#110: What’s The Deal With Google Adwords? Part 2: Getting Your Money’s Worth
How do you get your money’s worth from Google AdWords for dentists? How do you know? And, how do you analyze your Adwords market before even starting? How do you track your data after the click? When do you turn off certain ads? We discuss all of this and more!
The surprising keywords that are searched for and how to find them
Analytics tracking of Google Adwords for dentists
Measuring analytics after the click
Landing page design for conversions
Getting ghosted by web visitors
The importance of an analytics dashboard
What are you getting for your money?
Receiving wrong-number phone calls
Cutting off bad ads
Getting your market analyzed
Knowing when to use Google AdWords for dentists
Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by DentalWebContent.com and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.
Howie: Hello, everybody. Welcome once again to our podcast or weekly podcast. How you doing? Mark?
Mark: Good. You should be on radio.
Howie: Really? You think so?
Mark: Yes. You have a voice for radio. I’m sure. I’m sure if we’ve been drinking, and we’re joking with each other. I’d say you have a face for radio as well.
Howie: Well, thanks.
Mark: You have a very soft and sultry voice. Yes. Well, thank you. Oh, here we go. Ladies and gentlemen, ladies. We’re going to do more on Google AdWords for dentists. And what the heck, Bensenville? So let’s, this is part two, that let’s dive right in and, and get going. Yeah, let’s do a little bit of a review first. Because if you’re like many you exercise once a week. And this is when you listen to these podcasts. So if it’s been a week since you were on the treadmill last I have. Google AdWords for dentists, what are they?
They’re usually in the upper left hand corner of a Google search screen. How do you get them? You bid on what you think are the most popular search terms that local consumers would use to find dentists or dental services in your market. How to manage a small budget, I noticed is going to sound ridiculously self serving, but almost everyone that we’ve seen with small budget, small budgets, or let’s say under three grand a month, small budgets in even moderately competitive markets on Google AdWords will enjoy some success at the beginning, it will slow down and then it will pretty much slow to a crawl. And the doctor will change this, change that try this, try that and then they’ll abandon the whole thing.
Normally, that’s an indication not of your analytical expertise, or the tools you’re using to analyze normally, that’s just basic math is more dentists bidding on the same popular 10 keywords and phrases as you and your bid costs are going up. And if your bid costs go up, and you have a small budget, you get less clicks. At that point, it’s just math. Like it’s not a there’s no emotion at all. It’s just,
Howie: That’s the squeeze,
Mark: Right? It would be nice to be able to say, Okay, I’m going to put $1 and you put 1000 bucks in here, you get that and clicks. Right? That would be awesome. That’s not how it works.
Mark: So and then we talked about, um, you know, the perils of parallels is too harsh. The pitfall of bidding on the most popular keywords and phrases, and only applying your budget to only the popular ones. The most popular ones are the ones that everybody else is going to think everybody else is going to bid on them.
Howie: Dentist, my city USA.
Mark: Yeah. Yeah and then, uh, you know, I mean, okay, but if your budget is 1000 bucks, and the DSO’s budget is 9000 a month, you’re going to lose?
Mark: okay. You’re not in that you’re not even in the game. You’re not even on the bench and you’re, you’re in the stance at that point. Okay. So that brings us up to where we are. Now, one of the things I mentioned, in part one, was a way to get around, bidding on the most popular keywords and terms and the way to get around that is to Front Load your campaign with hundreds of keywords and terms, you’d be really surprised. On how do I put this nicely at the depth of I have no other way to say this other than the depth of the ignorance of the dental consumer?
Howie: Oh, yes. Geez, it’s
Mark: Not saying that to be snarky. That’s not my intention.
Howie: No no no but it’s true,
Mark: Is to say that they don’t know a whole lot about dentistry. They may have heard it in passing, heard it at a party, saw it on Facebook, whatever. They may have heard something from a friend from coworker, what have you. And they’re remembering little bits and pieces, and they string them together into Google and they find something. Okay.
Mark: well, you don’t get a bunch of clicks from those sources. But what you do get are very inexpensive clicks. And if your geo targeting is set up correctly on your campaign, in other words, let’s say whatever 30 mile radius, then at least you’re exposing your landing page to someone whose lives near you. Okay, who was looking for something dental? We don’t know why they put in dental toothache bicuspid. We don’t know why they type that into Google.
Howie: Or clear thing that is to straighten teeth?
