November 3, 2017
By Janis Peiser
If you’re not familiar with Google AdWords, it is Google’s proprietary tool for targeted keyword advertising. AdWords is also programmatic in nature, which means that it is specifically targeted through the use of programming rather than traditional advertising methods. In traditional advertising, an ad is purchased and always remains the same, like on billboards or in magazines. However, AdWords specifically targets users who have been searching for services like yours. AdWords also has another useful feature — Google will only charge you for ad slots if the user viewing the ad actually clicks on it. This means that you get quite a bit more bang for your buck than most other advertising methods where your ad may appear to several different users, but never actually be clicked on.
The Importance of Choosing the Right Words
The way Google AdWords works is entirely focused on the use of keywords by people using the search engine. What you’ll do when setting up Google AdWords is select a number of keywords you would like Google to associate with your advertisement. Once you have chosen your keywords, Google will then display your advertisement to users who have included your keywords in their search.
Because of the way this works, it is very important for you to choose the right words for your campaign. If you choose the wrong words then users who would normally be affected by your advertisement may slip under the radar and never actually see your ad. Or the opposite could happen and your advertisement could reach users who have no interest in your campaign. So, in short, choosing the right words guarantees that your campaign will reach as many potential consumers as possible.
How to Choose the Right Words for Your Dental Practice
So, now that we know the importance of choosing the right words for your AdWords campaign, it’s time to figure out the ones to use for your dental practice. The most important thing to remember here is that you should always be trying to reach users who are potentially looking to purchase a product or service related to the ones you provide. This could include such words or terms as teeth cleaning/whitening, oral surgery, orthodontics or general dentistry.
After you’ve included keywords that are relevant to your available services, you may also want to add keywords related to the state, city or region in which your practice operates. That way, a user searching for “dentists near me” or “dental practice in Albuquerque” will see your practice show up not only on the list of results, but also as an ad from Google, making it much more likely for the user to click on your listing.
Finally, assuming you have some space left, you can add some extraneous keywords into the mix. Think of words like “affordable,” “family,” “quick,” etc. Words like these can widen your potential market a bit and even make users more likely to view your ad.
All in all, choosing the proper words for a Google AdWords campaign is extremely important, simply due to the fact that the entire platform is based around the effective use of keywords. Choosing the right keywords not only ensures that users will see your advertisement, but also feel that it aligns with their needs. This is especially important when applied to a field as competitive as dentistry, and the proper use of your Google AdWords campaign can put your practice a step above the rest.
Advertising is just one area that can have an impact on the success of your dental practice. Contact the Dental CPAs at Goldin Peiser & Peiser to discuss additional ways to make your practice financially successful.
Note: This content is accurate as of the date published above and is subject to change. Please seek professional advice before acting on any matter contained in this article.