Advertising your Dental Practice on Google and Bing Search
This is going to be the key pillar to your advertising, in driving more patients for your dental practice, locally.
Google Search
Through Google Search ads, you can show up at the top of Google’s results for users searching relevant terms, such as “dentist near me”.
This strategy works very well for the following reasons:
- You’re only reaching users who are searching for the dental services you offer.
- You only pay per click.
- You can set whatever budget you feel comfortable with, even just a few dollars a day.
- You can advertise locally, within a set radius of your business (i.e. 5 miles of your location).
Bing Search Ads
Once Google is running, I suggest migrating the top Google campaigns to Bing. The amount of traffic won’t be as large as Google, but you can expect an extra 20% of reach of users who prefer to search on Bing over Google. Bing also has great import tools to import your campaigns from Google into Bing. Lastly, Bing search includes traffic from Yahoo.com. Again, smaller audience, but it will be incremental to your efforts.
Advertising your Dental Practice on Facebook
While Google will work very well, as you can target users based on what they’re searching for, locally, Facebook has a few strategies I would recommend for dentists.
Target past website visitors with Facebook remarketing
I would create a Facebook campaign targeting past site visitors who have visited your site. Through this advertising, you can offer a special promotion, such as – free consultation, or $99 teeth whitening (just ideas). The idea is to offer a promotion to motivate them to call or book an appointment.
Target lapsed patients through Facebook’s ability to target users based on email addresses
Within the Facebook platform, advertisers can target users, based on email addresses uploaded. I would recommend this, especially for patients you haven’t seen in awhile and want to get them back into your practice.
Measurement
- Call Tracking – Leverage solutions such as CallRail, to track how many users are calling your practice because of your ads across Google and Facebook. I include this in all of our managed solutions through my agency, Rise Marketing Group.
- Google Analytics – Create a Google Analytics account, so you can see how many users are visiting your site, what they’re doing on the site, and where they came from (Google, Facebook, etc.). I have courses created on how to setup Google analytics for your website (see below).
Suggestions
If you’re ready to start advertising, I have two suggestions:
- Take advertising courses, so you know how to setup my recommended advertising strategies. Within each platform, there are many nuances and unless you know exactly what you’re doing, your campaigns may not perform as well as they could.
- I created several Google courses on SkillShare, which gives a nice overview of Google Ads and Google Analytics.
- Here is a link to get two free months of courses on SkillShare, including my Google Ads courses.
- Have my agency manage these ads for you, Rise Marketing Group (www.risemkg.com). Send me a note if you would like to have a discussion on how we could potentially work together (ben@risemkg.com).
