Did you know that Facebook and Google command over half of the digital advertising market share? According to Statista, these two giants were worth 37.2% and 19.6% respectively during 2018. How can you determine which avenue is best for your unique practice goals? Learn the pros, cons, and strategies behind each in our latest blog.
Google Ads
Eight out of nine mobile searches are made using Google, which means that advertising on Google can send an enormous amount of traffic your way. Most Google ads are implemented on a pay-per-click (PPC) basis, featuring your practice at the top of relevant searches like “dentist near me.”
The goal behind Google advertising is simple: they solve problems quickly for patients. Think about why somebody would go to Google. They’re searching for something. When patients actively search for a dentist, your ad at the top of the page will drive them to choose (or at least consider) you.
The Pros
- You can allow negative keywords, which will ensure your ads aren’t shown on particular searches, such as “free dentist.”
- You only pay when people click. Plus, even when your ads aren’t being clicked on, you’re still building value through free brand recognition.
- Google Ads are great for new practices whose SEO is still building momentum.
- Placing ads on specialty keywords like dental implants can lead to a substantial ROI from big case conversions.
- Google utilizes a variety of partner websites that can help you leverage your advertising even further than search results.
- Retargeting allows you to improve your Google ad conversion rate by marketing to potential patients who have already shown interest in you.
The Cons
- PPC relies on the understanding and implementation of negative keywords among other strategies. Otherwise, you may be paying for clicks that don’t result in patients who are the right fit.
Facebook Ads
Did you know that Facebook has over 2 billion active users? As the largest social media platform, Facebook is inarguably a crucial element in marketing your dental practice. However, Facebook advertising lends itself to a different philosophy than Google ads. Facebook users are less likely to be actively searching for a new dentist, and more likely to be casually browsing.
What does this mean for your practice? Facebook advertising offers more passive, but consistent exposure. Over time, you can build powerful brand recognition that will lead patients to choose your practice first through retargeting.
The Pros
- There are a plethora of different styles to format your Facebook ad. This includes photo or video content, and they can appear on news feeds, side bars, mobile view, Instagram, and more.
- Because of this, Facebook ads offer flexibility and innovation in your marketing, which can easily set you apart in dentistry.
- Using Facebook Pixel, you can create custom audiences of people that have shown prior interest in your practice. This allows you to remarket to them to improve your conversion ratethrough a strategic funnel campaign.
- Facebook utilizes a “bidding system” that allows precise budget allocation for ROI tuning — letting you choose whether you pay by the click, or pay by the display.
The Cons
- Facebook ads need to be strong and persuasive to stand out in a medium of organic, visually interesting content.
- The complexity of Facebook ads requires marketing expertise and insight for maximum exposure and ROI.
- Facebook has restrictions on what ads can or cannot say or offer.
Utilizing Facebook and Google Ads Together
In truth, Facebook Ads and Google Ads are best suited for simultaneous use in marketing your practice. Facebook advertising utilizes a more passive, organic way of reaching your patients to build brand awareness and credibility in your dentistry. Google’s PPC ads allow you to be right there at the top when they go to search for a dentist.
Implementing both of these methods can bring you a substantial ROI, but there’s one catch: the marketing expertise required. Let our team help. At Identity Dental Marketing, we follow the latest research, trends, and analysis to ensure your marketing dollars are being maximized. We take the time to listen to you about your practice, your niche, your location, your services, your goals, and much more. Each of these play an important factor in determining the best strategies for helping you attract your ideal new patients.
Interested in bringing Facebook or Google advertising to your practice to reach new levels of growth? Schedule your complimentary marketing planning session with our team today.
