THE RULE OF 20
In the marketing world, the Rule of 7 is often thought of as the gold standard in marketing. A person must become exposed to your message at least 7 times before purchasing your product. The more people are exposed to a message, the more likely they will buy it. This gold standard isn’t anything new. In fact, in Thomas Smith’s Book “Successful Advertising” from 1885, he claimed a frequency of 20 was most effective. As you can see from the image, he broke down what happens at each step and why it can take 20 steps to convert a lead.
With the rule of 20 in mind, think of how often someone will see your message if you run dental PPC campaigns for all different services. If a patient sees your company dominating ad space from PPC in addition to organic search results, guess what? They are more likely to click on you after they keep seeing your practice pop up. This is the reason why PPC is so successful. The more you can expose your brand to the same person, the more likely they will become a new patient!