The first place we turn to whenever we’re looking for answers is usually Google. How often have you turned to Google to search for “the best coffee shops” in a city you’re going to, or “how to *insert a subject you want to know more about here*”?
Chances are your answer is - several times a day.
Guess what - people looking for dental care are no different! According to this article, Google processes over 40,000 search queries every second. And if you’re not showing up in one (or even a hundred) of those, then this article is for you.
At the end of this article, you’ll know exactly how to set up your Google Ads to grow your dental practice so you can get more butts in chairs.
How to Set Up Your Google Ads to Grow Your Dental Practice
In case you’re completely new to the world of Google Ads, here’s a quick overview of what it is and how it works. Google Ads is a pay-per-click digital advertising platform that shows your ads to your target audience.
(Aka people searching for specific dental services using the keywords you’ve selected for your Google Ads campaign. But more on that later.)
With the amount of traffic and searches that Google gets every day, Google Ads is an incredible tool to use to market and grow your dental practice.
But all of that won’t happen unless you set up your Google Ads correctly. So here’s how you do that. Starting with…
Have a Plan
Every effective marketing strategy starts with a well-thought-out plan. This starts with knowing exactly what your practice needs and what the goals for your Google Ads campaign are. Having a plan before diving into the resources that Google provides you will help you prepare the appropriate budget for your campaign.
Part of formulating a Google Ads plan is understanding exactly what your target market is looking for. Since Google works off of keywords (aka the search terms that your ideal audience is typing directly into Google’s search bar), knowing what your target audience is looking for will help you pick the right keywords that’ll find your target audience. Plus, you can also research the current search trends to better understand if there are enough people who care or are looking for the service that you’re advertising.
So understand very clearly what your target audience is looking for, what their age, income, race, demographics, and how far they are willing to travel for the service they’re looking for.
This will help you narrow down your focus on the top keywords you should be aiming for, and what the average cost per click is in your target market, making sure that your campaign is set up for success.
Look at Your Competitors
You can take a page out of the SEO playbook when it comes to Google Ads and look at your competition. Think about this - when you type in a question in Google’s search bar, hundreds and thousands of results will appear.
However, the order of appearance greatly depends on the article that provides the best solution. For example, the article that pops up first is the article that Google deems to be the most helpful, especially compared to the article that appears on page 7.
By looking at your competition and what they’re offering in their ads, you can see how well they are addressing your target audience’s queries. Plus, looking at the biggest players in your market is a great way to see what it is people are responding well to, and what additional (and enticing) value you can add on to your campaign.
Set Your Tracking Up Correctly
Now that you have a plan, you’ve carefully researched what your competitors are offering, it’s time to set up your tracking correctly.
This is an incredibly important step since your failure to do so will result in a lack of important data.
Remember, it takes time and patience for your Google Ads campaign to be fully optimized. This means that all your data and analytics will help you make the appropriate tweaks and revisions you need in order to ensure that your ads are converting to the best of their ability.
Tell Your Team that You’re Running this Campaign
This is an incredibly overlooked part of the process. Imagine your target audience comes across your ad. They call your practice to inquire about the offer you’re advertising and even book their appointment.
But if your team isn’t aware of the offer you’re promoting, chances are they won’t successfully convert that patient.
It is important to fill your team in whenever you’re running a campaign. That way, everyone will be ready to hop on sales calls and they’ll know exactly what they need to say to them to get their butts in your chair.
Set Yourself Up For Success with S.M.A.R.T Goals
At the end of the day, growing your dental practice by using Google Ads is a great idea, as long as you have smart goals.
In this Monday Morning Marketing episode with Alison Micheletti, she shares her acronym, S.M.A.R.T to break down the 5 crucial steps you need in order to have a successful Google Ads campaign.
To simply put, your goals need to be specific, measurable, achievable, reasonable, and time-sensitive.
We cover Google Ads in greater detail in our other free resources (in addition to this article), from podcast episodes to an entire chapter dedicated to Google Ads in our free marketing resource, 10,000 Patients.
Tapping into the high volume traffic that Google Ads provides is a great way to grow your dental practice. So save this article, turn to our free resources, and start setting up your practice for success.