Google Ads 101: Why Should Your Business Consider Google Ads?

How many times have you heard the phrase “just Google it”? We are betting  a large number of  times  since it has become common for individuals today to use Google as their resource for information.  If you own a business, you are on the constant look out for new leads and wanting to expand your business. Google Ads can be a crucial tool to implement into your business because it can help you find those leads and expand your business. Their advertising platform formerly known as  Google AdWords,  was  established  in the year 2000, but changed in 2018 to Google Ads.  Due to the worldwide domination of Google as one of the best search networks, it was an intelligent move on Google to form an advertising  platform for users.  However, before trying to understand the depth of Google Ads and how it works, it is important to understand  some of the basics before diving  head first  into the complexities.  Google can give a business expansive result. This is because Google makes up 72% of users all over the globe.

When trying to decide what your best  option  is to give your business some  significant results, Google Ads is the way to go because it helps you target a specific audience  without having to spend thousands of dollars. Google can bring your business a variety of diversity because it is packed with distinctive features that can be useful in any industry. For example, if you are a dental clinic in British Columbia, you can pay Google Ads to advertisement your business in Google Maps every time someone searches for a dental clinic. If someone is nearby looking for dental clinics, Google will automatically share your advertisement at the top of the listings. Most people on Google want  to find results quickly, without visiting other pages, so if your link is clicked first, you will get those leads first. Moreover, is how the user is going to be searching for specific answers and results when they are searching online. You want to ensure that your business is on the first page, even the first three results, to allow your business the best visibility. People searching on Google want to find the answer to their question within the first page, and research has shown that the first page receives 95% of all search traffic, and only 5% of  individuals  check the following pages.  So, to make sure that your business is getting the most from Google Ads, it is time to dive into the more complex notions of the platform. In this blog we want to discuss how organic vs. paid advertising works, your target audience and location, and what keywords and phrases you should be using in the backend to get the best results from Google Ads. 

Organic Advertising and Your Dental Practice

Organic traffic is the amount of traffic you are getting to your website  from a link on a search engine, like Google or Bing, without having to pay for it.  You can gain organic traffic without spending a dime by ensuring you create relevant and  up to date content. However, the best way to gain  organic traffic is through Search Engine Optimization (SEO). This is because search engines are on the  look out  for quality and quantity content to help expose your website to those who may be searching for  a service or product you are offering.  You want to ensure that you are asking all the valuable questions  when creating your content and website, which will produce  the best  results for your business in the search engine, like:  

• What are people searching for?  
• What words are they using?   
• What content are they wanting to find?  
• Where can I link my website to other sources for higher ranking?  

Search engine optimization has become one of the key forms of marketing, without needing to pay a large amount. However, organic traffic is difficult to achieve because it needs to be high quality content and have lots of backlinks that lead back to your website. Unless you are well acquainted with  the  intricacy  of  how search engine optimization works, Google Ads  will  be a  more  beneficial  way to start attracting traffic  to your business.  

Is Your Dental Clinic Ready for Paid Advertising?

Paid advertising refers to the works of Google Ads  which is  paying  to accelerate your results; quickly  and efficiently. Google Ads is  a terrific way  to bring attention to your business because it allows you to  have full control over your ad through unique forms  of advertising known as pay-per-click (PPC)  and  through  a bidding system.  When you are setting up an ad through Google Ads,  the pay-per-click system works by setting up a specific amount to pay for every time someone clicks on your ad.  This way, you are only paying for your ad when someone clicks on it.  Next is the  bidding system,  which  works a bit differently because if  you have selected $1.00  as your payment amount  per click, and  another business  comes  in  bidding  at $1.25,  they will make sure that their ad shows before yours because they are paying more  per click for that space.  The more people that come in with an ad  similar to  yours, the more the bidding heightens because everyone wants to be at the top of search engine results. Their bidding system may cause some minor disruption to your ad; however, it is still recommended to do Google Ads to gain recognition. If you create an ad for $1.00 per click and get 1-2 leads in one day, you have the chance to make back the amount you spent in one day by getting a new client. Business may not come overnight, but there are resources that make it easier to reach out to potential clients, which eventually turns into more business. 

Setting A Target Audience for Your Google Ads

Do you want to flip that switch to get results?  Well, Google Ads is a great way to target a specific audience, while keeping costs low.  It is a powerful tool that allows you to create specific keywords and key phrases to target a specific audience. However, it also enables you to target by geography, time zone, and which device people are using to find businesses.  With Google Ads, you can be precise with who you want finding your ad, which helps you figure out what is working for your business, and what is not. For example, if you are a medical clinic in  Toronto, Ontario  that specializes in neurology,  you want to set up your ad to be directed at people in  Toronto  who are searching for neurologists.  When created an ad for a target audience, it should include: 

• Age 
• Gender 
• Location 
• Interests 
• Occupation 
• Income 
• And more 

If you have your target audience set to a general audience, it can have a negative impact because then people will start clicking on your ad and exiting, which means you are paying for all those clicks, and getting no results. By having a specific audience, you can ensure that every penny you are putting into Google Ads  is being exchanged into a new and possible lead.  

How to Select Keywords and Phrases for Your Google Ads Campaign

A keyword is a word that describes your services, page, and advertisement. These specific terms will allow clients, and potential clients, to find your advertisement and help Google place it properly within the search engine.  Different words and phrases have different purposes when connecting them to a Google ad.  Here is a list of questions you should ask yourself, when thinking of different keywords and phrases to attach to your backend:  

• What kind of words are associated with your business?  
• What words or phrases do you think people will be looking for, when searching for your services? 

For example, if you own a Law firm in British Columbia, you will likely use the key phrase “Lawyers in BC” or “Law firms in British Columbia” to give  users specific results that they would search.  This can help you identify what pages your ad will be featured on, so that you gain leads that are useful to your business.  

Starting Google Ads Campaigns for Your Dental Practice

At  Dr. Marketing, we offer Google Ads management. We use this service to best match a client’s budget  through our  experts who know the different price points, logistics, and tricks that will give our clients the best results.  Some of the logistics that are included in our work with Google Ads include  the  peak  timing a promotion should be advertised at. For example, a pediatric dentist might cost $200 from 12pm – 7pm, and only $50 from 8pm – 11am. That does not necessarily mean that someone will not get results from 8pm – 11am, it just means it may be slower than the average times someone is online.  However, if you use the right key words and key phrases, you may get the same  number  of leads  depending on who is searching later in the evening. Most parents tend to  do their research later in the night, since children are asleep, so you can still optimize night time advertising to connect with those late-night researchers.  

Therefore, unless you are an expert at Google Ads, it is crucial that you have someone take care of  your  advertising to ensure you are getting your best bang for your buck.  Dr. Marketing can help  make sure that you  do not go over your budget, target the correct audience,  and  ensure  the  proper  keywords  and  key phrases  are  selected  to  give  you  the  best  results.  If you are ready to take your business to the next level, contact us. For a free 1-hour consultation, please schedule an appointment HERE or reach us at (800) 699-0689. Click the button below to call us.