In this episode, we continue our discussion of Google Adwords for dentists and PPC in general. We discuss high volume vs. quality searches, effective landing pages, the economy of language, and more!

Podcast Highlights:
  • Website optimization
  • SEO specialists
  • The foundations of PPC
  • Keywords for high volume patients
  • Keywords for high quality patients
  • Effective landing pages
  • Understanding the searcher’s mentality
  • Economy of language
  • Analyzing your PPC budget before diving in

Podcast Transcription:

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: Well, hello, everybody. Welcome back once again, only this time, I’ve got my buddy Mark back from Maine. How you doing, buddy?

Mark: Hey Howie, how are you?

Howie: Good.

Mark: Good.

Howie: I told everybody that you were up in your retreat last week and yeah, I haven’t had to put up with me doing a solo podcast.

Mark: But it was a good one. As normally and normally I just sit here and talk. So I’m sure I’m sure the audience would like to hear from you.

Howie: You know,

Mark: No, we did.

Howie: okay.

Mark: Yeah, no, I’m sure of it.

Howie: Well, today, we’re going to talk about why about half of your AdWords budget is wasted.

Mark: Oh,

Howie: Bad words.

Mark: Yeah. Okay. So all right. Well, there’s too many facets to this. We may actually run into multiple podcasts on this subject. But here are the things that we know are true. about, oh, any dental PPC, any Pay Per Click campaign, whether it’s Google or paid banner ads, or remarketing, or basically, let’s just call it dental internet marketing.

Howie: Yeah

Mark: It’s not all of the internet’s, not social media could be social media. But let’s just say you’re spending money for people who are already looking for things. You’re spending money to get their attention. And then their attention is a Click. Okay, so you want them to click while you have them interested in X, whatever X is, and we’re going to go through the subjects here in a second. They have a perceived or real need for the services that you provide that you’re advertising for.

So when one of these humans goes to their phone, or their laptop, and types in a search term, dental implants near me or what have you, um, you’re paying money, not to be exposed to that human, but you’re paying money if that human selects your ad. That’s a very important distinction, because there are PPC campaigns pay per click. And there are things called PPI campaigns, which is pay per impression. Okay. To wear, let’s briefly discuss the to pay per impression. You pay money, whether or not the person clicks your ad, pay per click, you only pay when the person clicks your ad.

Howie: So in the first instance of it just hits your eyeball, you pay for it. Right

Mark: Right

Howie: Regression?

Mark: That’s correct. Right. Okay. So and you would use each for different reasons. On specifically for dentistry. The PPC side is more on direct response, I have a real or perceived need. I did a search in Google, your sponsored ad showed up was fairly well written. I clicked it went to your landing page learned a little bit more about you. And, I either called to make my appointment, or I clicked online scheduling and made my appointment online and became a patient. Okay, that’s pretty typical.

For where I’m not going to say the majority, but I’m going to say, this is where most dentists go with their ad, their internet marketing ad budgets. Shortly after, making sure that they’ve optimize their dental office website properly. Optimizing a dental website, pretty much means that you’re going to be visible to that traffic without paying for an ad, that you’re going to pay a professional to do optimization for you. Okay, but normally, and I’m not gonna, I’m not gonna say I never say 100% of the markets. But I’m going to say in 85% of the markets, the cost of having that professional, optimize your dental website for search engines, is going to be cheaper than and if dentists going to create more new patients at less expense than an ongoing PPC campaign.

So when you prioritize your marketing budget, you would probably want to have a good dental office website, good optimization, start gathering that traffic organically, then if you need more new patients, then you move into PPC or Google Well, what’s basically called Google AdWords. Okay. So that’s the backdrop. Now, what you do, what you need to be really sure of, is that you’re doing this after your other prerequisites, prerequisite of any dental practices marketing foundation is properly done online, properly done offline campaign that is currently generating results; measurable, provable. Good, results don’t have to be awesome, great, they just have to be good. Your they’re generating a three and a half to four to one, monthly three, to four to one in their first year. Online and offline working together.

