Call today! Book your spot! Contact us! TP submit! These are all examples of calls to action that send different messages to consumers. Perfecting your ads' call-to-action can ensure you're delivering the right message and getting the highest conversion rate for your ad. At Pain Free Dental Marketing, we believe there are three crucial elements to creating the perfect call to action to maximize your CTR:Know your audience Know your product Know your marketing channel Each of these factors plays a vital role in forming the perfect call-to-action, which will lead to more calls and more forms being filled. Let's explore each of these elements in more detail and see how you can start putting them to work for your business right now. This article was written by our friends at Pain Free Dental Marketing, a CallRail partner agency that helps clients grow their dental practice through effective marketing strategies. Learn more about our agency partnership program >1) Know your audience Literally, our job is to grow our clients' practices by delivering new patients through phone calls and lead forms. But to do that, we must first understand the value proposition of these potential new patients. For those of us in the Employee Email Database dental industry, this accessory of customer value tends to fall into one of two segments: those that are more insurance-focused and those that are more quality-of-care-focused. Although this is a spectrum, we are able to form a general picture of what the public is looking for through information from their current provider, as well as demographic research on the region in which this is located. provider. On our clients' websites, we design the “contact us” call-to-action button with these thoughts in mind. For example, with audience segments that value insurance coverage, we might use a “book an appointment” button — this tactic is aimed at bringing potential new patients into the sales funnel. And for segments more focused on the quality of care, we can use language such as “Request an appointment”. By using the word "request" instead of the word "reservation", we indicate that certain appointments may have limited availability. We also want to make sure that our advertising text is suitable for these demographics. For more cost-oriented audience segments, we tend to make the ad as simple as possible. Here is an example of what that looks like:Local dentistry ad in Google SERPs In this ad, we are entirely focused on promoting a discount and enticing the reader to make a call. The potential new patient knows right away that the discount is available and sees a phone number they can call right away. In contrast, for audience segments more focused on quality of care, we focus more on patient education. Here is an example of an ad aimed at this audience:Here, we focus on the types of treatments offered by the practice, as well as enticing the potential new patient to visit the client's website. We use the “Learn More” call-to-action button to direct potential new patients to the website, where they can learn more about the quality of care offered. There are also calls to action that we try to avoid, regardless of the audience we are targeting. For our lead forms, for example, we avoid using the word “submit”. This is a very generic phrase, and we've found it attracts fewer form fills than when you use phrases like "contact us now" or "request a meeting." By knowing your audience and writing calls to actions that match that audience, you are much more likely to see a huge boost in your CTR. 2) Know your product Sometimes customers will ask us to focus our advertising efforts on specific products, such as Invisalign or veneers. Depending on the product, we need to craft a call to action that not only touches potential patients, but also inspires them to take action. This may differ for individual products based on a variety of factors including cost, necessary vs. elective, and length of procedure. For example, we have a client who wants to focus on implants,