Dental Pay Per Click Strategies – Part 3 – KeyWords

This is the third post of a series of dental PPC strategies.  This week we are going to focus our attention on writing keywords that will attract the most relevant traffic and keep you safe from searches that have no relevance.

When developing a good keyword list, we recommend using Google’s keyword tool to start. You can find that tool in the Adwords dashboard under the tools tab or when you click on the “add keywords” button in the keywords tab.  Look for keywords that you know would be relevant to your site and do not be afraid to create a good sized keyword list. Here is an example of keywords found in a “Denture” adgroup:

• [dentures]
• “affordable dentures”
• “cost of dentures”
• [denture]
• “cheap dentures”
• “dentures cost”
• dentures ronan montana
• “partial dentures”
• “low cost dentures”
• “denture implants”
• “same day dentures”

The actual list is much bigger, some adgroups can have up to 40 or 50 keywords in a dental ppc account.

You will notice that some of the keywords are wrapped with “quotations”, [brackets], or nothing at all. This is called ‘keyword match type’ and is a great way to control how your keywords are used by Google’s search engine. The bracket match type is called exact match. The quotation match type is called phrase match. The keyword with nothing wrapped around it is called broad match.  We commonly start a campaign with exact and phrase match to limit search volume to the most relevant traffic and have only a few specific terms use broad match like: dentures ronan montana.

One last tip for your keyword list is to include negative words. Negative keywords are a great way for you to tell Google about specific keywords that are not relevant to your site. This can be used to block out people using related keywords that are not prospective new patients. Here are a few examples of negative keywords we use in a dental ppc account.

• -books
• -employment
• -resumes
• -education
• -staffing
• -seminar
• -career
• -picture
• -supplies

For someone just starting a dental ppc account, we recommend using the ‘see search terms’ report to find what irrelevant search terms are being used to find you. You can find that report by clicking on the keyword tab at the campaign level. Click on the drop down menu titled, ‘see search terms…’ and click all. This report will allow you to see what terms your ads are showing on. Use this report to determine if a keyword is relevant or not and quickly add it as a positive keyword or a negative one.

Please check in next week when we talk about how to use landing pages and dental offers in a dentist pay per click account to more effectively see a return on investment.

- Sterling Green

Dental Pay Per Click Strategies – Part 2 – Ads

This is the second in a five part series on Dental Pay Per Click Strategies. This week we are going to be covering how to make a killer dental PPC ad. If you missed last week’s post check out how to make good dental pay per click structure.

Why is the ad so important? For three reasons: 1) it gets you noticed on the SERP and gets you the click 2) it lets the searcher know they found what they are looking for and 3) it sets the expectation for what a searcher can expect on the landing page. If you have a smooth path from ad –> expectation –> landing page –> goal you can expect success from yourPPC management. So let’s look at some good ads that work for our dental PPC clients:

• Use Dynamic Keyword Insertion in title to make ad more relevant.
• The keyword “Denture” is mentioned 3 times.
• Funny or witty(ok, at least we think so).
• Call to action.

• Local and geo keywords are empashized. We used the name of the city and nearby school.
• Offer is mentioned in the ad itself preparing searchers for what they can get on the landing page.
• Call to action.

• Title continues to the first line drawing more attention.
• Unique selling propositions highlighting “affordable dental care” and “$99 off”.
• Call to action.

As a last note I will simply add that you must always be testing! Have at least 2-3 ads in each adgroup and test different headlines, different ordering of words, different calls to action, different display URL text, and more! You WILL be surprised what you find works for dental PPC ads.

Tune in next week to find out about the best keywords to use in dental ppc accounts.

-Luke

Cookies Are Heavenly

No, the title does not refer to the “geek” “cookies” used for remarketing and other fun things of the sort.  I am talking about purely delicious, sensationally terriffic, appealing to the eye, shipped fresh, sitting on a nice silver platter, gourmet cookies.

After 9 or 10 years of selling these cookie baskets online, Heidi’s Heavenly Cookies (HHC) has come to us looking to take their online presence up another notch.  The last couple of days we have dove into their Google Analytics and Google Adwords accounts to sift through years of data.  While we were working on that, Heidi Nel, Founder of HHC, decided to help us better understand exactly what we would be helping her sell online by sending us a cookie gift basket.

I was impressed!  So impressed.  Heidi is a smart lady.  Having tasted her cookies I have a HUGELY increased desire to help her sell more of these amazing cookies online.  I can’t even describe how impressed I was using words, so I will use pictures:

Yep, perishable.  No preservatives in this deliciousness! Hey, whats that purple thing?

