Are you currently asking yourself whether to outsource pay per click (PPC) management for your dental practice? Alternatively, are you considering asking your staff to manage and optimise your campaigns in-house?
We believe that for consistent long-term results you should hire an agency to run your dental PPC marketing campaigns. It’s unlikely you are willing to hire a dedicated professional for this role within your dental practice. The individual would be more expensive to employ than the monthly agency fees.
Working with an agency you can get serious about using PPC to grow your dental business? It represents a great example of why it’s beneficial to work on your business instead of in it.
To reiterate, outsourcing the management of your Google ads is a smart move. If you continually avoid logging in because you don’t know where to start or making a mistake, it’s probably time to outsource.
You have a lot on your plate there’s no way you can PPC management to your current workload. It’s complicated and takes up too much of your time. It indeed isn’t a skill you have.
To elaborate more on the reasons why you should hire a Google Ads professional specialising in the dental industry we have documented the following 7 points.
1. You Don’t Know How To Set Up A PPC Account
Have you created and managed a high-quality pay per click campaigns in the past?
If the answer is “no”, you will struggle with setting up your first Google Ads account.
There’s a lot of conflicting advice, and no one is there to tell you that you are ticking all of the boxes. It isn’t as if you can look at another dental Google Ads account and replicate it.
Do you have the time to set up an account properly? It’s crucial you structure your account correctly for maximum performance.
Are you reducing performance by adding too many keywords to adgroups? This is one of the most common mistakes when dentists set up their own Google Ads accounts.
Have you researched how much effort is involved in setting up an account? The reality is many agencies will charge a subsidised set-up so as they can bring you on as a client and profit later on with their monthly retainers.
Never underestimate the amount of work required to set up a dental Google Ads account successfully. It includes a multitude of tasks. For example, have you studied the correct way to set up geo-targeting, ad scheduling, responsive search ads, dynamic search ads and remarketing?
To make things tougher, Google’s recommended default settings are often dismissed in agencies because they aren’t in the client’s best interest.
2. You Don’t Have The Expertise
As a dental practice, you don’t have the knowledge or experience to manage your dental campaigns effectively.
Even if you have been able to set up some campaigns, It’s challenging to run a profitable dental PPC marketing campaign when you don’t have the expertise and skills. It’s doubtful you have any pay per click expertise in your office, why would you.
It’s tough to keep up to speed with Google Ads. They are always implementing new features. They continually change on a weekly and monthly basis. Google Ads is like a big machine with many moving parts. It’s hard to make sense of where you are heading unless you have had the training and experience.
It’s overwhelming, and a full-time PPC professional is the best solution for managing your account. For example, they will know how to improve the campaign CTRs and how to handle poor quality scores.
It makes sense to hire an agency that has dental experience. You should hire an expert who knows what to look for in your campaigns. They can take their knowledge from previous accounts that they have worked on and make long-term improvements in your account.
What are your strategies for quickly gaining expertise? Are you reading advice online and watching many YouTube videos? This approach will consume a lot of your time, and you definitely will lose budget as you test out the different features.
3. You Want To Spend Your Money Wisely
It’s easy to lose money running a dental PPC campaign. Generating a positive ROI requires an investment. It’s important to realise at the start you are in effect buying data from which you can determine the best way to market. Having home runs right from the start is rare.
Being profitable takes time and a decent sized budget. Some dentists create their Google Ads budget by moving funds from another part of the marketing budget.
How are you already spending your marketing budget? Are you tracking conversions and can you accurately map out what typed of marketing are generating a specific number of new patients?
Logging in just once a month means you will fail to maximise results and spend more than you should. This is not the way to work towards a positive return on your investment. You need the time and inclination to be aware of all the updates Google make.
Finally, do you understand the different keyword match types? Misunderstanding them will also lead to wasting your budget spend.
4. You Don’t Have The Time In House
It’s time-consuming managing and optimising your own paid search marketing campaigns. The complexity means the management and optimisation of your account will take longer than you imagine. You just don’t have the time.
There are far too many tasks, for example, like routinely checking for negative keywords that can’t be ignored.
Ask yourself if your campaign is going to the get the adequate time and attention it deserves?
Furthermore, do you have the time to study how to use PPC management software?
The answers to these questions are most likely to be “no”.
The reality is you don’t have the time to stay up to date. You do not have the bandwidth in your office to manage the account.
There’s a lot of work to optimise a campaign.
5. You Don’t Know How To Analyse PPC Data Properly
Are you optimising for clicks or conversions? Most likely as a dentist you are optimising for enquiries made on your website and over the phone.
Do you have the expertise to analyse your Google Ads account regularly?
Can you make a data-driven analysis of your account where you will need to log in at least once a week and a lot more in the beginning?
We ask these questions because you need to make time to run reports and review the data. You then need more time to implement the changes and evaluate what effect they have made to the campaign.
Ask yourself these questions.
Your account is converting, but the cost per conversion is too high would you know what to do?
Have you factored the lifetime value of your patient into your analysis?
Are you even able to answer these questions? It’s impossible if you have not considered your business goals.
Are you in the position to optimise and make notes on the alterations you have made. This process happens when an agency works for you. This allows them to return and check the dental campaign progress.
6. You Aren’t Creative
It’s essential to have the creativity to write great ads. You need to have studied and practised copywriting.
Copywriting is a lot easier if you already have an enticing offer that you know works.
You must be skilled at working on keywords, ads and landing pages.
Effective campaigns require landing pages.
Without the clicks, no one will land on your landing pages. Have you weaved call to actions into the headlines, descriptions and call out extensions?
7. It’s Complicated
Managing & optimising a dental PPC marketing campaign is complicated. Granted the basic principles are straightforward, but it’s a complex task to master.
It can be complex as many factors determine how well your ads get clicked on and convert into a conversion for you.
It can be complicated knowing where to increase or decrease bids. Too low a bid and you restrict the impression share for your adverts. Bid too high, and you could reduce the ROI.
Next Steps For Long Term Consistent Profitable Results
We trust these seven reasons on why you should outsource your dental PPC marketing campaigns have been of interest.
For the best long-term consistent results, we advise you work with with a dental Google Ads marketing agency.