Mark: Yeah, broken teeth on refrigerator. We don’t know we all fell down on bike broke tooth, we have no idea why those people type that in to their Google. But they do. And they do at a pretty good clip. Those phrases and terms. And with they’re called strings. You don’t get a lot of clicks from them. Because the incidence is very small, like maybe two a year, five year 11 a year. Okay. But my goodness, nobody in their right mind is bidding on it.
So, you’re the only one, if you’re in even a moderately populated area, may think it’s like Middle America, Columbus, Ohio, go out. There you go. Okay, it’s a smoke hub. Epicenter, big college town, you know, gets a farm ring and rural around it. Right? You know, everybody’s got the picture in their mind. There’s a fairly decent number of people using their internet to find what they’re looking for every week, every month, and in some cases every day. In Manhattan, there’s 70 searches every hour, for dental surfaces, okay. At least the last time I looked, anyway.
Here’s the point. The point is, is that when you first load your Google AdWords for dentists list, you try to be everywhere you try to guess, and be everywhere that you can possibly be, so that you can reach out and help these people. You try to have keywords and phrases where you’re the only ad, you’re the only sponsored ad that shows up. Wouldn’t that be cool? That’s sort of like being the first page of the yellow pages with one ad?
Mark: There’s no other ads. Right. Okay. So there are strategic reasons, you know, there’s many strategic reasons why you. Let’s do this. Okay. So that’s, that’s part of what we’re sharing for, for those of you who may have missed the previous one. The previous podcast on the subject of dental Google ads, and basically what we’re, it’s called search engine marketing. It includes banner ads and remarketing and all that stuff. But basically, for the most part, you’re spending the majority of your money on dental Google ads. We’re sharing with you how we do it, and how we get the results we get so that even if, if you come to us that’s great. Or if you go on your own, at least know how to do it as efficiently and as cost effectively as possible. And most important, understand what you should be expecting.
Okay, because a lot of people go into AdWords kind of sheepishly, I guess, like, like, they’ll say, Well, you know what, I got a grand a month, I’m just going to grand a month of this and see what happens. And that’s kind of sheepishly. Okay, you’re almost setting yourself up for failure. Anyway, okay.
So let’s go back to setting up your original keywords and phrases and not having 10 or 12 of the most popular but having six or 700, even just things you could never even imagine. And bidding on. That’s the first step. Then you turn them all the second step is funding it, you put your grand in there, and you say, okay, you pull from my thousand bucks, sort of like EZ Pass every time you go through a toll. You get dinged, you know, 45 cents or a buck 50 or whatever. Same thing.
You put your budget in there. And Google uses it up. Munch, munch, munch, munch. Okay. So, as people are typing in these popular and more obscure keywords and phrases, the analytics is tracking that. It’s tracking where these people came from, and what they typed in to get to your app. It’s tracking how many ads human beings saw.
Howie: That’s really cool.
Mark: That’s really cool. Right?
Howie: Let’s, let’s, let’s take a little break here, because we’ll come back and we’ll pick it up right here. This is this is this is neat stuff. All right don’t go away. We’ll be right back.
Hey Mark, we should tell people about this new product, we have NPI command. Ah, well, new, probably new to the podcast listeners, but not new to the customers who use it. So let me go through on the finer points. NPI command is a system we use. It’s an artificial intelligence system that creates decisions on where dentists, our clients should put their paper Click money when they do Google Pay Per Click ad campaigns. If you’re someone who’s already done them, you’re probably frustrated by the cost of the negative clicks.
Well, if there’s an artificial intelligence platform monitoring negative clicks, you can see immediately how doing these on an artificial intelligence platform will allow for a faster build, and the faster allocation of the advertising money to the places that are bringing in good clicks. Because with every PPC campaign, there’s sources of bad clicks and sources of good clicks. And the whole idea is to throw all your money and the good ones and pull your money from the bad ones. So NPI command is our PPC department. And it’s not just in the department of humans, it’s an artificial intelligence platform as well.
Howie: Okay, we are back, we’re talking about tracking
Mark: Right. So analytics will tell you how many surfers saw your ad or how many times your ad was imposed in front of someone in Google. And then it will tell you how many times people clicked on the ad. Which is really the first step of, I mean impressions is kind of a measurement. But clicks is a just the next big step. How many times did someone actually click on my ad link? That’s important. So when they click it, it tracks where they came from. Okay, what did they type in? Did they type in Columbus, Ohio dentist, or did they type in broken tooth from refrigerator?
