It’s time to start advertising on the world’s favorite search engine… Google! Google is usually the first place potential patients go to search terms such as “dentist near me” or “dental implants near me” which is why we are going to help you to get noticed. Google Ads is one of the best ways to “Make it Ring!”.
What Is Google AdWords?
Google Adwords is Google’s paid advertising platform. It is a pay-per-click (PPC) advertising platform. What makes Adwords or “Google Ads” so useful is it allows dental marketers, such as yourself, two basic, but effective, ways to reach people. The first is through the Google Search Network and the second is through the Google Display Network.
The Google Search Network allows you to show your ads to users who are actively searching for certain keywords. When you create a Google Ad, you will choose a set of “keywords” which are phrases or words that will trigger your ad to appear when those keywords are searched. For example, if you are a dental office in Dallas, you will place a bid on Google Ads to have your ad/website pop up when a potential patient searches the key phrase “dentist in Dallas” or “dental implants in Dallas”. Why is this so effective? Your ad can capture the attention of Google users who are already on the lookout for a dentist or somebody that offers your services.
Google Display Network functions similar to a billboard you drive past on the highway. Rather than advertising to users who are actively looking for dental services or keywords related to dental services, the ads are placed on various websites that might have users who are interested in your services. This is less effective than Google Search Network ads as people are less likely to click on banner ads, especially if they are not actively looking for the services being advertised. That being said, potential patients don’t always think about dental services until they are reminded, which is why this is still a great marketing tool.
The benefits of Google AdWords
- Outrank your competitors ads. The higher you rank on Google, the more likely you are to be seen by a potential patient. If you rank higher than other dental practices in your area, you are certainly in a better position to ensure a higher patient acquisition rate. Google Ads allow you to rank higher than those who are not running ads on the platform.
- Faster result than SEO. By now you understand the importance of organic SEO. We have shown you some of the most important factors that influence your SEO ranking and, as we continue this marketing journey together, we will also continue to help you improve your organic SEO. In the meantime, Google Ads are a fast and easy way to skip the effort and jump higher in where you rank on Google search results. The only downside is that it can become expensive, which is why you should still focus on improving organic SEO to ensure long-term success.
- Target your ads. As previously mentioned, one of the most valuable features of Google Ads is the ability to show ads to users who are searching for specific keywords. Instead of having to capture the attention of a potential patient, they come looking for you! Similar to Facebook, Google Ads allows you to select where ads need to be placed and lets you select your demographic based on age, location, language, etc. You can also decide what time of day you would like to show your ads and how often they appear.
- Measure your success. Google provides a detailed analytical report of every ad you run and ad performance. Many of the metrics are similar to the Facebook metrics you reviewed earlier in this box. In the next box, we will show you how to analyze your Google Ad metrics and what you can do to improve performance.
- Google Ads Is scalable. One of the biggest challenges for a dental marketer is finding a lead source that they can scale. If you create a Google Ads campaign (which we are going to help you within this task), and it’s showing a positive conversion rate, there’s no need to make further adjustments or cap spend. Our statistics show that if you simply increase the pay-per-click budget of a successful campaign, your click-through-rate will increase accordingly. This means that Google Ads is scalable.
How To Create An AdWords Account
A.) Creating A New Campaign
The first step will be to create a Google Ads account and create your first Google Ads campaign which will contain your ad groups.
- Start by going to Google Ads Home and make sure you are logged in with the Gmail account that you used for Google My Business and Google Analytics.
- In the top right corner, you will see “Start Now”, Click on this.
- The next page will ask you if you would like to create a Google Ads account. Click on “New Google Ads Account”.
- Google will ask “What’s your main advertising goal?”. Don’t click anything here. Instead, to save time, we recommend you click on “Switch to Expert Mode,” which you will see at the center bottom of the page. We are here to guide you through it so don’t be worried that it says, “Expert.” You can do this!
- The next page will ask you to “Select the goal that would make this campaign successful to you”. Your campaign goal will differ depending on what you want to achieve. This tutorial is just a step-by-step guide on how to run your first Google ad. You are going to need to run more than one ad with different campaign goals as the budget allows. Your first Google ad won’t be perfectly optimized and you might not get the results you hoped for, but the most important thing is to start somewhere. For this tutorial, we are going to select “Create a campaign without a goal’s guidance”.
As you click on your campaign goal, the “Select a Campaign Type” window will appear below. Here you need to choose “Search” to run a targeted search campaign where you market to potential patients searching your keywords.
- Now you will be asked, “Select the ways you’d like to reach your goal”. Because we are focused on making the office phone ring for this box, you need to click on “Website visits” and “Phone Calls”. You will then need to enter your dental website and phone number. Remember our policy, check and then check again to make sure that you enter the correct website address and phone number. Also make sure that the phone number is entered in the correct format. Click “Continue”.
- Next you will be redirected to a page to start creating the actual ads. Here you will need to give the campaign a name. This name should be your dental practice name.
- Just below this you need to decide what networks you would like to advertise to. Google starts with “Google Search Network”, “Google Search Partners” and “Google Display Network” all pre-selected. Keep it that way to keep all your options open.“
Just below “Networks” you need to select “Show more settings” and set a start and end date for your ad. This will make sure you don’t overspend in the event that you forget you have an ad running or you are unable to access your account. We recommended you run an ad for 30 days. You can also decide here what your “ad schedule” should be. With this you can configure what days of the week the ads within this campaign must run and also what times of the day. You will also need to add the following tracking template into “campaign URL options”. This allows us to better track your clicks and what people are searching to actually call you.
Don’t change or add anything else! Just copy and paste.
