Grow your Dental practice with Google Ads 2023

8 Tips to get maximum ROI from your Dental Google Ads

April 18, 2024
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Google ads is an advertising platform that allows you to promote products and services on the Google search engine. It is unique and beneficial from other marketing platforms because everybody uses Google to search for products and services, making it the best platform for advertisers to reach their target audience. Advertising in healthcare is at its peak right now. Every medical practice wants to attract more patients to their clinic, organically or through paid advertisement. So how do you bring more patients in this highly competitive era? The answer is Google Ads.

Google Ads is vital for dental practices as it allows them to reach potential patients actively searching for dental care services on Google. With Google Ads, dentists can target specific keywords related to their treatments, services, and location and create compelling Google Ads copy and landing pages to increase patient traffic. By setting a budget and targeting the right audience, dentists can maximize their return on investment and grow their practice by attracting more patients seeking dental services.

1. Competitors Ads Analysis

Yes, you heard it right! Competitors ads analysis is the process of researching and analyzing the advertising strategies of your local competitor dentistries to gain insights and improve your Google Ads campaigns. Competitors ads analysis involves identifying your local competitors, researching their target audience, analyzing their Google Ads copy/messaging, assessing their landing pages, and studying their performance metrics, such as ad spend, cost per click (CPC), click through rate(CTR), conversion rate (CVR) and cost per acquisition (CPA).

By conducting a thorough competitor's ads analysis, you can sufficiently understand the competitive landscape and identify areas where you can differentiate yourself and improve your advertising efforts. Further, it can help you create more effective and targeted ads that resonate with your target audience and drive more conversions. For better results, we recommend using SEO tools like SemRush and Spyfu.

2. Keyword Intent

Keyword intent in Google Ads refers to the underlying motivation or goal behind a patient's search query. Understanding the intent behind your target patient's keywords to search for your treatments or services is crucial for creating effective Google Ads campaigns. By identifying the intent behind the keywords, you can tailor your ad copy and landing pages to match the patient's search intent and provide them with relevant and compelling information. Further, it helps improve ad relevance and click through rates and enhances the likelihood of converting clicks into appointments.

3. Keywords

For dental practices, keywords are the search terms patients use when looking for treatments or services related to dental care. By selecting the right keywords, dentists can ensure that their ads are shown to suitable patients and improve the odds of converting website traffic into appointment bookings. Choosing keywords that are relevant to dental care, have a high search volume, and are not too competitive to bid on is essential. By conducting in-depth keyword research using tools such as Semrush & Google Ads keyword planner, dentists can identify the best keywords to target for their Google Ads campaign.

4. Area

Google Ads also allows dentists to select specific geographical areas/regions to display their ads campaign. Selecting your local area helps ensure that ads are only displayed to patients within the targeted region, increasing the chances of getting suitable patients. In Google Ads, advertisers can choose to target a specific country, city, or even a radius around a location. Refining the target area allows dentists to improve ad relevance, reduce budget waste, and drive more appointment bookings. Many marketers make mistakes in selecting the target area. They choose a larger radius region thinking it will get them a lower CPC; however, they completely overlook the funds lost in irrelevant clicks by patients far away who eventually choose nearby clinics.

5. AD Copy

In Google search, paid ads are those displayed above the search results and marked as "sponsored". Ad copy refers to the text displayed in your Google Ads campaign. Ad copy must be crafted to entice potential patients to click on your ad and visit your website. It should be compelling, clear, concise, and relevant to the patient's search query. Further, it should have a strong call-to-action (CTA) and accentuate the unique value proposition of your dental practice & its treatments/service to differentiate yourself from local competitors.

6. Landing Page

The landing page is vital to a successful dental Google Ads campaign. It's the webpage that patients see after clicking on your ad and is essential in deciding whether they will book your appointment or leave. At a minimum, dental practices should highlight the treatments/services patients seek on their landing pages. Further, they should showcase their expertise with before & after images along with patients' testimonials. A well-designed landing page can leave a positive impression on patients and increase their likelihood of booking an appointment, improving your search engine rankings and overall online visibility.

7. Testimonials

Testimonials are quotes or statements from satisfied patients showcased on your landing page. Testimonials are social proof of the quality and effectiveness of treatments provided at your dentistry. They help build trust and credibility with potential patients and increase their likelihood of booking your appointment. Research suggests that, while selecting the doctor, almost 80% of patients read their patient testimonials.

8. UTM Parameter

UTM parameters are customized short text codes added after your landing page URL (or link) to help track the performance of your Google Ad campaign. They are a simple and reliable way to track your webpage traffic. They help identify the traffic source, medium, campaign, keyword, and much more about each visitor. You can gain deep insights into your ads performance and landing page visitors and optimize your campaigns for better ROI.

Google Ads can be an effective tool for dentists and doctors to reach potential patients and grow their practice. By understanding the importance of competitors' ads analysis, keyword intent, area, ad copy, landing pages, testimonials, and UTM parameters, dentists can create more effective and targeted ad campaigns that resonate with their target audience and drive more appointments. With proper planning and execution, Google Ads can help dental clinics increase online visibility, attract more patients, and achieve maximum ROI.