Ad Optimization Tips

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Before you start paid promotion of your dentistry on the Internet, create a unique selling proposition (USP) and think through a strategy. State why you are better than other dentistry: for example, you work 24 hours, have insurance or good prices.
Search advertising for dentistry
Examples of USP
Create a promotion strategy: what channels you will use, what budget you are ready to spend on each of them. Determine what the cost of attracting a client from paid channels should be so that it is profitable for the business. Set the appropriate cost per lead in the advertising settings.
advertising account interface - average conversion price
Example of advertising price limitation in Yandex Direct
Collect a semantic core for promotion – you may have to involve a narrow specialist. Define negative words for queries with which it is not profitable for you to promote. For example, if you have a premium dental how you can use this database effectivelyC clinic, negative words will be “cheap”, “inexpensive”, “economy class”.
Direct the largest budget to promotion for search queries that are relevant to the most profitable services of the dental clinic.
If you are not an expert in contextual or targeted advertising, use the automatic strategies offered by advertising systems. Algorithms optimize impressions to attract maximum clicks at the optimal price within the given budget.
Regularly monitor statistics of impressions and leads. If the cost of attraction is too high on some platforms or channels, turn them off or test new hypotheses so as not to spend the budget ineffectively.
Example of disabling impressions in YAN
Create creatives that reflect your USP and meet the requirements of advertising systems. Don't forget that ads in the medical field, which includes dentistry, are moderated especially carefully. Check compliance with Yandex Direct requirements , VKontakte restrictions , myTarget restrictions , and Telegram policy .
Use cross-marketing. Dentistry can be promoted together with a medical clinic or beauty salon, i.e. with organizations from a related niche, to provide the client with a comprehensive list of services. This is applicable for email marketing, content promotion.