[Most dentists don’t know what they are doing when it comes to Google ads. This post highlights some dental Google ad tricks that work to find new dental patients profitably. Stop wasting money. Learn tricks now!]
Dentist Google Ad Headlines Need To Be Super Relevant or Powerful
Option A – Relevant Google Ad Headlines
Probably the best option for a dentist is to create a super relevant headline for their Google Ad. Remember, the prospective dental patient is not looking for your ad. Most people don’t like to click Google ads.
Your Google Ad’s Headline must make it obvious to the dental patient that your dental practice provide a solution to their problem.
For instance, if the dental patient is searching Google for Dental Implants, your Google Ad headline better talk about Dental Implants.
Here are examples of Dental Implant Google ad headlines that are working well in NYC when prospective dental patients search for “dental implants”.
Notice a trend of all of these top-performing dentist Google ads? That’s right. Each of the ads includes the exact search term ‘Dental Implants’ in the Google ad headline. As the prospective dental patient scans the Google search results, they will see their search term be more likely to click the ad. Because the Google Ad Headline is blue, it is more likely to catch the dental patient’s eye and get a click.
Image if the last Google ad above simply said, Top Reviewed Prosthodontist NYC would it get clicked for the search term Dental Implants? Probably not.
Option B – Powerful Headlines
Of course, if every dentist in your area has the same Google Ad headline, it might be time try something different.
We like the Google ad above because, although it doesn’t use the keyword dental implants directly, it does speak directly to the problem the prospective dental patient is trying to solve.
The ad also effectively uses an emotional trigger to get the attention of the Google searcher. Anyone searching for help with dental implants is probably terrified of losing their smiles or being forced to get dentures.
The Google ad both states the problem and offers a solution right within the Google Ad headline. Eyecatching and powerful to cut through the clutter. Job well done.
Take Advantage Of The Dentist Google Ad Display URL
Google defines a Diplay Urls as URLs that “give people an idea of where they’ll arrive after they click an ad. The landing page that you define with a final URL tends to be more specific. For example, if your display URL is www.example.com, your final URL might be example.com/sweaters.” Source: Google.com
Many dentists forget the power of the display url in the Google Ad. The display url gives the dental practice another opportunity to make the ad more relevant for the Google searcher. (The display can be completely made up it does not have to be a URL that actually exists on your dental website)
People expect they can click on a Google ad and find more relevant information on the landing page. People hate clicking on ad only to find a generic web page that is not helpful. A highly relevant display URL in the dental Google ad is an indicator to the Google searcher that they will actually be directed to a relevant, helpful web page.
Relevant display URLs can increase Click Through Rate which will improve AdWords Quality Score and reduce cost the cost of Google ads.
You Dentist Google Ad Should Have A Great Offer
It is not good enough for your dentist Google ad to just say “Yeah, I’m a dentist too – click on me.” Your dentist ad needs to give the dental patient a compelling reason to click on your ad. Often times, the best compelling reason is a great offer as seen the ad below.
In the ad above you see the dentist is using a great price offer to drive ad clicks, form fills and phone calls.
Of course, the exam, xrays & cleaning will cost the dental practice more than $39.99 but if they find a dental patient that stays for many years it will be worthwhile.
Great offers will also increase Click Through Rate which will improve AdWords Quality Score and reduce cost the cost of Google ads.
Make Your Dentist Google Ad Bigger With Ad Extensions
There are many Ad extensions available with Google Ads.
Extensions add useful business data below your ad such as locations, additional links, prices, and more. For that reason, extensions are recommended for dental practices using text ads on Search.
Examples of Ad Extensions
- Location Extensions– Encourage dental patients to visit your dental practice by showing your location, a call button, and a link to your dental practice details page. The listing can include your hours, photos of dental practice, and directions to get there.
- Callout Extensions – Add additional text to your dentist ad, like “Free Xray” or “22 Years Experience.” Callouts can be used to encourage dental patients to convert offline.
- Call Extensions -Encourage dental patients to call your dental practice by adding a phone number or call button to your ads.
- Message Extensions – Encourage dental patients to send your dental practice text messages from your Google ad. Available globally at the AdWords campaign or ad group levels.
- Sitelink Extensions – Link people directly to specific pages of your website (like “hours” and “schedule appointment now”).
- Price Extensions – Showcase dental procedures with their prices, so that people can browse your services right from your ad.
Site extensions make Google ads larger, more relevant and more clickable. Because site extensions can increase Click Through Rate they can improve AdWords Quality Score and reduce cost the cost of Google ads.Get Free Trial Now!
Dental Landing Pages
If you don’t have a good dental landing page, the best Google ad in the world might not be profitable. You can get dental patients to click on your dental ad all day long but if they don’t call your dental practice or fill out a form on your dental website, your dental ad won’t be profitable. (need a new dental website? check out this list of dentist website companies)
The job of the landing page is to provide relevant information, create interest and cause the dental patient to take action. Any landing page that is abandoned without action is a failure.
If your dental landing page is not converting, change it by improving the information or a creating a better offer. If your dentist Google ad is clicked, you’ve won half the battle but it is imperative you get the person’s contact info so they can be converted into a new dental patient.
Landing pages that do not convert are bad for your AdWords Quality. If someone clicks back to the search results page from your landing page that is a signal to Google that you have an ad or offer that is not relevant for the particular keyword search.
Optimize For Mobile With Call Only Google Ads
If you can’t get your dental landing page right, you should consider using Call Only Ads.
Sample of Google Click To Call Only Ad
To get phone calls to your dental practice you can set up a call-only campaign to encourage dental patients to call your dental practice by clicking or tapping your dentist ad. With call-only campaigns, your dental office bids to drive calls to your practice instead of clicks to your dental website. You can set your Google ads to show only when your dental practice can answer calls, so you won’t miss out on new dental patients.
Learn more in our post about Google Call Only Ads.
Make Sure Your Dentist Google Ad Stays Local
Dentists only want their Google ads to show within a local radius of their dental office.
Google Ads location targeting allows dentist ads to appear in the geographic locations that you choose.
Here are instructions from Google about setting up location targetting.
- From the page menu on the left, click Locations.
- Click the name of the campaign you wish to edit.
- Click the blue pencil icon, then select Radius.
- In the search box, enter the address of the location you’d like to use for the center of the radius. Enter the radius that you’d like to target and select a unit of measurement from the drop-down menu.
- Check the map to make sure you’re targeting the correct area. When you’re ready, click Save to add the radius target.
- Click Save.
Pick Up The Phone!
We can share a thousand other smart dentist Google ad tips but this is one of the most important. Pick up the phone!
Your dental office front desk must be trained to pick up the phone and be as helpful as possible to prospective dental patients. If your front desk doesn’t make the dental patient feel welcome, you can be sure the dentist down the street will. They will also probably get a new patient!
ConversionSmiles is dental Google Ads Company.Get Free Trial Now!