that’s it for the dentists out there who have often wondered what the heck PPC means. Talking about and this is sort of like a beginner, right? A beginners course

Howie: Yeah.

Mark: On what PPC is, it’s, it’s basically the Yellow Pages, you get to pay each day, for primary position in a Google search. That’s sort of like the old days where you spent four grand a month to be a dental practice in your town, right and be

Howie: More A, A, A, A, A,

Mark: So it’s, you know, it’s not that much different. The cool thing about it is, if you know, under if you understand dentistry, and if you understand dental consumers, and you understand what they type, they type in crazy stuff. You know, it’s not, it’s not, it’s not always what you think I’m not.

Howie: How do I glue my tooth back?

Mark: Right, exactly! They really do they come up with some doozies. But, um, and if you can get them to a landing page, and you know how to get a consumer from casual interest to qualified interest, and then you can make the phone ring. Right. So, anyway, that’s dental PPC marketing. That’s what it means. That’s what it does. Lots of dentists do it. It’s almost never the majority of a marketing budget. At most, it’s like half. Um, it’s not something that you would want to go all in with.

It’s something that you would definitely want to do at some point in your career. But it’s not something that you just say, Well, I’m going to take 100% of my budget and dump it all in Google AdWords. That’s, we know dentists who have tried that. And subsequently, they called us afterwards, so I guess it didn’t work out too well. Anyway, that’s the dental PPC marketing. And we hope you enjoyed it. And we will see you next time.

Howie: Yep, thank you for listening. Goodbye now.

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