dental tools

How Dentists Can Get Started With Google Ads

By ||Published On: April 13th, 2022||Categories: Dentists, Healthcare Marketing||
dental tools

With a commanding lead in the world’s market share of search engines, Google’s dominance has expanded to mail, productivity tools, enterprise products, and much more, but the majority of their revenues are generated through their advertising services. Rather than resting on their laurels, Google’s Ad Services is a pay-per-click platform that provides highly customized campaigns that give clients the ability to target their ads across various demographics, using everything from keywords to zip codes to remarketing tactics to capture your audience

 Here’s a quick refresher on the reach of Google and search engine marketing:

  • There are over 40K searches happening on Google per second

  • 46% of all searches on Google are for those seeking local information

  • 75% of users never click past the first page of search results

  • search engines generate 300% more traffic for websites than social media

Once again, getting started with Google Ads for dentists hinges on your Google Business Profile. Before creating ads, it is important that your GBP listing is accurate and is linked to your Google Ads account. The flexibility of Google Ads allows you to reach a wide variety of patient types and in various locations. From those with emergent needs to those looking for regular dental care, adding location specific filters as well as targeted keywords allows you to reach potential patients who are located in your area to build your practice while excluding views to those who may be out of your service area and unlikely to travel to your practice. 

Step by Step Guide to Creating Google Ads

  • 1. Learn the terms: Keywords, Bid, Quality Score, Ad Rank, CPC, Conversion.

    Google’s step-by-step checklist stresses the importance of understanding the terminology, keywords = search terms, bid = ad budget, quality score = relevance, and so on.

  • 2. Organize your account

    By organizing your Google Ads account to match your website, you can create separate campaigns, ad groups, ads, and keyword lists that help you to determine the focus of your ads  and provide variety in your outreach.

  • 3. Set your budget

    With Google Ads, you can set your daily budget, determining how much you’ll spend on each campaign per day, while your bids determine the amount you’ll spend when someone clicks on your ad. This allows you to spread your budgeting dollars, especially in the early days, to understand the effectiveness of your keywords.

  • 4. Pick your keywords and match types

    Google’s Keyword Planner provides you with a sample list of keywords for your campaigns and a bid estimate to make each keyword effective in searches. Knowing what words your potential clients are searching for allows you to properly target your ads. Using low-to-medium cost keywords allows you to gain exposure and test out your campaigns without blowing your budget on high-cost keywords. Match types determine how “exact” the keywords and the searches match one another and can be used in a number of ways. 

  • 5. Set your landing pages and devices

    Your ad will direct patients to your website, so you can determine exactly what they see when they click on your ad, whether it’s your homepage with a Call-to-Action button, or a specialized page that you have created for that particular ad. Another important feature of Google Ads is the ability to target your users’ devices, whether they are conducting searches on desktops or mobile devices. This is beneficial for specific keywords, perhaps targeting those searching for emergency dental services by only showing responses to those searching on mobile devices.

  • 6. Write your ads

    With Google Ads, you can create customized campaigns for each of your chosen keywords that allows your business to appear at the top of search results. Capture your patient’s attention with a well-written ad that includes a “Call-to-Action” telling them what to do once they see your ad. Phrases like “Call Now” and “Learn More” direct their attention to their next steps.

  • 7. Connect to Google Analytics

    Gain insights into your ads and website’s activity to learn how to better organize your ads and spend your marketing dollars more thoughtfully. Google Analytics allows you to gain an  understanding of what people are doing once they get to your site, how long they are viewing certain pages, and much more.

Strategy Meeting

Looking for additional help?

Let the professionals at Firefly Marketing create your Google Ad solutions that effectively reach your potential patients.

About the Author: Laura Williams

Account Executive – Laura is energized by building relationships. She believes that communication is key & creating meaningful collaborations is what it's all about. She's got the skill to read a room and share her calming energy to help others feel welcome. If you catch her in action, she might be snapping a pic, say cheese!

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