Let’s take a look at how dentists are using Google Adwords in Hartford, CT.
First, let’s look at the top Google ad from Connecticut Family Dentistry The first thing that stands out is how big and filled with information this ad is.
We have Invisalign right in the headline as a registered trademark. Great! We also have a price dentist is willing to live with at $2,999. Assuming that is a price that is fairly competitive for the local area it is a great idea to include it in the ad as it will attract some clicks but dissuade folks who don’t have $3k.
The next Google ad is for Burnside Dental Care. This ad is fine. We like that it not only mentions Invisalign in the ad but also mentions the dental practice is near Hartford, CT. That shows a high level of relevance to both Google and the searcher.
The interesting thing about the ad is the display URL shows the page is at http://burnsidedentalcare.clickforward.com/. That’s OK but could potentially scare off some clicks as it looks (to the untrained eye) that it could be some sort national chain or dental marketing company. In fact, it appears as though ClickForward is actually just doing AdWords Management for the dentist and hosting the dentist’s landing page at burnsidedentalcare.clickforward.com. That’s OK as long as Burnside Dental Care is getting enough clicks but we would recommend Burnside go out of their way to show they are local in the ad.
Next, we have a Google ad for Farmington Avenue Dental Care PC . This ad prioritizes the name of the dental practice rather than the fact that they are an Invisalign Dentist.
We think simply reversing “Invisalign Dentists” and “Farmington Avenue Dental Care” would give this dentist better Click Through Rate) CTR and eventually better placement and pricing. Also, Description Line One talks about “Teeth Whitening, Tooth Extractions, Veneers”. A prospective Invisalign patient doesn’t care about tooth extractions so we think the dentist would better served talking about the benefits like a straight, beautiful smile. We also think this ad would benefit from some sort of offer and or differentiator. This is the exact ad the could be used for almost any two location dental practice in the country. Google AdWords is getting more and more competitive for dentists and an ad like this simply won’t cut it in the future.
At ConversionSmiles, we NEVER click on Dentist’s 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.