Service Selection Guide

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Service Selection Guide

What is the difference between PPC (Pay Per Click) and SEO (Search Engine Optimization)?

PPC allows us to place advertisements leading to your web site on Google, Bing, Yahoo, MSN, and Facebook within their Sponsored Results (pictured left) area. A PPC campaign is the quickest way to generate high quality targeted leads and calls for appointments for your dental practice. With PPC, you pay for each visitor that clicks through to your web site.

SEO is a series of methods and strategies that help search engines recognize your site and consider it relevant in order for it to appear in the Organic Results (pictured right). These results are considered the most relevant and popular for a particular keyword or phrase search. When you show up organically, a search engine does not charge you for clicks to your web site. Strategies involved in an SEO campaign include Keyword and Competitor research, web site updates (optimization), link building, and more.

How does PPC / Pay Per Click advertising work?
PPC allows you to purchase visits to your web site

Lets use Google as an example since it is the main focus of most PPC campaigns. Every time a person searches for a keyword (for example, "Cosmetic Dentist Queens") they are presented with Google's results along with your ad in the Sponsored Area. Each time a person clicks on your ad and arrives at your web site, you pay Google for that visit, which is why it is called Pay Per Click. The amount of money you allocate to spend is called your Keyword Budget and can be limited to a certain amount per day and per month so when you reach your daily limit your ad stops appearing in the results until the next day. The amount of money each visit costs is dependant on a system similar to bidding at an auction where you vie with your competitors for the top sponsored placements. There are many factors involved including a selection of keywords we believe people will search for, but generally if you choose to pay more per click than your competitor your ad will appear above theirs. Visit our Pay Per Click service page for more information.

PPC: Managed vs. Do-It-Yourself
Do I really need a PPC specialist?

You can set up a Google AdWords account and begin placing ads yourself, Google makes it simple enough. However, if your goal is to spend the least amount of money for the greatest amount of dental patients (and thus higher ROI), it makes sense to employ professionals like us to create and manage your PPC campaign. You can learn about the research, considerations, and work involved by visiting our Pay Per Click Services page

How does SEO / Search Engine Optimization work?
SEO positions your web site for consistent long-term lead generation

When you type a search keyword or phrase into a search engine, the goal of the search engine company is always to bring you the most relevant result for your search term. Companies like Google employ the best minds in the world in order to come up with algorithms that make their results better, and these algorithms are a closely guarded secret. As you can imagine, being in the top results for keywords relevant to your business means that you are essentially in front of the people who are already looking for your service. Being on the first page, especially for a dental practice, for keywords such as "New York Dentist" or "Cosmetic Dentistry Queens" means a significant increase in traffic, appointment requests, phone calls, and inevitably– patients. When considering SEO as part of your dental marketing strategy, keep in mind that SEO is not an immediate solution like PPC. An SEO campaign takes time, strategy, and work to be successful. Depending on your area, you could be competing with millions of other indexed pages for the coveted first page placement (if you search Google for "bronx dentist", right below the search box you will see that there are about 2.3 million results). A search engine like Google needs to truly believe that your web site is more relevant than all the others for you to show up in the top results for that keyword. The payoff is that when you do, you gain a valuable position in front of your competitors right in front of the people who are looking for your services. Visit our Search Engine Optimization services page for more information.

PPC = Quick Results, Great ROI
SEO = Sound Investment, Excellent ROI

The general advice we give when presented with this question is that it depends on your particular situation and goals for your dental practice. A brand new dental practice that does not want to go "all-in" with PPC and SEO would benefit most from a PPC campaign since it will bring the quickest results. An established dental practice interested in securing their visibility (brand awareness as we like to call it) and establish a steady flow of new patients with a high level of ROI would benefit most from an SEO campaign. If you've done your research and you already know the power of these marketing solutions, then a combination of both will yield the best of both scenarios.

How can I justify the cost of marketing my dental practice online?
Advanced tracking and reporting to effectively gauge ROI

It is important to note that tracking and reporting plays a big role in smart and effective dental marketing solutions. We are also one of the few companies that offer true ROI reporting. Our clients know exactly how many patients they booked via each method and how much money was spent thus revealing an ROI value for each individual marketing effort. This helps our clients make educated marketing decisions and ultimately understand the amount of profit made for each marketing dollar they spend.

Learn more about our Methodology for dental marketing and take a look at our Services. When you are ready to begin, give us a call at 888-750-0087 or send us a message and we will be happy to help you reach your marketing goals.