Chapter 4 – Critical Factors to Many More New Patients
Since the Google 3-Pack results are largely prioritized based on the location of the searcher, your ability to attract more phone calls and leads to your practice is based on two critical factors:
1) Your Practices’ Visibility –
You need to outrank your competitors on Google, and have your listing seen in as many parts of town as possible, with dozens of factors that play into your ability to achieve this.
2) Your Practices’ Reviews –
Dozens of glowing reviews. Nothing will attract a potential patient to schedule an appointment faster than dozens of glowing reviews on Google and Yelp (the 2 most important review sites). On the other hand, a lack of reviews or negative reviews can prevent prospects from being interested, and is proven to kill sales.
Ask yourself, “How many times have I used online reviews to make a buying decision?”, and you will quickly confirm that a great review profile and practice reputation will attract many more new patients.
* Note – If you look to see where you rank in Google from your practice location, you will appear at a higher ranking than your prospects will see, because location is a major ranking factor. By searching from your practice location, you are probably the #1 result. Most prospects search from up to 5-10 miles away, so check your Google ranking on your cell phone from 5-10 miles away from your practice location on an “incognito window” so browser history doesn’t influence results, and you will see a more realistic result of where your practice ranks on Google.
I only trust Google ranking results from a paid Search Engine Rank Checking Tool, recognized by experts. (I can determine your practice’s actual Google ranking with my paid rank checker before we speak on the phone.)
Chapter 5 – Do Google Prospects Trust the
Google 3-Pack More than the Paid AdWords Ads?
There are a few ways to gain visibility on Page 1 of Google’s local search results:
- You can pay for ads through Google AdWords
- Be ranked highly in the Google 3-Pack
- Or be one of the top 10 organic listings below the Google 3-Pack
Because effectively using your advertising budget is vital to the success of your practice, you may be wondering which position attracts the most attention to give you the highest possible Return On Investment (ROI)? The Google 3-Pack is the clear winner.
Why? It is consistently noticed and trusted more often when it comes to local searches.
Receiving the highest ROI on your advertising means that you are attracting new patients for significantly less than your competition.
This gives you the ability to grow your practice faster and at lower cost than your competition. That, my friend, is a HUGE competitive advantage for your practice!
Why Don’t Prospects Trust Google AdWords Ads?
Google AdWords ads fall behind both the Google 3-Pack and the top 10 organic results in trustworthiness, because people don’t believe paid ads to be trustworthy or relevant in search engine results. Some prospects have even picked up computer viruses and malware by clicking on these paid ads.
A study by Search Engine Watch found that:
- 68% of prospects prefer the local Google 3-Pack
- 27 % prefer the organic results below the Google 3-Pack
- and only 10 % trust paid search results
As you can see, if only one of 3 positions available garners 68% of all searcher’s trust, having your practice appear in the Google 3 pack is an absolute must. This is where your dental practice will receive the most new patients and the highest possible ROI for your advertising budget.
Figure 2 : Opinion on Search Results
In addition, AdWords search results often provide little return on investment, because the average cost per click is very high and growing every year, with some popular keyword-clicks costing as much as $50 or more per click. In addition, companies that use AdWords see a very low click-through rate of 2% or less according to WordStream.
Even if you manage to attract a decent number of clicks, the average conversion is dismal at 2-3% on the high end.
That means you would need about 100 clicks to get just 2-3 phone calls. Not very appealing results, right? (See Figure 2)
So, Google prospects skip the AdWords ads and move straight to the Google 3-Pack to determine which practice will be best for them.
Here are the 3 things prospects review to make a buying decision:
- Your practice information
- Photos posted of your practice
- Reviews of patients’ experiences with the practice
Will it be your practice that has the best Google exposure and reputation, or will it be your competition?
If 2 % of all clicks and a 2-3% conversion rate on AdWords ads does not sound appealing, how does 44% of all clicks sound to you?
The Google 3-Pack receives the majority of actual clicks on a results page, at a 44% rate, according to Moz. Link: https://moz.com/blog/the-new-snack-pack-where-users-clicking-how-you-can-win. The survey results are below in Figure 3.
Figure 3 : Statistical CTR analysis
The Moz study shows that prospects favor and click on the Google 3-Pack listings the most. The study also found that prospects were less likely to click on the practice website link or directions. Instead, they clicked on the practice name itself, which sends patients to the Google My Business listing, where they can find the practices’ information, photos and reviews along with their phone number and contact information.
You will recall from above, that the majority of your potential patients make actual buying decisions from the Google 3-Pack.