Alongside organic results, you may also wish to target paid search promotions. These display ads in various areas, depending on the PPC (pay per click) platform used. Common examples include Facebook ads and Google’s Adwords, both of which can be beneficial for your dental practice.
Although you pay for each click, these ads are often prominently placed, beating even organic results. Furthermore, thanks to the ability to target specific audiences, keywords or even periods in time, you can be very exact about what you wish to promote.
This can include:
Promoting specific services when they are the most popular (for example, paediatric services before children return to school).
Gaining visibility on services you are currently not ranking strongly enough on
Capitalising on strong services or offering promotions to gain extra attention
Remember earlier, when we said that it’s vital to keep track of specialised searches? This also applies heavily to any PPC or paid promotions you run. Different services have different frequencies, with customers returning for the same service more or less often. As a result, you may wish to focus your paid promotions accordingly.
This also includes something known as a halo effect. When combined, SEO and PPC are often shown to produce even greater results. This is because your organic and paid results take up more space on the page, ensuring users become very aware of your name and browsing. Even if they do not click on either of these links straight away, studies have shown that this can still strongly encourage them to come back at a later point.
After all, if they’re searching for local services and your practice’s name keeps coming up, it’s clear that you’re a local dentist clinic that can answer their needs.