February 27, 2017
My wife and I recently completed a renovation project of a master bathroom. We shopped online for towels and bath mats, and after visiting many websites we eventually found just what we were searching for. Amazingly enough – for the next 30 to 45 days – there would be an ad for bath towels on the right-hand side of my computer screen. The same thing happened when I was shopping online for a Patriots Super Bowl T shirt. I visited the NFL website, but couldn’t decide on a purchase. Sure enough, I’m still seeing ads for Patriots gear pop up on my computer.
The experience I describe is a form of advertising and marketing called re-targeting. A tracking code is embedded in the footer of a website. The code creates a list of people that visit the site. Re-targeting vendors like AdRoll are able to display ads to your potential customers virtually anywhere that they go online. Studies show that retargeting ads get an average of 10 times the click throughs as other ads. Plus every time that potential customer sees your ads, your brand gains recognition.
Re-targeting can work beautifully for a dental practice. Imagine someone lands on a page of your website that talks about whitening. They found your site through SEO or Facebook. This person is already interested in what you have to offer. You can now follow them around the web for the next 90 days with ads that talk about the benefits of whiter teeth. Creating these ads takes considerable coordination. But if done well, it is a terrific opportunity to promote your dental office to people who have already come to your site.
You can run similar campaigns for popular services like implants, adult orthodontics, and same day crowns. Each campaign needs a series of five different sized ads because the ad space allotted is different depending on which website the ad is showing on. This is very sophisticated advertising, and you need to hire someone with the proper expertise. If you have any interest in learning more about re-targeting, I would strongly endorse my talented friend Heather LoGrippo of Expose Yourself PR. She charges a one-time fee of $250 to create the five ads and then $500/month to manage and monitor the campaign. Heather has a lot of experience with this technique. You can call her at 617-957-3868.
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