[IMPLANTS] What are the best Google demographic targeting options?

ByLoran Simon|Our Service

John Wanamaker (1838-1922) considered by some to be a "pioneer in marketing”, is quoted as saying:

“Half the money I spend on advertising is wasted; the trouble is I don't know which half”.

Nowadays with digital marketing that is no longer a problem. For the first time we can track exactly where the advertising is wasted. But you have to know where to look. And you have to be tracking the right things.

Have you ever run Google Adwords campaigns for dental implants and been frustrated with the results? Now know what is working and what isn't. Or perhaps you didn't even know how to find these things out.

We looked at a recent collection of dental implant campaigns that we manage for our dental practices. The results are below.

The top table shows the performance data by gender, the bottom table shows the performance data by age.

Impressions = the number of times the ads have been seen by that segment.
Clicks - the number of times the ads have been clicked by that segment.
Cost = the total cost of the clicks.
Conversions = the number of times the enquiry form has been completed, or a tracked call enquiry has been made.
Cost / conv. = the average cost for each enquiry.
Click conversion rate = the percentage of visitors that make an enquiry.

Lastly, "Undetermined" means that Google does not know the age or gender of the patient enquiry.

The above data is available inside the Google Adwords account within each campaign under "Dimensions".

Before I go any further, why should you listen to me? My name is Loran Simon and I run a digital marketing agency for dental practices, called Somnowell Marketing. In 2011 I set up a dental device company called Somnowell, with my father-in-law Prof. Simon Ash, a Specialist Orthodontist. At our dental lab we generate up to 4,000 enquiries per month from digital marketing. By developing systems that worked for our dentists, I then decided to do the same for individual practices for all their other treatments.

Overseeing the Google Adwords side of things with me is Joel McDonald, (author of Google Adwords for Dummies). Joel and I looked at the above data last week and the outcome is that we will be adjusting the bids for all our 80+ client's implant campaigns, as shown in the last column.

By bringing down the cost for each click in the segments that are more expensive, or less likely to proceed with treatment, we can simultaneously increase the overall lead quality and volume.

If you want to create your own dental implants campaign, you can find some useful templates inside the Drop Box folder below.


Inside the folder above are the text ads we use in Google Adwords, the keywords that we target, the email autoresponder, plus a flyer design.

Here are the results from one clients ad.

As you can see, his implant enquiries are costing on average £18.27 each, and the conversion rate is 10.58. So just over 1in every 10 visitors is making an enquiry. They are maming the enquiry on the landing page that we built for the client, which is there the visitor goes after they click the ad.

Here is an example of a landing page

We have a lot of experience generating patient enquiries for dentists. As you can see below, we have generated 57,450 patient enquiries from Google alone, and even more from Facebook.

So why am I telling you all of this?

We have opened the doors again at Somnowell Marketing for dentists that want to get more patients for any of their desired treatments, such as orthodontics, implants, teeth whitening, nervous patients, etc. We only work with one dental practice per area, so we can get the best results for one practice.


We have a highly skilled team of 23 digital marketers at Somnowell Marketing and can only work with a limited number of practices.

JUST CLICK HERE TO SCHEDULE A CALL with me to learn more.

In a nutshell:

- you tell us the treatments you want to more patients for, the geographical area, and the advertising budget (we can advise), we will then set-up and manage the digital marketing campaigns for you

- myself, and Joel McDonald (author of Google Adwords for Dummies) and other leading experts, oversee your campaigns

- everything is in your name, so you have full transparency and can keep everything forever

- there is an all inclusive management fee

JUST CLICK HERE TO SCHEDULE A CALL with me to learn more.

Schedule a FREE Strategy Call

Learn how digital marketing could help your practice grow by 85% in 1 year.


About the Author

After generating more than 85,000 patients for our own dental lab, and for the clients of our digital marketing agency for dental practices, I cracked the code for running successful online marketing campaigns.