While your organic social media content, paid boosting and active reviews strategy give you plenty of valuable visibility on the Internet and in your community, using paid advertising on Google is the final touch for your digital marketing efforts. Utilizing a Pay-Per-Click ad on Google helps you reach untapped markets every time a patient searches for a new dentist or explores different services via Google Search.
What Is Google Pay-Per-Click Advertising?
Pay-Per-Click (PPC) is a Google advertising platform that enables dentists to advertise to patients who are searching for a new dentist. A PPC ad is set up by selecting specific terms or keywords you want your ad to show up for at the top of the search page or in the map section. Based on your budget, your ad will appear when those keywords or terms are searched for by a patient. You only pay for the ad when it is clicked by an online user.
For example, Dr. Piero runs a PPC ad about dental implants to get new dental implant patients. Nicole searches for “dental implants Fort Collins” on Google. Dr. Piero’s ad shows up at the top of the search engine results page. Nicole clicks on the ad to learn more, and Dr. Piero is charged for that ad. If Jon searches for the same term but doesn’t click on the ad, Dr. Piero is not charged.
Why Does Google Pay-Per-Click Matter to Your Practice?
Google PPC matters because it allows you to immediately show up for the keywords or terms that potential patients are using to search for a new dentist. While every dentist would love to rank on page one when someone searches for “Fort Collins dentist,” it can take many months and search engine optimization (SEO) to get there.
Based on our own Whiteboard Marketing client analysis, dentists who invest in PPC and SEO together see 38% more organic traffic than practices that utilize only one of these services.
Google PPC Helps Your Business By:
- Enabling you to reach prospective patients when they are looking for your services online at any time of day or night.
- Directly targeting the patients you want to visit your office for specific procedures. A periodontist who wants to acquire more all-on-4 patients could run ads for “teeth in a day near me,” “dental implants near me,” etc.
- Allowing you to direct a prospective patient to a landing page that is designed to convert that prospect into a new patient.
- Giving an immediate presence on the search page because you are paying for that space.
- Complementing your SEO strategy, resulting in more conversions.
Anatomy of A Google PPC Ad
Here are the components of your standard Google PPC ad when it appears in a search result.
- Call Extension: Call extensions let you add phone numbers to your ads, which can significantly increase click-through rates. When your call extensions show, people can tap or click a button to call your office directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions.
- Headline: Your text ad consists of three different headlines where you can enter up to 30 characters each to promote your product or service. Headlines should include words that people will enter in their Google search.
- Description: You have the option for two different descriptions of 90 characters to tell the user why they should choose your business over the others on the search results. When choosing descriptions, focus on the benefits and competitive advantages of your practice.
- Site Link Extensions: Sitelink extensions take people to specific pages on your website. When someone clicks or taps on your ad links, they are directed to that specific page on your website.
- Dynamic Ad: A dynamic ad refers to the automated adjustment of ad content that Google pulls from your website or landing page. Google takes the search term and inserts it into the ad.
Have a Question or Need Help with Google PPC?
Keep in mind — the steps above are simplified. Developing a strong Google PPC ad strategy can require the help of professionals. If you are already a client of Whiteboard Marketing, you’re always welcome to give us a call at (614) 665-6151 or email us at firstname.lastname@example.org and we will help troubleshoot!