Feel like your ads are adrift in a digital sea, no lifeboat in sight? Let’s make sure they’re getting found by the people you’re hoping to target in the first place. Google AdWords is changing all the time, and offering up more and more options for small businesses looking to build detailed audiences for their ads. Between location, language, income, general interests, and so much more, there’s a way to target the leads you want, not just hope your ad comes up in front of someone likely to click through.
Below, we’ve put together a quick guide for dentists hoping to up their pay-per-click game. Whether you’re advertising on Google, Facebook, the Display Network, or somewhere else, take another look at your ads and see where improvements might be possible. Feeling a little lost in the great PPC advertising ocean? We’re here to help – reach out today to learn more about what we could offer your ad efforts.
Google AdWords and Facebook are the most popular advertising networks for healthcare professionals. We’ve broken down simple ways to adjust ad settings for each one – Google instructions are below, and check back in a couple weeks for Facebook guidance. The two interfaces work very differently – if you need help setting up your initial account, check out this AdWords guide and this Facebook guide.
From within the All Campaigns view, click the Settings tab. In this view, you can see the broader settings for all of your ad campaigns. This is useful if you’re making larger changes that will affect all campaigns. You can check this view to see how all your campaigns are currently set in terms of
If you’re trying to make changes in this view and getting confused, click through to the campaign you’d like to adjust. Some settings, like Budget, can be adjusted in this global view, but most need to be edited within the Settings tab for a particular campaign.
Once you’ve clicked through to a campaign, you can get really granular. This is where you’re able to set targeting by income and interests – explore these options when setting your location targeting. Click through each of the Locations, Ad Schedule, and Devices tabs at the top of the Settings window to access all your options. This is also where you’ll set a tracking template to add parameters to URLs and use a call tracking system or other advanced tracking options.
Negative keywords can seem a little complicated. How is it that you’re setting a group of terms that you don’t want your ads to come up for? Well, it all comes down to similar phrases that don’t actually apply to your services. For example, if you provide porcelain Lumineers, you don’t want to come up for searches for “Lumineers band,” where searchers are actually looking for the popular music group. This is also a great way to disqualify leads before they make it to your website, such as those looking for “free dental work.”
It’s easier to set negative keywords once you’ve been running ads for a month or two. You can check the keywords by clicking the Keywords tab in the main menu, and clicking Keywords again in the sub-menu (you’ll notice that Negative Keywords is right next to it – we’ll get to that in a second.
Here, you can browse the keyword phrases that have triggered your ads. By checking the number of clicks against conversions, and using some common sense, you can figure out which keywords aren’t a good match for your practice.
Once you have a list ready, click through to the Negative Keywords menu and add the keywords. You can do this at the ad group level or campaign level, depending on how specific your keywords and ad groups are.
Ready to implement these tips but not sure where to begin? Get in touch for expert PPC guidance!
With 2016 reigning large as the year of indecipherable algorithm updates, it was almost refreshing to hear about its clearly delineated “intrusive interstitials” penalty. In August of 2016, Google announced that it would begin rolling this out in early 2017. The guidelines were fairly clear (at least at first glance) – mobile site designs with obnoxious pop-ups or overlays that interfered with the user experience would experience penalties.
Now that we’re past the update rollout, we’re left wondering: what happened, exactly? The uncertainty comes from the lack of penalties faced by even sites with problematic pop-ups. Webmasters are reporting little to no impact on rankings, no matter the state of their interstitials. So is it time to learn back and relax? Not quite.
As always with SEO, we want to be proactive. Learning more about what kind of design practices Google is trying to dissuade (and why they’re cracking down on pop-ups) is a perfect intermediary activity while we wait for the full effects to take hold. Read on for what this could mean for your dental website.
Pop-ups are useful for many different reasons – announcing flash sales or other ecommerce opportunities, presenting visitors with a newsletter or eBook signup, or providing livechat support. But the ways in which each website provides this content can vary wildly. There’s an unbelievable difference behind a respectful pop-up that can be easily closed, and one that blocks out all navigation and refuses to budge until you’ve promised it your firstborn child.
This is doubly true on mobile. The screen you’re working with is a small one – there’s just not enough real estate there to allow for both pop-ups and navigability. This is why Google is taking this newest step in their battle to make the internet a higher-quality, user-driven experience. As the ruler of all we do (lest we make a misstep and be banished to the long-distance rankings tier), Google is working harder and harder to make websites more friendly. If the user is irritated, Google isn’t going to look fondly on that domain.
