Dentists interested in growing their practice through digital marketing can benefit from running Google Remarketing ads. Here's some of what you need to know about remarketing, and how to get started now.
Quick Review: What is Google Remarketing?
Google Remarketing allows you to advertise to individuals who come to your website and then leave without taking an action, like scheduling an appointment. To do that, you add a small snippet of code to your website that identifies the users who visit your site. Then, after they leave, they’ll see your remarketing ads as they peruse different websites.
This marketing strategy goes beyond simply showing brand ads to users after they leave your site. You can also target the behavior of users, like if someone had viewed a page on your website about teeth whitening. Then, you can show that person your ads for teeth whitening services instead of a generic ad.
By marketing services that specific users are already showing interest in, you may increase the likelihood that they'll come back to your site to complete the desired action.
1. Add Google Remarketing Code to Your Website
The first step to getting started with Google Remarketing is to set up the code on your website. This is simple to do, and there are two sets of code to choose — Google AdWords remarketing code and Google Analytics remarketing code.
If you're not familiar with your website's code, consider working with an experienced web developer to help you make sure the code is set up and functioning as expected. It’s also important to go over basic requirements as you're getting started, like the minimum number of website visitors needed for your ads to display and Google’s Personalized Advertising Policy.
2. Review Different Types of Remarketing
Before deciding which code to use on your website, it's important to understand the differences between the two choices and how they affect the way you run your campaigns.
Google Analytics remarketing code allows you to target users based on their behavior. This means that you have the ability to show ads to users who spent a certain amount of time on your website. By serving ads to individuals who have already expressed an interest in your practice, you can appeal to potential patients who likely have a need for your services.
If you choose to use the Google AdWords remarketing code on your website, you can serve ads to individuals who viewed different pages on your website, as we discussed above.
Of course, you can always use both options on your website to give yourself plenty of options for reaching out to potential patients.
However, it’s also possible that using both options could oversaturate your potential patients with ads from your practice. This is called “ad fatigue,” and it can lead to unsuccessful advertising.
If you do use both forms of Google code, it’s important to remember the people receiving your ads so you don’t inundate them with information about your business.
3. Segment Your Audience
Segmented marketing lists could be the bread and butter of your Google remarketing campaign. You likely offer a wide variety of services and products at your dental office, such as deep cleanings, routine exams, and more. Marketing of any kind tends to be less effective when you're attempting to communicate a message to an uninterested audience.
By creating segmented lists that include individuals who share a common, specific interest (like porcelain veneers), you can try to display ads to users who are more likely to act on them.
4. Explore Frequency Capping
Frequency capping is an integral part of Google Remarketing. This feature allows you to "cap" the frequency of your remarketing ads to your audience lists so you aren't oversaturating your target market with ads or overspending in your practice.
These controls allow you to address common concerns in small businesses, like overspending on an advertising medium that may not be profitable. With frequency capping, you can add a daily, weekly, or monthly threshold to your campaigns so you never overspend.
You can consider several factors when you’re deciding how to limit your advertising in this way:
- How many ads you’ll run
- How often you’d like to show up to your audience
- Which services you’d like to offer
- Your practice’s availability for new appointments
All of these ideas can impact how much you’d like to advertise and earn new patients. Google allows you to change this option at any time so you can turn ads down during your busy months and turn them up during your off-season.
5. Consider Exclusions
As important as it is to create segmented audience lists to market different dental products and services to your target audiences, it's also important to exclude certain audiences from certain ads.
For example, it likely would be a waste of resources to display ads for dentures and partials to younger audiences who are more likely to be looking into affordable smile design, like Invisalign.
Working to Grow Your Dental Practice? Treloar & Heisel Can Help
Are you ready to get serious about growing your dental practice? Sophisticated digital marketing strategies like Google remarketing can help you recapture patients you may have otherwise lost while trying to get more out of your ad spend. Contact Treloar & Heisel today for more information about the services we offer.
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Treloar & Heisel, Inc. and its divisions do not offer marketing advice. Please consult a professional concerning this topic.