Why am I getting enquiries from so far away?
When we set up your campaigns, we place a tight targeted radius around your practice. That way, only people physically located within the radius will see your ads.
However, it is possible for a small percentage of people outside this radius to see your ads and fill out an enquiry online. Sometimes, these enquiries may have seen the ads when they were in the radius over the last week or so, ie... they were visiting relatives or traveling for work.
If it's an enquiry coming in from Facebook, even though Facebook has a lot of data on each user, they don't 100% of the time get the user's location correct (Google as well), or typically have people's home addresses. A solution we have implemented is to add your specific location to the ad copy and the online form. This helps to deter interstate enquiries from completing the form.
Either way having a couple of these come through is very normal and happens more so in the first few months of running the campaigns, until the algorithm and machine learning starts to better identify the users who are best to show ads to.
Why are patients calling in thinking that we are located in another area?
Although we do have a tight radius around your practice, we have something called dynamic keyword insertion set up on some of the Ad headlines. This takes some keywords we are bidding on and automatically inserts them into the headline of the Ad. Some of these keywords include surrounding suburbs around your practice.
As an example, we run some ads such as: 'Dentist near Suburb' and 'Suburb Dental' etc, as these are generic search terms.
When handled correctly, and you do get a call from a prospective patient looking for a practice in one of these, these can easily be booked in for an appointment. Please review the following resources for your Reception Staff on how to convert any enquiry into a new booking:
- Reception Management Training Manual –– the relevant section is 'Practice Location'
- How to Turn Every Phone Call into a New Booking