{"id":863,"date":"2012-09-07T09:42:25","date_gmt":"2012-09-07T09:42:25","guid":{"rendered":"http:\/\/www.dental-media.co.uk\/marketing\/?p=863"},"modified":"2012-09-07T09:42:25","modified_gmt":"2012-09-07T09:42:25","slug":"is-adwords-your-best-investment","status":"publish","type":"post","link":"https:\/\/www.dental-media.co.uk\/marketing\/pay-per-click\/is-adwords-your-best-investment\/","title":{"rendered":"Is PPC (Adwords) right for your practice?"},"content":{"rendered":"

Check the conversion rates on your dental PPC campaigns very carefully!<\/h2>\n

Google Adwords or “PPC” certainly has a place in the dental marketing equation but just how much return on investment does it bring? Our own data and comprehensive third party data shows that conversion rates from PPC are generally a fair degree lower than from organic (non-paid) search results. In fact, in many cases PPC conversion rates are < 30% of the rate from organic traffic.<\/p>\n

To refresh, conversion is the process whereby a user clicks on to your site and then goes on to complete your contact form or call you – analytics packages can clearly show if the user came via a paid ad. or via an organic listing. So its is quite easy to see which type of traffic delivers the best returns. So should I use pay-per-click?<\/p>\n

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Should I continue with PPC?<\/h3>\n

The answer to this is “possibly” – this article is not an attempt to convince website owners to completely shift their marketing budgets; more to carefully consider just how much return each facet of the campaign actually delivers. I am also keen to reiterate that PPC has a clear role to play in some campaigns; however its use must be carefully evaluated before jumping in and wasting a lot of money that could be used better elsewhere. Here’s an example:<\/p>\n

Client A came to us with a PPC spend in excess of \u00a3600 per month with a pre-existing and poorly optimised campaign. Conversions on PPC were < 30% when compared to his organic traffic, so even though his Adwords campaign<\/a> was delivering traffic, it wasn’t delivering the expected level of enquiries. It was also costing a lot of money. Analysis of the PPC account showed that generic terms were bleeding cash for very little return. The actions here were:<\/p>\n