I recently spoke to a cosmetic dentist during one of my strategy sessions on the topic of dental advertising and thus I would like to quickly share this with you.
I believe it will help whether you are just starting out or have run a successful dental clinic for many years.
The Quickest Way For Dentists To Advertise
I was asked if Google Adwords is the fastest way from a standing start to get people in pain calling you, how much does each keyword (e.g. local dentist) or keyphrase (e.g. dental implant cost?
Is there a list of ALL the different costs to help a dentist when they first start to advertise on Google?
I replied by saying “No” and went on to explain the following:
There is no way to find out the exact costs because Google Adwords operates on 2 key principles that are often misunderstood.
Demystifying The Google Adwords Myth So You Can Benefit By Paying Less For Your Advertising Than Your Competitors!
It certainly isn’t all about how large your wallet is!
The first principle to understand is the way in which Google awards a quality score to each of the keywords and keyphrases you bid on.
This score out of 10 is based on how relevant the keyword and keyphrase is to the page you are sending the person who clicks on your ad to.
I had a cosmetic dentist come to me paying over the odds for a search on “dental implants” because their score is only 3 out of 10. This is because they have no option but to send their visitors to their home page. Typically the home page isn’t specific enough in terms of providing great content on “dental implants”.
I thus, therefore, work with them to create a dedicated page on “dental implants” so as they can send a visitor to this page and as a result see their score move from 3 out of 10 to perhaps 7, 8, 9 or 10 out of 10.
The more relevant a page, the higher the score and ultimately they may end up paying half of what they were previously paying for the same position or better.
Here’s How Google Sees It …
Google is far more concerned that you offer relevant content via your ads and less so about how much money they make from you.
Granted approximately 97% of their billions of revenue comes from Adwords but they never want to kill the goose that lays the golden eggs!
As soon as you and I believe Google no longer delivers great search results (and that also importantly INCLUDES their adverts) we will start to use Yahoo or Bing as our default search engine.
Hence Google is always worried about the quality of experience.
They work hard to ensure you return to their site time and time again. This is far more important than sacrificing quality for quick financial wins!
… And Now For The Second Principle
The second principle relates to the fact that every time someone searches on Google an auction takes place amongst all those bidding to appear on Google for any given keyphrase.
Thus how much you pay is determined by the maximum you have told Google you would like to spend, how many competitors are bidding against you, and critically how relevant their ads and landing pages are compared to yours.
There are a lot of factors at play.
The business appearing at the top of Google isn’t necessarily paying more than the others, it’s likely they are more RELEVANT and paying less due to their HIGH-QUALITY SCORES!
So that’s it, hopefully, this helps explains what happens every time you or one of your potential patients searches on Google.