Google and Facebook are not just for search and social media – they are the biggest names in digital advertising. Both platforms offer thousands of users and massive amounts of data that help practices like yours get your ads in front of the right customers.
What are Google Ads and Facebook Ads?
Both are pay-per-click platforms for advertising. If you create an ad on either platform, you enter an auction where you make an offer as to how much ad space you want to pay. Then every time someone clicks on one of your ads, you will be charged a fee.
Let’s take a closer look at these platforms and how they work:
Ads on Facebook
You indicate your target audience (age, sex, location, interest), and your ads appear in the newsfeed of the demographic you target. For instance, if you’re a dental practice in Mesa, Arizona, you might target adults between the ages of 50 and over.
Some typical Facebook ads:
- Messenger: If these ads are clicked, they will start a conversation with your target via Facebook Messenger. You can answer questions of your prospective patient and book an appointment directly on Facebook Messenger. These campaigns work best if you have someone who can monitor Facebook all day long and respond to new messages in real-time.
- Traditional: When clicking on these ads, the Facebook user is sent to a landing page. You can add more information about your ad on your landing page and include a contact form so that the prospective patient can contact you quickly.
- Lead Gen: If the user clicks on these ads, it will trigger a Facebook form. You can use the form to collect contact information on the lead, and Dr. Websites will send you an email containing the lead data. Typically, these campaigns work best to get RSVPs for events.
Ads by Google
With Google ads, you specify your target location and keywords, such as “dentist near me.” Your ads will show when people search for your target keywords in that location.
Here are the different kinds of Google Ads:
- Traditional: When clicked, these ads send users to a home page to provide more information and collect their contact details / show a telephone number to call you.
- Call-only: When clicked, your dental practice is called directly from the ad.
- Map: These ads appear in the Google search map pack. They show the user more information about your business when clicked. This information is gleaned from your Google My Business listing.
Which one is right for your dental practice?
It’s a mistake to see these two platforms as competitors. Many companies use both Google and Facebook ads to achieve maximum visibility, boost leadership and sales, find new customers, adopt different strategies that align with each platform’s strengths, and deliver a remarkable return on their advertising spending.
If you only have the budget for one platform, however, here are some differences that can help you decide which one to use:
For brand awareness, use Facebook Ads. If you’re still looking to let other people know of your dental practice, Facebook is your best choice. You can bring your message to a broader audience of people.
If your patient is prepared to make an appointment, use Google Ads. Google is full of users who are actively searching for information on a product or service, which means they are already motivated to buy. You can target search terms of those who are already looking for dental care and are ready to take the leap and book an appointment.
If you already know your target audience, use Facebook Ads. Facebook has a wealth of information about its users, from their interests, behavior, and more. With its accurate, granular targeting options, you can control your ads more precisely.
If you don’t know who your target audience is, use Google Ads. Google Ads mainly target keywords that people type into the search engine in Google, so you don’t have to know exactly who your audience is to get your ads in front of the right people.
In short, Google Ads will help you immediately find new customers and provide you with a quick return on your marketing investment. Facebook ads will help you find and explore new customers. And in the long run, this method could net you a better ROI.
Are you ready to set up your Ads campaign for your practice? We’re ready to help. Contact us today for a chat.