How we helped a local dental practice turn their PPC fears into a great ROI success. Our customized digital strategy drove in 100+ new patient leads per month. Here’s how we made that happen.
Bonita Dental is a local dental practice located in Houston, Texas. Their goal is to provide top quality comprehensive and specialty dental services to patients of all ages. They use the best equipment and latest technology to ensure patients receive the best possible treatment. They have a professional team that is dedicated to exceed patient expectations.
Bonita Dental came to the Anytime Digital Marketing team with one goal in mind: a wealth of new patients! Bonita Dental wanted to grow their patient roster faster and more efficiently. After consulting with the team at Bonita, we did a thorough evaluation of their existing website, mobile experience, and SEO performance. The Anytime Digital Marketing team identified opportunities for growth, and drafted an ROI-focused plan to partner with Bonita and achieve the dental practice growth they were looking for.
First, we needed to redesign the website. It needed to load faster, get optimized for mobile, and go through a thorough optimization process. Without an optimized destination, none of the leads we sourced through paid ads or SEO would be likely to convert at a stellar rate.
Some of the problem areas we marked in the plan for website improvement:
Redesign the website to be responsive, so that the mobile phone experience would be just as dynamic as the full-screen desktop experience.
Optimize images to improve website loading speeds. Slow-loading sites are ranked lower by Google’s ranking algorithms.
Organize and optimize content. It pays to have the right SEO-optimized language worked skillfully into the site to ensure that people searching for your services find the site organically.
Second, we needed to give Bonita Dental complete visibility into how their paid media and SEO efforts were doing. The Anytime Digital Marketing team delivered our custom marketing dashboard, so Bonita Dental could see every conversion that came through their pay-per-click campaigns, social and SEO optimization.
Every good pay-per-click campaign ends in conversions, which usually happen on landing pages. To get a higher conversion rate, the landing pages need to be tailor-made to the search terms and outcomes you’re optimizing for.
So after an in-depth discussion with the Bonita team, we designed, built, and launched sleek, custom landing pages, tailored to specific PPC campaigns, to ensure they would start to get optimum results. We worked closely with the Bonita team to make sure the messaging and targeting were just right. Then we launched a comprehensive PPC campaign to target the North Houston area.
Why limit these PPC campaigns off in the North Houston area? We went with a designated market area because we wanted Bonita Dental to get the most out of their PPC budget, by maximizing their visibility in the most crucial location. The best way to do that was to focus on the area with the largest amount of people near their practice.
New patient appointment requests began coming in from the new PPC campaigns immediately, but we weren’t finished. We had to keep pushing and optimizing until we got the real ROI the client was looking for, so we moved to another PPC campaign via Facebook & Instagram.
Bonita Dental’s social media channels needed improvements. An incredible number of prospects turn to platforms like Facebook to not only assess the value of a dental practice, but to read reviews. We redesigned their Facebook page to make it a conversion-focused channel where users are eager and willing to share their stories. From their Call Now CTA button to the newly added cover photo, their Facebook page has now become an incredible source of highly qualified leads.
With the PPC campaigns on both Google and social media driving in leads, an email list was created by contact form fills and Facebook/Instagram lead ads. The combined list of local prospects has accumulated to a database of over 40,000 email addresses in a 2 year period. Therefore, a Bonita Dental monthly newsletter was developed to keep top of mind awareness to current and potential new patients offering dental tips, specials, and reminders.
The results from our strategy
The changes, optimizations, and strategies we implemented would mean very little if they didn’t deliver results.
Leads from Marketing Programs:
• 30% YOY Increase in Call Leads (2016 to 2018)
• 250 Average Monthly Unique Call Lead in 2018
• 28% YOY Increase in Average Monthly Unique Call Leads (2016 to 2018)
Social results since 2016:
• Active Facebook presence with Reactions, Comments, and Shares
• 50% Two Year Growth in Facebook Likes