Google Ads, born as AdWords in 2000, has evolved significantly since its inception. While it continues to serve as a platform for businesses to vie for visibility in Google search results, its capabilities now extend far beyond mere bidding. With a plethora of nuances, refinements, and robust features, Google Ads has transformed into a sophisticated toolset, necessitating thorough utilization to maximize outcomes.
Operating a rudimentary pay-per-click campaign or adopting an improvised approach today is likely to result in significant financial losses. Here are guidelines for crafting a Google Ads campaign geared towards optimizing performance:
Establish Realistic Objectives
Determining the requisite number of patients for growth and understanding the average cost per acquisition is crucial. Considering the competitive landscape in your industry is essential for generating accurate projections. We can assist in calibrating expectations by factoring in your advertising focus, offers (if applicable), ad budget, and competition.
Refine Your Keyword Strategy
Identifying the specific search terms your target audience is using and gauging the demand for those terms is imperative. Failure to designate precise search terms and employ exact match phrases may lead to inefficient allocation of ad spend.
Harness the Power of Negative Keywords
Incorporating negative search terms prevents wasteful expenditure by preventing Google from displaying your ads for irrelevant searches, such as those related to "free" or "cheap" services. Without specifying keywords to exclude, your budget may quickly deplete.
"These minor adjustments can significantly impact the cost of acquiring a new patient, reducing it from $300 to $150," notes Grace Rizza, the founder and CEO of Identity Dental Marketing.
Utilize Retargeting and Display Ads
Leveraging retargeting enables additional exposure to relevant traffic. Following a user's visit to your website, strategically placed graphic ads subtly reinforce your brand during their subsequent online activities. This approach is highly cost-effective, bolsters brand recognition, and facilitates continuous engagement with potential patients. Integrating retargeting with a PPC strategy amplifies the efficacy of your Google Ads investment.
Consider Hiring Identity Dental Marketing
While some dentists and business owners opt for a DIY approach to Google Ads to avoid professional fees, the savings often pale in comparison to the revenue lost due to targeting errors.
As a reputable dental marketing agency serving the dental profession since 2009, the digital marketing team at Identity Dental Marketing has a great deal of experience optimizing Google ad campaigns. We keep current on all Google certifications and tools, and have consistently proven results, shown both in Google Analytic reports and actual new patient reports.
Let us help you target the right audience, use an effective keyword strategy, and optimize your digital marketing budget. Identity Dental Marketing offers transparency in ad spend and often requires no long-term commitment. Register for your complimentary marketing planning session with Grace today.