Google AdWords is a powerful platform for building your dental brand in your local geographic region. It can be key to building awareness and bringing in new patients. Search offers the ability to target users looking for services in your local area. Unlike traditional local advertising mediums, pay per click (PPC) gives hard data so you know if you’re getting a positive return on your investment. Here are some tips to get you started.
1. Define your geo targeting
Google gives very granular geographic targeting (the Internet is huge, but your ads can be targeted hyper-locally). To learn how to set up proper geo targeting, watch this tutorial: http://youtu.be/eRBkt4Ck2A0
2. Set your mobile bid modifier
In a column between the device name and the clicks, you will see a column for “Bid Adjustment.” You can decrease this by up to 100% and increase it by as much as 300%. For most dentists, I recommend adjusting your bid so that you are within the top one to two positions.
3. Create strong landing pages
Landing pages are crucial to your PPC success. These should include a trackable action, such as booking a consult, signing up for a discount, or a first-time patient promotion, as a way to interact with new patient prospects.
4. Boost your ROI with call tracking
“Call Extensions” allow you to add your phone number to your ad. This is imperative for success on mobile devices. People are doing a million other things while they’re on their phones, and if they found you during their search for a new dentist, make it easy for them to call you. On most mobile phones, instead of showing your number, the user will see a call button that he/she can easily press to dial your business.
5. Site links
This is the first way to make the most of your ad extensions. “Site links” are extra links included in your ads, taking up more real estate in the search engine results page (SERP), and offering searchers more avenues to your site. According to Google, “adding sitelinks boosts the average CTR on an ad by 10% to 20%.” What can that type of increase in clicks do for your dental business?
6. Location Extensions
Don’t make it hard for new patients to find your dental business. Let people know easily where you’re located by adding “Location Extensions” to your ads. These ads show your business address, phone number, and a map marker with your ad text.
7. Call Extensions
If you want new patients to call your office, add “Call Extensions” to your ads. This enables searchers to call you directly from your advertisement. It’s often the quickest and most convenient way for searchers to contact your business, separating your ads from the competition because of the convenience and customer service you’re providing.
8. Review extensions
Review extensions help potential patients feel good about working with you. Add a line of text under your ads that share positive reviews, awards, or third-party ranking with potential patients. If you’re the best dentist in your region, you’ll want people to know about it.
Google advertising can make a big difference for your dental practice. You can use it to create a great source of incoming leads and traffic.
To learn more about setting up a successful PPC campaign for your dental business, visit our Knowledge Base and run a free analysis to see which areas of your campaign need improvement.