Introduction to Google Ads
What are Google Ads?
Google Ads is an auction based online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads works by displaying your ad when people search online for the services you offer. By leveraging smart technology, Google Ads helps get your ads in front of potential customers at just the moment they’re ready to take action. Â
What is Pay Per Click (PPC) Advertising?
PPC (Pay Per Click)Â means you only pay for an ad if someone clicks on it. Other ad platforms, like Facebook, charge per impression, whether an action was taken by the consumer or not.
NPI Pricing
Google Ads Initial Analysis (IA) – $395
This is a one-time analysis to see if and how your digital ad budget SHOULD be deployed in a particular market.Â
Campaign Setup – $795
This is a one-time initial setup of all your campaigns, landing pages, tracking numbers, keywords, and targeting. This process takes about 7 business days.
Monthly Management Fee – $629
Independent from the ad budget, our monthly management fee covers the ongoing software and labor cost necessary to provide a successful and quality service.Â
Billing Details
The ad budget is billed directly to the client’s payment method, by Google. The client is automatically charged after their ads start, either 30 days after their last automatic charge or when they reach a preset amount (known as their threshold), whichever comes first. At the beginning, the threshold starts low (around $100) and goes up incrementally until it hits $500.Â
Our Features & Benefits
- Custom Landing Pages
- Daily Optimization
- Call Tracking Dashboard
- Call Rating & Classifications
- A/B/C Testing
- Fraud Protection
- Scripts & Automations
- Weekly Reports
- $500 New Account Credit
Why do clients trust us to manage their Google Ads?
Save Money – To be most effective, digital ad campaigns need daily monitoring. Dentists simply do not have the time.
Less Stress – successful ad campaigns require varying skillsets (Graphic Design, Data Analysis, Copywriting, Strategy, etc.) With our talented team, we can provide a one-stop-shop, stress-free solution.
More New Patients – Proper campaign optimization generates more calls for the same or less ad spend.
Common Misconceptions
#1
Running paid ads with Google will help a website’s organic ranking.
Big NO-NOs
- Â Re-targeting with service specific advertising is a HIPAA violation. This includes using analytic data to re-target website visitors or uploading a custom list. An argument can be made that it IS NOT a violation as long as the advertisement is a general brand ad, but ultimately the potential reward is not worth the risk of having your brand blacklisted by Google.
- Starting a new account before closing out the previous one and/or trying to run two accounts at the same time. This is a quick way to get your account and brand banned from the platform. This behavior is viewed as fraudulent and will result in an immediate suspension that is hard to get out of.
- Using virtual or pre-paid cards to pay for ads. Again, this behavior is flagged as fraudulent and will result in suspension of ad account.
Common Mistakes Dentists Make Today
By adding a Practice Name or Doctor Name to your negative keyword list, you are preventing a large number of existing patients who use Google to find contact information from seeing your ad, clicking it, and costing you money. Why would you want to show an ad to someone who already knows who you are?Â
Other marketing companies will use metrics like CPC, Impressions, Leads, etc. to impress the people who don’t truly know how to run Google Ads properly. If done correctly, the only metric that matters is Cost Per New Patient. To learn more about the common deceptions around Google Ad metrics, read our Dental Marketing Deceptions guide. Â
A budget of $50,000 a month won’t do anything if the person answering the marketing calls doesn’t know how to properly address new patient questions and concerns. The fastest way to burn ad spend is to not answer the phone or have someone inexperienced answering the phone.Â