google ad headline Archives - Dental Patient Marketing

November 9, 2017

Dentist Google Ads Review – Cincinnati, OH

Oh Ohio, how do you do with Dentist AdWords management? Looks like dentists in Ohio are pretty nimble with the ol’ AdWords interface. Today, we look at ‘family dentist’ Google ads running in Cincinnati, OH. (Cincinnati Trivia: Jerry Springer paid for a prostitute by check while mayor of Cincinnati!)

Oh, We Love Keywords in Dentist Google Ad Headlines

The first dentist Google ad we look at is from Afinia Dental

Of course, we love that this dentist using the term ‘family dentist’ right in the headline of the Google ad. It is so simple. When people search for a search term in Google their eyes are drawn to ads that include that search term. They more likely to click on that search term. Why dentists don’t always include the search in the Google ad headline is a mystery.

We also like the term ‘expert family dentist’. Not sure exactly what that means. But, would you rather be seen by a regular old ‘family dentist’ or an ‘expert family dentist’? If I need a dentist for my family, I’m going to click on the ‘expert family dentist every time.

We also love that they say “No wait”. In just two words they tell the Google ad reader – ‘we respect your time, we honor your time, we are not going to mess with you.

This dentist ad also effectively uses Google ad extensions to be the most prominent ad in the Google search results. 6 lines of text and they are likely paying less than some much shorter dentist Google ads that are less relevant and less useful.

Next, we see a dentist Google ad from Martinez & Martinez Family Dental Care Mason, OH Mason, OH (50 minutes away)

A Short, Sweet & Empty Google Ad

Where’s content in this ad. Sure, it has the term family in the Google ad headline, that’s good. But otherwise, this dental practice or dentist AdWords management company simply does not seem to be paying attention. There is nothing ‘clickable’ about the headline. The dentist practice is simply using the name of the dental practice and the website address for the ad headline. In the world of dentist AdWords management, that’s like begging to not be clicked. The blue headline should include something highly relevant. Plus, the headline should try to include a benefit or emotional hook. Something!

Even worse, we searched for ‘family dentist’ in Cincinnati and Mason Dentistry seems to be in Mason, OH about 30 minutes away. If nothing else, this dentist should use some of that empty space in their Google ad to indicate they are in Mason. Doing so could scare away some expensive clicks from people in Cincinnati who have no interest in traveling to Mason to go the dentist.

Dentist Google Ads Do Well With Emotional Hooks

Finally, we have a dentist Google ad from Meuselbach Family Dental in West Chester Township, OH

This dentist Google ad is ok but lacks an emotional hook. The ad also tries to throw the kitchen sink at the Google searcher with everything from implants to veneers. We would love to see something like “We treat your family like… family!” Or maybe something like – “Families Love Our How We Much We Care”. If someone is searching for “family dentist”, it might make sense to talk to that selling point, right?

AdWords is an amazing marketing tool for dentists. Dentist AdWords managers need to use all of the power of AdWords to get great ad clicks and conversions to help dental practices grow.

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 Adwords Management for Dentists.

November 6, 2017

Google Dentist Ad Review – Dentist Near Me Bayonne, NJ

In New Jersey, folks search Google in all kinds of interesting ways including “show me dentists”, “I need a dentist now” and other Google searches we can’t show here. Of course, New Jersey residents also search Google in more common ways. Today, we will focus on Bayonne, NJ and the Google search term “Dentist Near Me”.

The first Googe ad we see is from True Dental Care which is actually located in Jersey City, NJ.

The interesting thing about this Google ad is the dental practice actually uses the Google search term “dentist near me.” The term “dentist near me” isn’t really very compelling or clever. However, the phrase is SO relevant to the user and Google robot that it is helping this dental practice get #1 placement in Google. The one downside of how this dentist is using AdWords is this ad is actually for a Jersey City dentist but is showing for someone searching for a dentist in Bayonne. That’s fine because both places are relatively close but we would recommend the dentist also specifically indicate their dental office is in Jersey City. That way the dental practice can avoid clicks from people who really want to stay in Bayonne. The dental practice can also set up Google AdWords to only show the Dentist Near Me ads in very specific locations.

