3 Tried-and-True Retargeting Campaign Tips Perfect for Dentists

Do you have a dentist marketing strategy that resembles an airport? It's like having interested patients who fly in to check out your services and then fly away to find a better deal or a more persuasive and informed dental professional.

Using your website to learn how to attract new patients to your dental practice and services can be challenging. It takes planning and strategy to keep them interested.

When it comes to advertising, retargeting is valuable. However, we have to agree that the word "retargeting" can be misleading. To people unfamiliar with the term retargeting, it may appear that it's necessary to restart when it comes to targeting prospects and efforts.

While it is true that you are targeting or retargeting prospects, you are not beginning from zero – it's far from that!

What is Retargeting and How Does it Benefit Dentists?

That's an excellent question. Putting technicalities aside, consider the following:

• Your website or social media platform attracts the attention of a prospective patient or an existing patient.

• They may choose to use a specific service or view a video or image that you have uploaded on your website. A "script" or a "cookie" may have also been in your prospective patient's browser.

• At some point, these prospective patients will leave your site and begin searching the internet for other topics that they may find more interesting. When users visit another website, they may be able to see the advertisements that you have strategically pre-configured because of the "cookie" that they have received. These advertisements will show as long as they're relevant to your website and their search interests.

Retargeting is a straightforward concept: Market to people who have already demonstrated an interest in your product or service.

What Are the Advantages of Retargeting?

Using retargeting to keep your practice at the forefront of the minds of any potential or current patients who visit your website is the primary advantage of this technique.  

Retargeting with ads relevant to their expressed interest will keep you on their radar and discourage them from hunting for a better "offer" elsewhere.

Moreover, retargeting is also an effective strategy of increasing conversions and reaching new and returning consumers. The idea is to balance efficacy and overreaching so that your retargeting will sell rather than repel people from your site.

If you aren't using retargeting, we are convinced that you are missing out on a significant number of conversions. We'll go so far as to suggest that by not dedicating a percentage of your advertising budget to retargeting, you're causing a hole in your advertising budget to develop.

Increase your level of specificity.

In other words, the more specific your ad's target audience is, the better. You may look at these factors:

• Age Demographic
• Gender
• Nationality
• Country of Origin
• Lifestyle
• Business Interests

For example, how do men and women approach dentistry differently? Their seemingly unrelated web searches may show a passion for sports, fashion, luxury travel, or expensive automobiles, among other things.

When using a retargeting strategy, the more specific your analytics, the more focused – and presumably more effective – your advertisements will be.

People accustomed to luxurious travel and the social scene may be interested in cosmetic dentistry operations (professional whitening, implants, veneers, smile makeovers, orthodontics, etc.).

Consequently, advertisements referring consumers to your connected services would re-engage their interest in you as a provider of such services.

That is only one of a lot of possibilities to take into consideration. It would be best to concentrate on the specifics of your potential and current patients — who they are, what they are interested in, and so on.

Keep track of what's working and what isn't.

The bottom line is that you want to attract interested patients and are willing to schedule an appointment on your website or dental landing pages. It will be beneficial to test your advertisements first, then review and analyze which ones are effective and not.

Here are some pointers on how to manage your advertisements:

• Make use of ads that convert well. Make a copy of the message and include a new offer.

• Keep your promotions clear of exaggeration. It would be best if you focused on a solution's benefits. Clarity is frequently more successful than creative hype in terms of achieving results.

• Inquire about receiving an answer. Clearly state your Calls-To-Action (for example, "Click here," "Call Now," "Limited Time...", "The Count Down Has Begun...", and so on).

Don't be afraid to put money into your winners.

Data analysis will tell whether or not a particular advertisement is effective. Once you've refined your message, you can boost your marketing budget to support it and the results-generating ads.

Ensure that you keep an eye on the platform that is bringing you the most profit. The answer depends on whether it's your primary website or linked content (such as a blog post, a video, a digital newsletter/article).  

It could also be your dental landing pages, social media for dentists (such as Facebook and Instagram), or a combination of these.

The more specific your retargeting, the more effectively you can target, measure, and optimize your plan.

Setup a Retargeting Campaign Now

Retargeting should be a way of life for you. Consider new and innovative ways to re-engage potential and current patients in your area of expertise through your digital marketing techniques consistently.  

Strategically planned and delivered ads are an excellent place to begin your advertising campaign.

However, for many business owners, retargeting requires time, experience, and effort. As a reason, hiring a professional who manages retargeting and other areas of your digital marketing campaigns for optimal ROI is the ideal approach to maximize outcomes from a retargeting campaign.

At Digital Resource, we can help you develop a retargeting dental marketing campaign. Our forte is creating a high-converting ad copy and linking them to the best dental land pages to make your ads more effective and maximize your reach.

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