If you’re a dentist looking for the best way to get your message in front of people where they’re paying attention, you’ve probably come across Google ads. Use this guide to understand the basics of Google ads, how they work, and why they’ll work for you.
What is Google Ads?
Google Ads is an advertising platform by Google that allows your dental office to target specific groups of people according to your target patient pool. Many simply call Google Ads “Pay-per-click” (PPC) because the advertiser pays by the click on each ad.
Unlike other advertising, such as a billboard, where you have to hope that a qualified patient sees your ad, pay-per-click for dentists targets the people you want to reach where they’re looking—on their phones, laptops, computers, or tablets. And you only pay when someone actually interacts with your ad by clicking on it.
PPC for dentists can increase your website traffic and the number of phone calls you get from qualified leads. Pay-per-click for dentists is the way to go if you’re looking for a way to make sure that the right people are seeing your marketing message.
Dental Search Ad vs. Dental Display Ad
The two main types of Google advertising are search ads and display ads. Both are still pay-per-click, but they reach patients differently and look different. Search ads are text-only and appear on the search engine results page. For instance, if you type “dental marketing experts” into Google, you might get a text-only advertisement for Pro Impressions Marketing at the top of your results list. Or if your patient types “dental implant dentist,” your ad would show up if you have all your Google Ads’ ducks in a row. You’ll need to set a demographic, location radius, keywords, and negative keywords.
Display ads are image-based and appear on the web pages your target audience looks at. They don’t have to search for a dentist or even dental terms, necessarily. You determine what else your target audience is likely to look for and have your ad show up on those websites. You can also target by location radius, demographic, and other targeting factors.
Which is better?
The jury is still out on that. Search ads are a more direct way of targeting your patients, but display ads are more enticing. At Pro Impressions Marketing, we use them in combination and find that they help each other get more conversions than just having one.