If you are looking to attract high-quality dental implant patients to your practice, you will have probably come across different methods of marketing.
Social media marketing is a great free tool to use, and you can also try out paid ads on social media platforms. If you would like to learn more about Facebook marketing, click here.
Another great option to market your healthcare business is using Google Ads (previously Google AdWords). It is one of the essential marketing tools used by dentists among other business owners, as it provides a low-risk method of attracting new dental patients that are likely to follow through with a consultation.
Once you’ve got them in the chair, it’s up to you to convince them that your dental implant treatment will improve their quality of life.
If you’re like most principals, you may want to take a step back from creating your own marketing campaign or trying to come up with the most effective strategy to attract patients – working “on the practice” instead of “in the practice”.
If this is the case, it would be best to have dental marketing experts take the lead, such as those at Ignite Growth; however, if you are interested in learning all the skills to produce a great ad that will increase your dental implant enquiries, grab a coffee and have a read of this step-by-step guide.
In this handy guide, you will learn why Google Ads is a key marketing tool for dentists and how to successfully market dental implants. We will cover how to find the right keywords for your ad and find your unique selling point.
By the end, you should feel confident enough to create and design your own ad while understanding the importance of a landing page. You will also be able to optimise your ad to make it as effective and affordable as possible.
Why use Google Ads?
Firstly, let’s jump into why Google Ads is the perfect tool to drive traffic to your website.
With your campaign, you will only pay for each click made on the ad by a potential patient. These clicks will lead this person directly to a landing page or your website, where they can find out more information about the treatment and book a consultation if that is your call-to-action. This means that you aren’t paying for the impressions (each time an ad is shown); you are only paying when a patient purposefully clicks on the said ad.
With something as specific as dental implants, we need to narrow down the audience that we want the campaign to be shown to. As dental implants are quite a specific treatment, they will only be of interest to a specific type of patient. You, therefore, do not want to target those with no interest in following through with a consultation as you will be wasting clicks and, therefore, your money. Thankfully, Google Ads is fantastic at this.
With the proper setup, your ads will target only those actively searching for information about dental implants, whether they are interested in finding out more or are ready to book a consultation in your practice. It is vital to be able to attract the right kind of dental implant patients to your practice, and this is why we recommend using Google Ads to create your campaign.
Scroll on to learn how you can get started on how to use Google ads to market your dental implant services today.
#1 Writing your ad to attract high-quality dental implant patients
Keywords
Keywords help potential patients find your website or, in this case, your ad. They are the words and phrases searched for in Google Search. It is essential to have appropriate keywords for your ads to appear at the top of the page when a patient looking for the service you offer is browsing.
Keywords on Google
A simple tool to find keywords to market your practice is Google Search itself, where the predicted search phrase will automatically pop up, giving you an idea of what people search for and what you can include in your ad.
Google Keyword Planner
Google Keyword Planner is another excellent free tool for obtaining the keywords needed to allow customers to find your dental practice. It offers suggestions and words similar to what you have searched for but that you may not have thought of yourself. You can also see their ranking and the difficulty of using each one.
Location
With this tool, you can select the location to show you the search volume and trends based on a specific geographical area. This will be important for your clinic as you’ll get more relevant searches.
Negative keywords
You can also filter out any words or phrases you don’t want to see in your results. For example, if you offer an incomparable service at a higher-than-average price, you can add words such as ‘cheap’ or ‘offer’ or ‘NHS’ to your negative keywords. This will stop the ad from appearing to patients who are not ready to pay a premium price for private treatment.
Inserting keywords into your ad that are searched for more frequently or with high competition means you will be competing with other dental practices that use the same ones. With Google Keyword Planner, you can find a balance between high and low-difficulty keywords to ensure your ad will rank higher.
Ideally, you are looking for keywords with a high search volume and low competition. Try inputting different keywords until you find the best for your ad.
Find your unique selling point (USP)
Your USP is why a patient will choose your practice for their dental implants over another practice in the same area. To help find your unique selling point, you’ll need to ask yourself questions, just like the ones here. You can also ask your colleagues at the practice, too. The more answers, the easier it is to find out what really sets your dental practice aside from others.
- What keeps your happy patients coming back for more?
- Do you offer free consultations, a discount on any services or video consultations?
- Does your practice offer the most advanced technology or have the best experts in dental implants?
This is your chance to show your future customers what you have to offer, so don’t be shy about showing off!
At this point, it is wise to check out the ads of your close competitors. What don’t you like about them, and what do you wish you had thought of? What do you do better than them? This isn’t an opportunity to plagiarise someone else’s idea; instead, you’ll have the chance to inspire and help shape your own.
