[We are obsessed with helping dental offices with (Google Ads) AdWords. Below are our top tips to help dental offices spend less on AdWords and find more dental patients with Google Ads]
Someone Needs To Own AdWords Management In Your Dental Office
Many businesses, (especially dental offices) mistakenly think AdWords is a “set it and forget it” type of equation. If you plan to just quickly set up some AdWords Google ads and let Google do their magic you are making a huge mistake. Google’s magic trick will be making your money disappear!
Instead, someone in your dental office needs to own AdWords. We realize your staff is busy but if you want dental Google Ads to be profitable, someone needs AdWords management to be part of their job responsibilities.
Just 10 minutes a day can help your dental office avoid big mistakes and find big opportunities for improvement. Every day, someone should be looking at Google ad clicks, keyword clicks, budget spend and the number of conversions. (form fills, calls to dental office etc.)
The person assigned to Google Ads should log into the Google Ads interface with their PC at least a few times a week. In addition to using the Google Ads web-based interface, the AdWords manager can use the AdWords App to quickly get a look at what is happening with your Google Ads right on their phone or iPad. Check out our post about the AdWords app to learn more.
When assigning your internal AdWords manager, it is important that you help the person understand their work with Google Ads is vital to the growth and profitability of your dental office. Consider providing a restaurant gift card on a quarterly basis to show your internal AdWords manager that their work is valued.
Monthly Google Ads Review With Dentist / Dental Office Manager
Now that you have someone watching AdWords on a daily basis, you need to make sure the dentist and/or dental office manager has visibility to AdWords results on a monthly basis.
In a 15 minute meeting, your internal AdWords manager should be able to share the following results…
- Total AdWords Spend
- Negative Keywords Added
- Total Conversions Resulting From Google Ads
- Top Performing Dental Keywords (example: dental implants, teeth whitening)
- Low Performing Dental Keyword (example: tooth pain, tooth hurts)
- Top Performing Google Ads (example: teeth whitening special, free Xray) Opportunities For Improvement
The dental office manager or dentist should provide guidance as to where they want to see specific improvement. AdWords is an iterative process and can be shaped to get the results that make the most sense for your particular dental office.
Some dental offices value young, new dental patients and want to advertise more for things like Xrays and teeth whitening. Some dental offices want to attract high-value patients looking for dental crowns or all on four dental implants.
What type of dental patient are you looking to attract with dental Google ads? You need to figure it out and communicate your Google Ads goals with your internal AdWords manager on a regular business.Get Free Trial Now!
Train Your Dental Office Staff About The Importance of AdWords
The dental office manager (or dentist) should regularly communicate the importance of handling new patient requests with your team. Most dental office employees have no clue how much money the dental office is investing in dental patient marketing like AdWords.
Employees need to treat every new dental patient call as if it is worth $20,000+ to your dental practice. Your front office staff is probably tired of the same old questions. Too bad!
Your front office should not sound bored or bothered that someone is calling to ask questions. Instead, you need to help your employees understand how competitive the dental industry is and that your dental office is lucky that the phone is ringing.
Many times new dental patient calls go to voicemail while the front office employee is helping an actual dental patient who is actually in your dental office. That sounds fair but we think there is a better way. Rather than letting the call go voicemail, here’s how your front desk employee should handle the situation.
Dental Office Employee: “Mr. Smith looks like I have an incoming call. Would you mind terribly if I pick that up?”
Mr. Smith: “No problem at all.” (notice Mr. Smith feels respected)
Dental Office Employee: “Thanks for calling Upside Down Frowns Dentistry. How can I help you?”
Mrs. Jones: “Are you currently accepting new dental patients.”
Dental Office Employee: “Yes we are. I am currently helping a dental patient in our office and I want to give you my full attention. Would you mind holding… and I tell you what… if you end up holding too long you can feel free to hang up and I will give you a call back right away. Do you mind holding? What’s a good number to reach you at?”
Mrs. Jones: “Sure, I don’t mind holding and you can reach me at…” (notice Mrs. Jones feels welcome and respected)
Emails / Form Fill Response
Responding to new dental patient form requests and emails needs to be a top priority.
There should be an absolute goal that every email and form fill request is responded to within 15 minutes. If the dental patient doesn’t get a response from your dental office quickly, you can expect that they will soon be contacting the dental practice down the street. Don’t let that happen!
You got the Google ad click. You got the prospective dental patient to fill out the form or to email your dental office. Don’t blow it by not following up asap!
If your dental office wants to do dental Google ads management on your own, check out our post EASY & PROFITABLE DENTIST ADWORDS SET UP FROM A-Z
If you want to outsource AdWords Management, ConversionSmiles can help.Get Free Trial Now!
ConversionSmiles is a dental patient marketing company.
Other relevant ConversionSmiles Blog Posts