Every week, I perform a free Adwords audit to help a small business in Perth.
Today I’m helping a dentist called Simple Teeth.
This review is based on the keyword “dentist perth”, performed on 9 September 2017.
Simple Teeth are currently in position 4 for this keyword with the following AD:
How can Simple Teeth improve their Adwords campaigns?
What’s the Objective of the Ad?
The first thing to review is whether the objective of Simple Teeth’s ad is clear.
In the case of a dentist, I would say their main objective should be to ask their visitors to call and book an appointment.
In the case of Simple Teeth, their ad does mention the call to action Book Now in the description of the ad. This is a good start but I think they can improve their ad by saying call now in the headline of the ad. Simple Teeth’s landing age is good – there are two call to actions on the top right hand side of the landing page – Book Online and Click to Call with a clickable phone number. Also above the fold they have a button saying book an appointment now and make an enquiry.
1) I think they main improvement Simple Teeth can make is in the ad itself. I think the call to action can be stronger and I think they should include their phone number in the ad.
Are the Ads Effective?
The next thing to review is whether Simple Teeth’s ads have been written effectively.
The Google Adwords program rewards advertisers that have a high click through rate (CTR).
One of the main things that can influence CTR is having the keyword the user types in the ad itself.
Here’s how Simple Teeth performed:
|Headline||Simple Teeth – West Perth – HBF Preferred Dentists – simply-teeth.com||Partially|
|Description||Exceptional Experience & Quality Care. Friendly, Professional Staff. Book Now!||No|
Below is their ad compared to their competitors:
Based on the above I believe Simple Teeth can make their ads more relevant and include more benefits in their copy.
2) Here’s how I would write their Ad:
Headline: West Perth Dentist – Call Now To Book 6361 1565
Description: Exceptional West Perth Dentist – Cal Our Friendly Staff Today and Book An Appointment
Is the Landing Page Optimised?
Another factor to look at is whether the landing page includes the keyword.
In Simple Teeth’s case, I’ve checked their landing page to see if keyword is present on the page:
|Landing page||Present on page|
Based on the above Simple Teeth should update their landing page to include the keyword Dentist Perth in their meta description, H1 and body copy. This will help their SEO for this keyword as well.
Are They Using Sitelinks?
The final factor I’m going to look at is sitelinks.
Sitelinks are easy to setup and boost CTR’s but surprisingly a lot of small businesses aren’t using them.
3) This is the case for Simple Teeth. These are the site links I’d setup for Simple Teeth:
- Sitelinks: Cosmetic Dentistry, Same Day Emergency Dental Care, Teeth Whitening, Dental Implants
- Location: Suite 18, 19-21 Outram St, West Perth 6005
- Phone: (08) 6361 1565
- Call Out: Health Fund Rebates, Mon-Fri 8AM-6PM, Sat 8AM-2PM, State of the Art Equipment
I hope you’ve found this free Adwords audit insightful. Check out my Google Adwords Advertising For Small Business.
If you’d like me to review your company/ industry please contact me.