Modern Day “David Vs. Goliath” – by Joel McDonald author of Google Adwords for Dummies

ByLoran Simon|Our Service

I’d like to share a story with you that demonstrates really well the power of some of the amazing things that are possible with digital marketing. In this case THE AMAZING THING is called REMARKETING.

The story is actually told by Joel McDonald, author of Google Adwords for Dummies. Joel is one of our advisors and has worked with me for some years to keep our Google campaigns for our dentists at the cutting edge. He was also kind enough to write this about our digital marketing service for dentists:

“My name is Joel McDonald, and I am an Author and a Google AdWords consultant. I’ve reviewed hundreds of Advertising accounts, and working with Somnowell Marketing has been an absolute pleasure. Their accounts are some of the most organized and well-performing accounts I’ve looked at. If they are managing your Advertising budget for your local Dental practice, you can rest assured that your advertising budget is in extremely capable hands.”

If this sounds like it might be of interest to you CLICK HERE TO SCHEDULE A CALL with me to learn more. We only have 2 new client spaces left, so now is a good time to arrange a call to learn more!

Anyway, onto the story!

Modern Day “David Vs. Goliath” – by Joel McDonald author of Google Adwords for Dummies

As an entrepreneur, “David vs. Goliath” is one of my most inspiring tales. However, an even more inspiring one from real life is one I call “Jason vs. Sylvan Learning Center”. Jason is a private tutor who works from home (he is also my younger brother). He has an “Increase your SAT Score” website for high school students looking to improve their SAT test scores.

Although his website is about as basic as it gets cosmetically – he gets plenty of organic traffic from Google because he has uploaded hundreds of helpful free videos that drive traffic to the site.

We were brainstorming a while back about capitalizing on the traffic to his site and I suggested an AdWords Remarketing campaign. He objected, saying “I don’t want to pay for traffic. I get tons of free traffic already.” I said “Let’s spend $20 a month on remarketing & see what happens.”

The funny thing is – we struggled to even spend $20 a month. Most months only cost him $5 or $10. Nothing really happened for a couple months. No big deal though. He was only out $10 or $20 – tops in the two months we had been trying. By the third or fourth month, something funny happened.

He got a call from a Mom & Dad who were trying to help their high school junior get into an Ivy League school…

Jason’s course is $1500, so it often involves a phone call. On that call, he is used to getting grilled with all sorts of qualifying questions before they decide to buy. You know the types of questions: “What are your qualifications?” “So and so has a cheaper program.” “How are you different from XYZ program?” Etc. In this case, however, he was pleasantly surprised. The conversation went something like this:

Jason: “Hi, this is Jason – How can I help you?”

Parents: “Hi, we’re trying to help our child improve their SAT scores & we were going to go with Sylvan Learning Center, but we came across your videos, and you guys are everywhere! We see that you ship physical DVDs, but we want to get started ASAP. If we gave you a credit card number over the phone, do you have the first DVD online so we could get started before they arrive in the mail?”

Although Jason was used to running through a whole list of questions, he didn’t have to answer any. He just needed to get to his computer so he could run their credit card ASAP.

  • Easiest $1500 sale he had ever received.
  • Sylvan is a nationwide company. Jason is a 1-man shop with a free wordpress site.
  • Sylvan’s marketing budget is… ummm… big. Jason’s marketing budget at the time: $7 a month.
  • Despite Sylvan’s who-knows-how-big marketing budget that involved TV, Radio, print publications, and who knows what else, they chose Jason.

How did Jason get the business over a multi-million dollar nationwide company? Having hundreds of helpful videos online certainly helped, but if that was the case, these folks would have bought a lot earlier when they visited his site in the first place. What pushed these people over the edge was Jason’s $7 per month remarketing campaigns that continued for weeks after they first found his website. They never opted in for any additional emails. They didn’t call him when they first found his site. They simply found the site, and left.

But… over the next few weeks:

  • When they visited the Wall Street Journal – he was advertising there.
  • When they read a blog post about study habits, a link to a helpful study video was there.
  • When they read USA Today online, they saw a testimonial from other parents who had taken guess-who’s course…

The best part is that Jason didn’t even pay for them to see all of those remarketing ads. He only paid on the rare occasion that they actually clicked on the ads. Even though he only paid for clicks, every time they saw one of his ads, asubconscious seed was planted – telling them “this guy must be legit if he can afford to advertise in all of these places”. By the time they had drawn that conclusion for themselves, the need to ask all sorts of other questions just went away. They were ready to buy.

Pretty cool, eh?

Whether or not you are using paid traffic on Facebook, AdWords, or anywhere else – Remarketing is an extremely powerful tool that will increase your conversion rate – no matter how many visitors you already have coming to your site.

Here’s how you can implement Remarketing for your website:

  • Log into your AdWords Account
  • In the left column, go to “Shared Library” > “Audiences”
  • If you haven’t set up a Remarketing Campaign, Google will have a couple steps for you to create an “All Visitors” remarketing script. Follow them & proceed to step 4.
  • After setting up remarketing, click on the “tag” details button.
  • Grab the script you created in step 3 & place on every page of your site.
  • Wait for the magic to happen.

Of course, there are a lot more sophisticated ways to use remarketing, but this basic use of remarketing is extremely powerful.


Last year for our sister company, a dental laboratory, we generated over 25,000 new patient enquiries for our dentists, at an average cost of £4.73 each.


We now do the same at Somnowell Marketing for dentists for ALL their treatments. You can see recent cost examples in the end column below. New patient enquiries for braces were £6.92 each, and the new patient enquiries for teeth whitening were £2.67 each, and for implants £10.04 each.


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 and not be running campaigns that are competing against each other.

If this sounds like it might be of interest to you CLICK HERE TO SCHEDULE A CALL with me to learn more. We only have 2 new client spaces left, so now is a good time to arrange a call 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, we do not charge extra for setting everything up (limited time offer), and there are no hidden fees

If this sounds like it might be of interest to you CLICK HERE TO SCHEDULE A CALL with me to learn more. We only have 2 new client spaces left, so now is a good time to arrange a call to learn more!

Here are some kind words:

“…Somnowell Marketing should be at the top of your list.” – Dr Neil Gerrard, Clifton Dental Studio
“…I cannot recommend them highly enough.” – Dr Ashley Davenport, Balsall Common Dental
“…I would not hesitate to recommend them.” – Dr Pchatar Samra, The Dental Centre
“…ahead of the curve and provide a good return on investment.” – Dr Athyr Al-Killidar, UK Smile


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.