Okay, you’re going to know that, it’s going to tell you. Now, when that Click is now that Click is going to become something we hope now that Click goes to your landing page, if you’ve designed your landing page reasonably well. And it’s equipped to convert the visitor that that has more to do with just what’s written in the pretty pictures on your page. It could be your phone number, the availability of a human being at the end of your phone number. And now we’re going to re-introduced online dental appointment scheduling because that will convert more Google Ad traffic, then landing pages without it.
So someone searches, it remembers what they typed in, they click your ad, it goes from your ad right to your landing page, and it tracks how long they’re there. And then it tracks if they clicked anything in your landing page. Okay, so let’s say let’s take the two most obvious answers. The three actually, the first obvious and probably the most common is they did nothing. You were charged eight bucks, and they did nothing. They did not call you. They did not click on online dental appointment scheduling. And, they did nothing. They became disinterested and moved on.
Howie: Ghosted you
Mark: They ghosted you. Yeah. Okay. That’s what’s going to happen most. So don’t go into this. You’re not ready for that. Okay. All right. So, you know, you can cry in your milk now. Okay. But yeah, exactly. But many of them take an action. Okay, sometimes the action is to call your office. And if they call your office, a good thing could happen, or a not. So good thing could happen.
So now you’re starting to sense that this is starting to break out into an operational tree, which is what it is, person clicks, person gets to a landing page person calls is the call a good call or a bad call? If it’s a bad call, we want to know that if it’s a good call, we want to know that if it’s a call that we didn’t answer, we want to know that basically, we want to know everything about that call.
So all that information is stored in a dashboard. Okay, not another thing that can happen when they hit your landing page. They, they click on your ad, they hit your landing page, they become interested, it’s Friday night at 7:30pm. They know you’re not open, your hours are probably on your landing page anyway. And your landing page says convenient online scheduling, there’s a button there. So they click that they make their first appointment. Or they know they click it and they don’t or they click it and they do. Everything is tracked.
Howie: They could actually go to your dental office website from the landing page and read up on your practice and get more educated and then perhaps scheduled from there.
Mark: Right, you’re basically paying for web traffic. Okay, that’s basically what you’re doing. But all along the way, it’s kind of like having a security camera in a store. where a person walks into the store, they look interested. And they look around the let’s say it’s a clothing store, they go to the men’s side, and they look at trousers, and they leave the trousers and they look at belts, and then they will walk over and they look at shoes. And they walk over and look at key chains. Then they leave, you’ll be able to see where the people are coming into here. landing page, what they’re doing, how long they’re staying, if they’re watching your video, everything as much as much as can be trapped this trap. And the outcome is important because it all goes back to two things.
One revenues so that you can calculate ROI, and two transparency. Because if you’re going to spend a bunch of money on Google AdWords, you better be able to look see listen and tell what you’re getting for your money. Okay, that is probably the most important piece of this, which is we will go in and load software onto the clients server that tracks these incoming calls, tracks the incoming interaction, looks at the practice management software, finds the patient and watches for revenue and update a dashboard for the dentist so that the dentist can say okay, I spent 3000 you know, 6100 book this month. Okay, pretty good. I’m going often. Okay.
Without that, here’s what happens. And this is probably well, the first part was the transparency part was for the dentist, that’s the most important part to the dentist. If you’re one of the Nerds that we have managing these campaigns, the most important part of that transparency is being able to correlate actual generated revenue to those search terms and phrases. Imagine if broken tooth refrigerator generated $25,000 case, but it cost us eight bucks, flow,
Howie: Nice ROI,
Mark: Nice ROI, guess how much more money I’m going to put into broken tooth refrigerator.
Mark: Right. Now imagine. Okay, this is how now I’m describing how you optimize a Google AdWords for dentists campaigns. Okay. Now imagine the other side of that. The part that’s going to make you sad. Okay, let’s say you have a pretty common search term or phrase, let’s say it’s, um, let’s say it’s a neighborhood like Hamilton, New Jersey dentist. That’s pretty common. That’s a town name and dentist, right, you would think that must be popular? Well, there was a dental office in Hamilton called Hamilton dental. And all 12,000 of the customers or patients of Hamilton dental, use Google to get the number of their own dentist.
And guess how many of them are lazy enough to click the sponsored ad and get your phone number and charge you eight bucks to answer the wrong number phone call? How often would you like to pay that $8 to get a wrong number phone call, because this is going to happen? What can happen if it’s not managed properly.
