Dental advertising Google Mistakes

The big issue with dental advertising on Google is lack of volume. And there is a major pitfall you have to avoid if you want to save your wallet and benefit from Google advertising.

What doctors don't realize is that Google advertising offers you two different places for your ads to appear. Actually three.

1. On Google search engine
2. On Google search boxes that let people search Google from other websites
3. Next to articles and web content on other non-Google websites

The most expensive clicks come from Google search engine advertising. Actually, #1 and #2 above. You may pay as much as $2 or more for something like "YourTown Dental Veneers" or "YourTown Cosmetic Dentist." It is expensive but the visitors are high quality.

The third choice involves you advertising on a pay-per-click basis on Google and your ad appears on other non-Google websites. Every time someone clicks on your ad, Google charges you. But a lot of those clicks are often fraudulent.

A website owner who wants to make money advertising will sign up with Google as a publisher. Google will then display your ads along with others. What is to prevent that website owner from clicking occasionally on the ads he or she is showing? Google splits the advertising money with the website owner, so there is a lot of incentive to have false clicks. And every false click costs you money.

That is why you have to be very cautios when advertising dentistry on Google. You may find that you don't get much volume of clicks by only appearing on Google's search engine and on Googles search partners. But when you add the third option, advertising on non-Google publishers, you will get volume but often the quality will be very bad. It can cost a lot of money and you don't have any more patients than you did before.

Avoiding this Dental Google advertising pitfall

The solution is to bid much lower on "content network" bids (non-Google publishers that show you ad) than you bid on the ads that are shown on Google search.

Google lets you do this quite easily. Since you are paying much less for those content network clicks, you should end up with a balance. Higher volume with lower quality, but on an overall cost-per-good-visit basis it should work out.

 

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