The best dentist AdWords conversions are for search terms like “Dentist Near Me” or “Dental Implants, Akron”. Those dentist search terms are considered to be “bottom of funnel” searches. Think of “bottom of funnel” as a patient who has already decided they need a dentist and they are simply looking for the right dental practice. Whereas, a “Top of funnel” Google ad click is the patient not actively searching for a new dentist but instead just looking for information. A top of the funnel search might include “why do my teeth hurt after drinking ice water.” This searcher is unlikely to fill out a form today and become a new dental patient tomorrow. Because your AdWords budget is limited, we recommend you concentrate on “bottom of funnel” searches that will actually result in “form fills”, phone calls and new dental patients.
One exception to consider is bidding on a competitor dentist’s name when that dentist practice is terrible or pretty close to terrible. Of course, it would not make a lot of sense to bid on a dental practice name if they are well-reviewed on Yelp because those Google ad clicks are very unlikely to turn into conversions. However, if Smith Broken Smiles has terrible reviews their customer might be looking for other dentist options or at least open to other options.
Bidding on a dental practice competitor name can be extremely inexpensive because the dentist name is not a very competitive search term. However, if those searches result in two new dental patients per month it is well worth the expense. Also, don’t worry, you don’t have to go to war with the other dentist and say bad stuff in your Google ad about their practice. In fact, you don’t even have to mention their dental practice and probably should not. Your ad promoting your dental practice will simply show up when someone searches for Smith Broken Smiles. Is this ethical? You decide but we think if the competitor dentist is any good they don’t have to worry about your little ad and if they stink their dental patients deserve a better dentist. They deserve your dental practice!