Let’s take a look at how orthodontists are tackling their AdWords account in Durham, NC.
First up, we have an ad from Smith Orthodontics.
Couple things jump out at us that we love about this ad. Of course, we love that the term Orthodontist is used prominently in the headline. Give the people what they want, right? We also love that the Google ad site extensions are used show they are physically located in Durham, NC makes this Google ad more relevant. We also like the language “Walk Out With A New Smile”. That is a great emotion trigger that helps the patient think less about braces and more about the great smile in their future. We also like that they indicate this is not just your “kids orthodontist” and in fact, they have treatments for every age. The only thing that is a bit confusing to us is the ad promotes “Burlington” which appears to be about 25 miles away from Durham. This search was done on a Durham-based device so typically it would be best practice to promote “Durham Orthodontist” but because we are not experts in North Carolina geography we will withhold judgment. Who knows maybe there’s an epidemic of crooked teeth in Burlington and they work in Durham?
Next, we found an ad for Peter A. Costalos, Orthodontics on the 2nd page of Google. There are two big problems with this Google ad.
First, you will notice the Google ad is only 3 lines and does not offer much information. Here’s what is way worse. This search was done on a device in Durham, NC but the ad is for an orthodontist based in Brooklyn, NY. Hopefully, this was just a temporary Google server glitch. But, it is a good reminder to all dentists and orthodontists to make sure their Google Adwords account is set up to only show ads locally.
Next up have, Hershey & Heymann Orthodontics.
As usual, we like the Orthodontist is prominently us in the headline. We also like that this dentist promotes that they are an Invisalign Elite Provider. That tells the reader a couple things. Invisalign available? – Yes! Plus, the language “Elite Provider” implies this is not just a “run in the mill” orthodontist but instead has elite certifications. There something we don’t like about the punctuation in the first line. “Creating Beautiful Smile for You” should end with a “.” or “!”. Instead, it just blends into call today and looks strange and loses its punch. Finally, we like that the ad indicates there are three locations including Durham, NC. This is a great way of showing this is larger orthodontist that likely has modern technology. (not a small one man show)