The web has become the undisputed leader in efficiency and effectiveness for advertising your practice. Numbers and studies have proven that when someone is searching for a new dentist they turn to the internet first. Furthermore, those that use the internet are more likely to call your front desk to ask for more information or make an appointment.
This would suggest that the more traffic you have coming to your website the more calls you’ll get. In the internet world, however, not all traffic is productive traffic. Which would you rather have; 20,000 visitors to your website and no calls or 10,000 visitors and booked appointments? As you can see the trick is in initially reaching people who are more likely to reach out to you.
The first and foremost place dentists turn to for Pay per Click ads is Google. Google is in first place in terms of size and usage. But as stated above, not all traffic is good traffic if you can zero in on another audience who is more likely to call and who is more likely to buy the big dental case.
Take a look at Bing. This search engine is a claiming a growing market share. It has many of the same features in its advertising interface as does Google, but here is the good news for you as a dentist: Microsoft’s Bing often attracts users who have stuck with Internet Explorer rather than Firefox. These users are demographically older. For you, older means these are the very same people who are more likely to have money and will spend it on big case procedures.
Some traffic is better than others. The smaller Bing just might provide you with the market you want to attract the patients YOU want.