The (Ad) Path To New Patients

Read Time: 2 Minutes, 36 Seconds

What’s up! Kyle here.

I’m back with everything you need to know from the dental marketing world this week, condensed into one minute, or a few minutes, of reading.

This week, we’re looking at the importance of ad path - specifically on Google. This is the experience a user has from the time they enter a search into Google, until they time they decide to pick the phone or fill out a contact form.

While this is often overlooked, it’s absolutely vital in bringing in new patients from your digital marketing efforts. Conversion Rate is one of the most important metrics to track within your lead-generation campaigns, and it’s primarily tied to ad path.

I’ll paint the picture for you.

1️⃣ Hannah just moved to your city. She’s looking for a dentist that can take her kids, herself and her husband. She hops on Google and searches ‘family dentist near me’ to kick off her hunt.

2️⃣ She sees the top result, Your Dental Practice. Not only is it the top result, it has an engaging hook and a description that grabs her attention. She clicks.

3️⃣ This is where we see separation and a massive spectrum in conversion rates. There are really two ways this can go down.

A. The practice has that click redirect to their Home Page, just like all of their ads, and they leave it up to the user to figure out if this is the best fit for them, or in this case, their family.

B. The practice has properly built out their ad path with dedicated landings that match intent. This means that since the user clicked on an ad that mentioned family dentist, from a search that was looking for a family dentist, their experience should be the below.

4️⃣ They end up on a landing on your website that speaks directly to the qualifications and perks of going to your practice for a family. This can be pictures of the staff, the dentists, testimonials from parents or even their children!

You want to match their intent (in this case, family dentist) with their experience, meaning you lean into why they should choose your practice for the family.

📈📈📈 This leads to a massive increase in conversion, which leads to a massive increase in new patients.

It should be the same from other intent sources as well. Did they search for ‘fix cavity near me’ and click your ad? Great! This landing should speak directly toward how you fill cavities and social proof showing how you do such a great job at this.

Did they search for ‘dental implants near me’ this time? Awesome! This landing should show before and after photos of patients, have testimonials specifically geared toward implants and a clear CTA (Call To Action) to connect with them.

THIS is the biggest differentiator in your conversion rate.

And another huge reason this is helpful? You, or your agency, can track individual links to really hash out what’s working and what’s not working, making your marketing dollars stretch further and further.

So, now you know. Capture interest. Match intent. Connect seamlessly.

🚨 How about a quick break for a shameless plug? I run a lead-generation agency that specializes in dental practices. We deliver new patients, period. Below is a recent testimonial. If you’d like a free audit of what you are currently doing, you just have to reply to this email! 🚨

And here’s our testimonial of the week, coming from our friends at Zent Family Dentistry.

The Zent’s are incredible people and we couldn’t be happier to partner with them. I personally go to them for all of my dental needs as I’m a South Bend native. We’ve been working with them for a decade. And seriously, look at these Google reviews.

Now, here’s your funny of the week. ⬇️ (I still don’t really understand this trend.)

PS: If you found this email helpful, I’d really appreciate you forwarding it on to others in the dental field that may find it useful. There it is, that’s my ask. 🤷🏻

And if interested, here is last weeks tip of the week.

If this was forwarded to you, welcome! I can’t promise a high level of comedy but I can promise actionable marketing tips within the dental field. Subscribe below to get these tips once per week!

Talk to you next week!

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