Using Google Ads to Get More Patients
Have you ever heard of Google Ads? It’s a great marketing tool that can help grow the number of patients you have. It allows you to show an ad for your business to individuals who are searching for orthodontists at that very moment and who are looking for them in your area.
All About Google AdWords (aka Google Ads)
What is Google AdWords?
Google AdWords (now Google Ads) is an online advertising service that allows businesses to run their ads on Google’s search results page. The ads look nearly identical to the normal search results; the only different is the word “Ad” in Google search results. Google ads will show up at the top and bottom of a search results page.
How Advertising on Google Works
When an individual searches for a term or phrase, Google will show the consumer relevant ads based on the keywords used in the search. Websites that want their ads to show on the results page bid on keywords that they believe people will use when looking for their type of business.
Depending on how much you bid compared to other orthodontists in the area, your ad may show up on the results page when people search for the terms you bid on. In addition to how much you bid, Google also takes into account the relevance and quality of your ad and website. Even if you have the highest bid, your ad showing for orthodontists will likely never show if someone searches for a completely different subject, such as a dance studio.
The Advantages of Advertising on Google
There are three main benefits to advertising on Google:
- Searchers have [local] buying intent
- You only pay if someone clicks on your ad
- Advanced tracking ability
People searching on Google are actively looking for orthodontic treatment offices. Since you can set the geographical location that you want your ad to show in, you can make sure only people within an hour (or whatever distance you decide) can see your ads. You can decide if you want to have your ad shown to people in the town your orthodontics practice is located in, or if you want a mile radius. Google allows you to specifically target people who are in the market for orthodontic treatment at the moment they’re seeing your ad. You can also target only the individuals who are located in your area, which is huge for people who want to be close to their orthodontics office.
You also only pay if someone clicks on your Google ad (pay-per-click (PPC) advertising model). This means that you only pay if someone is searching for the keyword you have bid on and is interested enough in your ad to click on it. You can set how much you are willing to pay-per-click on your ad and set a maximum daily budget. This is different from traditional advertising because traditional advertising is a set price and it does not consider whether or not someone even looks at the information.
With the Google Ads dashboard, you can track how many people see your ad, how many clicks are on your ad, and how many take an action once on your website. This way, if you notice that a lot of people are clicking on your ad but no one is buying anything once on your site, you know you need to make changes to the landing page or ad. You can track exactly how many people visited your site because they are the ones who clicked on your ad. There is little risk since you stop running an ad at any time if you notice that you’re not getting the results you want.
How does Google Determine if Your Ad Will Show on the Results Page?
Google Ads is a type of auction, but the highest bidder’s ad doesn’t necessarily get the top ad positions. Instead, Google considers how good of a research result your ad is for user performing a search, and with that, how likely they are to click your ad. Ads that have high bids and are deemed good search results are the ads that get placed.
Google uses three primary factors to determine when an ad shows on the results page:
- Bid – The bid is the price you’re willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your orthodontic treatment options.
- Quality score – The quality score is a number Google assigns to your ad that reflects its relevance to a keyword. Your ad needs to be relevant to the search being made in order to show on the search results page. This is why you should have a lot of the same keywords that you are bidding on it the ad itself because then Google can tell your ad is relevant to the search.
- Landing page experience – When someone clicks on your ad, the landing page that they are sent to should have similar content as the ad and the keywords used in the search. It should also have the same look and feel so it doesn’t confuse the individuals looking at the landing page.
How Quality Score and Bid Determine Ad Position
Google uses quality score and your bid to determine how each competing company’s ad will rank in Google’s search results. Quality score is measured by Google, and it considers your ad’s relevance to the keyword you’re bidding on and landing page experience in an overall effort to consider how good of a search result your ad is for the user.
Differences Between Mobile and Desktop Advertising
Mobile and desktop ads on Google are very similar, because they both display ads at the top and bottom of the search results page. You also bid on keywords the same way with both. Although some business owners overlook mobile advertising, it is definitely something that you want to think about when advertising on Google. More than half of Google’s searches are done from mobile devices, and people search are their phone generally have local intent. Looking for an orthodontics office near you is easiest on your phone because you’re likely already using your phone and it already has your current location. It will then show the nearest orthodontics offices near your current location.
The key differences between desktop and mobile advertising are:
- Device size – There is less space on a mobile device, so you need to make sure your message is to the point.
- User intent – People on their phones are on the go, so you want to tailor your message depending on if it’s for desktop or mobile.
- Cost-per-click – CPCs are based on keywords, but you will find that they vary by device. For example, tablets typically have the lowest average CPCs and desktops have the highest.
How much does Advertising on Google Cost?
If you are new to Google Ads, remember that it’s a pay-per-click advertising platform, which means that you only pay if someone clicks on your orthodontist ad. CPCs depend on how your keywords and campaign settings cost; the CPC varies from as little as $1 to over $10 per click.
How to Advertise on Google in 6 Steps
Learning how to advertise on Google will help grow the number of patients you have.
Here are 7 simple steps for how to advertise on Google:
- Set your budget
- Set your location
- Choose a network
- Choose your keywords
- Set your keyword bid
- Write your ad
How do You Advertise on Google with Effective Google Ads?
Writing an eye-catching and appealing ad drawing people in to click on it isn’t easy. You want to state that you’re an orthodontist office, what’s special about you and your services, and give users an enticing reason to click your ad – all within a limited number of characters.
These are some important things to consider when writing your Google Ad:
- Use your keywords in your ad
- Use local identifiers
- Clearly state your offer
- Give users a reason to click your ad
- Have a clear call to action
- Include a promotion
- Use ad extensions
Mastering Google Ads is something that takes a lot of time, so don’t get upset if you’re not successful right away. Keep on trying new strategies to see what works best for attracting new patients.
If you need help with Google Ads, take a look at our website to see how we can help you.