that using PPC ads will increase the click-through rate. Running and managing PPC campaigns successfully requires experience, constant tweaking, and daily supervision. The more you can afford to pay and the longer you can pay for the ad will determine the success of our PPC campaign. The bad news is that you lose your entire marketing that was based on PPC once you stop paying.
Never let ads write checks your website can’t cash
PPC does not produce sustainable results. “For every one click on a paid search result, the organic results generate you 8.5 clicks.”
Why do organic results beat PPC ads? Even if the paid ad shows in the highest position, organic results are more trusted by searchers than paid ads.
To make paid ads successful, they need a lot of constant handling and expertise, and most importantly, your website must be able to convert. If not, you pour your money down the drain. Finally, you need a knowledgeable and dedicated human to monitor and move the campaign along.
PPC just satisfies the craving but doesn’t satisfy the rankings. You’ll spend the money, and maybe if you know what you are doing, you can get short-term results, but when the money for the ads runs out, your rankings and traffic run out too.
Marketing Basics – Before You spend a single cent…Think about that for a moment.
When clients come to us, one of the first things we want to determine is if they have a capacity problem or a demand problem. Most clients want to improve their profitability by creating more demand. But if they have a capacity problem, that reduces their profitability because they can’t take care of more patients. After all, they don’t have the capacity. I recently had an in-depth consultation with a dental practice; that’s exactly where their problem was. They were spending more and more on marketing, yet they couldn’t get staff in to take care of them. So make sure that you’re fixing the right thing first.
And for us, on the demand side, we have a very similar philosophy that we teach. We’ve got eight steps in an increased new patient algorithm, and not one of them would be considered traditional marketing trying to drive more new patients. That would be the 9th, 10th, 11th, and 12th steps, but you got to do the first ones before. The biggest problem is leaking potential patients while they pass through your marketing funnel. There is no point in spending lots of money on marketing if nothing comes out at the other end. You’ve got to fix the holes in the funnel first. Otherwise, your return on your marketing spend can be zero.