In your online dental reputation is good. You’re doing online dental scheduling, you have you know, 24/7 365 access for people to make appointments in your office. If you have all those prerequisites in place, and you have your website, it’s a good solid website, it’s not five years old, it’s updated, it’s, you have a net, you know, optimization, you know, maybe you have us doing your SEO for you. And it is generating good solid organic traffic of people who have real or perceived needs looking for dental services in your market, you have those in place. But you still need or want more new patients. That’s the scenario we’re in because you don’t want to go into PPC until those other things are in place. If you do your there’s really only a couple of scenarios where I would say that would be that would make sense.

One of them is a startup scenario, where or a startup scenario or you’ve greatly expanded the capacity of the practice, you were need for new patient volume, not necessarily quality, but your new patient volume needs are extreme. Okay, anytime you read, you get to that point. You can say to yourself, okay, PPC can give me a good a well done ad work campaign can give me volumes of responses in a short period of time, one of the benefits of AdWords is that it doesn’t really take a long time to get the phone to ring.

Howie: You know, it’s a bit like what we have been advising clients on for years. And you know, this wouldn’t be your first toe in the water. You know, stay away from the mass media, so to speak. And you know, there are prerequisites and foundational steps to getting to the point where you will, you will have a need for this PPC campaign stuff.

Mark: Yeah, it’s the same thing we say about postcards and deals. Yeah, if you’re going to send postcards cards and deals out to try and get the phone to ring, then the proper scenario to do that is when you have a just an almost desperate desire for patient volume. And you also have a concurrent campaign running for to attract the quality new patients in the market. Because if all you do is spend your money, sending out deals, ultimately, what you’re going to end up with is spending the same amount of money for less result.

And you become a new patient junkie, because those patients don’t end up getting a lot of the work done, and they don’t end up sticking in your system and end up increasing your administrative overhead. So PPC would fall into that category. It would help a new startup with initial high volumes, questionable quality type patients, which is a good segue to subjects.

Howie: Yeah, and it’s also a good point that we can take a break here, if you wouldn’t mind. And Hang on, don’t go anywhere. 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 your 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: Alright, we’re back.

Mark: And we were talking about subjects. Right.

Howie: Yeah. subjects.

Mark: Okay so, we have our scenario set up. We are, we have a mature practice. Our prerequisite marketing is in place, we’re doing a good balance of online and offline, it’s working together, it’s just generating x, top line. Good bottom line. Now we want to expand. So my next question would be Doctor, what do you want to expand? Are you expanding capacity for general dentistry patients? Or did you just finish your course on dental implants, and you’d like implant cases, because with PPC, you get to choose your subjects.

Okay, so let me give you a little rundown on some of the subjects from for the offices who are looking for high volume, and I’m going to say questionable quality. And again, I’m saying that compared to using the same amount of money for in a different media, okay, we could probably generate a smaller volume of new patients that are greater quality patient greater revenues but, there are times when you want to just fill capacity. So on the times that you just want to fill capacity, General Dentistry and emergency dentistry are the two big subjects that drive volumes. There are more people looking for general dental services, and especially emergency services on via the internet, than any of the other subjects.

If you want volumes of responses, and potentially lower average revenue per patient, then that’s the direction you would want to go if you have additional capacity to fill. If you’re at capacity, or near capacity, and you just want, I don’t know, let’s say it’s a two doctor practice and you just want 10 or 12 additional cases a month. Right? When I say case, it could be almost anything, could be Invisalign, could be implants, could be cosmetics could be almost anything. Those become the other subjects.

