What Is Remarketing and How Does It Help Dentists?

What Is Remarketing and How Does It Help Dentists?

remarketing2If you have a website, you should definitely be using it to its full advantage. There is one trick you may not know that can lead to potential patients making that all-important first appointment with your office, a trick that Crawford and O’Brien can help you master: remarketing!

What is remarketing?

Let’s say someone in your town is searching the Internet for a dentist. They come across your website, and stop in for a bit to look around. However, this potential patient is easily distracted, and decides to leave your website and head to a game site to play their favorite game.

Lo and behold, what turns up for them to see? An ad for your website!

“Oh,” they think as they click on your ad and head back to your website. “I really should make that dentist appointment before I forget, shouldn’t I?”

This is “remarketing,” the targeting of people who have visited your site with advertising on another website or even on Google search.

What are the benefits of remarketing?

Remarketing is an excellent way to “seal the deal,” and to encourage people to come back to your site and make an appointment. And, there are some tricks to using remarketing that can help you seal the deal: how about an ad offering a discount on a service at your office if they click on that remarketing ad to go back to your site?

For another, when you use remarketing, you are reaching out to someone who has already shown interest in you and your practice, a good use of your advertising dollars. Because you are targeting people who have already shown interest in your site, the “click through rate” is very high (a click-through rate is the number of times your ad has been clicked, divided by the number of times the ad has been shown. A high click-through rate means you are doing something right!). This means that you as an advertiser have a low cost-per-click (the price you pay when someone clicks on your ad) and a high-conversion rate. Bottom line: remarketing is a cost-efficient way to advertise.

What are the downsides of remarketing?

Remarketing won’t help if you have problems with your website. You have to consider why that potential patient didn’t stay on your website in the first place. If it is confusing, hard to navigate, or not very helpful, he or she may not want to return to it no matter what.

You have to be careful about how you use this powerful tool. You don’t want to keep showing the same ad over and over to that potential patient even after a long period has passed, and it’s obvious that they aren’t interested in having you as their dentist.

Creating a dental marketing campaign can be confusing. There’s a lot to know if you want to do it right and take advantage of tools, such as remarketing. Don’t go it alone! Crawford and O’Brien can help. Give us a call at 844-243-8989!


Crawford and O’Brien is a digital marketing agency for dentists that is disrupting the dental marketing industry. Besides being 2 years ahead of competitors and offering services most dentists and marketers have never heard of (like SBO), Crawford and O’Brien is known most for doing amazing SEO (search engine optimization) and PPC (pay-per-click) campaigns as well as other digital marketing services like web development, conversion optimization, lead generation, and consulting for dentists.