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PPC isn't working for my dentist friend

Discussion in 'Black Hat SEO' started by mqs1000, Oct 11, 2014.

  1. mqs1000

    mqs1000 Power Member

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    My dentist friend has a new office and needs advice. He is running an Adwords campaign spending $2,000 every month and it is not paying off for him. He is just not getting enough clicks to the website and the people who click on the site aren't converting.

    Any recommendations that I can tell him to get some immediate new patients? What are some other ways of advertising that he can spend his money on for some quick results (other than an SEO campaign which might take a few months to get him on the first page - he is in a very competitive area). Facebook advertising? Yelp advertising? Please let me know.
     
  2. b1step-ahead

    b1step-ahead Power Member

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    2k is a decent budget for a small to big city. Set up call tracking, you have to be able to measure calls and clicks. Also have him or her work on getting real positive reviews. Remember, people may find you via search (organic-paid) then they look you up, so if you look up your dentist friend and they have nothing, that could be it. Clicks are important, but it's only part of the equation.
     
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  3. mickyfu

    mickyfu Jr. VIP Jr. VIP Premium Member

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    Tell him to try lowering his prices.
     
  4. mqs1000

    mqs1000 Power Member

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    They are not even calling up in the first place to find out about the prices...
     
  5. mqs1000

    mqs1000 Power Member

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    He has call tracking set up. Where do you recommend he gets the reviews? Google+? Yelp? Any methods for getting Yelp reviews other than the 7878 method?
     
  6. wakiza33

    wakiza33 Newbie

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    Adwords is best for immediate results. Radio ads.

    Reviews. A sale.
     
  7. mqs1000

    mqs1000 Power Member

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    Also, can someone please point me to the forum section where I can hire someone to manage his Adwords campaign? I went to the Adwords forum and the rules were not to buy or sell anything
     
  8. SEO_Alchemy

    SEO_Alchemy Senior Member

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    Well, if the traffic is coming and the traffic is not converting.... then the problem is the offer. That's the most rational train of though here right?

    So that would imply that either the prices are too high, or maybe issues with site design, or call to action.

    These are general concepts that relate to IM and they 100% follow through onto this scenario.

    As a side marketing strategy I know many Dentists offer 1 free check up, or huge discount for first time patients, and so forth. Make your giveaway something people will definitely want, and grab their email, grab their phone number... that way you can always follow up with more incentives to get them to come in.

    People are smart shoppers, if you're blowing through 2k a month, you're getting the clicks, but what people are landing on is not something that appeals to them, and I would venture to guess that's because they are finding much better incentives somewhere else.

    With a scenario like this, I would advise your friend to give a lot away, as he will be able to recoup the initial losses with recurring clients who will also recommend him and bring in their entire families. You just need to give them something they cannot possibly refuse if they are in the market for a new dentist.
     
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  9. SEO_Alchemy

    SEO_Alchemy Senior Member

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    Well I just typed in "dentist" for my local city, and every single listing has the price of a check up, xray's, new patient specials, etc.

    if this info is not on the site, and is on competitors, why would anyone call? They want to know the prices so they can compare them. If your friend's site is the only one not advertising the price, that would be the last place they would consider contacting.

    The best thing your friend could do is make his specials and his prices be better than all the rest, (not necessarily the cheapest) at least until he has a steady stream of clients.
     
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    Last edited: Oct 12, 2014
  10. lord1027

    lord1027 Elite Member

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    Maybe there's something wrong with the website and that's why they're not converting.
     
  11. BassTrackerBoats

    BassTrackerBoats Moderator Staff Member Moderator Jr. VIP

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    Radio ads suck for direct traffic, they are a medium for branding for the most part.


    This looks like what I would be doing for starters, it is pretty solid advice in my opinion.
     
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  12. mqs1000

    mqs1000 Power Member

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    His website can be improved but it's not bad - he has a cheap check up offer / good call to action. He just showed me the back end of his campaign and it seems like the problem is there are not enough clicks. He has a budget of $70 per day, and yet there has only been 3 clicks to the website today so far ($10 dollars each) - even though there have been over 200 impressions and he is ranked 1.1 - people just aren't clicking on his ad. Also, the price per click is just so expensive - $10 is ridiculous. And I look and he has TONS of long tail keywords to try to fix that problem, but no one is even searching for those.

