Everyone is on the internet these days, and it makes sense. Can you imagine looking up a word in the dictionary with an actual book? How about fact-checking some sensational word-of-mouth by finding a newspaper, buying it, and then sifting through it? The internet has online search engines that make information both free and readily accessible for anyone to find. And that’s not to mention that the internet offers multiple social media platforms for people to connect, communicate, and keep up-to-date with their family and friends.
One of the most popular websites of all time is a search engine everybody is familiar with: Google. As one of the most used search engines in the world, Google offers a prime opportunity for companies—big and small—to advertise their products and services to a wide-ranging audience. And, as a business, marketing needs to be a big part of any dental practice in order for it to grow.
That’s why you should consider finding new patients using Google ads. Just by putting your ads in front of an audience as large as Google’s, you can create an enormous amount of awareness for your dental practice. In addition, Google ads target prospective patients who are actively seeking the products and services that your dental practice offers.
If you want your Google ads to make prospective customers into dental patients, then keep reading. This week, we’re giving you six steps to finding new patients using Google ads.
1. Focus your campaign.
If you want to get your Google ads to bring new patients into your practice, you’ll need to get a good marketing campaign behind them. And launching a good marketing campaign depends on how thoroughly you plan it out. If you want some tips on how to craft a good marketing plan, then click here.
Preparation is key, and creating your plan depends on how you’d like to focus your marketing efforts. What audience are you trying to reach? Do you want more implant patients? If so, create advertisements that display a deal for implant treatment that makes patients feel like they’re winning if they take it up. That takes us to step two.
2. Craft a winning offer.
There are a million ads on the internet. When people surf the web, they’re going to see a diverse array of ads that may or may not interest them. But with Google ads, people are typically interested in the products or services being offered in those ads.
Those products and services are being offered by tons of different companies, though. The only reason someone is going to click on your Google ad over the Google ad put up by a rival dental practice is if they think you have a superior offer. You need to have something in your ad that distinguishes your products or services to a prospective patient. Your ad needs to place your practice on a higher pedestal than those of the other dental practices. The best way to do that is to appeal to a patient’s needs. If you make it clear to a prospective patient that you have what they want, they’ll see more value in paying for your products and services.
Do you have something to offer to a patient that you can put in your advertisement? If you have a unique payment plan for dental implants, for example, that might catch an eye or two. High-ticket procedures like implants cost a lot of money for patients. So, affordability is a common concern for prospective implant patients. If you have an offer that boasts of an affordable payment plan, however, they’re more likely to accept treatment.
3. Write ads that stand out.
If you have something like that unique payment plan, then make it clear to the prospect. Your payment plan could be the perfect, winning offer that patients want. But no prospective patient will click on your ad unless it makes the value obvious to them. So, write an ad that clearly expresses why they should choose your products and services.
4. Send traffic to a landing page.
When people see an ad with a winning offer that stands out, the next step on their transition from a prospect to a patient is clicking on that ad. When they click on it, they expect to be redirected somewhere where they can browse your offer more extensively.
At this stage, they’re at least considering purchasing the payment plan you’re offering for your product or service. But don’t just send them to your website and leave it to them to figure out what to do. If you make it difficult for them to take the next steps, they’ll lose interest in no time. They’ll back out and pursue a different ad instead.
That’s why you need to send traffic to a good landing page. A good landing page will give them a nice, big button to click if they want to purchase what you were advertising. If they choose to go through with their purchase, you’ve successfully used a Google ad to find a new patient.
5. Transparent reporting.
Knowing how your marketing campaign is performing is integral if you want it to be successful. Transparent reporting means having an awareness of the statistics, demographics, and figures of the market. These are important numbers that dictate to you whether your ads are effective. If your ads prove ineffective, then you can reevaluate strategies in real-time and adjust them accordingly. Keeping updated on the numbers also means you can gauge whether you’re meeting your productivity goals, successfully working toward your vision, and more.
Also, make sure you keep an eye on how the market is changing. Over time, prospects develop different behaviors. When we can recognize what patterns are appearing, we can develop methods to roll with the changes.
6. Get your team involved.
Managing a marketing effort through Google isn’t typically the type of role any dental professional would expect taking on. But a dental practice is a business in the end. And for any business, marketing is one of the keys to growth—somebody needs to manage it.
You don’t have to delegate this task to a dental team member, though. They might not be able to handle it as efficiently as somebody who is more well-versed in marketing. So, hire someone to be on your team who can manage your marketing efforts and keep your Google ads productive.
At Dental Hub 360, we recommend keeping things in-house. But if you can’t afford to hire somebody, equip someone on the team with the right training to manage marketing efforts. Some dentists like to go so far as hiring a dental advertising agency. If you do hire an agency to manage your marketing, you should have your team involved. They can help to hold them accountable and remind them of the interests your practice has in mind when working to attract new patients.
Start using Google Ads to get new patients to come to your practice!
Effective Google ads won’t only attract the attention of prospects but they’ll get them to take action and become patients. But the only way to ensure your Google ads are effective is by preparing your marketing campaign properly. And, once it's planned, make sure you're keeping on top of your marketing efforts by getting your team involved and constantly monitoring the numbers.
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