Yelp Ads For Dentists? (2019)

(We love AdWords and think any dentist is crazy to not to use Google AdWords to find new dental patients. However, we also think Dentists need to keep considering new options as times change. For instance, Yelp PPC is becoming a great way for dentists to find new dental patients. Yelp Ads For Dentists? We say, probably!)

Going Straight To Yelp

More and more, some people are forgoing the traditional Google search and going straight to the review site Yelp to find the perfect hotel, restaurant, massage or even the perfect dentist.

Some Yelp Stats

According to Yelp.com,  each month Yelp typically attracts around 29 million mobile app users, 64 million web users and 77 million desktop users. But, the news is even better for dental practices trying to get in front of the right dental patients. According to https://www.yelp.com/factsheet, 46.3% of Yelp users earn more than $100,000 per year!

Maybe the most impressive stat from Yelp relates to their continuous, rapid growth over the last couple of years. In the chart below, you can see the company has added more than 50 million users just since 2015.

(graph courtesy of Yelp.com)

Yelp For Restaurants Means More Yelp Users For Dental Practices

Even today, most people think of Yelp as a restaurant review website. For sure, Yelp draws in new users with a great tool for finding a restaurant but once a user has a great restaurant experience thanks to Yelp, they are likely to start using Yelp for all kinds of services like massages, hotels and even for finding a new dental practice.

The Yelp App

The Yelp app makes it super easy for someone to click on the app and start looking at reviews for a particular category within a couple of seconds. The app is user-friendly and even fun to use as you become the instant expert on local restaurants, hotels etc. to the amazement (and annoyance) of your friends.

Dentists should expect more and more people will be downloading the app and will start using the app as routinely as they conduct Google searches today. One relatively new feature that is likely to attract new Yelp app downloads is the Yelp Waiting List for restaurants. The feature allows restaurant patrons to see how many tables need to be seated before them and where their place is in line – all in real time! This simple, cool feature is going to make Yelp a must-have app for many and should create even more explosive growth for the company.

Yelp PPC for Dentists

So, as more and more people use Yelp reviews for everything, it just makes sense more and more people will use Yelp to find dental practices.

The good news for dental practices is Yelp is not nearly a complicated as Google AdWords so a dentist can fairly easily set up a PPC campaign in Yelp and attract new dental patients for important dental keywords like dental implants, root canal, dental practice and more.

Is Yelp Right For Your Dental Practice?

It is more than likely that Yelp can help your dental practice get in front of more in-market dental patients. Great! The big question is will it be worthwhile for your dental practice to advertise on Yelp? Every market and every dental practice is different, so you need to test to see if the Yelp advertising program works well for your practice. It could be that other dentists in your area have not found Yelp so you will be able to get inexpensive clicks. Or, maybe it is a bit expensive but worth it for your practice, because you want to grow your business at all costs. Ultimately, dental practices need to decide for themselves if Yelp’s return on investment makes the financial investment worthwhile.

How Does Yelp Pricing Work?

Here’s how Yelp describes their pay per click program…. “Cost-Per-Click ads are delivered in categories matching your specific business, as well as other similar categories that our ad delivery system has identified as relevant. The price you pay per click is based on competition and relevance, but you’ll always pay the least amount needed to win the click.” learn more here…

Yelp Ads Delivery And Pricing

You can learn more about Yelp ads delivery and pricing from this short, animated video produced by Yelp.

Yelp Is Better For Dental Offices With Better Reviews

This might seem obvious but Yelp is a better advertising platform for dentists that already have good reviews on Yelp. Dentists should not expect that simply paying for a Yelp ad click is going to change the need to be well reviewed on Yelp. If a prospective dental patient is already looking for a dentist on Yelp, you should expect they will need to see positive reviews before deciding to do business with your dental practice.

Need help getting more and better Yelp reviews for your dental practice? Check out our post…

Dentist AdWords Tip – Get More Good Reviews! [2018]

ConversionSmiles is a Dental PPC Management Company

 

One Silly Thing That Helps Increase Dentist Google Ads CTR!

Simply using an Exclamation Point (!) can increase your Dentist Google Ads CTR. (Click Through Rate)

What is Click Through Rate (CTR)? 

CTR is simply the percentage of times a searcher chooses your dentist Google ad over other dentist ads.  For instance, if Google shows your dentist Google ad 100 times and your Google ad is only clicked on one time, your dentist ad has a CTR of 1%.

High CTR Indicates Relevance

Google wants to provide relevant search results and Google ads every time a Google search happens.  One of the ways Google measures relevance is they look at CTR.  If a Google searcher finds a dentist ad irresistible and clickable that likely means it was relevant to their search.  For instance, your dentist ad promoting “dental implant services” should have a high CTR for people searching for “dental implant dentist” but a terrible CTR for dental patients searching for “teeth whitening”.

Why Does CTR  Affect Google Ad Pricing & Placement?

