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Posted on 10-17-2012
By: Jacques Taylor
When running a pay-per-click (PPC) campaign for your dental practice, effective ad copy is essential to maximize your return on investment (ROI). Here are three tips to get you started with writing copy that will help maximize results.
Your ad copy should be targeted towards a specific audience. A portion of PPC advertising deals with keyword bidding, so defining your target audience is necessary. To gain a higher click-through rate (CTR) for your ads, address prospective patients by having a clear call to action. Assess various calls to action for better CTR’s and conversions.
Make sure the keywords you select coincide with your landing page and are chosen specifically for your target audience. Keywords are how your target audience will find your ad in search engines. Keyword relevance will result in higher conversion metrics for your ad campaign.
An example of an effective ad for the term “San Diego Dentist” would be similar to this:
Also, when creating your ad copy, keep in mind goals such as:
By tracking the effectiveness of your chosen keywords and phrases on a monthly basis, this will help you analyze your PPC campaign results to capture the highest ROI.
To determine if your PPC campaign is effective, A/B or ad split testing can be used to compare two different versions of your ad copy and landing pages. Evaluating the comparison will help you determine which ad copy and landing pages accounted for the most conversions.
The most important metric in your PPC campaign is your CTR. The CTR is the percentage of the number of clicks on an ad divided by the number of impressions (times the ad is shown).
You can count a conversion each time a user clicks on your ad and follows your call to action or goal. A goal for your campaign may include: an appointment request, completing a contact form, or making a purchase. Conversions will be dependent on the defined objectives your practice has created for the campaign.
Monitoring click-through rates, impressions, and conversions will help gauge the success of your campaign and highlight any areas that may need adjustment for better results going forward.
Remember to continuously test your PPC ad copy and pay attention to testing areas such as:
Effective ad copy takes both time and testing to generate favorable results. Following these tips will be helpful when creating copy:
Keep testing original ideas for your ad copy to spice up the look and feel of your ads. Then, test, retest, and test again to find the combination most beneficial to your business.
For more information about PPC campaigns and ad testing for your practice, call DentalMatrix at 1-800-IMATRIX and speak to one of our Internet Consultants today.
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