The world of dentistry is very competitive, with practices dotted around the country, all wanting new patients to join them. If your practice is wanting more visibility to gain more brand awareness and a steady stream of new patients, Google Ads is one of the fastest, most effective ways to do so. With the right guidance and correct set up of ad campaigns, your practice will gain an edge over your local competitors.
You’re probably wondering, why should I be using Google Ads in the first place? Well, there are 3 smart reasons why you should be advertising on Google:
- Attracting your targeted, ideal patients and demographic – When creating a Google ads campaign, you’re targeting your ads at prospective patients and customers who are looking for exactly what your business offers.
- Fast acting results – The Google Ads set up is easy and straightforward and you’ll be reaping the benefits in no time. You can start getting clicks within hours of creating your ads and turning them on.
- Low risk – The element of low risk within Google Ads is what makes it so appealing to more and more businesses each day. You don’t need to be spending a fortune to create and run a successful ads campaign, you can budget the right amount you feel comfortable with.
Step by Step Guide: Google Ads for Dentists
Step 1: Keyword Researching
Before you do anything within Google Ads, you need to understand and recognise your audience and new potential patients.
Ask yourself these questions:
- Why are they searching for a dentist?
- Do you have any specific services you can promote?
- What are your patients searching for when on Google?
All these important questions will guide you to seek out your keywords for your ad campaign. Figuring out the search volume of keywords that correlate to your dental practice can be done in the Google Ads Keyword Planner platform, which is free to use. There, you can enter phrases you think your patients will use to find a local dental practice.
Google Ads Keyword Planner is a great tool that not only takes into account your own keywords but suggests similar phrases to use too. It also gives you some key data like:
- How frequently patients and customers use the keywords in their searches
- The overall competitiveness of the chosen keyword within Google Ads
- The estimated cost-per-click (CPC) of using each chosen keyword
Step 2: Learning the basic budgeting skills
Like we said at the beginning of this blog, what you and your business choose to budget is up to you, Google Ads is very flexible with your needs. If you’re starting out with a new campaign and don’t know what to budget, don’t splash all of it at once. Monitor the campaign first and then once you’re comfortable, spend a bit more of your budget, when you know it’s going to good use.
Figuring out how to distribute your advertising budget is just basic math skills. You don’t want to waste your money advertising on certain keywords that aren’t going to drive potential patients to your practice.
Step 3: Creating a Powerful USP for your ads
Having a USP or unique selling point will make your ads and practice stand out from your dental competitors. When patients are asking themselves, why should I choose your dental practice? Your USP is a sure-fire way of getting them on board and onto your patient list.
Strong USPs generate a lot of different important factors within your campaign, such as:
- More traffic. Patients see your ad with your USP and immediately choose yours over your other dental competitors. USPs also prevent irrelevant clicks from people who have interest in your dental practice.
- Increase numbers. USPs increase the number of people who will hopefully make an appointment with your dental practice. More appointments means more revenue for the business.
- Potential. USPs increase potential patients to see you as the best choice for their dental hygiene needs.
Step 4: Creating the ad
When creating your dental ads, you need to take a few things into account.
Making your offers to aim at patients is something to potentially look into.
Your offers should have added value over the competition, like your USP, what is going to add value to their overall experience with your dental practice?
Keeping your offers believable is another important factor. Yes, they should wow the customer, but don’t over-exaggerate to make the customer think they’re not real or too good to be true.
Give your potential patients a call to action so they’re motivated to click on your ad. Encouraging your patients to learn more about the offer is beneficial because you will entice them but also learn your patients searching habits too.
You only pay for your Google Ads when a person clicks on your advertisement, so your ads must have these three important factors:
- Attraction. Attract your patients who need your services and will pick you over another dental practice.
- Repel those people who are not likely to book an appointment.
- Boosting your Google Ads Quality Score.
Step 5: Track your conversions and ongoing optimisation
Conversions tracking within Google Ads is a great way of monitoring different factors within your ad campaign, such as how many phone calls you get or how many online appointments were made directly from your ads.
Most ad campaigns take a while to start turning a profit, so don’t worry if you’re not seeing results as soon as your campaign goes live. They must be managed continuously to keep them viable.
The three areas you should be checked regularly within your ad campaign are:
- Keyword Bids
You can monitor and adjust your keywords bids throughout the campaign, increasing or decreasing the budget. Once you’re getting clicks, you can raise your bids on your keywords that are making conversions and lower the underperforming keywords.
- Click-Through Rate (CTR)
Click-through rate is a factor within your Quality Score. High-quality scores will lead to a lower cost per click (CPC) within your ads. So monitoring your CTR is really important to make sure you’re budgeting correctly and having ad success.
- Landing Page Conversions
Making sure your landing page is driving conversions throughout your ad campaign is important. Using external tools like Google Optimize to test your landing pages will make sure your layout and copy is working correctly and driving those all-important conversions.
And that’s it! Your complete guide to Google Ads for Dentists and Dental practices. We hope you’ve learnt something new here today and use this guide for ad campaign success.
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