AdWords Changes Might Addle DIY Dentists

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Patient Attraction Episode 857

As if Google AdWords wasn’t already complicated enough, recent changes will require more time and strategic planning by dentists who handle their own bidding. I’ll be back after the break to tell you about those changes and why AdWords doesn’t make you any money. Stay tuned.

– Thanks for watching this episode of the Patient Attraction Podcast™.

– I’m Colin Receveur, founder and CEO of SmartBox Web Marketing.

– There’s no doubt that paid Google ads have a place in many dentists’ marketing.

– Google AdWords, though, has gone through some fairly recent changes that make the whole process more flexible and more complicated at the same time.

– AdWords, if you’re not familiar with the concept, is basically an online auction for keywords and geography.

– For dentists, that means you’re bidding on the cost of pay-per-click ads in your market.

– With the most recent change to what Google calls “enhanced campaigns,” you can set your base bid for any one class of device – mobile, tablet, desktop computer, et cetera.

– You can also set a multiplier to that bid for other devices.

– So there’s a lot of flexibility, which is a good thing.

– Here’s the question for dentists, though: How do you know which devices to bid on?

– In other words, what devices are your dental prospects using to find you?

– That’s not an idle question, because mobile search has overtaken desktop search.

– But which device should get your base bid, and how much should you allocate to other devices?

– If you’re making some effort to track how your new dental patients find you, it probably includes asking whether they saw you online, in the newspaper, and so on.

– But I’m pretty sure that you’re not asking the patients who found you online whether they searched on a tablet, smartphone, or desktop computer.

– That lack of certainty could cost you marketing dollars and new patients.

– You could do some research to see which device is used most often by particular patient segments.

– But those results are rarely specific to a single market, so they may or may not be accurate for you.

– I’m not a fan of dentists doing their own pay-per-click campaigns or search engine optimization for one simple reason:

– Those activities don’t make you any money.

– You make money by seeing patients, solving their dental problems, and billing for it.

– Investing in a reputable dental marketing company to handle SEO, PPC, social media, video on the web, and so on is a better use of marketing dollars.

– That marketing company will also make sure that your marketing is consistent and coordinated across channels.

– That’s what led Dr. Neal Patel of Columbus, Ohio, to contact SmartBox.

One of the things that attracted me to Colin is that he has a good eye on all of the different mediums through which you can market, whether it’s online presence, whether it’s social media. He’s one of the first people I’ve recognized that actually understands how they actually work together.”

– So, do your own AdWords campaign and the research for it, if you enjoy that sort of thing.

– Otherwise, get back to doing what you love – improving patients’ lives and making money doing it.

– Join me for our next podcast.

– Until then, keep moving forward.