How Does Pay-Per-Click Work?
Before you start a PPC campaign, it’s important to outline the goal of your ad. Are you trying to get a new patient for a specific procedure? Do you want patients to take advantage of a special? Are you bringing brand awareness? Or are you trying to get new patients in general? More likely than not, you want new patients.
Next, whoever is setting up your PPC ad will use a keyword planner to research which keywords drive the most traffic and how much each click costs. From there, they will set up your campaign and have it lead to a page on your website. We suggest having a designated landing page designed to convert clicks into patients.
After your campaign is live, your PPC manager will continue to tweak your campaign until it delivers the best results possible. Once you receive your first lead, or new patient, we can determine your cost per lead. This number is based on how many clicks it took to get a lead. As we continue to tweak your campaign to drive better results, it’s likely your cost per lead amount will drop.
Every time someone clicks on your PPC ad, you’re charged the cost of your keywords. However, if someone sees your ad and doesn’t click on it, you’re not charged. If anything, you’re just bringing brand awareness. If you’re doing PPC for many different keywords, you’re increasing your brand exposure even more. Someone might see your dental office pop up numerous times in their search. If you’re a believer in the rule of 20 like we are, this person will eventually become a new patient.