We’ve been talking a lot lately about the importance of Google ads for dentists and that’s not because we want to upsell you. It’s mainly because Google ads are always evolving as the ad placements and first page real estate of the search results has changed dramatically over the past few years.
You probably noticed that when you search for a product or a service on Google, let alone a dentist near you, the ad space occupies most of the first page of Google which appears above the fold. Go ahead and search for “dentist San Diego” for example and you will see what I mean.
As you can see above, the first 3 spots are all paid ads as well as the first listing on the map. If you don’t keep scrolling down, you will hardly see any organic results.
The ad placements itself haven’t changed a lot overtime. They’ve always been placed at the top of Google’s search results. However, the layout and look of the ads have changed a lot.
The below graphic can show you exactly how the appearance of Google ads has changed and evolved over time.
As you can see in the above graphic, the Google ads used to be highlighted in order to make them stand out. Now, the only difference between them and organic results is the word “AD” in bold text next to them. This can be pretty easily overlooked by someone skimming through the page results since they look almost identical to organic results.
NOW THE QUESTION IS, DO PEOPLE STILL CLICK ON GOOGLE ADS?
The short answer is Yes they do. For us as digital marketers, we might not click on them because we know they’re ads but you can imagine for a regular person searching for a specific service and seeing a bunch of results, they’re more likely to click on the first few lists they see at the top of the search results which is the ads section. Another factor to keep in mind is most people will also click on the headline that makes most sense to them and related to their search query.
Another plus side for the Ads is that they contain more information for the user than the organic results. You can customize the text that shows on your ad to include relevant details such as your contact information, location, available promotions and also your top selling points such as patient reviews.
Now, what happens when a user clicks on your ad? With us we’ll create a custom tailored landing page that is designed carefully for the ad campaign. In the eyes of any prospect when they’re searching for a specific service and they land on a page that is tailored to exactly what they’re looking for they’re more likely to convert because of the great user experience.
This should be the same scenario all the time. So, when done correctly, Google ads can be a great source of new patients and a profitable way for your dental practice to get in front of your local audience exactly when they’re searching for your service.
OUR TOP 5 REASONS TO CONSIDER GOOGLE ADS FOR YOUR DENTAL MARKETING.
There are many reasons why dentists would want to start using Google ads as a source of converting new patients. It could be that:
• You are a brand new dental practice in a highly competitive local area.
• You’ve just acquired a new domain and built a great website and want to get instant traffic to your website and convert new patients without having to wait for organic SEO to kick in (P.S. SEO is still a very important long term strategy that you should never overlook)
• You have a great new special offer and want to advertise it.
• You want to advertise a specialty service such as dental implants and looking to get more new patients interested in that service
• You want to target a broader radius around your practice
MAKING GOOGLE ADS A PART OF YOUR OVERALL DENTAL MARKETING STRATEGY
Google Ads are a very effective strategy when all the aspects of your marketing strategy are optimized and in place. For example, your website must be updated, easy to navigate, and built with patient conversion in mind. You also should have your SEO strategy well in place so that organic rankings can compete for your top search terms.
Here’s an example of how to incorporate Google Ads into your dental marketing strategy.
Step 1: Create A Website That is Designed to Convert New Patients
The first step to creating an effective marketing strategy is to have a great website that can wow your visitors and make you stand out. You should have a beautiful website design with great user experience in mind, landing on all the high-converting pages we want them to land on before contacting you. On top of that, you must have a solid SEO strategy that works in parallel. Over time, your website will start to appear on the organic search results for your chosen terms.
Step 2: Start a Google Ads Campaign to Get Instant Traffic to Your Dental Website
Once your website and dental SEO strategy are in place, you can start a Google Ads campaign to increase traffic to your website fast. Based on your local area, we can target patients searching for a dentist in a surrounding suburb with a tailored ad campaign, a high-converting landing page and compelling copy. We also recommend that you should consider using a special offer for your Google Ads campaign. Something like a new patient special package, or a free consultation.
Step 3: Create a Retargeting Campaign with Facebook Ads
Not every patient that will land on your website will take action or convert so you can nurture them through a cost effective retargeting campaign using Facebook ads. It’s very easy to start and also affordable, you can kickstart retargeting campaigns on Facebook for as low as $5 a day. You can add a Facebook pixel to your website to capture visitors’ information and match it with their Facebook profiles. After that they can see your ad appearing on their Facebook feed. Pretty neat, right?
HOW MUCH DOES GOOGLE ADS COST?
Google ads is an auction model which means that you will only pay when someone clicks on your ad. Now, the exact cost per click depends on many variables such as your target area and your competition level. The one thing you need to keep in mind is how much is one patient worth to you and also the lifetime value of that patient. Once you have this information you can determine the best ad budget for your campaign.
Google Ads is a great way to get new patients fast but it only works if you have everything else in place, particularly your website’s user experience and a highly converting landing page. We ran multiple Google ads campaigns for many dentists and managed to help them generate constant appointments and a flow of new patients on a monthly basis. As our staff is highly experienced in dental marketing and certified by Google, we can help you create a killer ad copy, choose the right keywords, and design a landing page to help convert visitors into new patients fast. If you’re interested in discussing Google Ads for your dental practice give us a call or drop us a line, we’d love to help 🙂