There are two prime examples. And they’re not unusual examples of things that happen when you manage Google ad campaigns that have to be recognized on the spot. If it’s generating wads of revenue, you want more ad dollars going toward that. If it’s generating wads of bad calls, you want to cut that off, you don’t want to bid on that keyword or phrase even though you think it’s really popular. Right? So at the end of let’s say, Third Man, I usually about 90 to 120 days of a human being managing this watching it right like kind of like, you know, it’s kind of like a stock analyst.
Right there kind of watching the clicks watching the see what happens with the Click seeing what they end up to with it’s a good call bad call listening to them, seeing if it turns into revenue, all that stuff. After you get about 90 to 120 days worth of data on a client, you can move that data up to an artificial intelligence platform and have it manage those 678 hundred keywords and phrases for you. But the end, the artificial intelligence platform is like a 9000 piece extension to the human oversight.
Howie: Yeah, because it you reach the limits of human abilities.
Howie: You know, 800 are these phrases and words, and you’re going to keep track all that?
Mark: no, no, this is
Howie: the software can do it.
Mark: Right. This is definitely in since you still have to have a campaign manager but the artificial intelligence tells the campaign manager what it sees. Hey, you’re Invisalign ad for Dr. Smith is performing 27% better than Mr. Dr. Jones? Why don’t you switch up? The ad for Dr. Jones to the one Dr. Smith is using cool that makes sense. To your campaign managers doing nothing but implementing and doing no analysis. See, normally it’s the opposite. Normally, a campaign manager spends 90% of they’re time analyzing something that an AI platform can analyze and faster than you can click a pen. Okay. But your campaign manager has very little time to implement what you want is you want your campaign manager spending their time for the money that you’re paying them to implement. That’s where you get more for your Google Ad dollar.
Howie: Yeah, you also save money faster, because AI can turn off bad clicks really quick.
Mark: So yeah, you’re getting bad calls. Yeah. If you’re getting bad calls or irrelevant calls to the to the subject matter. The AIL it’ll instantly see it.
Howie: Yeah, or no calls or
Mark: No costs.
Howie: You know, reallocate your funds to another, another term.
Mark: So hopefully, we I think we got through this into installments. Hopefully, between Google ads and wanting Google ads, we were able to take you through, you know, in kind of a logical path format, without getting overly technical. How to Win at Google AdWords for dentists? Now. We, I will tell everyone listening to this, that there’s about not half I’d say maybe 30-35%. I don’t know exactly what the number is. But I’m going to say a third, a third of the people. We analyze the markets for dentists that cost 395 bucks takes about a week. We analyze the markets for dentists who are considering this just to determine if they should spend any money in Google AdWords. Okay, so it’s so there’s a there’s a one of the biggest mistakes don’t go into Google AdWords for dentists, before you get it analyzed.
Mark: Okay, cuz there’s only my god, how many times we said to a doctor, doctor, I don’t, you shouldn’t, you shouldn’t do this. You’re going to get you’re going to get trashed. You’re coming in. And you’re, you’re bringing a knife to a tank fight?
Mark: Okay. So don’t even bother, like, put it put your grand a month into something else, you know, some other anything else going to begin, you know, do something.
Howie: It’s like when I’m at your place in Maine, and I’m on the dock, and I want to dive off. And, you know, I want to know if there’s anything down there that I’m going to run into.
Mark: Right, right, there you go. So anyway, um, if you’re doing your own ads, that’s what you’re up against. It’s not you, it’s not your analytics, it’s not the time you’re putting in, it’s just pure math, it could be that you’re doing them, if you’re getting a declining result, it could be you shouldn’t be doing them. It could be that you’re out guns. Okay, and about a third of the markets, that’s what we find when we do the analysis. Okay.
So, but if it is working for you, and it has been working for you, and you’re spending X dollars, and chances are if it’s working for you under your, your management, and I’m not making if it’s working for you, under your management, we could probably make it work two or three times better under the way we manage them. Because we actively manage them. We’re not dentists, okay. We have people all day who sit there and manage these things. So you know, and if you manage them on an active basis, not like a monthly basis, then yeah, you’re absolutely going to get more bang for your ad dollar.
So anyway, that’s it. Dental Google ads, one and two. And that came from several of our dentists on the dental marketing mastery series, the dental marketing Facebook group, have asked me they would send me send a message. Okay, can you do? I was going to try and do all this on the Facebook group. But how long would it take us to type right all this out? That’s cool.
Howie: Yeah. So yeah. This is much more economical. convenient.
Mark: Yep. And you can do it while you’re running.
Mark: Health healthier.
Howie: Hey, thanks, everybody. We’re so happy to have you in our audience. And we’re glad you tuned in today and we hope you’ll be back next week. I know.