Dental Healthcare Google Ads PPC Trends & Strategies
The demand for teeth whitening has skyrocketed since the pandemic, prompting dental practices and dental healthcare brands to enhance their digital marketing strategies. As more people seek both at-home and in-practice teeth whitening solutions, ranging from whitening toothpastes and pens to strips and professional agents, the need for effective promotion has never been more critical. Google Trends data vividly illustrates the surge in searches for “teeth whitening,” particularly during and after the COVID-19 lockdowns.
With remote work and virtual socialising becoming the norm, many individuals found themselves more conscious of their appearance while on camera, leading them to prioritise aesthetic enhancements. As society gradually reopened, the desire to look polished for social gatherings only intensified. Notably, the Oral Health Foundation reports that 4 in 10 people under 35 have tried some form of teeth whitening, highlighting the growing popularity of this cosmetic dental service. In this post, we’ll explore effective PPC marketing strategies that can help oral health product manufaturers and dental practices capitalise on this booming demand.
Increase in Demand for Teeth Whitening
The rise of celebrity culture and social media has significantly increased the demand for dental care products and teeth whitening. As a result, many businesses are eager to learn how to strategise their marketing campaigns to stand out from competitors. Future Markets Insights shares that between 2024 and 2034, the United Kingdom market for teeth whitening is projected to expand at a compound annual growth rate of 6.5%. Seasonal trends reveal that many individuals seek to enhance their appearance before the summer months, preparing for holidays abroad and aiming to look their best in photos for social media.
Interestingly, another peak for searches related to “teeth whitening” occurs in January, when people are motivated to start the new year on a high note. During this time, many are focused on self-improvement and revitalising their appearance as part of their New Year’s resolutions. This creates a unique opportunity for businesses to tailor their marketing efforts around these key periods, tapping into the heightened consumer interest in dental aesthetics. By understanding these seasonal patterns, companies can effectively position their products and services to meet the growing demand and resonate with customers' aspirations for confidence and a fresh start.
This graph illustrates the demand for the keyword “teeth whitening” over the past year, highlighting a notable increase from 74,000 impressions in December 2023 to 110,000 impressions in January 2024.
Google Ads PPC Campaign Strategies for Best Campaign and Ad Types for Lead Generation and Online Bookings
In today's competitive digital landscape, successfully implementing Google Ads is crucial for driving lead generation and securing online bookings in the dental care and teeth whitening industry. A well-structured PPC campaign can significantly enhance visibility and engagement with potential customers. This section outlines essential strategies that leverage various ad types, optimise landing pages, and refine targeting to ensure your campaigns resonate with your audience. By implementing these best practices, you can advance your advertising efforts, increase conversions, and ultimately achieve your business goals.
Use Multiple Ad Types
Test different ad types such as search, performance max, display and shopping to allow you to reach diverse audiences across various stages of the customer journey. Shopping ads can showcase your products and performance max use automated optimisation to show your ads across multiple channels.
Created Customised Landing Pages
To maximise online bookings, it’s essential to design your page with a clear goal in mind, whether that’s encouraging users to fill out a contact form or add products to their basket for e-commerce (more on this later)…
Segment Ad Campaigns by Services
Segmenting Google Ads campaigns by services or specific products can significantly improve targeting and engagement for a more focused approach. Break down your offerings, for the dental practice industry this may be teeth whitening, orthodontics or specific products, such a whitening strips, mouthwashes, floss or toothpastes.
Use Assets to Highlight Benefits
Utilising assets like images, sitelinks, structured snippets, and callouts effectively can significantly enhance your ad campaigns. For example, when using structured snippets for PPC dental marketing you could list out your services, such as “Types: In-Office Whitening, At-Home Kits, Orthodontic Consultations.”
Test & Refine Ad Copy
A/B testing involves creating two or more versions of your ad copy and comparing their performance to determine which resonates better with your audience. Using responsive search ads enables you to insert multiple headlines and descriptions which Google’s algorithm mixes in different ways to find the best ad for each user's search.
Keyword Targeting
Research keyword demand using Google Ads Planner and strategically bid on keywords with moderate competition that also have sufficient search volume. Targeting keywords with no search impressions will make your ads invisible, while opting for high-competition or overly broad keywords can lead to elevated costs per click (CPC).
Landing Page Optimisation Recommendations to Maximise Traffic to Conversions
To amplify both your paid search results and SEO, optimising your landing pages is critical for maximising traffic and converting visitors into sales or leads. Spotlight Oral Care exemplifies an impactful dental care brand with optimised landing pages for each product they offer. Their distinctive branding, coupled with clear photographs of their products and people using them, successfully engages potential customers.
Persuasive Headlines
Crafting compelling copy may include highlighting key benefits to communicate what makes your dental products valuable. Creating a sense of urgency can encourage users to take immediate action, such as “Order Now For 20% Off.”
Design & Branding
This is important as it makes a first impression and shows the visual appeal and professionalism of your brand and site. It will also create brand recognition, and build trust and credibility, putting you ahead of your competitors in the dental and teeth whitening industry.
Images & Testimonials
Incorporating visuals and customer feedback will show potential customers the results from using your services and products. A brilliant way to do this is having a before and after photo of your dental treatments, demonstrating the proof and effectiveness of your products.
Friendly User Navigation
The user experience is paramount once a user clicks on your Google ad and is taken to the landing page. Ease of navigation, allowing users to quickly find the relevant information they need, can make the difference between achieving a conversion and losing potential customers. Answer questions that you can predict users will have about your products, for example “How long will it take for this toothpaste to whiten my teeth?”
One Goal in Mind
Enhance your dental marketing efficiency by creating a streamlined campaign centred around a single, clear goal. Avoid overwhelming consumers with too many options; instead, provide one prominent button for actions like “Add to Basket” or “Make an Enquiry.” This clarity and reduction of distractions will help boost your conversion rates.
Conclusion
In summary, the growing demand for teeth whitening services presents dental practices with a valuable opportunity to enhance their marketing through effective PPC campaigns. By leveraging consumer trends and seasonal peaks, practices can personalise their ads, optimise landing pages, and craft persuasive messages. Implementing these strategies will help differentiate practices in a competitive market, boost visibility, and drive success in the expanding teeth whitening industry.
Connect with our dedicated team at ThoughtShift, ready to elevate your dental brand and strategically position your teeth whitening products at the forefront of Google Ads. We specialise in healthcare, as well as beauty, skincare and cosmetics and our experts will work closely with you to develop tailored advertising strategies that not only enhance your visibility but also engage your target audience effectively. With our data-driven approach, we’ll help you maximise your online presence and drive meaningful results, ensuring your products stand out in a competitive market.