Running a dental practice today requires room in the budget for more than just the routine expenses such as salaries and supplies, etc. It is also essential to undergo periodic promotional campaigns for your practice. Word-of-mouth is often not enough to keep your business running at optimal output levels.
One of the great ways to promote your dental practice is online advertising. Of course, having a social media presence is also considered a form of ad posting. But the real traction lies in paid forms of advertising. Of the many types of paid advertising out there, we will look at Google Ads for dentists
For simplicity, Google Ad Words are the ads that appear before the search results on Google. They are denoted by a small icon next to them that says , short for advertisement. Other than that small icon, they are sometimes hard to pick from the actual search results on the page.
This guide from DentalRevu will introduce you to Google AdWords and how to use them specifically for dental advertising.
Google AdWords is one of the most potent forms of online advertising. Due to the supremacy of Google as a search engine of choice for internet users worldwide, there is a higher reach in Google AdWords than even the most prominent social media platforms can provide.
Beyond search engines, Google AdWords also run on other Google properties such as Gmail and under Youtube search results. That is why the combination of this advertising is unparalleled in its influence. You can buy ads on multiple platforms or on the search engine alone as an advertiser.
How Do Google Ads for Dentists Work?
Let’s start by clarifying the basics. A keyword is a word or phrase that users type into search engines when they want answers to a query. The entire system of search engine optimization and paid online advertisement works on the concept of the keyword.
Google AdWords works on the bidding system. Advertisers such as yourself go to the Google Ads portal and bid on specific keywords that are relevant to their business. An example of this could be dental implants cost in Seattle or wisdom tooth removal.
As you can see from the above two examples, the keyword (or phrase) can be general or very specific. The more specific a keyword becomes, the more competitive the bidding will be. The logic behind this is obvious. More specific keywords bring more targeted users as the intent for that keyword is very clear.
Intent. That is a word you will often encounter in dental digital marketing. The other term is ‘relevance’. It is essential to be clear on both these concepts before venturing into the world of Google ads for dentists Intent and relevance dictate what search results Google’s algorithm will pull up for a user.
Search engine algorithms want to match the search query’s intent with the most relevant search result. And the cost of bidding for dental Google Ads will also work on the same concept. The more specific the intent, the higher the relevance, leading to higher bidding costs.
The logic behind this is better illustrated with an example. In the above keyword examples, dental implant cost Seattles hows clearer intent than simply the phrase wisdom teeth removal In the latter, the user could merely be seeking information about the procedure, which may not lead to choosing a dental clinic.
Writing something likecostand adding in a specific location shows much clearer intent from the user. This type of query is more likely to get a click for a well-placed dental Google ad, which may lead to client acquisition. Bids for such a keyword will always be higher than for a more vague one.
The relevancy aspect also comes into play when dental Google ads are shown above dentistry-related search results. Google ascertains whether a search result is more or less relevant for a particular search query. If your services are more relevant, your ad will appear above other ads.
Choosing the Best Keywords for Dental Google Ads
From our perspective, the best dentist google ads are the ones that will bring us more qualified leads. To know what keywords you want to include in your dental AdWords, you need to do keyword research. You can do so manually or use some keyword research tools marketers use.
You can do manual keyword research by going on Google and seeing what autofill options are given when you start typing in a particular keyword, for example, wisdom teeth removal When you start typing in these words, Google will automatically fill the search bar with the most searched queries on that topic.
>When using the AdWords dashboard, you can include the words you found plus the ones most aptly describing your services. The key is to include the location to become more specific. And also to increase relevance in the eyes of Google itself. Your ad is more likely to appear if it is more relevant than others.
Besides location, you must also remember to include terms like dentist, dental clinic, and near meor the zip code of the area where you have your practice. Similarly, you can also include words for procedures such as braces for kidsor root canal for toothache
>Of course, when you access the Google AdWords dashboard, you will also receive keyword suggestions. However, these are guides, at best. Google usually gives very broad terms when making keyword suggestions, so it is best to make your own inclusions in the keywords section.
Being specific is very important. The way dental google ads work, if you just write Seattle dentist, your ad may show up for queries related to Seattle dentist salaries or even how many dentists there are in the Seattle metro area. These will never generate meaningful leads for your dental practice.
What Happens After My Dental Google Ad is Clicked
As an excellent dental practitioner, you already know that it is essential to plan for any possibilities. That is the advice you are most likely to be giving patients so that they can avoid complications in the future. So, we advise you to prepare for the clicks you will receive from your dental google ad campaign.
>What happens when someone clicks on your Google Ad? Because it contains links, the user is immediately redirected to a page known as the Landing Page. This is the most crucial stage for you as an advertiser as it is the point where a user will either convert to a client or go back to the previous page.
We want the former outcome. Therefore, most astute dental digital marketers create specific landing pages which contain ad copy and call-to-action to match the keyword the user had entered in the search engine. You might be wondering what all this jargon means? Let us explain systematically.
When you think of a google ad for dentists, you might think that the dentistry’s website is the best landing page for it. That is simply not correct. The best landing pages are custom creations with text and images explicitly designed around keywords used in the Google ads.
Think about it, if a user searches for child dental implants Seattleand they see your Google ad and decide to click on it. They are then directed to your website’s homepage. This is where all the general information is contained with smiling photos, contact information, etc.
>The user will not have the time to explore this page to find specific information about dental implants for kids in the Seattle area. Instead, if they arrive at a page that exclusively mentions what they are looking for, then the user is more likely to become interested in acquiring your services.
One thing is missing, the call-to-action we mentioned earlier. Every landing page needs to have at least one call-to-action, which is a button that is distinct from the rest of the text and asks the user to take action. This action could be something like Book an Appointment Nowor Get a Phone Consult
Writing the most appealing calls-to-action and ad copy for a landing page is very important, next to writing copy for the ad itself. As seen by a user on the search engine results page (SERP), the clickability of an ad is all about catching the user’s attention. You do it by answering the question asked by the user.
How to Start with Dentist Google Ads
>By now, you may have realized that although dental google ads hold great potential, running a successful pay-per-click (PPC) campaign requires a lot of expertise. Otherwise, your money goes to waste.
>There are several elements to get right, so it is better to seek professional help for it.
DentalRevu Dental PPC Marketing Agency has industry experts experienced in creating targeted dental Google ad campaigns. They give the best return on investment for dentists going for Google Ads. We create dedicated landing pages with custom ad copy and call-to-action that drive leads to your dental clinic.
If you are looking for ways to expand your practice and get an influx of new patients, there is no better way than to start online. Google AdWords for dentists is an excellent place to invest your time and money because the reach of Google is beyond any offered by social media platforms or even organic search.
To assemble the best campaign for getting leads while staying within budget, you will need to master concepts like keyword intent and relevance, keyword research and listing, writing ad copy, landing page creation, etc. That’s why we advise you to get an agency like DentalRevu to assist you.
Professionally created google AdWords for dentists are worth it for the promotion they give to your practice. It is the only platform that shows ads when the user actively searches for the relevant product or service. This makes it highly targeted and most likely to bring in the results you want.