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.

 

Dentist Facebook Ads Vs. Dentist AdWords Campaigns

Many dentists are asking themselves if they should focus on Dentist Facebook ads or if they should focus on Dentist AdWords campaigns.  To us, the answer is super-duper clear, dentists should focus on both Facebook ads and Google ads.

Why Dentists Should Use Google AdWords

Dentist AdWords vs. Dental SEO

Is your dental practice killing it with dental SEO strategies? Great.  You should still be investing in AdWords.  There is no better way to consistently find in-market dental patients than a dental AdWords campaign from Google. Period.

Dental SEO is 2nd best but you never know if Google algorithms are giving as much love today to your dental SEO as they did last week.  Also, it is very doable to do well with Dental SEO for some dental keywords but very unlikely you will be able to “own” all of the dental keywords in your market.    Having a big presence with dental SEO + dental ppc helps your practice “own” the first page of Google and gives your dental practice credibility.

Dental Google Ads Show At The Right Time 

Dentist AdWords Campaigns allow your dental practice to be in front of dental patients at the exact moment the prospective patients are searching for help with dental issues.  It is great to build your brand by being in front of new prospective patients by advertising in the local paper or on Facebook but nothing beats offering a solution to a specific dental issue at the exact moment that person is looking for help in Google.

At this point, most people are familiar with the difference between organic Google search results and Google ads.  The good news is a person clicking on a dentist Google ad typically has a higher intent to take action. (ie. fill out a form, make a call)

A Competitor Dentist’s Google Ad Will Show If Your Google Ad Does Not

If you don’t present a solution to a prospective dental patient’s problem, your competitor likely will.  Let’s say a prospect patient searches for “dental check-up” and finds your competitor and never even considers your dental practice. That’s good news for your competitor and bad news for your dental practice.  Not only d you lose out on a dental patient that might have a lifetime value of $10,000, your competitor’s dental practice grows while yours doesn’t.   Your competitor is now able to invest in better technology, a better team and a better experience for their patients.

So yeah,  you should definitely invest in dental AdWords campaigns!

(want to see some examples of Dentist Google ads that work? check out the post below)

Top 10 Cosmetic Dentist Google Ads (kind of!)

Why  Dentists Should Invest In Facebook Ads

Facebook Helps Your Dental Practice Target Dental Patients

Here’s how Facebook helps dentists find their next, best patients…

Demographics – Dentists can find dental patients based on stuff like age, gender, relationship status, education, workplace, job titles and more.

Location –  Dentists can reach dental patients in the area they practice dentistry.  Dental practices can even create a radius around a dental office to help find more walk-ins.

Interests – Find dental patients based on what they’re into, like hobbies, favorite entertainment and more.  You know what your perfect dental patient looks like. Now you can find them with Facebook.

Behaviors – Reach dental patients based on their purchase behaviors, device usage and other activities.  Looking for high-end dental patients who can actually afford expensive dental procedures? Now you can find them with Facebook.

You can learn more directly from Facebook here. Facebook Advertising Targeting Options 

Facebook Gives The Right Patients A Nudge

For as long as there are people, there will be people who are apprehensive about going to the dentist.  Facebook allows you to get in front of dental patients who know they should be doing something about their teeth but aren’t doing a damn thing about it.  Facebook creates an opportunity to make it easy to gently remind people their mouths matter and help them take action.   Many people don’t wake up in the morning thinking “I need to find a new dentist today” or “I need to get my teeth whitened today”.  If they do, they likely are in a place they can’t do anything about it (in front of a mirror) and forget all about it as life happens and they never get around to looking for help…

Dental Offers On Facebook Help Incent Patients

People make all kinds of crazy impulse purchases thanks to Facebook.   Why not create a compelling dental offer that actually can improve a person’s health and life?  Job #1 of a Facebook ad is to create interest and action.  An attractive dental offer gives a prospective patient a reason to do something now and stop procrastinating.    These people are not searching for a dentist but need one – your dental practice should be there for them.  Your dental practice ad is presented when they have time (they are bored and looking at Facebook) and can actually do something about it. (fill out a form!)

Dental Offers On Facebook Help Educate Patients  

Here’s a heartbreaker.  95% of people never think about dentistry.  Plenty of people think Invasalign is something that Tom Cruise was able to afford but they never could.  Even more people think Crest white strips are their only option for whiter teeth.  As a dentist, you think about this stuff all the time.  You take for granted what the average person knows and understands about modern dentistry.  Most people are completely clueless about their dental options.  Thanks to Facebook you can target the right people, educate them about their options and bring them on as new longtime dental patients.

So yeah,  you should definitely invest in dental Facebook ads!

In summary, we believe marketing investments in dental SEO, dental AdWords and dental Facebook ads are all critical to growing your dental practice.

ConverstionSmiles is a Dental PPC Company.

 

 

 

 

 

Why Your Dentist Website Should Have Video…

Dental PPC Focus

ConversionSmiles is mostly focused on helping dental practices with dentist PPC management.  However,  we believe smart dentist AdWords management and dentist search engine optimization should work hand in hand.

