Like most dentists, you probably have certain cases that you prefer to work on and want more of, whether it’s implant, cosmetic procedures or ortho. Adwords is an amazingly powerful tool to help you get more of those patients quickly and efficiently.
Instead of advertising to everyone in your city, with Adwords you’re only paying to advertise to people in your local area that are actually looking for the specific treatment you want to offer. No other marketing medium will allow you to target an audience so specifically.
Plus, these people are often highly motivated and ready to move forward with treatment quickly since they’re actively searching out a solution.
Adwords for Practice Growth
Adwords is also an amazing tool to help your practice grow quickly on a limited budget. Whether you’re opening a new practice or bringing in a new associate and want to grow the practice, Adwords can help you bring in more general dentistry and emergency patients, often for less than $20 per qualified inquiry.
I recently started working with a brand-new practice owner in Washington who is looking to grow quickly. Last month, Adwords brought in 47 answered calls that lasted over 1:20. These were leads for dental implants, their new patient exam+cleaning offer, and emergency treatment with the cost at $14-$48 per qualified inquiry.
How Adwords Works
Adwords are ads that show up in Google searches. They are “Pay Per Click” ads, otherwise known as PPC. This means you pay only when someone clicks on your ad.
When someone performs a search in Google, for instance “Invisalign Chicago,” Adwords ads show up at the top of the results with a little Ad box next to the website link, as seen here:
You can set the parameters to decide when the ads show and to who, like for instance:
- Where the person searching lives (you can also exclude certain areas)
- What words they’re using to search
- How much you want to pay per click (which determines what order you appear in the results)
- And more
Doing this correctly is the difference between ads that work great and bring in hundreds of high-value treatment leads a year or wasting a lot of money.
Why You Likely Need an Adwords Manager
The reality is that Adwords and online marketing is getting more complicated, not less. From the software to setup and run the ads, to creating the offer website pages and tracking it all, it takes a lot of time to learn the system. Plus, in order to run in effectively, you need to regularly monitor and optimize the ads.
The truth is that as dentists, you’re just too busy to and this job is too technical to learn quickly.
I’ve had many dentist clients try to run their own account initially, only to quit after months of wasting money. It’s usually at this point they start telling other dentists, “Adwords doesn’t work,” or, “Adwords is really expensive.”
The best way to use Adwords is to hire someone that knows what they’re doing.
A good Adwords manager will pay for themselves multiple times over, and a good manager will prove it to you with monthly reporting. This way it’s easy to think of it as an investment, not an expense.
What to Look for in an Adwords Manager
1. They Send You Monthly Reports
A good Adwords management company/ person will always send over a monthly report. If not, it’s definitely time to find someone new. This is a bare minimum requirement.
If you have an Adwords manager and they’ve sent you a report, open it up now.
Most reports include cost per click (CPC), cost per views, or total clicks. If this is ALL you’re seeing, beware!
These numbers are not useful on their own because they don’t give any indication about how well the ads are working for you, mainly how much revenue you’ve generated or how many patients the ads have brought it.
What you need to see in your report is cost/ enquiry, otherwise known as cost/lead. This will tell you how much you’re paying per inbound call or per online enquiry (filling out a form with contact info).
For my reporting, I also include the length of phone calls. This allows me to set a call time of at least 80 seconds to indicate a high-quality lead. A high number of unanswered calls will also provide you with valuable insight about front desk staff.
Check your report right now. If there is not cost/enquiry (may also be labelled as cost/ conversion or cost/lead), it’s time to find a new Adwords management provider.
If you do have that metric listed, check the amount. You should be paying $15-$50 per enquiry or lead, depending on:
- The type of treatment – for example, implants enquiries cost more than emergency dentistry
- Your location – smaller towns/cities tend to pay less So, check the amount you’re paying. If it is above $50 per enquiry, then you’re wasting money and it’s likely time to find someone new.
2. They Use Landing Pages
All your ads should all be going to offer specific website pages known as landing pages. Adwords ads should NEVER be running directly to the home page of your website.
Without going into the technical details too much, landing pages are basically one-page websites that are created specifically for an ad and only contain information about the offer from that ad. They contain no other links or distractions that people can click on.
For instance, an ad offering $500 off Invisalign would go to a page that has a headline, images and information about only that offer.
If you were to send people from an ad for $500 off Invisalign to your general home page that has no mention of the offer, most people would become confused and quickly head back to Google.
The best performing ads and landing pages make it really easy for people to claim the offer with specific and clear instructions on what the offer is and how to redeem it.
This is a big part of what makes Adwords effective and profitable. If you’re not doing this, you’re wasting money.
3. They Set Up Proper Tracking
Proper tracking through all stages of the sales process (ad > website > # of people who call/fill out form > # of people that book an appointment) allows a good Adwords manager to easily see what’s working and what’s not working.
This allows them to continue to tweak and optimize each step so you get the most amount of leads for the lowest price.
Many Adwords companies are doing the bare minimum … basically set it and forget it. You can tell if they’re not providing you with the comprehensive reporting that I discussed in the first step.
Another way to tell if your Adwords company has setup complete ad tracking is if they use a tracking phone number. A tracking phone number is a phone number that redirects to your main office line but will register in Adwords that a call was made using this number.
Your ads should never use the same phone number as your main office phone number. If they do, it’s a good sign that nothing else is being tracked.
How to Know if Your Adwords Agency is Doing a Good Job
If you have a person running your Adwords account and you’re unsure about whether or not they’re doing a good job, check out Adhancement to automatically evaluate your Adwords account performance.
Adhancement reviews your account and provides you with an automated report, as well as performance-based score.
It only takes 30 seconds, and your management company won’t know that you’ve checked up on them.
Go here to get your Adwords report now: https://info.adhancement.com/adhancementreport/ If you have any questions about Adwords or would like a free review of your Adwords account, feel free to email me at justin@predictablepatientsystem. com