Google runs the world. What does this mean for dentists and Google ads? You’ll have to watch this video to find out.
Let Xaña Winans explain why all dentists at least need to know about Google’s hold over the online world, and all things search related. Because let’s face it when we need to research something or find a service or product what’s one of the first things we all do? Google it.
Your potential demographic of new patients are also on Google, searching and researching the same way we all do. This is one of the reasons why you might want to consider advertising on Google. Does every dentist need Google ads? It depends. (You’ll have to hit play to find out if you’re a good candidate.)
Xaña also breaks down some of the best practices dentists should follow when using Google ads as part of your digital dental marketing efforts. Do you have a landing page in place? Do you even know what one is? (It’s OK, just hit play and learn more.)
One last thing: Google retargeting ads. Do you know what they are? Why they’re useful? Do you know the biggest reason you might want to consider dental Google retargeting? (You’ll find out around the 2:46 mark in the video if you press play.)
If you like the video, don’t forget to subscribe to the Golden Proportions Marketing YouTube channel. We’ve packed it full of helpful videos, created specifically for dental marketing to help you be a smarter marketer. You can also find us on Facebook, Instagram, and Pinterest where there are even more ways to learn about growing your practice presence in your community and online.
Who runs the world? Girls do. Whoops, I mean Google does. Because really, when was the last time you used any other search engine? Your dental patients feel the same way, which is why you are going to want to watch this.
Hi. I’m Xaña Winans, CEO of Golden Proportions Marketing, the country’s leading strategic marketing agency exclusively for dentists. And just like you, when I need to research something, I turn to Google. And while I love to read reviews and scroll down to find an organically ranked result, I’ll be the first to tell you that I click on ads just as often. According to a Search Engine Land study in 2019, 49 percent of people said they click on text ads and 16 percent on video ads. And that means Google ads and all pay per click advertising actually works, which means you should really consider it. Does every dentist need Google ads? Well, it depends on what you’re trying to accomplish and promote, and where you live.
So let’s pretend that you practice general dentistry in rural Indiana, and there are only two other dentists in your town. You’re going to rank organically by default. So no, save your money for a trip to Vegas. But what if you’re a dentist in a very competitive market, like Dallas or Washington, DC? What if you want to reach implant patients from a 20 mile radius? Until you get to the top of page one on Google with dental SEO, Google ads can drive the new patient calls that you need. The average click through rate for an ad in the first position is 7.94 percent. If there are 3000 searches a month for a dentist in your city (and there’s usually a lot more), that means 240 clicks, and that means a lot of calls to your office.
What are some Google ads best practices for dentists? Well, make sure that your ads are going to a landing page. A landing page is a single web page, not on your website, that makes sure your audience doesn’t get ADHD and start clicking all over the place. This landing page is about one subject and one subject only. Family dentistry, dental implants, sedation dentistry. This isn’t your website, so don’t try and shove every topic into one landing page. Second, if you run your ads outside of office hours, be sure your landing page has a contact form that requests the user’s phone number, uses a virtual appointment scheduling service like LocalMed, or make sure you’re prepared to answer the phone at any time the ad is running. People who click on a Google ad looking for a dentist are ready to make a decision now. Our research shows that 70 percent of people who reach your voicemail will just hang up. So either restrict the time of your ads to when you’re in the office, or customize how a patient can contact you from the landing page.
Third, add retargeting to your Google ad campaign. Not everyone who makes it to your landing page will call. So make sure they remember your brand by using retargeting ads to follow your user as they continue to search the web. The more often the user sees your retargeting ad, the more likely they are to click it and take action. It costs you nothing to retarget a user until they click that retargeting ad. There’s really no reason not to do it.
There are so many great dental internet marketing options out there that it’s hard to know where to start. I recommend our free download, 2019’s top dental internet marketing trends. And if you have questions about your own dental Google ad setup, call me at 570-742-5656 and I’ll be happy to give you an objective review of your campaign. Thanks for joining me today.