Google’s Not-So-Good Changes to be Aware Of
Google Nixes “Similar Audiences”
For many years Google has been using “similar audiences” to help dental advertisers find the right type of patients. This targeting tool will come to a close due to privacy issues. However, Google says that even though they are sunsetting this tool, they’ll release a more robust one in the future.
We agree, this isn’t encouraging. But don’t despair too much. There are plenty of other targeting tools you can use to get your dental PPC ads in front of the right people. Try using negative keywords and other tools mentioned in our blog post, 6 Dental PPC Strategies for 2023.
Cost-Per-Lead Increases Across All Industries
Many industries have seen large increases in their cost-per-lead on search and display ads. According to a recent article by WordStream, some, such as Arts & Entertainment, have seen increases of 134%. Dentists have seen an increase in cost-per-lead too, but not nearly as much. After analyzing our member office lead data, we have found about a 20% increase in costs-per-lead. Data suggests that these increases are due to inflation and the general increase in advertising efforts from dentists nationwide.
Be aware that this is not a sign to decrease your dental PPC efforts! Patients still need your life-changing services and are searching online for dentists. The reality is advertising is becoming more competitive. Read more about why dental PPC is important on our blog, Why Pay-Per-Click is Important for Dentists.