Okay, when you’re advertising for those, you’re doing it very differently. Very small volume of people searching for cosmetic dentistry in your town. Very low number unless you’re in that hat. Okay. But if you’re in whatever, Lubbock, Texas, you know, the number of people doing an active want or need or perceived a real want or need right now. First, you know, for cosmetic dentistry is a very small number. So you can’t really expect a high volume of new patients from such a small number of searches, but you can expect that the average revenue from these patients could be higher than someone who’s looking for an emergency dentist on a Friday night or Saturday, okay.

Howie: very likely to be higher you

Mark: very likely to be higher. Okay? Now, there’s another thing these people have in common. And this is part of our secret sauce, I guess. But,

Howie: Don’t tell anyone.

Mark: I know. I’m gonna tell everybody. Alright, so we got it, we got a really kind of get deep into this. Just for a second here. These are people who are looking for, let’s say implant, let’s just take a subject of implants. Dental Implant Dentist near me, let’s say they type that into Google and your ad pops up. Well, what do we know about this patient right now? What we know, or what we have logically concluded my I won’t say we know this, but Well, I’m going to say logically concluded that this person is in need of implants. But now ask yourself what kind of a person knows or is aware of the benefits of dental implants? Someone who’s already been diagnosed, right? Someone who already has a treatment plan in front of them for dental implants,

Howie: and they’re shopping.

Mark: Otherwise, why would they go to Google looking for Implant Dentist near me?

Howie: Yeah

Mark: they didn’t create the word Implant Dentist. They didn’t create the word dental implants. They didn’t know the words, dental implants until they were diagnosed. And it was on a treatment plan that some other dentists showed. Right? It wasn’t like these 92% of the people have no clue what a dental implant is. So they’re typing that into a Google search engine. They already know, if they already know there’s a really good chance they’re already diagnosed. And if they’ve already been diagnosed and treatment plan, they probably already know going price. And there’s a really good chance right they’re doing right now is shopping.

Howie: Yeah, it’s very similar to say, for example, somebody who’s been diagnosed for they need gum surgery. So they already know that. So that’s what they begin their search with is perhaps they’re looking for an alternative to gum surgery because gum surgery sounds scary, you know, that sort of thing.

Mark: Yeah. And how many people do searches for gum surgery that don’t know they need gum surgery?

Howie: Right, right.

Mark: Zero. Right, zero. Absolutely zero. Okay. So what we’re bringing to light here is, actually is a really important part of doing Facebook ads and Google Ads correctly. It’s understanding the mindset of the market that you’re serving, understand where they are right now this second in their decision process and breaking it down into small little steps of understanding.

So that when you write your ad, the words that they either click on or not click on, that you write them in such a way that resonates with the person’s mental state at that very second. And knowing that we’re not again, we don’t know that they’ve already been diagnosed, for instance, as needing a dental implant or needing gum surgery. We don’t know that. But logic and common sense would dictate my and market research, you know, a lot of money on market research would tell you, the chances of someone being undiagnosed searching for these things, is pretty minimal.

If we agree that these people have already been diagnosed, or at least had some kind of a cursory diagnosis and conversation with another dental professional about this subject, in the past, most likely the recent past, if we know that’s likely what’s going on than the add content, the words that they click the landing page content. And the whole path that you take the perspective new patient down, can be altered, to be almost micro specific to exactly what they’re looking for. And when you’re selling anything. There’s a sense of trust, respect, calmness, when you believe that the person who’s selling you something, understands your needs.

Howie: Right.

Mark: understands what you’re looking for. understands the solution, that might be just perfect for what they’re looking for. So anyway, I’m we’re getting a little Deep, I told you, we’re going to get deep on this. Okay. We’re getting a little deep, right. But here’s why it matters with Google AdWords for dentists, because if, as long as you use your marketing dollars to present a landing page text or add text to a consumer, either they’re going to click on it or they’re not. Right. And if they click on it, they hit the landing page, either they’re going to take action or they’re not. And if they take action, they’re either going to turn into revenue, good revenue for your practice, or they’re not. Right, there’s like a series of splits.

Howie: Splits.

