Month: December 2019

Negative Keywords for Dentists

If you are running Google Ads or Bing Ads, clicks for dentists in PPC can be expensive. Especially if your budget is limited, it is very important to use negative phrases to weed out clicks coming from user queries that are not really looking for you. One type of query to eliminate are queries that are looking for a specific known dentist. Using negatives such as blvd, street, corner of, dds etc. can help eliminate the people that are just looking for a specific phone number. Similarly, ‘phone number for’ is a good negative for the same reason. Other queries can be people poking around by not near making a commitment. If your budget is especially low you may want to exclude: cost of, price, how much does, cost for implants, root canal cost, etc. Of course, exclude salary, employment, training, course, job, intern, resume, hiring, etc. Watch your query report, daily at first, and weed out unwanted queries. This will constantly improve the effectiveness of your spend.

Google Favors Brands

Google is built around a bias toward brands in their search rankings. They consider something to be a brand if people are actually looking for the particular website by queries in the search box or direct traffic from typing in the address bar. This bias favors larger advertising budgets because people become aware and return to find the website. There is a clear short term advantage to Google in this brand emphasis. That is it forces players to take out ads so as not to be buried by Amazon, Wikipedia, NYTimes.com and other clear brands. The constant shake up of the algorithm also favors Google in making companies less confident in transitory rankings.

This is all unfortunate for the consumer because instead of the beauty of a beach area main street where people gather to visit the mom and pop shops and interesting ‘hole in the wall’ finds, they are presented the big box franchise same as always stuff that cities force by their zoning. More and more it has become less of a ‘search engine’ and more of a giant yellow pages with the big players first.

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