There are two parts to the Google ads platform – Google Adsense and Google Ads. Think about Google Adsense as the digital space where your ads will appear, like blogs or websites. Google Ads is the advertising program where your ads appear on Google search results and a network of other content sites that are not search engines, again like blogs and websites.
The Google Ads program will target a specific market and drive potential customers to your website where they might then make an appointment. These advertisers, like you, pay Google a certain amount for each ad click.
The AdSense space allows a website or blog owner to earn money by posting pertinent Google Ads with their content. The owner gets paid a modest amount each time someone clicks on that ad. If your website has thousands of readers, it can be an income generator.
The AdSense enablement option
For dentists, the AdSense option to post ads for others on your cosmetic dentistry site does not make sense. When someone clicks on an ad, it will take traffic away from your site. Yes, you do get paid for those ads but it’s a small amount. The return you are going to get for someone who stays on your site to book a dental service is going to be a lot more money.
However, you do want your ad to appear on the websites of other related businesses who have opted into the AdSense route, because that can bring more traffic to you.
Let’s look at an example. You are a cosmetic dentist who has paid for a Google ad that goes into Google database. Google knows you have paid for ads that need to be delivered and it gets to work to determine the optimal place to show them.
On the potential customer side, someone sits down in front of their computer with a cup of coffee and looks up braces or perhaps a comparison of toothpaste brands. Google, of course, is paying attention. It has tracking codes on most websites that allow related data about a person’s search history back to Google.
Then, Google analyzes the information it now has – and starts to identify patterns. It might not take artificial intelligence to make an association between braces and toothpaste, but there are other correlations that would be much harder for a human to figure out.
Google works 24/7
Eventually Google can fill in more of the blanks, identifying a parent with a child or youth that is of the right age for braces. A number of data points are compiled to make a profile for the person who did the search as well as make assumptions about what that same person will search for in the future and how much time they will spend doing it.
Your Google Ad is then delivered to a likely customer on one of the sites they visit. It is this continued trail of digital breadcrumbs that will hopefully lead them to your practice at some point.
With the AdSense model, websites like the mommy blog that a parent reads, or the online healthcare site that they visit to ask advice from others will start to show your ads. These publishers have enabled Google ads and you can take advantage of their choice.
More and more connections are happening online all the time and subsequently more and more targeted people are seeing your ad. Google AdSense can and does work for you as an advertiser, even if you don’t have ads on your site. It is the best of both worlds with a salesman that never sleeps.