    I need someone to fix his campaign up. Can someone point me to the forum section where I can hire someone?
     
  13. DannyZhang

    DannyZhang Regular Member

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    If there aren't enough clicks, this can mean one of two problems.

    1) Your ad is not relevant enough for a good click through rate. (How many people actually see and click on your ads) I find that adding something unique or a great offer on your ad will increase CTR dramatically. Give a reason for people to want to click on the ad. Remember you only got two lines of text a less than a second of people's attention, make it count.

    2) There just ain't enough search volume for your keywords. Do a check to make sure that there is enough search volume. If you are only getting 3 clicks, I think it may be worth checking out other keywords and making more ad groups for them. With some luck, you might be able to target even less competitive keywords for less CPC.

    Cheers
    DZ
     
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  14. bigballin6161

    bigballin6161 Jr. VIP Jr. VIP Premium Member

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    As a small business owner I believe you cannot beat ranking top 3 organic for conversions. I would have no problem just doing Adwords and leaving the ongoing headache of seo. The problem is that it doesn't even come close in conversions. I have not tested this and it might be pure speculation, but I do know when I am looking for services or anything I never click ads. I would like to know some opinions on this. If I was ur friend I would try to rank organic. With that kind of budget he could get a nasty PBN.
     
  15. SEO_Alchemy

    SEO_Alchemy Senior Member

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    I'm not a PPC expert by any means, but it seems that $10 per click is pretty high here especially with such low volumes.... especially if they are not converting.

    If your target keywords are something like "Austin Dentist" you might have better luck and lower CPC by going after something like "free dentist check up" "free dental visit Austin" etc.

    these should (in theory) be cheaper than broad commercial keywords, and also are more targeted in being "buyer" keywords.

    If like you say the offer and site are pretty good, then it sounds like you have a bad PPC campaign in place.

    One thing I have heard PPC guys state flat out is that you 1) you should target as many relevant keywords as possible. 2) the adwords traffic estimator is not worth anything. - if you are the only ad up for "best austin deal dentist" or some other whacky sounding keyword, then heck you have a monopoly on that keyword (organic search results withstanding, and who knows how relevant those will be for this particular word). So even if only 10 people a month type that in... it's yours, and probably for dirt cheap.
     
  16. mqs1000

    mqs1000 Power Member

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    I know the campaign is bad - I am not interested in fixing it myself. Again, can someone link me to the market place where I can hire someone to run a good campaign
     
  17. laowai

    laowai Power Member

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    You cannot say for sure that the problem would be only in the offer. It can be that the traffic is not targeted => should analyze the campaign keywords.
     
  18. TJnoodles

    TJnoodles Registered Member

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    Has he tried local advertising, things like val-pac coupons, maybe he would do better in that direction.
     
  19. Paper-Boy

    Paper-Boy Elite Member

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    OP, I would try facebook ads.

    They have cheaper clicks than google and you can target by age, sex, country, state and even target ones that have used a credit card in the past 30 days.

    If you decide to go this route, test between desktop and mobile newsfeed ads. I would test several creatives and landing pages. You'll need a tracker to be able to optimize your campaigns so be sure to use one. Try bidding CPC first until you get a decent CTR. A good CTR for newsfeed is between 4%-10%+

    You could be paying anywhere around $.20-$1.00 if you do everything properly. As always, do your due dilligence first before running a campaign on FB.
     
  20. ThopHayt

    ThopHayt Jr. VIP Jr. VIP Premium Member

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    His PPC obviously is NOT being run correctly. This budget should be just fine, get somebody new to run it ASAP.

    SEO will take 2-3 months to get him ranked well. So while you get him SEO ranked PPC is your best bet IF you find somebody who knows their stuff. I took a ecommerce business from nearly 0 sales spending $3,500/mo to over $24k in sales a month. The problem? PPC was being run wrong.