Google allows you to buy your way to the top of the search results. Adwords is 1 of the 3 main ways to rank on the 1st page of Google. I discussed Dental Marketing on Google Places for dominating local searches before.
Google AdWords are the sponsored pay-per-click adverts that usually appear at the very top in a yellow box and then continue along the right-hand side (opposite the local and natural listings). It is important to consider AdWords as part of your dental marketing but more important to do it right otherwise you’ll lose money with little or no Return on Investment (ROI).
A good ‘targeted’ marketing ball-park budget which you can start getting returns on is approx. £500-£600 a month. Yes, the big London boys can spend £5-10k per month on AdWords without blinking an eye – they’ve been doing this for years and are used to it. Others would have a sleepless night trying to compete against them for the top slots just for 1 day. They spend a lot of money to earn a lot of money.
So, how do you get new patients from dental marketing on Google AdWords?
Firstly, your dental website design needs to impress and convert – otherwise it’s a waste of money to start.
Secondly, your dental website needs to show that you are either:
1. the cheapest on the block and you get the price-hunter ‘masses’ converted
2. the expert for a specific treatment on the block and you get the discerning patients converted
3. the best value for money – that’s what your treatment packages have to shout
4. you target the keywords + location phrases everyone uses at the ‘end’ of the online sales process – targeting those who know what they want AND where they want it AND when they want it – NOW!
5. target the high end, big cases only with best ROI
… or pick & mix any of the above…
Thirdly, you need to keep analysing your AdWords conversion rate and optimising it – getting rid of the 20-50% of non-converting, expensive keyphrases and improve your dental practice marketing ROI on every level.
It’s great to use AdWords to get top rankings immediately so that your targeted audience can FIND YOU easily or to simply dominate the 1st page of Google for brand awareness so they can’t escape you. But remember, people compare so you don’t have to pay through the nose to be no. 1 or 2 !
At Dental Focus Web Design, we empower our clients with the knowledge on how to setup, run and manage Google AdWords in-house 24/7 without having to pay extortionate monthly agency fees – the money which should really be invested straight into your own Google dental practice marketing!
Krishan Joshi is “the Master” at Dental Focus Web Design.
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