Get Dental Cases from the Google Search Network
Lecture TextIts now time to talk about the most powerful Internet Marketing tool available to dentists: Google Ads. Google Ads are probably the most important way to advertise your practice online. To see a comprehesive list of all of your advertising options, visit our Ultimate Guide to Dental Advertising.
Google Ads on the Google Search Network is the best way to get new patients for your practice using Internet Marketing.
For more information see our Google Ads for Dentists page.
Patients See Your Ad When Searching for Your ServicesWith Google Ads, you get your advertising message in front of prospective patients at the exact moment that they’re searching for your dental services. This is a huge departure from most traditional forms of marketing – for example – radio and television. Radio and tv ads interrupt you from what you’re trying to do which is enjoy your program. Its even better than Facebook marketing. On Facebook – you’re trying to catch up with friends or look at cute baby pictures. Facebook ads just get in the way.
Match Your Ad Text to the Patient’s SearchWith Google Ads you’re able to match your advertising message to the user’s search. If they’re looking for dental implants, you show them an ad for dental implants. Once they click on your dental implant ad, you can take them to the dental implant services page on your website. Let’s now take a look at how Google Ads actually works from a dental patient’s perspective.
Example: Patient Searching for a Crown in Colorado SpringsIn our example, the prospective patient is in Colorado Springs and needs a dental crown. They type in “Colorado Springs Dental Crowns” As you’ll notice – the top 4 results – and the only results that you can see in Google without scrolling – are ads. Each of these dental practices have written an ad to try to entice the searcher to click on their ad. The best way to catch the eye of the searcher is to closely match the actual search phrase. So, a well written ad will include the location – Colorado Springs – as well as the dental procedure or service that is needed. In this case – a dental crown. As you can see, two of the ads mention dental crowns in their ad text – which is good (highlighted in purple below). All of the ads make reference to their Colorado Springs location either directly in their ad text —- through their URL —- or through something called a location extension in the ad (highlighted in yellow below). Often times it also helps for an ad to mention specials to attract the eye of the searcher. Specials and numbers draw attention and potentially clicks and patients.
What Happens When an Ad is Clicked?If the searcher ends up clicking on an ad, two things happen:
- The advertiser incurs a charge from Google
- The person conducting the search is taken to a landing page