The majority of dental practices have to struggle to be heard when it comes to Search Engine Optimization. The erratic nature of keyword ranking will cause analytics to fluctuate regularly and cause a lot of uncertainty in your marketing campaign.
A PPC platform like Google Ads, however, is one of the most effective ways to target your ads to your target audience specifically. A well-run campaign can dramatically improve the amount of traffic and conversions for your dental practice.
It can seem like a complicated platform initially. You pick keywords that are important to your business. Google looks at your keywords, bids, advertisements, and landing page experience combined to decide if your ad should appear for any given search query. You then pay Google a small fee if anyone clicks on your ads.
There is a lot to consider for all the data points and campaign settings when getting started for Google Advertising. Whether you are trying Google Ads on your own or seeking the aid of a digital marketing agency such as ours, here are some Google AdWords tips for dental practices.
Keywords
Your branded keywords are the most obvious keywords to aim for initially. This might include your business name, your brand, plus the service you provide (i.e., Smiles Dental, Smiles teeth cleaning, etc.). These are low cost-per-click (CPC) keywords that drive the highest conversion rates.
Also, pick keywords that are most relevant to your business (For example, “dentist near me” or “root canal”). Use tools like Google’s Keyword Planner to find other relevant keywords and look at your area’s search forecast.
Equally important are negative keywords. There are words you don’t want the ads to come up with. For example, the use of “jobs” as a negative keyword keeps your ad from showing up for queries about “dentist jobs.” Negative keywords help you save money by cutting out the traffic you know to be uninterested in your services.
Ads
When search engine users come across your ad, they are searching for precisely what you’re selling. This means your ad’s text is your great opportunity to tell your customers a bit about your business. You need to write copy that is at once entertaining and relevant to your potential clients to draw them in.
The most persuasive text ads on Google display your dental practice’s unique value to customers, match the appropriate keywords and phrases of the service being searched for, and offer customers a specific way to communicate with your practice.
Landing Page
Optimizing your website for advertisements, much like selecting the right keywords, will boost your return on investment in ads. Ensuring you have a landing page that corresponds to your ad is an efficient way to optimize your website.
If you’ve just started doing orthodontics, for example, make sure the consumers who click on your ad are taken to the service page directly. It takes an extra step for customers to locate the particular service if they are taken to your homepage or another section of your website. In such a scenario, you have paid for a click on the ad that might not convert.
Making it easy to navigate around your website is another way to optimize your website. Customers have clicked on your ad because they are already searching for something that you have to sell. By thinking like a consumer and intuitively organizing your websites’ content, such as by keywords or product category, you provide a better customer experience. Do not forget to give a clear call to action so your potential customers can easily book an appointment.
Thanks to the pay-per-click nature of the operation and the intent shown by customers using Google for search, there aren’t many platforms that can equal Google Ads when it comes to obtaining a return on your investment.
However, your financial investment is not enough. You must also spend time researching appropriate keywords to bid on, then optimizing your campaigns based on these keywords’ performance, and then monitoring conversions to ensure that your ads take paying customers to your website.
Dr. Websites
Are you interested in exploring how digital ads can support your dental practice? We’re here to help! Contact us today to learn more about how we can help you craft the right ad campaign for your dental practice.