We also like the ad from Platinum Dental Group. The first thing we like about this Google ad comes at the end of the ad. The dental practice effectively uses location extension to scream out “YES WE ARE IN BAYONNE. YES WE ARE REALLY NEAR YOU!” Smart dentist use AdWords ad extension to show their location in order to deter patients who are too far and attract patients who are nearby. You can learn more about how dentists can use location extensions directly from Google.. We also like the Google Ad Headline “Looking For A Dentist”. This is a very simple headline but is acknowledging “are you in process of searching for a dentist? we’re here to help”. Otherwise the ad has much of the standard stuff. It is decent. But, we recommend the dentist try use more emotional triggers and a stronger call to action.

November 1, 2017November 2, 2017

Dentist AdWords Review – Vermont Google Ads Review

Vermont is a beautiful New England state where you might think there is one dental practice per town and no heavy competition in Google AdWords. That’s certainly not true in a place like Burlington, VT. (Pro Tip – Many people think Burlington is the capital of Vermont. Truth is Montpellier is actually the capital. And now you know!)

The first Google ad we see is from Green Mountain Sedation & General Dentistry. This Google ad is fine but not exactly awesome. The dental practice is probably spending more money than necessary to achieve this first place position.

Use Emotions and Benefits in Google Ads

First, using the term ‘Green Mountain Dental’ is OK. At least, the searcher knows this is a local Vermont dentist so that’s good. However, in general, we don’t like how the Google ad headline is being used in this dentist ad. Look at just the top line in blue which is called the headline. How “clickable” and interesting is the headline “Green Mountain Dental – greenmountaindentistry.com”? Not very, right? The dentist should be using the headline to show they are highly relevant to the Google search, to show they show a benefit or to evoke an emotion. One problem with this Google ad might be a technical one. It is unlikely the dentist actually added their full domain in the headline – instead, it was probably added by default by Google because there was extra space in the ad headline. The rest of the Google ad is fine but unfortunately very typical without strong emotion or a unique value proposition. We do like that the dentist is using ad extensions like “dental services”, finance options”, “request an appointment” and “doctors & staff”. Google ad extensions are a great tool within Google AdWords to help get clicks and create interest from prospective dental patients with stuff that might not otherwise naturally fit in the Google ad.

The other thing we would like to see in the Google ad is a reference to Burlington or maybe even South Burlington or even the street address. Providing more location information helps the dental patient decide you are a perfect or decide your dental practice is too far so they don’t click on the Google ad and you don’t waste your money.

Finally, we don’t think it usually important to have the full name of the dental practice in the Google ad but in this case since (according to their website) , the full name is Green Mountain Sedation & General Dentistry that might be a great way to further promote that the dental practice also specializes in sedation dentistry. Or maybe don’t, if that might scare away some people not interested in sedation dentistry. The only way to know for sure is to run multiple Google ads and test in Google AdWords over time.

Promote Local, Promote Hours in Google AdWords

The next ad is from Essex Family Dental. Couple things we love about this dentist Google ad. First, the ad is promoting the dental practice is open until 7pm and on Saturdays right in the Google ad headline. This does a couple important things. First, it obviously attracts clicks from patients looking for dental service at night and on Saturdays. It also should detract clicks from patients looking for service until 9pm or Sundays. But even more important is something subtle that is going on with this dentist Google ad. Effectively, by promoting the extra hours, the dental practice is saying “WE ARE PATIENT FRIENDLY AND WE CARE ABOUT YOUR SCHEDULE AND YOUR LIFE.”

We also like that the dentist is making it clear that their dental office is in Essex. Adding the word Essex is likely to get more clicks (and impressions) from Essex area prospective dental patients and fewer clicks from people who think Essex is not close enough. Simply adding the one word Essex is a great way the dental practice is maximizing their AdWords budget. We also like that this dental practice is taking advantage of the Ad Extensions in AdWords and attracting more clicks with language about affordable payment plans, dental emergency, etc. This dentist Google Ad could use a little more of an emotional trigger but otherwise it is pretty good.