Google only makes money on search ads when people actually click on the ads.  For that reason, Google rewards ads that are highly clickable and punishes ads that do not get clicks.   Google could care less if your dental practice is willing to pay $100 per click if nobody ever clicks on your dentist ad.  They would rather get $250 from (25) $10 clicks than wait for one $100 click.   If your dentist ad isn’t getting clicked, Google will send your ad to the bottom of the search results page, page 2 or worse.  Plus, Google will charge you more money for your unclickable ad than they will charge for the very-clickable #1 Google ad.

Why Google Ad CTR Matters To Your Dental Practice 

You can find all the greatest dental keywords.  You can write the most beautiful dentist Google ads.  You can create awesome dental landing pages… But, if you don’t get prospective dental patients to click on your ads none of the other stuff matters.

Basic Ways To Improve Dentist Ads CTR

Keep Ad Groups Small And Relevant

AdWords provides lots of ways to improve CTR.  Dentists should start with having small Ad Groups that trigger ads that are highly relevant to the search query.   For instance, the teeth whitening Ad Group should only contain keywords related to teeth whitening.   The teeth whitening Ad Group should also only contain Google ads that are related to teeth whitening so the Google searcher finds a solution to their problem.

Use Up Google Ad Space

In the world of AdWords and Google ads, more is more!  AdWords provides lots of space to communicate to prospective dental patients.  For some reason, beyond logic, many dentist AdWords managers do not take advantage of all the space available to them.   Dental practices who know how to properly use AdWords take advantage of site links and display URls to literally use up more space and get more attention from prospective patients.  (check out our post below about using display URLs in AdWords)

Easiest AdWords Secret Every Dentist Can Use – Display URLS

Use An Exclamation Point To Get More Clicks

So, above, we saw some smart ways a dentist can use AdWords to make their Google ads more relevant and help dental patients find a solution to their problem.  But, everything about Google AdWords and the human experience is not so smart.  If your dental practice wants to increase Google ad CTR, you should make sure you are also using exclamation points (!).   Actually, only one exclamation point is allowed per Google ad but you are crazy if you are not testing exclamation points with your various dentist ads.  Also, exclamation points are not allowed in the headline but are allowed elsewhere in the Google ad.

Seems silly that someone would be more likely to click “schedule appointment now!” rather than “schedule appointment now.” right?  Or “Sign up for special!” vs “Sign up for special.” but the tiny difference of the exclamation point can consistently outperform a simple period at the end of the sentence.

Will using an exclamation point work in your market?  Maybe not. Maybe people around you hate exclamation points? But, it probably will work and will end up saving you money and help find you new dental patients.  The only way to find out for sure is for your dental practice to test two versions of the same dentist ad – one with a period and one with an exclamation point.

Hope this tip improves your dental AdWords campaigns. Let us know!!!!!!

ConversionSmiles is a Dental PPC company.

 

Your Dental Website Is Probably Too Slow

The speed of your dental website can have a big impact on your dental SEO and dental PPC campaigns.

We realize that dentists are way too busy worrying day to day dental practice stuff to worry about the speed of their dental website. Sorry. We hate to tell you. You have to worry about the speed of your dental website because nobody else will.

Who is going to tell you your dental website is slow?

Do you really think your dental web design company is going to tell you that your dental website is painfully slow? Nope, they just want you to see how beautiful and “functional” your website is. Are your dental patients going to bother telling you that your main page took 5 seconds to load? No, they didn’t really care and suffered through it because they love you and your dental practice. Do you think prospective dental patients are going to tell your dental website is too slow? Ummm, sorry but when your website took too long to load they moved on a competitor dental practice and forgot that you exist? Do you think Google is going to tell you that your dental website is too slow? Well, yeah kind of. Google will eventually push your website down in search results because they don’t want to give searchers a bad experience. Google also provides tools to check your website speed – we’ll get into that later in this post. Will your Mom tell you your website is too slow? Yeah, probably but she complains about everything.

Why Dental Practice Website Speed Matters More Than Ever

The old days of Yellow Pages ad, newspaper ad and you’re done with marketing are over.  Dinosaur dental practices that are not using digital marketing to find new patients are going out of business while upstarts with little experience are  “crushing it” finding new dental patients day in, day out.

Dental Patients Are Using Mobile More To View Your Dental Practice Website

Fancy websites are nice and can be very impressive.  You know what’s more impressive? Consistently getting new patient leads and growing your dental practice.  Today, you have to expect more than 50% of your traffic is coming from mobile devices.  A big bulky website might load up great on office computer with a fast internet connection. However, if it does load fast on a typical mobile device with a slow connection your dental website needs work ASAP.    What’s the cost to your dental practice (and lifestyle) if only 20 times per month (less than once a day) a would-be dental patient abandons your dentist website because it was just too slow on their mobile device?  You can learn more about why Mobile Matters here.

Google Will Punish Your Slow Dental Website

How does Google know you have a slow dental website?  Are you really asking that? They’re Google – they know everything! 

