Why Do So Many Dentists Make The Same Dentist Google Ad Mistakes?
When it comes to AdWords, most dentists have the same problem. They want to be found for every relevant Google search related to the word dentist but they don’t want to be found for the irrelevant searches. Most dentists using AdWords (or their dentist AdWords Managers) are so hungry to find new dental patients they set up AdWords to trigger for as many dentist-related queries as possible.
Unfortunately, if you don’t limit the number of dentist-related queries, your dental practice will pay for absolute junk. (Junk = Money that goes into Google’s pockets but will never turn into new dental patients for your dental practice.)
Wrong Place, Wrong Dentist Google Ad
The first thing a dentist practice should worry about their AdWords account is where their dentist Google ads are showing. It is so sad how often we say dentist Google ads that are showing in places where the dental practice will never find new dental patients.
Here’s a Google ad example we found a while back. Google is millions of dollars richer (maybe billions) from AdWords advertisers that throw money away on ad clicks in locations that don’t make sense for their business. Below, you can see a dentist ad from a Bay Ridge dentist that was showing up in Google searches in North Carolina. Make sure your dental practice (or dentist ppc company) is taking advantage of location targeting in AdWords so you are only advertising to prospective dental patients in your area. Here’s Google advice about how to… Target Ads to Geographic Locations
Wrong Dentist Search, Wrong Google Ad
Dentists should also be very careful about what search terms their ads are showing up for in a Google search. If you don’t reign in the Google robots they will show your dentist Google ads for anything remotely related to your search keywords. For instance, if you are using the Broad Match type in AdWords, your ad for the term “dentist” could easily be showing up for searches for “dentist schools”, “dentist jobs”, “dentist equipment” and lots of other that will never turn into dental patients.
Below is an example of a dentist showing up for the term Dentist AdWords. “Dentist AdWords” is a term that would be likely be used for a dentist PPC management company but would be a complete waste of money for a dental practice.
The next example proves that Google will literally show your Google ad for almost a “related” query. We did a Google search for the term “dentist fool” a San Jose, CA and sure enough a dentist Google ad is showing.
Negative Keywords Are A Dentist’s Best Friend
If your dentist ppc management company insists on using broad matches in AdWords, you must make sure they are adding negative keywords to limit when your Google ad is displayed. By adding negative keywords, you make sure your Google ad does not show up for dumb wasteful, keyword searches like “dentist AdWords”, “dentist fool” or some other crazy thing. Check out this blog post to learn more about Negative Keywords for Dentist PPC Campaigns.