Orthodontist PPC Lead Generation: What You Need to Know

Many orthodontist practices are interested in launching a pay-per-click (PPC) campaign to attract new patients, but it can often be intimidating to get started.

Setting up your orthodontist PPC campaign for success requires a strategic approach. In this article, we will share five PPC strategies that will put your practice in front of the right searchers and convert them into patients!

What is Orthodontist PPC Lead Generation? 

Pay-per-click marketing is a digital marketing strategy where you pay a fee to the advertising platform every time your ads are clicked on. You will target specific keywords, like orthodontist near me, and bid on the keyword to have your ad shown online.  It’s a strategy used to generate more new inquiries for any business, including orthodontists.

How much you bid on your keywords and ad relevance will factor into how well your PPC ad performs. Ad relevance includes things like account structure, how compelling your ad copy is, and if the ad is relevant to the search term someone uses.

Strategies to Improve Your Orthodontist PPC Performance

 

1. Understand Your Ideal Customer Profile

Many advertisers are always eager to get their campaigns launched. But a big mistake is that they do not establish an ideal customer profile.

This is critical to ensure your ad reaches and resonates with the correct audience.

As an orthodontist, you need to ask yourself: who is my ideal patient? And what are the traits of these patients?

Obviously, the ideal patient is looking to get their teeth straightened. But are the patients that are reaching out to you single, unmarried adults? Or are they parents of kids who need an orthodontic treatment? Are these patients paying out of pocket or with insurance?

Does your ideal customer look for a specific orthodontist treatment? Or are they looking for a consultation?

You’ll also want to consider how far the ideal customer is willing to drive to see you. These can help with setting your geographic boundaries.

By establishing an ideal customer profile, you will have an easier time selecting the right keywords and writing compelling ad copy.

2. Select Your Keywords Carefully

Once you have established your ideal customer profile, you need to target the right keywords. For example, you should consider treatment-based keywords like Invisalign near me or clear aligners near me if that’s something you specialize in and need to be found for.

Location-based keywords are great ones to choose because they will be a keyword typically used by someone actively searching for an orthodontist. Examples are keywords like orthodontist in los angeles or los angeles orthodontist practice.

You can also select keywords that are patient-based. This could be terms that include insurances you accept or keywords geared towards teens rather than adults. 

A few things you want to keep in mind when selecting keywords:

• Keyword search volume: few monthly searches will result in limited reach!
• Broad intent: keywords that are too broad can cost you a lot of money because there will be too many irrelevant clicks to your ads. Examples of this are dentist in Los Angeles – dentist is too broad and someone may just be looking for a cleaning rather than an orthodontist.
• Competition level: competitive keywords will require more budget. Google Keyword Planner will let you know which keywords are high, medium, or low competition.

3.  Craft Compelling Ad Copy

Boring, irrelevant ad copy means fewer clicks on your ads. You don’t want that, right?

This is why you need to think about your unique selling propositions. These are things that differentiate you from other practices in the area. Do you speak Spanish? Are you the only practice that offers weekend appointments? Mention that in your ad!

Leverage offers where you can. Include new patient specials, free consultations, and financing options in your ad copy. 

If you are a cash-based practice, it’s absolutely critical that you mention this off the bat in your ad copy. Or else you will receive patient inquiries that won’t convert because these are patients looking to use insurance.

4. A/B Test Where Possible

A/B testing is critical to high-performing campaigns and to increase conversion rates. Many advertisers make the mistake of not continuing to test things once a campaign has been launched.

Remember your unique selling propositions? You can A/B test one offer versus the other. For example, mention only the new patient special vs a certain amount off the treatment. You can also test different call-to-actions.

A/B testing can be used in your landing page and your Google ads copy. However, you need to remember two things when conducting testing:

• Test one thing at a time. You won’t know which variable impacted the results if you test multiple variables.
• Give plenty of time to collect data. Let your ad run for at least 3-4 weeks. Don’t make the mistake of running it for two days and ending the test.

5. Create a High-Converting Landing Page

Getting prospective patients to click on your ad is only half the battle. Now, you need to get them to inquire about your services.

This is where building an effective landing page comes in.

As an orthodontist, it’s essential that you share before/after pictures! Potential patients want to see what work you have accomplished and the final result. If you have had very complex cases with great results, those are the most ideal to share!

However, ensure you get your patient’s written permission before posting any photos.

Other things that you include on your landing page:

• • Customer reviews – Include any 5-star online reviews that you have! It builds credibility.
  • Address pain points in the ad copy – Examples are patients wanting a better smile and an improved bite. These will push patients to reach out to you faster.
  • Have prominent call-to-actions (CTAs) – Include a phone number and form where prospective patients can call you. 
  • Share your credentials – Do you have over 10 years of experience? Did you complete a prestigious residency? Include it in your landing page to build trust.

How Much Should An Orthodontist Spend On PPC Ads?

Unfortunately, there is no correct answer to this question.

The appropriate budget will depend on your practice goals, competition, and your customer lifetime value. Highly competitive areas will require more budget. If you are looking to get patients for various types of orthodontist treatment, then you will need more budget.

If you work with a PPC agency or freelancer, they should provide a forecast of how much you need to spend in order to achieve a certain level of results.

Closing Thoughts on Orthodontist PPC Lead Generation

By following these tips, you can avoid common mistakes made by orthodontic practices when first launching a campaign. Remember, PPC will not thrive with a set-it-and-forget-it approach. You need to be monitoring the results and adjusting as needed in order to see long-term success.

Contact Level 28 Media for your orthodontist PPC lead generation needs and a free discovery call!