Seriously, probably a few times a week a Google crawler/robot scans every page of your dental website.  They are looking everything from images, keywords to site speed.  They consider all of these factors plus a whole bunch of other things to determine where your dental website will rank in the Google search results.  Google also monitors how quickly a searcher returns to the Google research results.  If someone clicks on your website in the search results and gets frustrated and immediately returns to the search results because your website is too slow – Google will notice and they will hold it against your website in the future.

Google Robot Test

Let’s do the Google Robot Test.  Pretend for a moment you are a Google robot.  Your job is to rank 10 dentist websites that seem very similar.  (Sorry dentists we’ve looked at thousands of dental websites for the most part they are all the same!) Where do you rank the slowest dental website #1 or #10?    Good robot! You are right the slow website will be ranked #10.

Why Does Google Care About The Speed Of Your Dental Website? 

Google continues to be the #1 search engine because people search Google and plan on getting a quick and accurate answer by doing a simple Google search.  Guess what happens to Google if their front page is loaded with slow websites that take too long to load.  Eventually, people start using other search engines to see if they can find better results.     Do you really think Google is a going to let that happen?  Sorry Charlie – if your dental website is slower than the rest of the pack (no matter how beautiful) you will be relegated to page 2 of Google results.  Page 2 is essentially “Internet Siberia” – you don’t want that – believe us you don’t want that!

How To Check The Speed Of Your Dentist Website?

First, do a real-life test.  Check your site from a friend’s mobile phone or a new phone that has not visited your website and is not on a WIFI connection.   Is it super quick?  Great.  You are probably done.  Is kind of slow?  You have work to do.  Is it painfully slow?  Sorry, you have you just discovered you have a huge problem that needs to be fixed asap.  (you’re welcome!)

Use An Online Tool To Check Dental Website Speed

We like a website speed tool from Pingdom.   https://tools.pingdom.com/ The tool tells you a few important things including 1) Performance Grade 2) Load Time 3) Faster Than 4) and Page Size.  Performance grade gives you a letter grade to easily tell you where you stand from A-F.  Load Time tells you how many seconds it took your website to load from a particular geographically located server.  You can choose different locations but obviously would want to choose a location near your dental practice.  Fast Than tells you how fast you are compared to other websites on the internet.  Keep in mind your dental practice website does not need to be the fastest website on the web but it certainly needs to be faster than competitors dental websites. Page Size literally tells you how large your web page (how many MB) is which obviously impacts how fast a page load.

There are all kinds of other website speed tests you can you use including one from Google… https://developers.google.com/speed/pagespeed/insights/

How To Speed Up Your Dental Website?

We will do an entire blog post about how to speed up your dental website but for now here’s a list of things you should think about and work on to speed up your dental practice website?

1)  Do you have a fast web host?  If you are paying $5 per month you probably don’t.

2) Who is hosting your website? If your web designer provides web hosting for your dental practice that’s fine but you deserve to know what web hosting service is being used.   Is a speed upgrade available?

3)  Do you have lots of images on your dental website?  Have they been compressed properly?  Digital photography is awesome today but a new mobile phone can produce one photo that is 10 times bigger than your website should be.  Make sure your images are small and compressed.

4) Are you using video?  Try the same video with different videos hosts.  Use the video host that loads the fastest on your dental website.  At the time we write this blog post we are using YouTube – not because we love YouTube but because we found it loads the quickest on our website.

Does Slow Dentist Websites Impact Dental AdWords Campaigns 

Slow AdWords Landing Pages Hurt Quality Score

Yes! A slow page can negatively impact your dental AdWords campaign in a very direct way.  Those pesky Google robots will monitor your dental landing pages where you send AdWords traffic.  (You are using landing pages for AdWords, right?  Please God, tell us you are not sending traffic to your main page!)  If the AdWords landing page is slow, the AdWords robot we possibly penalize your site by giving worse page placement at a higher cost.   Google considers landing page speed as part of the “landing page experience” which is part of the AdWords quality score.   You can learn more about AdWords Quality Score from Google directly Quality Score: Definition

Slow AdWords Landing Pages Cost Money, Dental Patients

So, you just got a new dental patient to click on your Google Ad.  Awesome! Hooray!  Uh-oh.  The prospective dental patient just left.  The page was too slow or maybe they were too impatient.  Whatever. They’re gone.

Here’s why this is bad.  First, you just lost a few bucks on a wasted click.  That stinks.  Worse than that, you also maybe just lost a new dental patient that might have been a great customer for 10+ years.   But it gets worse.  Your AdWords management just got harder and more expensive. When the prospective dental patient clicked back to Google after a few seconds they effectively let Google know your website is not helpful for someone searching for that keyword.   If this keeps happening you can expect AdWords to give you worse placement and higher priced ads.  Sorry.

ConversionSmiles is NOT a dental web design company. 

At ConversionSmiles, we focus on helping dental practices getting found with dental AdWords campaigns and other dental PPC strategies.   If you work with a  great dental web design company let us know.  If you are a great dental web design company let us know – maybe we’ll refer you if you do great work.

ConversionSmiles is a Dental PPC Company