Mark: Yeah, there’s a series of splits in the road. Right? There’s a left and a right. Right. So um, the cool thing with AdWords is, is that if a certain ad isn’t working? Or let me back up, once you run an ad, you have a baseline of performance? How many people saw it this many? How many people out of those people clicked it this many? Is that a good number? Bad or no, I have nothing to reference it against. If you’re like us, we have thousands of these things to reference against.

So we know we can say okay, this is performing at 8%. Below, you know, optimum, let’s change out the ads. These landing pages are performing at 12% over average, let’s keep that not only keep that, but make sure that all the other people who are running these implant ads for have access to that same ad content. Let’s loop those into anyone who’s performing below this point.

It’s really amazing, the dynamic result tracking that happens, not only when you’re doing this one, for one, dentists, like if you’re, if you’re a dentist doing this on your own, you’re sitting there going, Wow, this is really cool information. At least if you’re like me, you’re sitting there going, Wow, look at all these people that saw my ad, how come only you know, 23 of them clicked it. What’s wrong with me. 23 people, I went to my landing page, only six of them did anything.

And then four of them were just shoppers at eight o’clock in the evening on a Saturday, because they were all out of drugs. And two of them actually, we know out of the remaining two, one of them became a patient, I guess she might turn into something and the other one made an appointment and no showed Okay, so all of those forks in the road means something. Okay?

The end result isn’t what you want. You just tweak the forks in the road, you have that ability with something like Google Facebook ads, this is one of the benefits. There are pros and cons you you’ve heard us say this all through 15, less 12-15 years. There are pros and cons to every advertising media type. With Google AdWords for dentists, specifically, one of the pros is the ability to micro analyze the result, tweak them and index pensively move the needle of the result toward a better outcome. Okay, by the way, love. For instance, if you run a newspaper ad, and a newspaper ad stinks, and you don’t get anything from it for six months, you can’t move anything.

Howie: Right,

Mark: You can’t move the needle, there’s no needle.

Howie: With ad words. It’s just like super call tracking, right down to the you know, itty bitty little click here, click there and how much revenue I mean, it’s fantastic for, for nerds who are into that kind of stuff, like we are but yeah, you know, in more traditional types of advertising, you don’t have anywhere close to that.

Mark: Exactly right, So. So if you’re doing your own AdWords campaign, and you’re intrigued by the, the data sets, you can get your hand on hands on and look at them. Just imagine if you’re looking at hundreds of them at the same time. from different markets, all on dentistry, all in dental subjects, right. And there’s a need in your testing, you’re simultaneously testing not to add sets, you’re simultaneously testing 30 of them. Or ad sets, ad sets and landing page sets basically an ad Hey, Howie you you’ve written countless numbers of Google Facebook or Google dental PPC ads. They’re not so easy are they?

Howie: Oh. Well no, they’re not that I tell you. But they’re really fun. Because one of the things

Mark: Right

Howie: I know, yeah, like, everybody’s going. Yeah, they’re fun, right? He’s nuts. But, uh, no other they sharpen. One of the things that a copier has to do is involved in self in the world of economy of language. Because you get X amount of characters, not words, characters have to every keystroke is character, right?

Mark: Isn’t it like 80, Isn’t it like, 30, 30 and then 80?

Howie: Yeah, there’s 30 for the first headline. 30 for the second and 80 for

Mark: Right.

Howie: The description it’s called. Right.

Mark: By now these are characters not words.

Howie: Its character.

Mark: Right.

Howie: Right. So if you go, john J-O-H-N. And that’s four characters, and then you hit the spacebar.

Mark: Right,

Howie: Right. That’s another character.

Mark: Right

Howie: So anyway, you’ve got very, very constrained boundaries that you have to stay in. And you still got to make it. So, it’s attractive to whoever’s looking at it. Right?

Mark: Right.

Howie: And it’s, there’s a bit of an art as well as the science to that. So, I kind of like write them because it’s fun. You know, it’s like whittling down the stick to get right at the heart of things. You know.