The intrusive interstitials rule doesn’t outlaw pop-ups entirely – rather, it dictates their size and their annoyingness factor. Take a look at the graphic below to see Google’s official statement on the update:
In short, as long as the pop-ups don’t detract from navigation or cover the content which the user is hoping to access, they’re ok. We’ve seen live chat providers change chat boxes from mid-screen and floating to a small ribbon at the bottom of the mobile browser.
Wondering why any healthcare professionals like yourself would be using pop-ups? In truth, live chat feature are becoming more and more popular on medical websites. This is a great way to capture leads who aren’t quite ready to fill out a contact form, but are interested in learning more about your practice. Many chat providers are fairly inexpensive and will provide basic information to the user before forwarding their inquiry and information to your front desk.
More competitive practices like med spas and cosmetic dentists can also make good use of pop-ups to provide newsletter access. Lock visitors into your email campaigns, and you have a much higher chance of re-engagement (and future business) down the road.
Whether your site design currently makes use of interstitials or not, the pros and cons are plenty. Overall, pop-ups can be a useful tool for engaging site visitors at the beginning of the buyer’s journey – just make sure those pop-ups don’t annoy them along the way.
Looking for help with your site design? Worrying that your website interface isn’t pulling in leads the way it should? Reach out today for a complimentary website evaluation. We’d love to help you move forward & take your practice to the next level!
During the holiday seasons, your opportunities for online marketing explode. But you need to plan ahead to take advantage of the opportunity. It’s not too late for a boost to December business – follow our tips below to get some new patients into the office before the new year. The best part? This won’t take a ton of effort on your office’s part – just make sure to set aside a little time this week and you’ll see the results come January 1!
Looking for a little assistance fine-tuning your practice as we head into 2017? We’d love to be a part of your marketing team – just get in touch for details on how we could power up your online presence.
Holiday Dental Marketing | Dental Marketing During the Holidays | Dental Marketing Tips
Promoting your practice can be as easy as pulling out your smartphone!
How’s your practice’s social media presence? Do you post on a regular schedule, or just when you remember to, or have you lost the password to your Facebook account? No matter your current approach, there’s probably room to improve your patient engagement. Social media might seem frivolous, but it’s become a driving force for small businesses. Many patients actually ask questions and even schedule appointments via Facebook – if they can find your office’s page. But how do you make sure you’re out in front of current and prospective patients?
Don’t get overwhelmed by the social media machine. The practices with the most engaged followings are the ones posting personalized photos and other content that relates to the individuals connected to the office – both staff and patients. While an educational, eye-catching infographic or a goofy comic can go a long way, patients want to feel a connection to your practice’s community. And that means thinking about online content during the workday.
This doesn’t have to be tedious or time-consuming. By putting some steps in place, getting valuable photos, blurbs, testimonials, and other social media (and website) gold will feel second nature.
If you’re ever looking for help with your social media, we’re here to offer expert tips. Just get in touch!
Don’t get bogged down in code – here’s what the symbols within are saying about your SEO
How strong is your website? There are so many ways to go about answering that question, so the process can feel understandably weighty. What is “strength” when it comes to a website, anyway? And where do you get started with the evaluation process? The answers to your website’s strength might seem hidden away, but there are free tools and expert tips that you can try on your own before deciding on next steps.
We’ve compiled some of the most valuable below to help you along the way. These will determine how effectively your website appeals to both search engines and users, the two audiences that determine your online success. Once you’re paying attention to both fronts, your site is firing on all cylinders. But in order to get there, you’ll need to perform a thorough analysis first.
Need help performing your analysis, or implementing any improvements? We’re here – just request a free website evaluation for a detailed rundown of where to get started.
Facebook is an incredible marketing tool – in the right hands. But when you’re just getting started with Facebook for business, it’s tough to know anything that’s going on, and the interface doesn’t exactly make the learning process simple. When you add in Facebook’s lack of one-on-one support (and the endless number of confusing forum questions), taking the first steps toward promoting, advertising, and managing your business feels completely overwhelming.
But you’re not alone. Doctor Web Solution has worked through common Facebook obstacles and figured out the simplest ways to get the green light on your business’ page. Read through our guide to setting up your Facebook page and personal access below, and get in touch if you need help with Facebook ads, organic posting, business optimization, or anything else in the Facebook landscape.
Getting started with Facebook is different depending on the current status of your business’ page. Check for existing page listings by searching for your business name in the search bar (click “Pages” to narrow down search results).
This confusing twist has perplexed newcomers trying to claim a page. The catch is that business pages aren’t actually Facebook accounts, whereas personal profiles are. Pages exist independent of any account – and continue to do so until someone links their personal page. So there’s no new login associated with your page. You’ll need to link it to your personal Facebook account to gain access.
