So, you moved from Omaha to New York City and now you have to go to the dentist. You are scared! What to do? Why not just get knocked out and have your chompers worked on while you sleep? What could be better?
Today, we look at a Sedation Dentist Google Ad in Brooklyn, NY
Sedation Dentist Google Ad – Emotion Trigger
Let’s look at a Google Ad from Smile In The City in New York City. We like that they try to use an emotion trigger “Afraid of NYC dentists” in the headline but we think they could do better. “Afraid of dentists” would be great but “afraid of NYC dentists” makes the prospective dental patient think there might be a reason to specifically be afraid of NYC dentists. Solving that problem by getting sedated doesn’t seem like a good solution to that problem – it sounds downright terrifying.
Certified Works to Build Credibility
We love that the ad says “certified IV sedation” – we don’t know what the means exactly but it sounds important and helps to build authority and credibility for this sedation dentist. We also like that they are getting the keyword “sedation” in the headline of the dentist Google ad.
Creepy Holiday Special?
Not to pick on this poor little Google ad but one thing we find kind of creepy is that they are advertising a holiday special. Keep in mind, we found this ad on Oct 26th so what is the holiday special? Halloween? “Afraid of NYC dentists? We have a Halloween special. Let us knock you unconscious and do what we want with you…. Happy Halloween!” Not really probably the intention. The holiday language was probably left in from a more appropriate holiday. Want to learn how to use AdWords to run specific Google ads for holidays? Check out this great post from our friends at WordStream AdWords Holiday Planning: How to Use the Automate Feature
Dentist Google Ads – Location Matters!
Finally, we looked at this dentist Google Ad with a local search out of Brooklyn, NY. According to their website, the dental practice seems to only have offices in Manhattan not in Brooklyn. Obviously, many people work in Manhattan or otherwise would be happy to go into the big city for a qualified sedation dentist. The big question is should the dental practice not their location in the with Google Ad extensions or otherwise. If sedation dentistry is crazy profitable for them and they can withstand lots of Google ad clicks from people who actually want to find sedation dentistry right in Brooklyn, NY – no problem! If cost is a factor and their NYC address would keep some people from clicking who would never actually become new dental patients. The other reason the dentist might want to reveal their address is that although they might be able to get the click and get the new patient perhaps they are less likely to be a long-term patient.