Google Paid Advertising in Dentistry is best for High Dollar Cases
Google Ads is the fastest way to get new dental patients online. It’s faster than optimizing your dental website for search engines and marketing your dental practice on social media. Advertising on Google is the most profitable form of new patient ads. But it is also the most expensive. If Google ads are not managed properly and constantly, a dental practice can attract undesired new clients and lose a lot of money quickly.
Before you jump into this form of online dental advertising, it’s essential to know Google Ads for dentists is different. Most ad agencies do not know dental specific keywords because that requires some knowledge of dental procedures. Most ad agencies do not even know what they do not know about dentistry. How can you sell what you do not know, let alone develop ads for a service you know nothing about.
Since Your Perfect Patient is owned by a dentist, we will make sure we understand the patients you want to see. We will create your ads to get only new patients you want to see.
Start with Keywords
The hardest part of using Google Ads to market your dental practice is knowing which keywords to use that will capture the attention of people looking to call a dentist at that very moment. We call these keywords “buyer intent” ones. And equally important is understanding the patients a given dentists wants to get. This way, we can find the patient-dentist relationship made in heaven.
For dentists, buyer intent keyword phrases are:
- implant dentist
- dental implant office
- dentist who does implants in yorktown
- kids orthodontist
- what age do kids get braces
While you may believe using specific services may help you attract people looking for more expensive dental services, people who search for services are usually looking for information on them. For instance, people searching for “teeth whitening” will want to know about it before they make a decision to get it. This may be something you want to use later to increase the number of people wanting teeth whitening, but when getting started with Google Ads, you probably want those who will convert quickly.
If you’re interested in finding more keyword phrases to use for ads, you can use Google’s keyword planner tool. It will give you many keywords you can use for your ads. Each keyword will show you how many people searched for it each month, the competition for that keyword, and the cost per click (CPC). This is the amount you will pay for every person who clicks on the ad.
Competition
Keyword phrases are competitive. It’s obvious the best keywords are used by most dentists in your area. This means that you will need to pay more to get your ads to display for those keyword phrases.
A good way to not overspend is to start with keywords that aren’t as competitive. As you gain patients (revenue) from those conversions, you can roll that money into paying for more competitive keyword phrases.
The good news is that when you pay for ads to show for more competitive keywords, you’ll likely see more conversions, which means more patients and well, money.
Locations
When creating Google Ads, you will have the ability to select cities where the ads will show. Concentrate on the city your dental office is in, and then the neighboring ones. Always start close and then branch out as you gain experience and confidence in using Google Ads confidently.
You can also use zip codes if you have cities that have multiple zip codes in it. This will help you target people in specific areas better.
Time of Day
When you first start using Google Ads, there’s a lot of trial and error that goes into it. Keep the times of day wide open at first, so you can see which times and days end up getting more clicks and calls. Let it go for about a month and then finetune when the ads are shown, so you don’t waste money on having ads clicked on during times when people are less likely to convert.
Write Attractive Copy
You can have up to three headlines of 30 characters each. These headlines are separated with a bar. The headlines are the first thing people see, so you need to make them captivating.
Headlines for dentists may look like this:
Emergency Dentist | Open 24/7 for Emergencies | Call Now
Underneath the headlines, the URL of where the link goes to is displayed.
Under that, you will have the ad description, which is up to 90 characters long.
An example of a description is:
Call us if you have a dental emergency. We have emergency dentists available right now.
Try Different Ad Copy
The only way to know what type of ad copy will work best is to come up with several different ones and try them. Try different headlines and descriptions for each one.
After a week or so, you will start to see which ones are getting the most clicks and conversions. You can then turn off the ones that aren’t performing well, and use the ones that are working more.
About the Landing Page
Part of the work of using Google Ads including having good landing pages. A landing page does not have any exit except for converting or hitting the back button back to Google. This makes it much more likely the person will convert.
The landing page must have attractive images. The copy should be short, informative, and convincing. The most effective landing pages for dentists tell people why the dentist or dental office is the right one for them, and then encourage them to call right away for an appointment.
Analyzing, Adjusting, and Advertising Again
Google Ads is not something you can set and forget. Every week or so, you should see how the ads are performing and make adjustments based on the results.
The Google Ads platform provides in-depth analytics, so you can see which ads perform the best, at what times of days, and where people are located when the click. All of this information can help you create better ads and set them to display during the best times.
Start Bringing In New Patients with Google Ads
Now you know how to bring in new patients with Google Ads, so go ahead and sign up for it to see how it works. You’ll have to spend some time getting used to the platform because there’s a lot available for you to use. Just take one thing at a time, and soon, it will all come together.
If you get into Google Ads and it just seems too overwhelming, contact me – Gary Adams DDS – for a consultation. Together with my team, we can help you understand Google Ads fully, so you can start using it effectively to attract new patients to your dental practice.