Introduction

Google Search Ads are one of the most valuable tools at your disposal when marketing a dental practice online. When utilized effectively, Google Ads can provide a consistent flow of qualified leads to help fill your schedule and complement your other marketing efforts, such as SEO, social media, and offline strategies.

However, to best utilize this paid strategy, it’s important to know the tools you’re working with inside and out. Unfortunately, there are so many channels available to marketers today that it can be hard to feel especially well-versed in any of them. 

In this article, we’ll break down the components of a Google Search Ad, discuss how to best utilize different assets, and provide some best practices for writing ad text. Let’s start with the patient-facing portions.

Ad Headlines

Google Search Ads are (primarily) a text-based responsive search ad strategy that relies on a series of headlines, descriptions, and other assets to generate a listing in a Google SERP (Search Engine Results Page).. To generate those relevant listings, Google allows for up to fifteen 30-character headlines. Up to three of these headlines will display as larger, bold text in the first lines of a listing. 

(Download image: https://www.dropbox.com/t/XY6VjQ6Sd2wXlWxC)

Great headlines are short, attention-getting pieces of text. They either contain a strong CTA, branded language, or a short value statement like, “Comfortable & Friendly Care,” or “Stress-free Cosmetic Dentistry.” This is a great place to showcase specials like a new patient deal. Patients are more likely to engage with an ad if there is a strong lead magnet front and center.

Once you’ve developed a strong collection of headlines for your ad, you can move on to write some more thorough, info-heavy descriptions.

Ad Descriptions

Descriptions are the supporting actors to your ad’s headlines. Google allows for four 90-character descriptions. The phrases entered here display below the “Headline” text in a SERP listing and are best used to expand on offers referenced in headlines, introduce the doctor, and display long-form brand language. 

Fun fact: between 15 unique headlines and four descriptions, Google’s machine learning can generate 43,000 unique variations! 

Ad Extensions

Google Search Ads are more than a combination of headlines and descriptions, though. Additional assets like Sitelink Extensions, Call Extensions, and Service Catalogs give you more real estate to populate your listing with the things that make your practice special.

Sitelink Extensions are sub-listings under the main body of your ad. They allow users to navigate directly to pages within your website (like a contact page, for example). If you’re a family dentist, but recently took a course on veneers and would like some visibility on that service, this is where you can showcase it without needing an entirely new campaign.

Call Extensions are great for dental practices. A higher volume of calls means a larger top-funnel patient base. By making your practice’s phone number more accessible to ad viewers, you’re increasing the likelihood that they’ll call to inquire about a service, schedule a consultation, or even book an appointment.

(Download image: https://www.dropbox.com/t/w2O0wmWxojLE6oSC)

Best Practices When Writing Google Ads

Now that we know the key components of a strong Google Search Ad, let’s talk about best practices while writing said ads. You can build an ad using all the elements listed above, but if the text isn’t relevant or doesn’t offer a strong enough value statement, it likely won’t perform at its best. 

We’ve already discussed the value of using compelling calls to action in your headlines. Telling your audience to “Book A Virtual Consult Today,” or “Visit Us Online To Learn More” will surely encourage your audience to take action.

However, it’s also important to consider where the viewers are within the customer journey relevant to the channel you’re advertising on. Google Search Ads are responsive to prospective patients' queries for dental care. At this stage, these viewers are considered warm leads and likely don’t need to be sold on dental care as a whole, but rather why they should choose your practice to receive care. Use the various text inputs to showcase what makes your practice different from the rest! Language like, “Comfortable, Expert Care,” or “Cutting-Edge Technology” can go a long way in defining your value proposition to the audience.

Another thing to keep in mind while writing Google Search Ads is the cohesiveness of the user experience. If a patient clicks through your ads for cosmetic services, but the landing page only refers to family care, they may leave the funnel and begin the search again. Writing an ad that leads a user to the “Call Now” button seamlessly will likely perform better than one that feels disjointed from the web experience.

Finally, as Google Ads is a digital channel (duh), we have to write ads that appease both our prospective patients and Google’s algorithms at the same time. Things like Ad Rank, Quality Score, and some ad placements are directly affected by how your ad is read by Google’s systems. Make sure that your ad text aligns with your keyword strategy so that it attracts your ideal patient, and creates a cohesive customer journey..

Conclusion

A successful Google Ad campaign combines personalized marketing to patients in need with effective use of Google's reach. In this article, we talked about the different structural components of a Google Search Ad and how to use them to reach potential patients. When you combine a well-built ad, effective keyword research, and a competitive investment level (check out Are My Ads Worth It?), you have the recipe for a successful Google Ad campaign.

With any luck, the huge world of dental digital marketing just got a little more manageable! Need some help? We’d love to build a successful Google Ads campaign for your practice!