Oh Ohio, how do you do with Dentist AdWords management? Looks like dentists in Ohio are pretty nimble with the ol’ AdWords interface. Today, we look at ‘family dentist’ Google ads running in Cincinnati, OH. (Cincinnati Trivia: Jerry Springer paid for a prostitute by check while mayor of Cincinnati!)
Oh, We Love Keywords in Dentist Google Ad Headlines
The first dentist Google ad we look at is from Afinia Dental
Of course, we love that this dentist using the term ‘family dentist’ right in the headline of the Google ad. It is so simple. When people search for a search term in Google their eyes are drawn to ads that include that search term. They more likely to click on that search term. Why dentists don’t always include the search in the Google ad headline is a mystery.
We also like the term ‘expert family dentist’. Not sure exactly what that means. But, would you rather be seen by a regular old ‘family dentist’ or an ‘expert family dentist’? If I need a dentist for my family, I’m going to click on the ‘expert family dentist every time.
We also love that they say “No wait”. In just two words they tell the Google ad reader – ‘we respect your time, we honor your time, we are not going to mess with you.
This dentist ad also effectively uses Google ad extensions to be the most prominent ad in the Google search results. 6 lines of text and they are likely paying less than some much shorter dentist Google ads that are less relevant and less useful.
Next, we see a dentist Google ad from Martinez & Martinez Family Dental Care Mason, OH Mason, OH (50 minutes away)
A Short, Sweet & Empty Google Ad
Where’s content in this ad. Sure, it has the term family in the Google ad headline, that’s good. But otherwise, this dental practice or dentist AdWords management company simply does not seem to be paying attention. There is nothing ‘clickable’ about the headline. The dentist practice is simply using the name of the dental practice and the website address for the ad headline. In the world of dentist AdWords management, that’s like begging to not be clicked. The blue headline should include something highly relevant. Plus, the headline should try to include a benefit or emotional hook. Something!
Even worse, we searched for ‘family dentist’ in Cincinnati and Mason Dentistry seems to be in Mason, OH about 30 minutes away. If nothing else, this dentist should use some of that empty space in their Google ad to indicate they are in Mason. Doing so could scare away some expensive clicks from people in Cincinnati who have no interest in traveling to Mason to go the dentist.
Dentist Google Ads Do Well With Emotional Hooks
Finally, we have a dentist Google ad from Meuselbach Family Dental in West Chester Township, OH
This dentist Google ad is ok but lacks an emotional hook. The ad also tries to throw the kitchen sink at the Google searcher with everything from implants to veneers. We would love to see something like “We treat your family like… family!” Or maybe something like – “Families Love Our How We Much We Care”. If someone is searching for “family dentist”, it might make sense to talk to that selling point, right?
AdWords is an amazing marketing tool for dentists. Dentist AdWords managers need to use all of the power of AdWords to get great ad clicks and conversions to help dental practices grow.
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.