Vermont is a beautiful New England state where you might think there is one dental practice per town and no heavy competition in Google AdWords. That’s certainly not true in a place like Burlington, VT. (Pro Tip – Many people think Burlington is the capital of Vermont. Truth is Montpellier is actually the capital. And now you know!)
The first Google ad we see is from Green Mountain Sedation & General Dentistry. This Google ad is fine but not exactly awesome. The dental practice is probably spending more money than necessary to achieve this first place position.
Use Emotions and Benefits in Google Ads
First, using the term ‘Green Mountain Dental’ is OK. At least, the searcher knows this is a local Vermont dentist so that’s good. However, in general, we don’t like how the Google ad headline is being used in this dentist ad. Look at just the top line in blue which is called the headline. How “clickable” and interesting is the headline “Green Mountain Dental – greenmountaindentistry.com”? Not very, right? The dentist should be using the headline to show they are highly relevant to the Google search, to show they show a benefit or to evoke an emotion. One problem with this Google ad might be a technical one. It is unlikely the dentist actually added their full domain in the headline – instead, it was probably added by default by Google because there was extra space in the ad headline. The rest of the Google ad is fine but unfortunately very typical without strong emotion or a unique value proposition. We do like that the dentist is using ad extensions like “dental services”, finance options”, “request an appointment” and “doctors & staff”. Google ad extensions are a great tool within Google AdWords to help get clicks and create interest from prospective dental patients with stuff that might not otherwise naturally fit in the Google ad.
The other thing we would like to see in the Google ad is a reference to Burlington or maybe even South Burlington or even the street address. Providing more location information helps the dental patient decide you are a perfect or decide your dental practice is too far so they don’t click on the Google ad and you don’t waste your money.
Finally, we don’t think it usually important to have the full name of the dental practice in the Google ad but in this case since (according to their website) , the full name is Green Mountain Sedation & General Dentistry that might be a great way to further promote that the dental practice also specializes in sedation dentistry. Or maybe don’t, if that might scare away some people not interested in sedation dentistry. The only way to know for sure is to run multiple Google ads and test in Google AdWords over time.
Promote Local, Promote Hours in Google AdWords
The next ad is from Essex Family Dental. Couple things we love about this dentist Google ad. First, the ad is promoting the dental practice is open until 7pm and on Saturdays right in the Google ad headline. This does a couple important things. First, it obviously attracts clicks from patients looking for dental service at night and on Saturdays. It also should detract clicks from patients looking for service until 9pm or Sundays. But even more important is something subtle that is going on with this dentist Google ad. Effectively, by promoting the extra hours, the dental practice is saying “WE ARE PATIENT FRIENDLY AND WE CARE ABOUT YOUR SCHEDULE AND YOUR LIFE.”
We also like that the dentist is making it clear that their dental office is in Essex. Adding the word Essex is likely to get more clicks (and impressions) from Essex area prospective dental patients and fewer clicks from people who think Essex is not close enough. Simply adding the one word Essex is a great way the dental practice is maximizing their AdWords budget. We also like that this dental practice is taking advantage of the Ad Extensions in AdWords and attracting more clicks with language about affordable payment plans, dental emergency, etc. This dentist Google Ad could use a little more of an emotional trigger but otherwise it is pretty good.