For many dental practices, the summer months can bring a frustrating slowdown as families go on vacation and patients have less rigid schedules. However, this seasonal lull also presents a valuable opportunity to ramp up your marketing efforts through Google Ads to keep your chairs filled during the summer slump.
Running Google Ads During Summer Months
While it may seem counterintuitive to advertise when potential patients are out of their normal routines, summer is actually an ideal time to reach people with increased flexibility to book dental appointments. By running strategic Google Ad campaigns, you can promote timely services, specials, and reasons for patients to prioritize their oral health before life gets hectic again in the fall.
“Running PPC ads during the summer is key for keeping dental practices busy,” explains Bart, one of our expert PPC specialists at Gargle. “Summer brings increased flexibility for patients, making it easier to book appointments.”
Capitalize on Shifting Patient Mindsets
With kids out of school and many families taking vacation time, the summer presents a prime opportunity to capture patients’ attention when their usual schedules are disrupted. People tend to be more open to making dental appointments during these breaks from rigid routines.
“For the summer, we have some clients that do Summer Break Specials, which seem to convert well! It’s a great time to run ads as families have kids at home,” notes April from our Gargle PPC team. “By promoting seasonal offers, you can motivate patients to get ahead of their dental needs before fall schedules resume.”
Stand Out in a Competitive Market
While running summer ads allows you to connect with patients during a window of increased availability, it’s important to approach your campaigns strategically. Many other dental practices may be ramping up their advertising efforts as well.
“Competition can be competitive, requiring strategic ad placements and compelling offers. Emphasizing services relevant to summer, such as emergency care for sports injuries or cosmetic treatments, can address shifting patient needs,” advises Bart.
Differentiate Your Practice
Highlight what sets your practice apart, whether it’s specialized services, exceptional patient care, or unique promotions. Use compelling ad copy and engaging visuals to capture attention.
Adjust Bids Based on Performance
Monitor your campaign performance closely and adjust your bids accordingly. Increase bids for high-performing keywords and reduce spending on less effective ones to maximize your budget efficiency.
Utilize Different Campaign Types
Explore various campaign types, such as search, display, or video ads, to diversify your presence across multiple platforms where your target audience is active online.
April recommends that practices working with larger ad budgets boost their ads using Performance Max campaigns. “These automated campaign types allow you to upload different creative assets, which are then dynamically tested and optimized across Google’s expansive network, including Search, YouTube, Display, Discovery, and Maps..”
However, effectively executing these campaigns demands a deep understanding of Google’s machine learning and automated optimization features to ensure your ads reach the right audience with compelling messages. This complexity makes it challenging to manage without expert knowledge, especially as the competition ramps up and ad performance needs continuous adjustment.
Keep Your Practice Top-of-Mind
Another key benefit of summer Google Ad campaigns is staying top-of-mind with existing and potential new patients. Consistent advertising keeps your practice name and services front and center even if someone doesn’t immediately book an appointment.
“Highlighting seasonal promotions like back-to-school check-ups or vacation-ready cleanings can attract more patients,” says Bart. This approach allows you to nurture patient relationships and plant the seed for future scheduling once schedules become more regimented in the fall.
Why Google Ads Outperform Social Media Ads in the Summer
Target Patients Who Are Actively Seeking Dental Services
Google Ads allows you to target individuals actively searching for dental services. Unlike social media ads, which are based on user interests or browsing behavior, Google Ads appear when users type relevant keywords into the search engine. This means your ads reach people already looking for dental appointments or treatments, making them more likely to convert into actual patients.
Higher Intent Audiences
During summer, when routines are disrupted, people might not engage with social media as much or scroll through their feeds without specific intentions. Google Ads capture higher-intent users who are in the decision-making phase, actively seeking solutions or appointments. This is especially crucial for time-sensitive promotions like “Summer Whitening Specials” or “Back-to-School Dental Check-ups.”
Running Summer Google Ads
Investing in Google Ads over the summer months can smooth out seasonal practice ebbs and flows while taking advantage of a window of increased patient availability. With strategic planning and compelling creative execution, your summer campaigns can fill schedules and position your dental practice for success in the busy seasons.