Our typical client would love to increase the number of dental implant patients that they see each month. If that describes you, you can increase your chances of running a successful Google Ads dental implants campaign by keeping in mind the following pro tips.
These tips will help you win the battle for these prized patients in your market.
Dental Implant Google Ads Tip #1: Define Success
This is the most important tip: establish clear expectations shared with the company running your Google Ads on what success looks like in terms of campaign outcomes. This may seem obvious to you, and that’s the danger.
Success is simple, right? More dental implant patients. But to some marketing companies, the goalposts for that achievement are very wide. You need to define:
- What is the difference between a patient and a lead?
- What constitutes a viable new patient lead?
- What parameters do you have for what constitutes a viable patient?
There are “dental implant marketing companies” that tout a comprehensive approach to dental implant marketing. They are proud of how complex and expensive their programs are and are clear that they are not for everyone. That’s great. We do the same thing.
The problem is that these companies don’t do a great job of clearly communicating how a dentist is supposed to make money in their system. They use marketing tactics like e-book downloads (for example, here’s one of ours) as ‘lead generators’ and then attempt to leverage a sales system that works well in other business sectors but is less effective in dentistry. Your team is expected to either engage in selling via email or to wait patiently while the funnel does the work for you. It rarely pans out.
Meanwhile, you’ve invested tens of thousands of dollars in video, photography, and landing pages. You have to carefully weigh the risk of this approach and think through if your team has the time to work the sales system and do the math to figure out if you got a return on your investment. Did you see the uptick in new patients that you expected? Unfortunately, we’ve heard more stories of failure than success.
The stories of success are incredibly vague, and I have to wonder if the dentist is just very proud of the marketing, but not taking the time to determine its effectiveness. Look at how many of the leads are:
- Just a first name and an email address
- Looking for free dentistry
- Just price shopping
- Looking for Medicaid or other insurance coverage to essentially get free or cheap implants
- Outside of your realistic service area
As with any digital marketing plan, you have to define the criteria that all parties involved will use to measure the campaign’s success.