A hand written thank you note for helping her with online marketing, before we have even touched her website!

Man this box is heavy! What’s inside?  The first layer of padding.

Ice packs.  Underneath the first layer of padding. Note the thickness of just the outside layer of padding.  As you will see in the following pictures, she could have shipped us eggs and they wouldn’t have broke.

There were 12 of these ice packs.  The cookies were cold.  She could have shipped us ice cream!  In the summer, from Georgia to Idaho, yeah, I guess that is smart.

The first deliciousness.  Talk about fancy wrapping for one treat.  Notice all of that bubble wrap.

The angels were singing in the background as I peeled away the last layer of bubble wrap off of the top of the cookie platter.

The package looked like it was just picked up from the local bakery a few minutes ago!

50 gourmet cookies on a silver platter and a whole team of happy search engine marketers! Check it out, within all of the fancy wrapping the cookie platter is covered in another layer of vacuum sealed plastic to keep the cookies in place so they don’t crumble.

The cookies in all their glory on the conference room table.  My favorites were the Macaroons and the the Toffee covered cookies.  YUM! My mouth is watering just finishing this post.

A SINCERE THANK YOU TO HEIDI’S HEAVENLY COOKIES FOR THE COOKIE GIFT!

Dental Pay Per Click Strategies – Part 1 – Account Structure

The following post is the first of a series on Dental Pay Per Click Strategies. When creating any confident, relevant dental pay per click account, account structure plays a strong hand in the account working effectively and you making changes efficiently.

After creating your dentist ppc account, you begin your setup by creating a campaign. The campaign should have a relevant name and is where your settings are determined, as well as your specific geo-targeting. Within your campaign you will create a series of adgroups.

Adgroups are just as the name implies. This is where you separate ads and keywords by relevancy. For example, for a dentist that offers dental implants, sedation dentistry, and is a dentist in Ronan, Montana; they will want to create an adgroup for “dental implants”, one for “sedation dentistry”, and one for “Ronan Dentist”.

Each Adgroup should include keywords and ads that are relevant to that group.  Below are some examples:

• Adgroup- Implants
  • Keywords- dental implants, implants, tooth implants.
  • Ad- Need Dental Implants? 25 Years Experience in Dental Implants. Call Us Today!

• Adgroup- Sedation Dentistry
  • Keywords- sedation dentist, dental sedation, sedation dentistry
  • Ad- Sedation Dentist in Ronan. Stop Worrying. See a Sedation Dentist Pro. Schedule Now!

• Adgroup- Ronan Dentist
  • Keywords- ronan dentist, ronan dental, dentist
  • Ad- Trusted Ronan Dentist. Find A Trusted Ronan Dentist. Call Today!

That is the basic structure of a dentist ppc account. If you need to add more adgroups because of new services offered, or if you need to create a new campaign because you want to target a different part of a city, you can accomplish that quickly and stay organized at the same time.

Also keep in mind that keeping the adgroups relevant and organized will do more than just help you work faster. Google puts a lot of weight on relevancy. The more relevant your adgroups are, the better your quality score will be. Quality score is one of the metrics that effects how much you pay for your position. A higher quality score yields a better average position and a lower cost per click. This is really where structure becomes important for any dental ppc account.

See our next post on great dental PPC ads next week!

Sterling Green

Dental PPC Account Manager

Get Found First Welcomes Courtney Rosemeyer

Employee turnover within a company is such a mix of emotions.  Our previous Office Assistant that helped me keep track of finances, billing, paperwork, and scheduling has moved on. Her husband got a job somewhere east of the Mississipi. We will miss Shally!  We really wer sad to say goodbye.

But like I said, it is mixed feelings because while we are sad to see Shally go, we are really excited to introduce you to Courtney Rosemeyer (her last name will soon change as she is engaged to be married) and to have her on the Get Found First team!  Courtney is a firecracker!  Her bubbly personality, organizational skills, and talents have already been very helpful to have around the office.

Courtney’s true love is music.  Boy can she sing!  Check out a youtube video here: http://youtu.be/_btVHay-tNk

So when she isn’t teaching voice lessons at BYU-Idaho, or planning her wedding with her fiance, she is probably either sleeping, eating, or doing something for Get Found First, and we like it that way!

Welcome aboard Courtney.

-Stu and the Team