Dental Website - Paid Online Search for the Dental Practice
Dental Website - A number of dentists and dental practices see the
benefits of using paid search to attract new patients to their practice.
If you work with a Google AdWords account to augment your search engine
optimization efforts, you know there are really a number of metrics
available to track and analyze. Since we all have only a certain amount
of time available, it is a wonderful idea to limit the field to a
reduced list of key performance indicators that give the dental practice
meaningful insight into what’s working and what is not when it comes to
paid search online advertising campaigns.
The following five metrics will give the dental practice the most value.
This does certainly not mean that you should ignore all the other
available metrics. However, if you have limited time, the following five
metrics will give you a really good overview of your online advertising
achievements, and tracking these five metrics over time will provide a
good basis for the future online marketing success of your dental
practice.
Metric 1 – Quality Score
Google’s measure of the importance of a dental practice’s keywords is
called Quality Score and helps to ensure that internet users get
presented with meaningful ads and have a positive search experience. The
features that determine the Quality Score include:
•The importance of the search term to the respective advertising grouping
•The click-through rate (CTR) of the search term and its corresponding advertisement
•The significance of the keyword and advertisement to the search terms
•The overall quality and appearance of your website
•The click-through rate (CTR) of the display domains in the advertising group
It is imperative to have good Quality Scores since Google uses them to
decide if your specific ad ranks as well as the amount you pay per
click. Regarding keyword research, the structure of your advertising
campaign, and advertising text improvement, a below average Quality
Score is a hint that you have room for improvement.
Metric 2 – Click-Through Rate
Below average click-through rates (CTR) are a key indicator that either
your search terms or your advertising text need to be optimized.
We conducted a study among 25 online advertising experts and the key
feedback was that click-through rates is the number one focus in any
paid search campaign. Click-through rates are important, since
•Quality Scores depend heavily on click-through rates (CTR)
•They determine advertising relevancy to internet searchers
Metric 3: Conversion Rate
Conversion rate is defined as follows:
Number of people who completed the action items on the landing page
divided by the number of people who clicked on the paid search listing.
The desired result on the landing page could be making a purchase,
singing up for a newsletter, request an appointment or completing an
online survey. The conversion rate is as, if not more important than the
click-through rate. It is the next logical step. Positive conversation
rates speak for a good and compelling landing page and mean that you
not only attract people to your website but also take them to the next
step.
Metric 4: Cost Per Conversion
This metric speaks for itself. The cost of converting a visitor needs to
be viewed relative to the revenue and additional income for a dental
practice. The life-time revenue of an additional patient can be
substantial and can be enhanced if a new dental patient brings along the
rest of the family and stays a great patient for many years to come.
Metric 5: Wasted Spend
This metric measures and analyzes how much of your funds is wasted by
paying for clicks that don’t convert into anything meaningful for your
practice. It destroys your Return on Investment (ROI) of a paid search
campaign. Always keep an eye on this metric and monitor your search
terms. An intelligent way to reduce wasted spend is the use of ‘Negative
Keywords’. They filter out clicks unrelated to your dental practice and
therefore unlikely to convert into business. When you use negative
keywords, you essentially prevent your paid search from being displayed
on the Google, Bing or Yahoo search engine results pages.
Author: Gene Greiner, www.dentist-websolutions.com
Email questions to info@dentist-websolutions.com
Visit us at www.dentist-websolutions.com today!