If someone from your practice already has access to the business page, have them add you as a manager so that you’ll be able to act as the page and manage incoming messages and posts. This means navigating to the page, then clicking Settings -> Page Roles. On that page, they’ll be able to add the email address that you use to log into your personal Facebook, and you’ll be invited to manage the page. If you’re the one adding a new user, choose between these roles to grant them the appropriate level of access:
The most important question of all: if your business page is linked to your personal profile, how can you be sure that photo of your dog in an adorable bow tie ends up posted to your friends, not your patients and coworkers? It’s as easy as making sure that you’re posting as a page instead of acting as your profile. Whenever you post something new, look in the upper right-hand corner of the post box. There, you can choose between “Post as (Your Personal Profile)” vs. “Post as (Your Business Page).” Just pick the business page logo and there won’t be any embarrassing mishaps.
Remember: unless you’re on the business page when posting, the default poster will be your personal profile.
This is only the first step toward Facebook domination for your practice. If you’re looking to learn more about the minutiae behind social media marketing, just get in touch!
Feel like your leads are floating on the web and not leading to actual results? Help your front desk pin them down
When your website is performing and you’re pulling in leads, that’s exactly what you’ve been wanting to see from digital marketing. But how can you make sure that those leads lead to real patients coming into the office? It can be confusing to organize those details, especially if you’re operating off email alerts. We all know how quickly something can get buried in an inbox, especially if your leads email address is the same as your main office’s address.
Fortunately, things can be a whole lot simpler. By integrating an automation platform with your WordPress forms, you’ll see your leads neatly filling out a Google spreadsheet. Your front desk will be able to manage those leads directly within that spreadsheet, and adding columns to track whether the lead has been contacted, by whom, and the outcome of the conversation will keep everyone on the same page.
Setting it up is simple – all you need is a free Zapier account, a Gmail address, and access to your WordPress back end. We break down the steps below, but if you’re looking for additional guidance, just get in touch.
We started researching forms reporting automation for a client using AdWords and Facebook PPC, and pulling in great results. While we loved seeing all the leads flood in, the office’s front desk got a little panicked. How could they make sure that each lead was called or emailed, when all the forms notifications were in separate emails?
The system we put together took the stress off their shoulders. Now, Zapier automatically pulls new forms submissions from Gravity Forms within WordPress, taking leads reporting off the front desk’s list of responsibilities. Here’s how you can set it up for your WordPress site.
Run into any bumps along the way? Just get in touch for help.
Every dentist (and dental marketer) is hoping to get leads through their website. But how can you be sure that the lead in question was worth the effort? By fine-tuning your marketing efforts, you can be sure to draw in the kind of patients that fit your practice – and see them scheduling and following through, as opposed to flaking on a consult or exam.
The trick is to get inside your patients’ heads, and then make sure your website reflects exactly what they’re looking for. Help them along the funnel with intuitive user experience design, and they’re sure to connect with your staff and become a part of your practice’s community. Read on for some clues to drawing them in, and get in touch if you’d like some help integrating these tactics with your website.
We all want to show up on the first page of search engine results (not to mention the vaunted top spot). But, as with so many Google-related endeavors, that’s unfortunately easier said than done. No matter how much stellar content you put up on your site, how many PPC ads you purchase, and how modern your UX and site design, you aren’t seeing a rise in the rankings. This is probably the most universal problem small businesses encounter in their web marketing, and it’s because we all have the same goal: that golden first place listing.
Google wants to show searchers the results that are the best for their needs. What does this mean exactly? It ranges from whatever is closest geographically to whatever precisely matches their search inquiries to what’s getting the most traffic at the time. Search engines don’t give away their secrets, but with concerted effort, we can discover them, piece by piece. Of course, as soon as we get a good handle on what’s working, an algorithm change throws everything up in the air again – but that’s a story for another time. For now, let’s talk about what Google is currently respecting, and how you can help your dental website follow suit.
Looking for a boost in your online presence? We offer customizable monthly SEO plans to boost visibility, generate leads, and revitalize your website. Just get in touch to learn more.
Pay per click advertising can feel endlessly frustrating. Shortly after getting your ads up, you find that they’re not behaving the way you want them to. But is this related to user error, to the audience that you’re targeting, to the ads themselves, to the budget, or something else entirely? Unless you’re familiar with Google Adwords it’s going to be pretty difficult to tell. That’s why bringing in a pay-per-click marketing expert is going to make a significant change to your ads and also to your daily frustrations.
There are certain issues that tend to befall first time AdWords users – and with Google’s frequent changes to ad policies, structure, and display, what worked in the past may not be successful today.