Chevron Down Resources Blog Articles
PPC   |   Clock Icon 8 min read

After Hours Dental PPC Strategies

by Andrew Miller   |   Apr 05, 2013

Let's assume your practice is open each day from 8 a.m. to 5 p.m. How do you handle after hours patient inquiries? We've come up with a few dental PPC strategies to make sure your campaigns are working hard even while you are not!

Our AdWords data for dental clients reveals some interesting statistics that should make you re-consider how, when, and where you advertise when your office isn't open:

  • 42% of clicks occur after 5 p.m. and before 8 a.m. the following morning
  • 43% of searches occur after 5 p.m. and before 8 a.m. the following morning
  • Our average Cost Per Click is 10% lower after business hours
  • Our average Conversion Rate is 28% higher after business hours
  • This results in a Cost Per Conversion that is 29% LOWER after business hours
  • After hours searchers are far more likely to be using a smartphone or tablet

Now You Know. Capture & Convert!

This means that patients are actively searching for dentists and willing to engage with your practice long after you've gone home for the evening. Even if your staff are not around to answer the phones, there are some things you can do to minimize the possibility of losing these patients to a competitor:

  • Change your PPC ads by time of day: schedule your phone call extensions to show only when the phones are manned, then switch to a lead capture Call To Action
  • Use your voicemail system to play an "after hours" message to encourage callers to leave a message and offer to return their calls first thing in the morning
  • Better yet, use a call answering service with a live human that can field inquiries and schedule follow-up phone calls from your staff in the morning
  • Have a prominent email lead form on your website with an "after hours" message that encourages people to email you. Set the expectation that they will get a phone call back first thing in the morning
  • If you handle emergencies or have a dentist on call, show separate ads after hours and on weekends that explains this. You are MUCH more likely to get qualified clicks and immediate phone calls this way

The bottom line is this: you have the opportunity and the PPC tools to land new patients much more affordably after your competitors have shut off their campaigns for the day. Don't waste the opportunity by providing a poor customer service!

portrait of Andrew Miller

Andrew Miller

Andrew co-founded Workshop Digital in 2015 and serves as the Director of Client Services. He oversees our client relationships and ensures our SEO and PPC teams have everything they need to provide amazing results. After growing up in the suburbs of Atlanta during the 1980s, he decided it was time for a change of scenery and moved north to attend The University of Richmond. Armed with dual degrees in Computer Science and Spanish, it made perfect sense to seek another course change and begin a career in advertising and marketing at The Martin Agency and later, CarMax, before venturing out on his own in 2007. Andrew collects hobbies and devotes his time to his family, training for triathlons, and trying to grow vegetables in an expanding backyard garden.