We’re sure we don’t need to tell you how important Google is in this Internet-savvy day and age. Need to know the weather predictions for your upcoming vacation? Google it. Need to check your lottery numbers? Google it. The same thing goes for prospective patients when they are searching for a dentist.
With a total of 4 billion average searches a day (StatisticBrain.com), Google is the most widely known search engine, and it produces the fastest results when a user types in a keyword. An organic online presence with Google can take years to build, but Google offers an advertising program that will allow your practice to show on the first page for specified keywords, and this could be set up in a short amount of time.
Of course, Google doesn’t give this advertising space for free. Google charges per click, meaning that you don’t get charged until a viewer actually clicks on your ad and visits your website. The cost-per-click depends on the competition in your area, as well as the relevance of your selected keywords with the content in your website.
Here are the steps to take when setting up a Google Advertising campaign:
1. Set up a campaign with Google Adwords and customize the settings that are best for your practice, and of course for your budget. This is the first step in controlling who sees your ads and how often the ads will show. You will also have the option to set a budget per day and the maximum you are willing to pay per click.
2. Create an ad that will entice viewers to visit your website, and eventually to visit your dental office. Usually a strong call-of-action such as “Call Now!” or “Make An Appointment Today!” will be beneficial in writing your ad.
3. Choose keywords that will trigger your Google ad to show. Try to choose keywords with the most relevance to your practice. To limit unnecessary clicks, it is a good idea to include the city name in the keywords. Most patients won’t drive over 10 miles to visit their dentist.
4. Monitor and test you campaign regularly. It’s always a good idea to improve your AdWords campaign and update your knowledge of Google’s latest suggestions by viewing tips from Google’s support.
“Google Annual Search Statistics.” Statistic Brain. Statistic Brain, 14 Mar. 2012. Web. 16 Mar. 2012.
Solution21, Inc. is in no way affiliated or endorsed by Google Inc.
Last modified: May 13, 2014