Why you may need to consider using Google AdWords
How the changing layout of search results pages may force your hand.
We’ve previously discussed how AdWords, Google’s pay-per-click advertising system, can be beneficial for dentists who have a new website which doesn’t yet have prominent free ranking results and hence very limited traffic.
Indeed AdWords can be useful for any application where you need to gain prominent search results quickly, for example advertising a new treatment or special offer. However, the downside of AdWords is the cost and the substantial budget you need to get past the tipping point where the technique begins to deliver success.
As well as the cost issue, there are two other main reasons why many dentists shun pay-per-click campaigns 1) they tried previously and spent a lot with minimal success 2) they already have prominent organic (free) rankings and feel they don’t need to supplement that with a paid campaign. Whilst the perceived poor value of AdWords can be overcome if you have a well-optimised account and sufficient budget, many dentists don’t really give the system a chance due to the reasons mentioned above.
However, there is a force working behind the scenes which is inexorably pushing businesses into using AdWords, even where they feel they don’t really want or need to. That force is Google itself. In particular, Google is changing the way the search results are displayed to give more prominence to adverts and less visibility to the free search results. One aspect is particularly important – the rising use of mobile devices for search.
How Google has changed where ads show in mobile search results – and what it means for your website traffic
This is very important to understand, particularly so for those dental practices which already have prominent organic (free) results and feel that they don’t need a paid AdWords campaign. Consider that the number of searches via devices now exceeds searches via desk-top devices and immediately you see why it’s important to have a website which is optimised for mobile and prominent in the search rankings.
However, unfortunately this is no longer sufficient in that Google has changed the way that it shows mobile search results to include more paid ads at the top! So even in you are number one in the free results, the results which are prominent to users are not yours but the paid ones at the top. On some devices, you may not even be seen at all unless the user scrolls down. Also keep in mind that users are fickle and many tend to click on the first thing which looks appealing; particularly on mobile devices – and this is likely to be a pay-per-click advert.
So this change from Google can be really detrimental, even if you have good free search ranking positions.
What can you do about it?
The answer unfortunately, is “pay to play”. Google will always make changes which drive ad revenue even where they also claim that it provides “better user experience” – so there is no real way around it. If you don’t want to lose out on traffic which is going to the websites which are running ad. campaigns, then you need to compete alongside them (or preferably above!) Remember that more searches are now conducted on mobile than desk-top, so the issue is much bigger than ever before.
Turn it to your advantage!
On the face of it, this sounds like bad news for those dentists who believe they are “secure” with prominent free rankings and reluctant to run AdWords campaigns. But it need not be. Whilst I would acknowledge that the best converting traffic still comes from free search results, a well-structured ad. campaign can also deliver good marketing results if you commit to it. Be sure to use an experienced AdWords professional and that you measure results closely.
Summary
Google is slowly but consistently changed the search results pages to give adverts more prominence and this is particularly evident for mobile devices. Whilst establishing strong free ranking positions is still extremely important, tactical use of paid advertising is becoming increasingly important too – whether we like it or not.
If you are looking into AdWords and need experienced assistance to set up and run your campaigns, please call the Dental Media marketing team on 01332 672548.