Are you opening a new dentist clinic and want to get the word out in the most effective way possible? Or perhaps you are already very much established in the industry, but you want to amp up your reach to attract even more clients?
Using Google Ads, creating a campaign is easier than you might think, allowing you to promote your services not only across the platforms vast search results, but also websites, mobile apps, maps, and shopping lists. Choosing a campaign type is the first step when it comes to creating your ad, and your choice should always reflect your business goals, as well as the amount of time that you can invest Call ad campaigns, in particular, are an excellent method for your local based services and businesses, motivating customers to pick up the phone and, book in an emergency appointment for example.
See this video for more information on how to set up Google Ads for dentists.
Creating your new campaign
The first step includes choosing your goal, which will assist you to figure out the best campaign type for you to reach your chosen audience successfully. Start by creating an account and click on the ‘Campaigns’ option on the menu on the left-hand side and then proceed to click the plus button and select a new campaign. As with any ad campaign, choose the overall goal that best matches what you are trying to achieve, or alternatively, creates one without any guidance if none of the options fit. You will then need to be able to select the type of campaign you want to set up, determining where your customers will see your ads online. For Dentist clinics, locally based websites would be most effective, ensuring that the ad is seen by local clients who are in need of dental service. Remember that each campaign type has a different set of best practises, so you’ll need to refer to the guides that are included for each type to finish setting up.
Steps to make your campaign successful
- Set up conversion tracking – Providing you with more insight to optimise your performance, the tracking option will show you what the outcome is whenever a client interacts with your ad. Once the customer completes the action, it is counted as a conversion, whether it’s purchasing a product from your online website, or making a call to your dental clinic.
- Spread keywords out – One campaign can have more than one ad group, and each ad content should have slightly different keywords. Learn how to copy the ad groups and edit the keywords within, spreading them out to ensure higher visibility.
- Make sure that your Google Ads relate directly to what your target consumer wants to buy – For example, if someone were to search for an emergency dentist in their area, then they would see an ad for your clinic, highlighting your services. The customer would then call the number to make an appointment, effectively making a conversion.
Consumers online search for the things they want, and advertisers then target these searches using keywords- now the bread and butter of online ads. This relationship between queries and keywords is at the heart of Google Ads, and the strategic use of keywords in your campaign can, therefore, take your Dental Ad to the next level.
The first step is carrying out keyword research to make sure that you are targeting the right audience, and there are various resources to help you find the right ones. Research competitor dental clinic websites to see which keywords they have used to give them success, and check if they have utilised any concepts that you haven’t. Also, pay particular attention to keywords with commercial intent and come up with similar call-to-action keywords for the dental industry.
Organise your keywords into various groups that align with your overall business goals to make your account easier to manage and maintain. Examples of this could be business-specific keywords such as dental brands and product lines, or those that are related to the customer’s journey as well as geographical keywords.
Perhaps most importantly, analyse your keyword list and make sure to stay clear or low search volume keywords that people don’t naturally use in their searches. If you come across any in your keyword groups, make sure to delete them so as not to hinder your visibility, especially if you have other keywords that can cover traffic if search volume for them were ever to pick up again.
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