Visibility on the Internet: Google Ads for dentists

09. June 2022 | Practice Marketing, Information for dentists

Nowadays, the easiest way for dentists to advertise their services is via the Internet. There are numerous possibilities. It takes relatively little effort to quickly reach a broad audience or very specific target groups. Google Ads as well as social media platforms like Facebook and Instagram are probably the most effective methods.

Why is advertising relevant for dentists?

Surely, we all have searched for something on Google. In most cases, a quick search will reveal the results you are looking for. Google is optimized to match search terms (called keywords) with the most useful articles and websites. So, for example, when searching for “dentist near me”, users will receive lists of dentists located in their area.

In order to be ranked as a relevant page by Google, you can employ search engine optimization. This means improving your website according to certain criteria and making it more user-oriented. It is free, but it takes a lot of time and know-how. Google Ads is a simpler option. It can be used to “buy” a higher ranking (list position) in the search results to draw attention to your dental practice. By literally bidding on one or more keywords, you will be ranked higher up on the list when users enter these terms in Google. However, your website should still be optimized for user-friendliness.

How Google Ads works

Google Ads is based on the cost-per-click model. Thus, you only pay when users click on your ad. You are not charged for the mere display and visibility (impression) of the ad. As your click rate is calculated based on the number of clicks, you will always know immediately how much it costs to generate a click.

In addition, Google Ads offers the possibility to “track” your ads (monitor their effectiveness). Among other things, you will see which target groups have seen your ad, how many clicks it generated, and which search terms were entered. This data provides valuable information to further optimize your ad.

Perhaps the most significant step is to identify the right keywords. Who are your target audiences and what terms are they searching for to find a dental practice? There are several ways to establish these facts. Google Suggest is probably the easiest one. For example, if you enter the term “dentist” in the Google search box, Google will suggest related search queries that are frequently made under the search box. You can use them as keywords for your ad. Google’s Keyword Planner offers a more sophisticated approach. Enter your search terms and you will discover more relevant data and keywords.

Once you have decided on the appropriate keywords, it is time to design the ad. An ad always consists of the following elements:

  • A heading with a maximum of 25 characters
  • Two lines of text with a maximum of 35 characters each
  • The ad URL with a maximum of 35 characters

As already mentioned, you have to “buy” the keywords via a bidding process. Typically, the more popular a keyword, the more expensive it is. Note that the most expensive keyword might not be the most profitable. Google Ads should help you to attract new patients to your dental practice. If the price of an ad is too high, it is advisable to choose another keyword.

Whatever you decide to do: Advertising is essential for attracting new patients. Whether it is through Google Ads, social media, or a completely different medium is up to you. Therefore, our recommendation is to look into various options and then choose what best fits your situation.

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