Posted on 2011-01-13 12:51:07
When you start paid traffic campaigns for your dental website, you find yourself in front of a lot of new numbers. There's Cost per Click, Cost per Conversion, Conversion Rate, and many more. You'll have to make choices about where to put your money in, and how much traffic to buy.
Sometimes these choices get difficult. For example, you might have a very good conversion rate, but not be getting very much traffic. Would you sacrifice your conversion rate for getting more people in the door?
The answer to this varies, but an easy way to figure this out is to take the action that will result in the most money in your pocket at the end of the month. Having a great conversion rate and low cost per patient acquisition is great, but remember why you want these numbers in the first place: more money for your business. Do the math and see if the extra volume from less targeted traffic will raise your revenues. Once you have a greater amount of patients, it makes sense to see if you can lower your cost per acquisition.
Keep in mind that these numbers are always relative and always have to depend on where you are financially with your practice and dental website. This is something DentalMatrix can help you with.