Today I am giving you an insight into what I believe is the most effective campaign in Google Adwords, and the simplest. If I had to choose only one campaign for a dental practice, it would be this one.
But first, let me ask you a question. Do you wish the practice phone would ring more? Do you wonder what you can do to get the phone ringing?
And why are phone calls so important? At our dental lab we generate up to 4,000 enquiries per month. When we analyse the conversions from enquiry to dental device order, we find that telephone calls convert at 3 times higher than web page contact form enquiries.
So how do you generate lots of incoming calls for your practice? You use Google's Call Campaigns. This type of ad makes the calling option the most prominent feature of the ad, and only action that patients can make. Which makes them ideal for local businesses that want calls.
But, there are some important points to note. The Google Call ads work best for the types of searches where someone is likely to want to make a call, such as "dentist near me", as opposed to a general search for information about "teeth whitening". This means that the Google Call ads also work well for searches like "orthodontist".
The Google Call ad looks like this. Notice the call button on the right side. The patient can just click the ad and it will call the practice.
And they get results like this.
As you can see, the dental practice received 19 phone calls for £83.29, that's only £4.38 per phone call. And just to remind you, we find that phone calls are worth 3 times more than web page enquiries.
Now here is how to do this yourself. First go into your Google Adwords account and click the red "+ CAMPAIGN" button and select "Search Network only".
Then watch this video to see the Call Campaign settings and where to add the telephone number and text for the advert.
The video also available here https://screencast.com/t/rrpG1qfqtp8A
Here are some examples of keywords you need to target.
dentist (insert town name)
The Google Call campaign should only be running at certain times of day. The times when you are able to take the calls. You need to set the times in the Ad Schedule within Settings.
Here is a folder with downloads (Google Adwords keywords, negative keywords, and some suggested ad text) that you can use to make your own Google Call campaign.
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