Contextual advertising for dentistry

This is the best advertising campaign for a clinic or office that provides dental services. Advantages of locally customized contextual advertising:

• Most clients are those who live near the dental clinic or in the same neighborhood.
• Less competition and not such a big budget compared to contextual dental advertising broadcasted to the whole city or the whole country.
• There is a high probability that a person will immediately use the services of a dentist if they are searching for dentistry somewhere nearby on Google Maps.
• Accumulation of reviews about your clinic on Google Maps, which are visible to all subsequent users. This will certainly lead to an increase in the rating and trust in your medical institution.
• The ability to set up contextual advertising for each branch if you have several in the city, and they can be added in one list and edited simultaneously.
• If necessary, you can increase or decrease the coverage by changing geotargeting (the radius around the dental center), adjusting bids depending on the degree of distance of the user from the clinic.

Since remarketing is prohibited in the medical field, the main types of contextual advertising in dentistry will be search and local campaigns. Display PPC advertising can also be used, but its targeting will be slightly different. Banner and video advertising in dentistry can be targeted:

• By demographic data. For example, by age: for teenagers and young people, you can show contextual ads about teeth alignment, dental braces, aesthetic dentistry, teeth whitening; for mature people, about implants; for the elderly, about prosthetics. For those who have children, show contextual ads for pediatric dentistry.
• By interests. If a person visits dental websites, browses prices for dental services online, reads reviews, and collects information about a particular dental procedure, they may be interested in your contextual advertising. A video or banner should be creative, not like the others, so that it is memorable.

Even high-quality banners and videos won’t bring people to a dental clinic right after watching a PPC ad, because users haven’t yet formed a need. Perhaps, after several contacts with banner contextual advertising, they will seek services, especially if they see a favorable offer.

Benefits help to stand out among other dental clinics, and they should be described on the website of the medical center:

• A long history of the clinic, which indicates the reliability of the institution.
• Customer reviews of each dental service. Users rely more on the experience of other people than on standard phrases in PPC advertising.
• Information about each doctor, his or her photo, specialization, experience and scientific achievements in dentistry, internships in world famous clinics.
• Equipment and technologies. Nowadays, the winner in dentistry is the one who invests in new technologies and involves artificial intelligence programs in the process of diagnosis and treatment. Without innovative equipment, it is impossible to perform most dental services perfectly, for example, without a microscope, 3D scanner, or modern computed tomography scanner.

It is important to simplify the user’s path to conversion on a dental website. For example, you could sign up for a consultation from any page, contact information was always visible, and the cost of the procedure did not need to be searched for a long time on the site.

To visualize the results of treatment, you can use before and after photos, as well as share case studies with visitors: what the problem was, how it was solved, how long it took, and at what cost.

It is advisable that the website of a dental clinic has a blog. If you prepare useful articles on frequently asked questions for it, you can increase the credibility of the clinic and raise the authority of doctors.

To prepare an effective USP for contextual advertising, you need to know the audience’s pains. Examples that are relevant to dentistry:

• Many people are afraid of dental treatment. Therefore, in contextual ads and on the website, when describing the service, you should emphasize that it is painless or that high-quality anesthesia is provided.
• Fear of allergies and side effects of anesthesia is another common fear among people. Point out that sedation and anesthesia during dental treatment are carried out under the supervision of an experienced anesthesiologist. Add testimonials from real people who have undergone the procedure.
• Misunderstanding of how the procedure goes, what exactly the doctor will do with the patient’s teeth. Fear decreases when a person knows what awaits them in the dental chair. It is worth describing in detail the essence of the procedure, its stages, and how long each lasts.
• Fear of hidden fees and large amounts of money for dental treatment. Each procedure or service should have a fixed price. And although treatment consists of a whole set of procedures, a person should understand what the final cost of dental treatment is.
• The ability to get a consultation. All that is written on the page of the dental website may not be enough for the user to decide to use the service. If they have the opportunity to ask a question online and get an answer right away, they will have fewer doubts and the number of conversions will increase.

If you use the services of PPC specialists, you can significantly reduce the cost of contextual advertising in dentistry. Some tips:

• Choose keywords with lower competition and CPC rates.
• In addition to the name of the service, indicate the city and district where the clinic is located in your PPC ads.
• Improve your PPC ads by testing headlines, comparing different descriptions, and raising bids for the best ones.
• Control non-targeted impressions of contextual advertising and constantly update the list of negative words. For example, add the names and addresses of competitors’ clinics to the list to avoid wasting your budget on those who are looking for another dental center.
• Use automated strategies in contextual advertising, such as target price per conversion. This method is suitable for clinics that generate a lot of conversions per day on their website. This means that people make an appointment or consultation at the dentist’s office after clicking on contextual advertising or call to make an appointment.
• In addition to PPC macro conversions, specialists can set up micro conversions to better understand the behavior of your dental website visitors and use it to optimize contextual advertising.