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.