Looking to jumpstart your practice’s marketing campaigns? Follow these simple tips to boost your PPC strategies—and get ready to watch those clicks soar.
It’s a classic "good news, bad news" type of story. Success is attainable when using effective tools and techniques, but when those components are lacking, you’re likely looking at the dreaded "bad news" scenario. When it comes to pay-per-click (PPC) advertising, the level of success—or failure—very likely hinges on putting those tools to use with effective techniques.
“PPC can be a double-edged sword,” agreed Molly Briones, digital marketing specialist at RAMP Results, a full-service dental marketing company that specializes in building and growing dental practices. “Done right, it’s like a magnet, pulling in leads right when they’re ready to buy. But done wrong, it’s more like pouring money down the drain.”
So, how to be the magnet and not see your hard-earned money go to waste? Briones offers some surefire dos and don’ts to jumpstart your PPC marketing strategy.
Keywords Are Critical
First up? Target the right keywords. “It all starts with keyword selection,” Briones shared. “Opt for those that are specific to your audience’s intent. Long-tail keywords —specific search terms used to target niche markets—might bring in fewer clicks, but they’ll likely be more qualified and cost less. Here at RAMP, we use a combination of demographic data, user behavior, and precise keyword strategies to pinpoint the ideal customer at that perfect moment.”
A second strategy is to use negative keywords, thereby blocking out the unwanted. “This ensures you’re not spending on clicks that aren’t relevant to your business goals,” Briones said.
Ads That Convert
Next on the road to success is to use clear, engaging, and enticing ad copy that works by promising a solution to whatever the customer is searching for. And according to Briones, a strong call to action is simply “nonnegotiable!” “RAMP enhances this by using dynamic ad content that adapts based on the user’s past interaction with the site, which significantly boosts engagement rates,” she added.
Seal the Deal
Yet another successful strategy is to make sure landing pages seal the deal, are optimized for conversions, and are aligned with the specific promises made in the ads.
Finally, continuously perform A/B testing of both ads and landing pages by comparing 2 versions against each other so it becomes clear what resonates with the audience. “Tweak and test some more—it’s the circle of PPC life!” Briones said.
