Down south, people are known for being polite and civil. Let’s take a look at how Dentists approach Google AdWords in a place like Atlanta, GA.
First, let’s look at a Google ad from Chamblee Dental Care
This Google ad effectively uses the keyword “tooth extraction” first thing in the headline but also uses the headline to promote the fact that “same day emergencies are welcome”. Of course, getting relief asap must be very attractive to most dental patients. Using the term, “welcome” is very clever because it tells the searcher ‘we specialize in handling emergencies quickly’. The only issue we see here is this dental practice’s website indicates they are actually closed on Sundays which is when we found this ad. If all of the other local dental practices are also closed and someone from the dental office follows up asap – no problem – however, if Dr. Jones across town does offer Sunday dental tooth extractions – this might not be the best timed Google Ad. Google Adwords allows dentists to easily schedule ads to turn off on weekends and nights. However, we think the best practice is to run ads more often and actually confirm the appointment for when the dental practice is open. (Don’t wait to confirm when the dental practice re-opens!)
Something else we like about this Google ad is how the dental practice uses price to attract clicks. Providing a low price of $90 is a great way to get clicks. Those clicks will likely to convert into new dental patients as long as that price doesn’t change along the way.
Next up we have a Google ad for Dr. Richard Walls, D.M.D.. This Google ad is a little confusing to us. Dentists don’t pay more for using more lines in a Google ad so why not take full advantage of all the ad real estate provided by Google?
This Google ad seems to jam in a bunch of keywords rather than try to actually talk to prospective dental patients.
This is probably a good time to remind dentists of the anatomy of a Google ad. The first blue line is called the headline. The next line is called a “display url”. It is called a “display url” because the url doesn’t actually need to exist – it is simply the url you want to display to attract more clicks and make your Google ad more relevant to the searcher. For instance, Dr. Walls might have wanted to use a display url of www.wallsomes.com/Tooth_Extraction as tooth extraction was the keyword being searched. The line that starts with “dental implant/ bone graft” is called Description Line 1. Description Line 1 should be used to show relevance to the keyword and create interest. Description Line 2 is not being used at all by this Google advertiser and we think that is a big missed opportunity. Description Line 2 should be used for an emotional trigger and/or to promote benefits of doing business with your dental practice. Finally, Google ad extensions can be used to show more details about your location, services offered, etc. There are two big reasons dentists should use all this space Google provides. First, you can ‘own’ more of the Google results page and show more relevant information. Second, Google rewards relevant ads that provide searchers with useful information and often charges less for those relevant ads. It is very likely the cost of a click for the first huge ad for Chamblee Dental Care on the first page was actually cheaper than the cost of a click for the tiny ad for Dr. Richard Walls, D.M.D.. which appeared on the 2nd page of Google search results.
You can learn more about how to add extensions to your Google ads from the AdWords video below…
At ConversionSmiles, we NEVER click on Dentist Google ads! We want to save dentists money not waste it on unnecessary clicks. We also provide friendly SEO links to dental practices to help new patients find your dental practice with organic search. (not a bad thing to have a link from a website that mostly talks about dentist stuff!) Learn more about our professional Adwords Management for Dentists.