Google has a whopping 3.5 billion users per day typing in search queries (over a trillion each year!). It would almost be an understatement to say that Google Ads offers seemingly infinite marketing opportunities for your dental practice, and a massive audience to whom you can market your services and products.
Here are some of the ways you can use Google Ads to market your dental practice with greater success.
1. Use Google Ads to Get Instant Results
SEO can take months to yield results. With Google Ads, you can get results almost instantly. Once you’ve done the necessary keyword research and planning, chosen your budget and written up your ad, it’ll start working for you as soon as Google has approved (it should take roughly 1 business day for Google to review your ad). Once your ad is launched, you might start getting traffic within minutes if not sooner.
2. Use It to Target a Specific Area
Google Ads also gives businesses the opportunity to precisely target their local market. You can enable location and call extensions, display your address, and include a click-to-call phone number. You can also put limits in place to focus on your local market and avoid competing with larger/national practices. Use keywords to zero in on your target audience so your ad is positioned in front of the right customers. This can help to lower your ad spend and increase your lead generation.
For example: Instead of bidding on a broad, high-competition search term like “teeth cleaning,” which would have you competing with countless other dental practices attempting to rank for the same thing, you can bid on a term that is more specific, such as “dentist in [city, state].” You’ll end up spending less and likely generate higher conversions.
3. Test Your Ad Messaging to See What Gets the Best Results
One of the great things about Google Ads is that your ad isn’t untouchable once it’s been approved and launched. You can jump back in and revise your ad copy any time. Google Ads makes it easy to perform A/B testing, which allows you to test out one version of an ad against another version, and make changes to the copy and landing page to see which version performs better. This can give you more control over your marketing and help you build a more successful ad campaign. Google Ads offers a wealth of analytics tools to help you gauge ad performance, keyword search volume, cost per conversion, and much more.
4. Reach a Super-Specific Audience
Using Google Ads gives you full control over who gets to see your ads, so you can find the ideal patients for your practice. You can target your audience by the terms they’re searching, the websites they’re visiting, age, gender, and household income. You can also target your audience based on specific interests they have, or you can exclude certain interests to more accurately capture the types of patients who will be interested in your practice.
5. Increase Brand Awareness
Google Ads are ideal for brand awareness campaigns, which are a top priority for most businesses. You want to keep your dental practice relevant, remembered, and trusted, because that’s how you keep patients coming back year after year. Regardless of whether someone sees your ad on Google and clicks, they’ll still be seeing your name, message, and anything else you choose to include in the ad content.
6. Keep Your Marketing Budget Under Control
Google Ads is one of the most cost-effective advertising platforms out there. As of 2020, on average, businesses make $2 in revenue for every $1 they spend on Google Ads. What’s more, utilizing PPC marketing is one of the top drivers of on-page conversions–and the more conversions generated, the more likely your ROI will go up, too. Plus, because your ads are pay-per-click, you’re only charged when you get results.
Another way that Google Ads can help you keep your marketing budget under control is that it gives you the ability to pause any ad campaign at any time (and restart it later) without incurring a penalty, so you’re not wasting money.
7. Schedule Ads when It’s Convenient for Your Practice
Google Ads gives you the option of launching an ad campaign at any time of day. For example, if you provide after-hours emergency dentistry, you can make your practice and services known to those searching by launching an after-hours emergency dental care ad campaign.
One notable benefit of doing this is that it can help you conserve your Google Ads budget. If you’re running ads all day long, you’ll exhaust your budget pretty quickly. By only running your ads during certain hours (like your hours of operation), you’ll only be spending your budget when people are also able to come into your practice.
8. Direct People to Where You Want Them to Go
Never underestimate the value of the landing page. When someone clicks on your Google Ad, they’re directed to a landing page on your website. The experience someone has when they land on your website is called the “post-click landing page experience,” and Google Ads uses this experience to determine how effectively your website is giving visitors the information they want. If you want to direct people to a specific page on your website, you need to make sure the landing page content matches the messaging in your ad, with both being highly relevant to the search intent of your target audience.
Interested in Learning More About Google Ad Campaigns?
We know our stuff. As a certified Google Partner, our digital marketing team understands the quirks and complexities of Google search. We know how to craft compelling ad campaigns for our clients to drive business and get results. To find out more, get InTouch and call (877) 493-9003.