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Do you want to build your email marketing list for your orthodontics practice? Or do you just want a larger number of qualified leads who can become future patients? PPC marketing is the best way to start. Not only can you draw more traffic to your orthodontic website, but those larger numbers can convert into future patients. 

Read on to learn all about the best PPC strategies to get started! 

What is PPC Marketing? 

PPC stands for pay-per-click, and it falls under the larger umbrella of search engine marketing (SEM). PPC marketing utilizes the smart placement of ads on websites or search engine results pages (SERPs) in order to convince people to click on those ads and be sent to your website.

Ads on a search engine results page are the most popular kind of PPC marketing. The way it works is that every time a user makes a search, the algorithm decides who gets the coveted top ad spot on the SERP through a variety of factors. These include: 

  1. Quality of the ad
  2. Relevancy of keywords
  3. Bid amount

As its name suggests, you only pay for the ad once a user clicks on it.  

Top PPC Strategies

Now that you know what PPC marketing is and its benefits, here are some of our top tips on how to get started. 

1. Know the Platforms

You’ll first want to know all the platforms you can use to begin your PPC marketing strategy. If you’re just getting started, we advise you to focus on one platform to truly master it.

Once you find a good ROI (return on investment), meaning people are clicking on your ads and then performing the action you want them to take on your web page, you can move on to the next platform. The most popular platforms are: 

  • Google Ads
  • Bing Ads
  • Facebook Ads
  • AdRoll
  • RevContent
  • Yahoo Search Marketing

Google Ads is the most popular way to start out because of its intuitive user-interface. 

2. Choosing Keywords

Once you’ve chosen which platform you want to focus on, you’ll next want to decide on the keywords you’ll use. This is probably one of the most difficult aspects of PPC marketing because of the sheer amount of choices.

However, it helps to know that any kind of digital marketing is about practice and experimentation. This is why marketing campaigns typically run A/B testing so that their ads are optimized over time. 


You’ll want to start off by putting yourself into your customer’s shoes. What kind of search terms would they use? Are they looking for a local orthodontist, or do they need tips or education on certain topics? Are they looking for particular products? 

Start brainstorming both generic and specific keywords and make a list of them. Here are some keywords to add to your list and expand on: 

  • Broad keywords
  • Long-tail keyword phrases
  • Related keywords
  • Geographic keywords

The easiest way to expand on your keyword research is to type in potential keywords into the Google search bar. Pay attention to the search suggestions that come up–these are commonly used keywords! 

3. Create Your Goal

You’ll also want to have a specific goal in order to inform all of your other PPC marketing decisions. Just like choosing one platform, it’s important to choose one goal so that you can concentrate all your efforts on reaching that goal. Here are a few common PPC goals: 

  • Brand awareness: Familiarize people with your practice if you’ve just opened
  • Lead generation: Getting the contact information of potential clients
  • Promotion: Promoting a new sale or offer to potential and current clients
  • Sales: You want to sell more of your current products or services
  • Traffic: You need more people browsing your site who can become leads

Remember that even though you may want more sales, it may be more effective to start with a brand awareness or lead generation campaign first. People are more likely to purchase products or services from businesses they’re familiar with. 

According to a study by Nielsen, sixty percent of consumers across the globe prefer to buy new products from familiar brands rather than find new brands. 

4. Irresistible Copy 

Even if you have all the right keywords, you’ll want to have enticing ad copy to go along with them. When is the last time you read an advertisement? What drew your attention to it? 

By stepping inside the minds of your customers, you’ll have a better idea of the kind of copy that will draw them in. While including your main keyword, you copy needs to be able to speak to your target customers and appeal to them directly.

You also need to make your ad appealing in some way–are you offering education or entertainment? What problem are you helping them solve by reading your copy? 

Last but not least, you’ll need to end your ad copy with a strong call to action (CTA). This gives users a clear direction for what you want them to do next. 

PPC Strategies for Strong Orthodontic Marketing

These PPC strategies only work if you know your target customers well. Consider your goals for your PPC campaign and what users want and need when they’re using your search terms. With this foundational knowledge, you’ll be able to create enticing copy both on your ad and landing page that will convince them to convert. 

Lastly, remember to measure your results whenever you start a new campaign. Pay attention to the way a tweak in an image, keyword, or the wording of a sentence alters your lead conversion. Over time, you’ll know the exact kind of formula you’ll need for the right results! 

Want more patients and consultations? Book a free marketing strategy call today