Pittsburgh, PA is known for being the “steel city”.  Today, we look at how the good dentists of Pittsburgh, PA are using Google AdWords to advertise their dental practice to find new dental patients.  Specifically, we are looking at how they are advertising for the fairly generic keywords “dental office”.

First, we see an ad for The Dentistry Pittsburgh Dentist & Sleep Dentistry John E. Tiano DDS, PPC and Associates.  Location, Location, Locations

The first thing we notice about this Google Ad is it only mentions the dental practice’s West Mifflin office.  That’s OK but when we looked at the dentist’s website, it turns out they have dental offices in Irwin, Greentree, Monroeville, Wexford, Natrona Heights, Pleasant Hills and West Mifflin.   Wow! They have a whole bunch of dental offices and can serve a lot of dental patients. That’s usually a clear advantage in AdWords. They could telegraph their size by simply adding the phrase “multiple locations” to their Google Ad or they could get even more sophisticated.

AdWords Sitelink Extensions

Google AdWords allows a dentist to use sitelink extensions to bring customers to specific pages on a website.  This dental practice could set up site extensions in AdWords for each town they serve.   This would be a great way to help make sure the dentist ad resonates better for people searching in those areas.  Plus, it would make it obvious to the searcher that this a bigger dental practice that likely has the capabilities to serve their specific needs.   You can learn more about sitelink extensions directly from Google.  How to add sitelink extensions.

Of course, using sitelink extensions for locations requires a landing page for each specific location.  This will be a little bit of work one time but should pay dividends in the future.  Dentist AdWords campaigns are getting more and more expensive. Dentists need to do everything they can do to win. The best converting dental related keywords are super competitive and will become even more competitive in the future.

Otherwise, we like that this Google ad tries to differentiate the dental practice by promoting their sedation dentistry services.   We recommend that the dental practice uses even more of an emotional trigger to relate to dental patients who fear going to the dentist.   Something like “Lose Your Fear of Dentists And Get Back Your Smile!”

Clickable Offer?

The next dentist Google ad we will look at is from South Hills Dental Arts.  First, we are intrigued by the line “Your Trusted Local Dentist – $99 Teeth Whitening for Life‎”  The “$99 Teeth Whitening for Life” line probably helps get some ad clicks but we don’t understand how “$99 teeth whitening for life” could really be sustainable for the dental practice or completely accurate.  We think many dental patients might also question what the $99 offer actually means.   Perhaps, not great to have a questionable offer directly after writing “Your Trusted Local Dentist.”  Just saying….

We do like that this dentist ad takes advantage of Google callout extensions to highlight that the dental practice has two locations.  This gives the Google ad 5 full lines of text as compared to the top Google ad which only has three lines of text.  You can learn more about using callout extensions in AdWords directly from Google.  Use callout extensions

Once again, these dental Google ads help show us how powerful ad extensions can be to increase relevance and increase ad real estate.  The bonus is that using ad extensions can actually improve Ad Rank!  (placement of the Google ad)

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 Dentist AdWords Management