Hyperlocal marketing with geotargeting allows dental practices to advertise to the right audience in the right place in a specific geographic location with custom messaging. The value of local, relevant, and timely content not only drives patients to the practice but also targets people who are most likely to convert.
How does hyperlocal marketing target audiences?
A dental practice targeting strategy will need to consider a few important factors when building out a hyperlocal marketing plan that focuses on location of leads. The first thing to remember is that communities are advertised to strictly by location, which includes zip code and city, with specific messages based on their behavior and interests.
Local campaigns, whether it’s online paid search or geotargeted direct mail, relies on proximity to the practice, the type of procedure, and the offer. Most patients won’t travel very far for standard procedures like a cleaning but are likely to make the trip for specialized procedures, like veneers.
What areas do targeted ads reach?
Hyperlocal advertising works best when it’s focused on local people in a particular neighborhood. Through geotargeting, practices can layer in additional demographic information within a geographical area to pinpoint the ideal patient for particular treatments.
By hyper-focusing on specific demographics and locations, practices not only find potential patients within the proximity of the business but can capture patients who meet the right criteria. Research confirms that most people look for convenience, so travel time is an important consideration in a hyperlocal marketing strategy.
Data shows that when it comes to traveling for dental treatments:
- 38% of patients said they would travel less than 5 miles.
- 41% said they would travel 5-10 miles.
- 16% said they would travel 10-20 miles.
- 5% said they would travel over 20 miles.
- 19% of patients avoid practices that are not nearby or offer convenient appointment times.
Getting started: Targeting patients with hyperlocal messages
You know your patients better than anyone else, so you’ll already have an idea of where they are. A good start to testing audience location is to begin with a limited distance and then slowly expand as you get more data on the community.
Step 1: Create a Google Ads account
Visit ads.google.com. Create or log in to your account, then navigate to your account/Campaign. On the left-hand side, you’ll see an option for “Locations”. Click on the pencil icon to edit your Location Settings.
Step 2: Add relevant locations around your practice
Add a radius “X” miles around your practice as a placeholder, then click “Show All Areas” on the top right-hand side. Select (and target) all applicable locations within/around your radius.
Step 3: Update your location options
Click “Settings” on the left hand side of your account dashboard, then select “Locations” and click on “Location Options” from the drop down menu. Update your options as follows:
- Target: People in or regularly in your targeted locations
- Exclude: People in (or who show interest in) your excluded locations
Which audiences to target?
Keep in mind that different campaigns can have different targeting and different audience sizes. If you offer specialized services, you can start with a larger radius. Most patients who need these types of procedures are willing to travel a greater distance for them.
An example of how to choose an audience to target is if you want to promote teeth whitening. To ensure the right audience sees the hyperlocal geotargeted ad, you can adjust your ad settings to include people within a chosen radius that are of a certain age, gender, household income, and more. If both locations and demographics are excluded, it will prevent certain audiences from seeing your ads making them more targeted and efficient.
To advertise to audiences within a 20-mile radius for veneers, adjust the ad settings. You can exclude children, teens, lower-income households and older people that won’t likely be interested in this treatment. With exclusions, ads become even more targeted, which saves dollars on every dollar spent due to the ads being shown to people who are most likely to convert.
Where to direct your traffic?
Once your geotargeting campaign is set up, the next step is to optimize the practice landing pages that the patient will be directed to. To prevent a potential patient from bouncing off the page, the information in the ad should align with the landing page content.
For dentists with multi-location practices, linking to the appropriate practice, web page and offer should be double-checked to avoid wasting advertising dollars. Geo-Targeting should not come with a “set it and forget it” mentality. Updates and optimizations should be performed often, continuously optimizing bid adjustments, adding/excluding locations, and being aware of any geographic-specific events happening amongst other things.
Contact Conversion Whale’s geotarget specialists
At Conversion Whale, we have years upon years of experience focused on dentistry. We understand the distances certain patients will travel for certain types of procedures – and our geotargeted hyperlocal capability backs that up. Our commitment to your ad spend is that location-based targeting will be robust; ensuring that your hard-earned dollars do not get wasted.