Google Search vs FB and IG

Did you know 60-70% of new patients will find you practice through Facebook and Instagram? Discover how to use Instagram and Facebook Marketing to reel in new patients now.

Google ads will get you 30-40% of patients… but Instagram and Facebook tap into the other 60-70%. Find out HOW and WHY by watching the video.

Transcript

Google is going to give you probably 30 – 40% of those potential [dental] clients… But Facebook and Instagram let you get in front of those other 60 – 70% who aren’t actively looking.

Hi, Richard from Bright Dental Marketing here. I had some questions from some of our dental clients about, you know, the key differences between Facebook and Google advertising. And I thought [I’d] let everyone know the- what WE see the key differences are… 

When someone’s searching in Google, they’re actively looking for a dentist – for example, in the area.

So, let’s say we have a dentist in Homebush or something. Then [the potential patient is] typing in, “Dentist Homebush” – they’re actively in the marketplace. And so there’s a good chance and obviously a high chance that they’re going to convert into patients once they come to the website or make a phone call.

That’s awesome… but there is a limit to the number of people in your local area that are actually going to be doing those searches. That are actively searching to find a dentist. 

One of the key differences between Facebook and Google, though, is that Google only catches the people that are really ‘in market’, and WANT to do it… And that the thing with dentists is that a lot of your patients will be ‘Avoiders’ or ‘Procrastinators’. So, a lot of your potential patients will be those kinds of people. And those people aren’t active. They’re not looking for, ” I need to go find a dentist in my area”.

They’re actually passive, because  they’re either too busy or they’re avoiding because they find dentists uncomfortable… 

I, myself, am a bit of a ‘Procrastinator’. Like, I let those six month checkups go past me. And, like, it becomes a year, it becomes 18 months. 

And the way that you can get in front of those people is with Facebook and Instagram advertising. Because those people actually just need to- In some cases, they need to be reminded. You know, “Has it been six months since your last check up? You really need to go”. And you can highlight some of the issues [if they don’t].  

Another message could be, you know, “Uncomfortable at the dentist? Check out our Netflix option”. You know? What shows on the screen will make you feel really comfortable? 

Now, the advantage of Facebook and Instagram is that you You have the ability to put more complex messages in front of someone. 

In a Google Search Ad… really, you’ve got three lines of text. And it’s going to be “Dentist in the area” and that’s it. And maybe a price or a package or an offer. 

Whereas, in Facebook and Instagram, you you can  talk in different ways to those potential patients. So you can say, “Have you missed your appointment?”

And you can have  some more text around explaining how Invisalign works, for example. 

It’s best to have a combined strategy and to be able to measure the conversion of those different kinds of patients, depending on the source that they came in on. 

So, a Facebook or Instagram ad sending someone to the website will convert at a certain percentage – to patients and patient calls. And someone coming in on a specific Google Search will also convert at a certain percentage. And you pay a different cost to acquire those patients, as well, depending on the channels.

So, it’s kind of really important to understand how those two channels can work together to grow your dental practice.

I hope that’s kind of useful to you as a dental practitioner… Of course, if you need help in, in kind of setting up and monitoring and creating effective advertising in Google or in Facebook and Instagram… then, you know, we’re happy to have a chat and, uh, you know, see if we could work together.

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