Dental Marketing Class Blog

Bing Ads for Dentists

Note:
This post is from our Dental Marketing 101 course. Take Dental Marketing 101 for free and learn how to effectively promote your dental practice online.

Video Lecture

Lecture Text

Let’s take a look at Bing Ads for

It really is very similar to Google AdWords. Bing Ads is a paid search platform that you can use to show ads for your dental office when someone is searching for the dental services that you offer.

It is widely believed that users of the Bing search engine are a bit older and a bit more wealthy than users of Google search. Google search engine users are probably a little bit younger and a little more tech-savvy.

Less Clicks and Less Cost Per Click than AdWords

Now let me share my experiences with dental offices who advertise using Bing Ads.

If you advertise on Bing Ads, you’re likely going to see around 10% – 20% of the total clicks that you’re seeing with Google AdWords

You’re also likely to see less cost per click – and less cost per conversion with Bing Ads. This means that it is probably going to cost a bit less to get a new patient in the office on using Bing Ads versus Google AdWords.

Do AdWords First, Then Bing Ads

Even though your costs to get people in the door with Bing Ads are likely to be a bit lower than what you get with Google AdWords, I would still put Bing Ads as a lower priority than Google AdWords.

The reason being that you’re very likely to see a lot less traffic on Bing Ads and you need to focus where the most people are searching for your dental services.

My advice would be to first focus on Google AdWords and perfect your advertising campaigns. Once everything is running smoothly in AdWords, migrate your ad campaigns over to Bing Ads.

Bing Ads in the Search Results

Let’s take a quick look at Bing Ads on the search engine results page.

Here, we have gone to bing.com and we’re going to be focusing on the Bing Ads results.

Bing Ads for dentists are denoted by a very small notification that what you’re looking at is an ad. It is just the word ad – and it isn’t even color coded. The Bing Ads results blend in with the organic search results to the point where it is actually difficult to tell the two apart on first glance.

Bing Ads for dentists are very subtly denoted with the word ad

The bing ads appear on top of the search engine results page, on the right hand side of the search results and they also appear at the bottom of the page.

Bing Ads for Dentists appear above the local and organic listings

Bing Ads also appear on the right hand side of the search results

Image of Bing Ads at the bottom of the search results

Bing Ads Administration & Setup

Bing Ads actually looks very similar to GoogleAdWords from an administration standpoint. Bing Ads tends to follow Google AdWords in design and functionality. Usually when Google AdWords introduces a new feature, this same feature is introduced in Bing Ads within a matter of months.

Bing Ads does this to allow people to easily port their advertising campaigns from Google AdWords to Bing Ads.

Bing Ads Campaigns 

Image of Bing Ads Campaign Tab

Bing Ads AdGroups 

Image of Bing Ads Ad Group Tab

Ads in Bing Ads

Image of Bing Ads Ads Tab

Bing Ads Keywords 

Image of Bing Ads Keywords Tab

Bing Ads Targeting Options

Bing Ads Geographic Targeting

Image of Bing Ads Geographic Targeting

Bing Ads Ad Scheduling

Image of Bing Ads Ad Scheduling

Bing Ads Device Targeting

Image of Bing Ads Device Targeting

As you can see, Bing Ads has the same level of complexity as AdWords – so it will be a challenge for a dentist who is busy with the day to day tasks of being a dentist run Bing Ads campaigns effectively.

No Easy to Use “Express” Edition

And unlike Google Adwords – there is no Express edition. You’re either going to have to deal with the complexity of Bing on your own or hire outside help to do it for you.

The nice thing about Bing Ads for dentists is if you’re already comfortable working within Google AdWords, you should be comfortable working with Bing Ads.

I use Bing Ads for all of my dental clients, and I highly recommend it as a cost effective way to get new patients into your practice. I would just make sure that I had a highly optimized Google AdWords campaign in place prior to even thinking about starting with Bing Ads.

Resources

Bing Ads Sign Up Page

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