Let’s look at your Google advertising campaigns and look at some ideas and strategies that you can use to get the best from your Google adverts. And these are things that you can do yourself by managing your account and changing the way that you’re bidding on certain keywords. So I want to give

two kind of top tips, really, and the first one is thinking about the relevance of your keywords. And the second thing is the different types of keywords that you can use. So you can use broad match, exact match, and phrase match. I’m going to give you an overview of each of those. Before I go into that, just make sure that you subscribe to this channel.

There should be a button around me somewhere. And you will then be kept up to date with these videos as they go live. Google adverts and when you bid on a keyword you might want to do dental implants, you might want to do Invisalign you might want to do teeth whitening. What I would recommend you do is to think about the treatment and the problem and you might want to do two different ad sets, so then you can do adverts around the two different areas, so treatment is dental implants, Invisalign.

The problem is straightening crooked teeth, replacing missing teeth. You might want to do two different ad sets. One bidding on search words and phrases around replacing missing teeth, and another one on the treatment of dental implants, for example. That means you can then bid on the keywords specifically for implants

or replacing missing teeth, so the keywords are very precise, and then the adverts that you show then represent exactly what that patient has been searching for. When you bid on keywords, think about the importance and the relevance of them. For example, if you bid on something like anti wrinkle for facial rejuvenation adverts, patients might be looking for anti wrinkle cream, anti wrinkle eye treatment, anti wrinkle massage.

All of these things are things that you probably don’t offer at the practice. So just think about the intent behind the keywords that you bid on. That’s the first thing. Think about what keywords you use. The intent behind them and bidding on treatment keywords and problem keywords. Now the next thing I want to talk about, this is really important, is to make sure that you have your three different types of keywords.

Now what Google will kind of set up your campaign by default to do is broad match. So for example dental implants, let’s say you bid on the word dental implants as a broad match. Google will then say, okay, dental implants, that’s broadly matched to dentistry. I’m going to show this advert for anyone that types anything broadly related to dentistry.

So if you bid on the keyword as a broad match dental implants, you’re likely to find that Google will show your advert for things like ‘dentist in’ that particular location. You might even get dental hygienist in that location, which will waste your budget if people click on them. So Broadmatch is great for Google because it means that people click on more of the adverts and you end up spending more, but it’s not necessarily so great for your campaign.

So Broadmatch is the first way to do them. The second way is what we call phrase match. Phrase match is where we put inverted commas around the keyword. So, for example, “dental implants”. That’s a phrase match. What that will do is it will only show your adverts if someone includes what you’ve put in the inverted commas within the phrase of their search.

So for example ‘how much do dental implants cost?’ ‘How many dental implants do I need?’ ‘The best dental implants dentist in my area’. Your adverts will then start to be a bit more targeted and shown better because you’re using phrase match. Now the last way is exact match.

If you replace the inverted commas around “dental implants” and put the square brackets around, like this, on [dental implants], then you will only bid if someone types dental implants exactly, that exact phrase. But you can also expand that, so you might want to bid on exact phrases, [how much are dental implants].

You can then structure an advert talking about how much are dental implants, and then the landing page that people go to could be talking specifically about how much are dental implants. Exact match allows you to really hone in on the keywords you use. I tend to use phrase match so i’ll use “dental implants” within a phrase “replacing this in teeth” within a phrase and then broad match which I don’t use very often at all because google has a tendency to show it to too wide an audience and therefore spend your money on irrelevant keywords.

So there you have it, a little bit of a masterclass on Google AdWords, specifically on getting your keywords right. If you have any questions, let me know, because I would love to hear your thoughts.