Yes and yes! As a dentist, you know that competition in the industry is fierce. It can be stressful at times thinking of all of those patients out there neglecting their dental care while other more “fun” things compete for their money, so standing out in the crowd is more important than ever.
Two powerful online advertising strategies can help – Pay-Per-Click (PPC) ads and Google Local Services Ads (LSAs).
How Dental PPC Works
PPC ads are online advertising tools where you pay each time a user clicks on your ad. These ads are displayed at the top and bottom of search engine results pages (SERPs), making them highly visible to users actively searching for dental services. By targeting specific keywords or multiple keyword groups related to dental services, you can reach a wide number of potential patients.
Your advertising partner should offer PPC management and work closely with you to help you achieve your goals for new patients.
How Google Local Services Ads Work for Dentists
Google LSAs, on the other hand, are a newer form of advertising for dentists, having just come on the scene in the last few months. These ads appear at the top of results when users search for a specific type of service in their local area.
While this is similar to PPC, the ads themselves look different and come with a “Google Recommended” badge and photo of the practitioner or office.
For example, if someone searches for “dentist near me,” they may see Local Service Ads for dentists in their area at the top of the results page, just above the aforementioned PPC ads. These ads differ from traditional PPC ads in that businesses don’t pay per click; they pay per lead. This could (and should) lead to more leads overall when combined with traditional PPC ads. You only pay for qualifying leads, and leads can be disputed with Google based on your findings and the call recordings.
Additionally, Google Local Services Ads link to your Google reviews, practice hours, and other vital information, aiding in the patient’s decision-making process.
The vetting process for LSAs is more rigorous and requires an in-depth process of verification from Google, but if you are willing to go through the process (which typically takes 3-5 weeks), your results can lend more trustworthiness and credibility to your practice.
You will want to find a marketing partner who can guide you through the process ASAP to gain those coveted few top spots in Google search results!
Why PPC and LSAs Are More Powerful Together
While Dental PPC and Google LSAs have different approaches, using them in tandem is a winning combination for dentists. You don’t have to be a dental marketing nerd to see that there is true value and strategic gains in going all-in on both!
A Quick Way to Think of Your Options Here:
1) Google LSA = These work by using precise targeting for specific services or problems (bad breath, teeth cleaning, dentures, gum disease, etc.) that patients are looking for, combined with ranking signals around your local authority in the market where you practice (your reviews, how long you have been in business, and how quickly you engage with patients). You pay per qualified lead and use your budget with more of a hands-on approach. Google LSAs only display on Google SERP.
2) Google PPC = A wider net to cast, but able to use exact and phrase-match keywords that potential patients may search for (“implants near me,” “toothache,” “best dentist in Denver,” “Invisalign Payment Plan,” etc.) combined with neighborhood and landmark keywords to hone in on the local pulse of your patients. You pay per click with PPC and have multiple different bidding strategies to help beat out competitors in your market. Google PPC ads display on Google SERP, and Google Maps, and can expand into display ads, retargeting ads for existing patients, and more.
3) Google LSA and PPC together = The best of both worlds. You have the possibility of showing up in the top three Google LSA providers in your area, being listed in a traditional PPC arena just below the Google LSAs, and even on Google Maps. This gives you the largest “footprint” on Google search engine results pages, more visibility, and a higher level of trustworthiness for patients making decisions about their dental care and provider.
By targeting potential patients who are specifically looking for dental services in their local area (through service categories in Google LSA, through a robust keyword strategy in Google PPC, or both), you can increase your visibility across your market and generate more leads overall.
At GDW, we track the performance of your PPC and LSA campaigns, so you can see which keywords and targeting options drive the most viable leads and bookings. We also record and analyze the calls (if not online booking) coming in for these ads so that you and GDW can understand the quality of leads and how these ads drive your business success. This information can be used to adjust your bids, refine targeting, and make other changes that can improve the overall effectiveness of your advertising campaigns.
Supercharge Your Online Dental Marketing
If you’re a dentist looking to rise in your local rankings and have more patients, Google PPC and Google LSAs are highly impactful tools in your marketing toolbox. By using these two strategies together (with a strong website and SEO strategy), you can increase your visibility, generate more high-quality leads, and gain valuable insights into the performance of your advertising campaigns.
Still have questions? Your GDW team is always here to help. Contact us today by hitting the button below, and we look forward to talking soon.