Did you know that you only need four things to start reaching more patients than ever with Google ads? It’s true! Even if you’re a Google ads novice, you can quickly grow your cosmetic dentistry practice, starting with just four easily accessible items.
The first item you will need is a Google account. You could use a Gmail account or register your corporate account with Google. What this does is grants you access to Google’s ecosystem of products.
The second thing on our list is a Google analytics account. It doesn’t matter if you’re using WordPress, Shopify, Squarespace, or any other builder out there; Google analytics should be a part of that site.When your website developers set your website up, they should have set up Google analytics. If it’s not a part of that site, reach out to your web developer and make sure that they get it on there. If you don’t have a web developer, you can always reach out to us! Just send us a message at TeethAreNotTools.com.
The third item on our list is a Google ads account. If you have not set up an account, it’s super intuitive, so I’m not going to spend a lot of space on how to set up a Google ads account. I will instead spend that space giving you some information on the content that is missing from a lot of the “how-tos” that you see.
If you are still following along here are the URLs for all of the services that you need:
Once you’ve got those four things, you’ve covered the basics. On to the nitty-gritty of building your ad.
Let’s go into the anatomy of the content you’re going to need when you’re setting up your first ad.
First, we’re gonna need some sort of licensed image. The image you select should really be something that’s going to connect with your ideal or target customer. Many ad agencies use stock images, but my personal opinion is that people are all stock-imaged out. Any type of stock image inclusion should be used sparingly. If your image is not a really unique image, it is not getting a lot of play in terms of the ad space. We have all seen similar images used in cosmetic dentistry advertisements. The same little kids or the same lady with shining white teeth sitting in a dental chair. Due to agencies using these images repeatedly, customers are just gonna ignore them.
Instead, you want to have a unique image that you have the rights to publish. Sidebar: Whether it’s licensed or you took it yourself, you want to have rights to use it and the rights to feature the content within.
Secondly, you need a couple of header call-to-action phrases. This is going to be that striking text that people are searching for on the internet. You want to have the effect that when they see your amazing call to action, they’re gonna say, “Yeah, I need THAT family dentist,” or “Yeah, I need THAT cosmetic dentist.” (That’s you!)
You also need the logo for your business, which you probably have already. To use a call to action most effectively, you will need some great descriptive text to pair it with. Advertisement descriptive text talks about the benefits, not the features. As a word of warning, do not use this as an opportunity to say “we have five treatment rooms” or “we have a new location.” Customers are not concerned with the features of your business. What they really want to know is how you can give them the opportunity to meet their desired goals.
As an example, let’s say you have an ad with a few phrases: “Brand new facility!” “State-of-the-art treatment rooms!” “Twenty years of experience!” Which of those things is a benefit, and which is a feature? If it affects your customer’s experience, it’s a benefit. Twenty years of experience is absolutely going to benefit your customer!
Cosmetic dental patients, if given the opportunity, would see an experienced dentist. If you have twenty years of experience, tell people, especially new patients. And, when they see that you have both the latest technology and so much experience, that is a win-win for the customer. They’re gonna say, “Yes, this is where I want to go!”
Now, you’re gonna want at least three different variations of each of those items: three images and three sets of text. Google will then run all of that information that you put into their system and create several different versions of the ads in several different file types and sizes, to make sure it fits perfectly on each platform. Google will then match your ad to the right platform and place it there for you. Once you’ve uploaded your content, you want to take note of the ad strength. You want Google to see this as a slam dunk.
We’ll talk more about how to make a customer-friendly advertisement in the next post, but for now, I’ll leave you with this: Google ads are your opportunity to reach and connect with all new people. Put your best foot forward!We are on a mission to help 500 cosmetic dental practices double their revenue by 2026, and we want yours to be one of them. Now that you know how Google ads can help you find your next patient, would you be interested in a free consultation for your dental practice?