Page 96 - The Dental Entrepreneur

The Dental Entrepreneur

Google AdWords pay-per-click campaign

The use of Google Adwords to get your website at the top of search results is a requirement
on most new entities. I am an expert in the organic search space and it is taking a lot more
time and effort to get meaningful organic results. My main problems with Adwords are:

1. They are less effective than organic
2. They are expensive
3. They require maintenance

On the plus side, you are able to hyper target keyword phrases and also measure very
accurately the results. Some terms to be familiar with.

Click through rate (CTR)
Costs per action (CPA)
Cost per click (CPC)

Cost per view (CPV)

Be sure that are ads are directed to landing pages, use geo targeting and be sure to have your
phone number in your ad for mobile users.

Twitter

I was a very early adapter of twitter and did a project in 2009. It involved our local horse track
and a guy who was a proclaimed horse whisperer. He inspected horses ten minutes before
they were to race and then he tweeted his opinion out to his followers. It was extremely cool
and useful. I came to appreciate the strength in twitter in the ability to disseminate information
instantly to a select group of followers. BUT:
Twitter has evolved into something today that I think is borderline stupid. Why would I want to
express what I think about everything I am doing or worse yet follow someone else on a daily
basis. I think that is pretty lame.
With that being said I do have an idea for twitter in the dental office that plays directly off of the
strengths of Twitter. Cancellations are a real problem for any office and having a call list for
those patients who are available on short notice is needed. Why not have some twitter
followers and give them the opportunity for 30-40% off in your tweets. For instance you could
tweet at 8am “we have had a change in schedule and have an appointment opening at 10.
30% off for treatment today only”. Your goal would be to cover your costs for that hour. It beats
the heck out of losing money. I think you could get some thrifty followers. Also if you had more
than one responder, you could say, “that appointment has been filled but I can get you the next

available for 10% off “ I think this might be a useful tool.

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