Get Dental Cases from the Google Search Network
Its 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.
Patients See Your Ad When Searching for Your Services
With 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 Search
With 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 Springs
In 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
Incurring a Charge from Google
Now the obvious question here is how much are they charged?
Well, the click cost varies greatly and is determined mostly by how intense the competition is for that search phrase. Click costs for dental services can range from as little as a dollar up to $50 or more for lucrative services in highly competitive markets.
The key thing to focus on when it comes to click cost and cost in general – is that it isn’t just the cost – but the return that you’re getting for the cost of your clicks. It is all about your return on investment. In my experience, Google Ads offers the best return on investment for dentists when compared to any other Internet Marketing method.
Being Taken to a Landing Page
The second thing that happens when a searcher clicks on an ad, is that they are taken to a page on the dentist’s website. When you set up ads for your practice, you determine which page on your website the searcher will be taken to.
It is essential that the page – that we call a landing page – that you send the searcher to is extremely closely related to their search phrase.
So in this example when they’re searching for dental crowns, we’re not going to send them to our dental practice’s home page, we’re going to send them to our dental crowns page.
Now, in this example, I’m not going to click on these ads because I’m not a patient and I don’t want these dentists to incur any click costs.
What I am going to do however is show you a sample dental crowns page.
As you can see, the page clearly mentions dental crowns — describes the service and location — and makes it easy for the searcher to make contact. There is a phone number clearly – and permanently displayed on the site. Even if the user scrolls down, the phone number is always visible.
There is also other information on this page – like a description of the dental crown process — a photo and bio of the dentist, staff photos — reviews and contact information.
Landing pages are every bit as important as your Google Ads ad campaign. I cover landing pages in an upcoming section of this module.
So that’s an overview of how Google Ads works. In the next section, we’ll be diving a bit deeper into Google Ads as I cover the Google Ads Ad Auction.