Then update the “AD Schedule“. Here you need to match the times to when your practice is open. AD Schedule is also a great place to get strategic with your Google marketing. Here’s a marketing trick that none of your competitors are using. It may take a little time, but it’s worth it. If you are open from 9-5pm Monday through Friday then mark that here. In addition, add a second section for 5pm-10pm M-F, and a third section for the weekend hours of 8am-8pm. This will allow us to spend your budget wiser (Higher during your open hours, and lower when you aren’t open). While we do want to be shown all the time, we want to make sure that we spend the budget more during office hours and less during closed hours!
- Now you can begin to configure your “targeting and audiences”. Just as it was important to target strategic locations with Facebook ads, it’s also important to be strategic about targeting on Google.This step is extremely important. Targeting the right area is the #1 most important step you can take to make sure you are spending money in the right places. Select “Enter another location” and start by searching your dental practice location. By using BatchGeo, you can once again see which areas are drawing in the most patients and which areas are not. By using this data you can enter multiple locations you would like to target. You can leave the target and exclude sections with the recommended settings.
- Decide what languages you would like to target. Keep in mind the demographics in your city/town when making this decision. English is selected by default. But, for example, if you have a high hispanic population, you may wish to consider adding Spanish here as well.
- “Budget and bidding” is where you indicate how much you want to spend and how you want to spend it. Start by deciding on a monthly budget for the campaign. If you want to spend $300 this month on Google Ads, divide that by 30 to determine the average you want to spend each day. In this case, it will be $10 per day. For this campaign we want to focus on “clicks”.
- Next, you are given the option to add “Ad extensions”.
- Sitelink Extensions: Sitelinks are a great way to make your ad take up more of the ad “real estate.” More space taken by you, less by competitors. Sitelinks are just that, additional links to other pages on your website. So, if you have a teeth whitening page, a sitelink is a place where patients can see that you have that page available then click to visit it. Preferably, have at least 4 sitelinks and 2 descriptions of the page available for each page. Here’s an example:
Callout Extensions: Callout Extensions are great ways to add special amenities that you may have that your competitors don’t. Examples can be things like Free Wi-fi, TVs over the chair, or free teeth whitening. Add as many of these as you can.
Call Extension: Use your CallRail Adwords number here to track calls from Google Ads.
Location Extension: Location Extensions link your GMB to Google Ads. Add your address to some of your ads. Select Location Extension and find your GMB listing in your account. Remember this is why we logged into this account with the Gmail that has access to your GMB.
Click “Save and Continue”. You have now successfully created a Google Ads Campaign. Now it’s time to create an “ad set” which will contain your ads.
B.) Set up Ad Groups
Now that you have created your first Google Ads campaign, let’s create the ad group that will be within this campaign. This is similar to how we created campaigns, ad sets, and ads on Facebook. So just keep that in mind if you’re feeling a bit confused.
- Start by entering an “Ad group name”. Once again, you can decide what the name is, just make sure it’s something that will help you keep track of what the ad group is about and the ads you want to include in it. For this example, we can call it “Sedation”.
A great new feature by Google ads is to help you find the relevant keywords. Here you need to describe what you’re advertising in this ad group. Start by entering your website address. Then, add the product and services you offer and click the enter key to save each service/product you type in. Click “Get Keywords”. This will provide a list of keywords that Google users search when looking for your services/products. You can also view a daily estimate for how ads will perform with your budget and the keywords you will use. You can make changes to the products and services offered until you find keywords you’re happy with. You can also add in your own keywords that you think might work best in your area.
IMPORTANT NOTE: Once you have keywords related to this service, it is EXTREMELY important that you place  around each phrase. This makes Google only pay for when someone types that exact keyword. If you do not do this, it allows Google to pick and choose many variations of these terms for you. Which can end up wasting a large portion of your budget on keywords that aren’t EXACTLY what you want. Do this for all the primary services you provide (teeth whitening, crowns, general dentistry near me, emergency dentistry, braces, cosmetic dentistry, etc.)
- Click “Save and Continue”. You have now created an ad set which will contain your ads. The final step is to create the ad. You are nearly there!
C.) Creating Your Google Ad
Now that we have the ad groups made, we can focus on the actual ads.
1.) Google started you off creating “Text Ads” but we want to develop a more strategic form of ads – Responsive Ads. Go ahead and scroll down and select “Cancel”. This allows you to select “New Ad” under the “Responsive Search Ads” column.
2.) Next, we’ll create the ad headlines and descriptions that are specific to each ad group. For example, “Sedation” uses titles that you think someone will be searching for, such as “Sleep Dentist Near Me” or “IV Sedation Dentist”. Another marketing guideline is to capitalize each first letter in the headline. Write a minimum of 5 headlines. Descriptions have more text availability in them with 90 characters available. Write a description of each service here with a call to action like “Call now” or “Talk to our staff today” at the end. One description should emphasize your quality of care, one should focus on technology, and the other two should focus on something that makes your practice unique. Do this for each ad group you have created. Press “Save” and “continue“.
Expert Tip: Headlines cannot have symbols or characters like exclamation marks but descriptions can! Limit one per description.
3.) Lastly, you will need to set up billing by entering the card you wish to use.
That’s it! You now have a basic Google Ad search campaign setup and running on Google. Please allow 24 hours for ads to begin running live. We encourage you to run both search and display ads on a regular basis to get the best results.
We know that Google ads aren’t easy and could be something you struggle with initially. That’s why we are here to help you! During your next meeting with the Pain-Free team, let’s review your work together. In the Next box (The Marketing Box 4), we are also going to show you how to review your Google ads and make sense of Google ad metrics, so stay tuned!