Pro tip: look through your positive reviews on Google to get ideas for why patients choose you over other practices. Try to use the patient’s words instead of your own, as it will resonate more with your target audience.
#2 Creating your ad
Now it is time to start creating your ad. Patients need to see why booking with your practice is advantageous for them. This is where your USP comes in and where you can use any deals or offers you have on. This doesn’t mean you should undervalue your work and offer them drastic discounts. Provide realistic offers that won’t make them doubt the legitimacy of either the practice or the offer. You want these customers to click on your ad with the intention of, at the very least, learning more. Think about what will make your ad irresistible to a click.
Google likes a good ad campaign and will reward one by giving it a good Quality Score. The Quality Score is Google’s rating of the overall user experience that your ad and landing page provide. Marketing experts will help their clients increase this score, which in turn reduces their cost per click.
However, Google is not kind to those they believe have written a poor ad. They penalise them by giving them a low-Quality Score, and, as you’ve probably guessed, this increases the cost per click. Therefore, you need to write a great campaign or allow healthcare marketing experts to take the weight and responsibility off your shoulders.
Google Ads Editor
Use Google Ads Editor to create your campaign instead of Google Ads. This program makes it easier to create, edit and optimise your ads. You’ll be able to edit your ads while offline, and you can track your campaigns, keywords, and ads effectively.
Once you’ve downloaded the Google Ads Editor, add your Google account by logging in.
You can click on ‘’Add campaign’’ to get started and follow the steps, including adding keywords to your different ad groups. Check out this youtube video which goes more into depth on how Google Ads Editor works.
You should include at least three different headlines and three different descriptions to give you a variety for your campaigns. This will help you understand which performs better and will help you write and edit your campaigns, resulting in a better return on your investment.
The headline should grab the reader’s attention. Use the most relevant keywords here, giving the patient a clear idea of what you provide.
Your description is your chance to sell what you’re offering. Make it appealing using your USP.
Here is an example of an ad. It has three headlines and two description lines. It is clear what the service is, including an offer that will tempt the most dubious patient.
High Cliff Dental Practice | Amend Your Smile | Book a Free Consultation Today
High-Quality Dental Implants from Your Trustworthy Dental Experts With 5-star Reviews.
Every Booking Includes a Teeth Whitening Discount
WEBSITE URL…
#3 Landing Page
Before publishing your ad, you’ll need to have created an effective landing page. This is your website page that patients will land on as they click on your ad.
It is vital that the ad leads them directly to what they are looking for and not, for example, just the homepage. You’ll need to set up a specific page with all the relevant information on your dental implant services so that your prospective patients can then follow through with your call-to-action.
The page should be clear and include relevant pictures and social proof (patient reviews) they need to convince them that they should sign up for a consultation. The call-to-action should also be obvious. Don’t ask for too much information yet! Just a name and an email or contact number will be enough.
The landing page needs to be relevant to your ad. Use the same keywords and make sure Google can pick up that it is relevant, as this also affects your Quality Score.
#4 Observe, Analyse, and Optimise Your Ad
You will have to play the waiting game to see the full effects of your ad campaign, and constant tweaking will be necessary, especially at the beginning. At Ignite, we generally review ads every week if necessary. Unlike Facebook ads, it takes a couple of months for Google’s algorithm to kick in, so you’ll need to make sure you keep the ad running and edit it instead of creating new ads.
You will need to look at the landing page conversion rate and the click-through rate to analyse how your ad is doing. Constant optimisation will help you raise your Quality Score.
To optimise your ad, you will also need to pay attention to keyword bidding. This is choosing how much to pay whenever a prospective patient searches on that keyword and clicks on the ad. The bid amount is your maximum cost-per-click (CPC).
Keyword Planner will give you the cost of each keyword depending on the competition. This will help you get started with how much to bid on each keyword. Check out his article for more on keyword bidding.
By editing your ad’s copy and headlines, you’ll see what increases the click-through rate and conversions. This isn’t something that will happen overnight, but soon enough, you will be running the most successful ads for your dentist practice.
Google also offers recommendations. Follow these as much as you can in order to keep your Optimisation Score (under ‘recommendations’) high. We aim for as close to 100% as possible, but you’re on the right track as long as you’re over 75%. Take note though, that some of their recommendations will quickly drain your budget and aren’t always suitable for local healthcare businesses.
Still Not Feeling Confident to Go It Alone?
This guide will have given you a great insight into how to curate and optimise your own ads allowing you to market dental implants through Google Search Ads. However, if you are feeling a little overwhelmed and would like the experts to take the reins, you can book a free phone call with our dental marketing strategists at Ignite Growth.
.png)