Good PPC Management = Better Dentist SEO 

Here’s how good PPC management helps SEO efforts.   More organic clicks and a higher organic click-through rate tells Google that your website is worthy of better placement in Google search results.  Paying more money for paid clicks will never directly impact organic search but it will help indirectly.  As more dental patients find your website with paid search, they will inevitably come back for more visits with natural search.  Example: Sheila searches for dental implants in Google.  She finds AcmeDentistCo.com one time.  Her browser now remembers that is a website she visited and favors that website in future searches.   One week later she searches for “dental implants” again.  She sees AcmeDentistCo.com and clicks.  Later, she does another search for Acme and clicks.  Google sees these clicks as a sign of popularity and rewards AcmeDentistCo.com with magical SEO points.  You can learn more how we think AdWords impacts SEO here…  Why Your Dentist AdWords Manager Should Know SEO  

More Time On Website = Better Dentist Seo  

Google has a magical formula that helps them decide if a webpage should get better or worse placement in their search results.  One of the things the magic formula (algorithms) considers is how long visitors stay on a website.  For instance, if Roger clicks on a search result and immediately clicks back to the search results page 3 seconds after viewing the webpage, Google gets a pretty good clue that the results did not satisfy Roger.   This would give the page a high Bounce Rate because roger bounced almost immediately. Google hates high Bounce Rates and punishes websites with high Bounce Rates.

Dentist Video = Better Bounce Rate 

One of the best ways to keep visitors on your website longer and reduce bounce rates is to have at least one video.   A two-minute video will likely hold most visitors attention for most of that time.  That means you can dramatically increase the length of ‘on page’ time by simply adding video.  Presto! More on page time, better bounce rate, better SEO.

How To Get A Dentist Video… 

Video production costs have gone way down in the last few years.   You can get a good quality dentist video for less than $1,000.  If you only have a few hundred dollars, you can probably still get a decent video made locally.  There are also websites like Fiverr where you can have videos made super cheap.  If you are really, really cheap, you can make a decent video for free with your iPhone and MacBook if you have the time and interest.  You might also want to consider shooting dental patient testimonials and stringing them together in one video.

In Conclusion… 

To sum up, if it makes sense to invest in dentist AdWords management, you should make sure you get the most value out of your Google AdWords spend by also improving your dentist search engine optimization at the same time.

 

 

3 Things Your Dental PPC Company Should Tell Your Dental Practice

If your dental PPC company says YES too often you might have a problem.

Your dental PPC company is a consultant.  They should know more about Google AdWords and digital marketing than you ever will.  They should challenge the way you think and help you make improvements to optimize your Google AdWords budget and campaign performance.

1) They Should Tell You That Your Yelp Reviews Need Improvement

Your Dental PPC company should tell you if your local reviews stink.  If you have bad Yelp reviews or only a few Yelp reviews, your AdWords manager should tell you.  Although,  reviews are not directly related to AdWords they do impact your ability to convert new leads.  A potential dental patient is likely to search in Google,  find your dental website and then immediately check Yelp.  If they don’t like what they see, you just wasted AdWords budget and lost a new patient.  Some ‘dentist AdWords managers’ look at that as a ‘You problem’.  They figure they got the dental patient to your website and the rest is up to you.  That attitude is a good indication the dental PPC company is more interested in taking your money and less interested in helping you grow your dental practice.

2) They Should Tell You That You Need Better Landing Pages

Your dental PPC company should tell you that if your dentist Google ad brings a visitor directly to your main page, that is a bad idea.   They should tell you bringing prospective dental patients to a page with a quick form, phone number and a call to action is a great idea.   Your dental PPC company should tell you that bringing a prospective dental patient to a page that is relevant to a specific search is a terrific idea.  Example – Plano, TX orthodontist Google ad leads to a Plano, TX orthodontist landing page.   This might be something that is ‘hard to do’ but your dental ppc company should push you to make it happen if they truly want you to grow your dental practice.  Here’s what AdWords Help says about landing pages…  Understanding landing page experience 

3) They Should Tell You If Your Intake Staff Needs Help 

If your intake staff is awful, your dental PPC company should tell you.  If compared to other dentists new phone calls are just not converting to new dental patients at the same rate –  your intake staff might be the problem.  New dental patients mean more work for dental office employees.  Your employees might be subtly telling new dental patients to ‘buzz off’ or at least not working hard to bring them on as a new patient.  This can be a hard conversation to have with a dentist who thinks of their dental staff as family.  However, it is the responsibility of the AdWords management company to shine a light on anything that will save AdWords budget and help bring in new dental patients to grow the practice.

Need help improving Dental Intake Staff Response? See our post Why You Should Talk To Your Staff About Your Dentist AdWords Campaign

In summary, if your dental PPC company is NOT telling you things you don’t want to hear you might want to rethink if you are working with the right company to help grow your dental practice.  However, if your dental AdWords manager is telling you things you don’t want to hear, you might want to thank them.