Mark: Right. Right. Right. Leave out all the other extraneous supportive information and just get right down to the

Howie: Yeah, yeah, no rah, rah just,

Mark: no more missing teeth.

Howie: great benefits.

Mark: Right. Right. Fill hole in smile.

Howie: Yeah.

Mark: No, seriously, that’s, I mean,

Howie: Get kissed again.

Mark: Yeah, there you go, there you go. Um, but it’s worthy, it’s worthy of discussion because, you are not going to stumble upon the right combination. It takes I’ll, and honestly, with dynamic tracking, there is no such thing as the right one, because you’re always searching for a better one, right?

Howie: Right

Mark: So there’s never really like, it’s not like Mount Everest, where you can see the top and you can stand on it. It’s like Mount Everest only with somebody pumping air up underneath of it. And it’s just costing we are moving away from you. Right? You’re always trying to find that extra variation of landing page or add that outperforms the one you had that was champion before it. So anyway, so um, I don’t want to make this sound daunting. And we should probably close down this podcast was we would do another one on

Howie: Yeah, let’s do it.

Mark: AdWords, budgets, writing the ads actually will give some examples of will give some examples of, you know, 30, character, 80 character ads. Okay, for whatever, whatever subject. and um, so people get a better idea of what it is that we’re talking about, and, and how to set these up initially for their best benefit. One of the things that we do before any one of our clients, goes into AdWords with their budget, remember, our clients, 90% of them won’t even go into AdWords unless that foundation is already set up, and they want more, which is fine.

But that’s where we go after the foundation is set up. But when we do we do what’s called an initial assessment is $395. And it basically says to us on a statistical level, how many searches are done for these subjects in this given market area on a weekly, monthly annual basis? Who are the competitors? How much are those competitors spending? What subjects are they spending their AdWords budgets on? What is the content of the ads, and so on and so forth. So that before a dentist commits to 1000 to 3-5000 a month in Google AdWords, I think the first question that needs to be resolved is should I even be AdWords?

Howie: Yeah, Right, right,

Mark: Shall even I go there?

Howie: Viral medium,

Mark: Right? It may you may be bringing a knife to a tank fight. Okay, you are just gonna get squashed. And you won’t even know it. Right. And so, but then again, we have clients that, you know, are in pretty good solid metros, but there’s whole subjects that are being ignored by their competition. Nobody’s really bidding on, let’s say, emergencies, or cosmetics, or sedation. Lots of people are bidding on implants and Invisalign these days. But wouldn’t you like to have a few more emergency clinic patients and a few more cosmetic patients? How about sleep apnea? Right? How about sedation patients?

So, we do this. Before we do, and it’s actually mandatory. So if you came to us and said, “Mark, nope. I want you guys to manage my PPC campaign here. Here’s a wide open credit card, put five grand a month on it however you want, we trust you.” We would say no. Okay, we got to do this analysis first, right. So if anybody listening to this is easy, they’re doing their own. Actually, this may be great for someone who’s doing their own AdWords campaign, it may actually uncover some of the things that you’re up against, that you didn’t know you were up against, or maybe some things in your market change that you didn’t realize had changed.

Maybe you were getting really good results before and now it’s kind of dwindled off a little bit. Or maybe you just don’t maybe you don’t have the hours that requires to do right, to manage an AdWords campaign each month, whatever, whatever your scenario is, the assessment is there for you just go to our website and hit us up and chat or call us or whatever. And we’ll look get an assessment done for him.

Howie: Right. Yeah. Well, we’ve got a little bit long here. We hope you hung in there with this. And we hope you come back next week. And we’ll be returning to this subject and I think you’ll find it interesting. Okay, thanks a lot. Bye now.

We hope you’ve enjoyed our podcast today. You can find more podcasts on our YouTube channel, on Stitcher and iTunes. Also on our websites, dentalwebcontent.com and newpatientsinc.com.