We continue our series of online advertising options for Dentists. Today’s topic: Bing Ads.

Why Bing? The issue with online advertising for dentists is competition. When putting together our research for an online strategy recently, we discovered 63 dentists advertising on Adwords for their market. The interesting point was that there were only 40 searches a day for it. Obviously, each day, there are 23 dentists who won’t compete for this term. Yeah their money isn’t wasted because nobody clicked, but with no conversions or conversions on terms that aren’t as popular, the results aren’t going to meet expectations.

Bing may not have the same search audience as Google, but the competition is much lower. Microsoft has made some dramatic changes that is putting Bing in the same league as Google. As the search engine grows, the changes being made are creative enough to draw in new categories of professionals. Bing ads already focus on several categories of businesses and work to promote each one on platforms that reach individuals in their specific target areas.

Dentists and other oral healthcare professionals can capitalize on the new features and increase the traffic to their websites. When you buy advertising through Bing, you are opening up your business to several groups of individuals. Through the connection with social media, you are able to reach out to patients on an entirely new level. In addition to social media, Bing also capitalizes on the use of SEO rankings and analytics to find the best possible placements for ads.

Dental marketing strategists use several tools within the Bing program to make your ads stand out and capture the attention of whoever views them. A few of the key elements include:

A personal touch– They bring the dentist to the patient. Bing ads placed on social sites, allow you to be a constant reminder that a person needs to see their dentist. The more visible you are, the more familiar you become. The right type of ad will create a connection based on familiarity and instant recognition.
Great for user experience- Allows the future patient to see who they will be meeting. New advertising programs make it easy to add photographs, maps and other tools that allow patients to see who they will be talking to. Unlike a regular ad, Bing leaves little to the imagination and provides a personal interaction.
Takes interaction to a whole new level– Bing takes you directly to the people who need your services. It sets the stage for immediate interaction. Once your ad has captured the patients’ attention, the next step is contact. This can be accomplished through social media pages, your professional website or through emails and phone numbers. No matter which way a patient chooses, contact is made and the first step has been taken.
Social media and the extension through Microsoft devices opens up a whole new world, especially for those who may not be extremely computer savvy. It makes it easier for doctors to connect to new patients and give them the information they are looking for. A dental marketing strategy that includes the use of Bing and its related products can reach an extremely diverse cross section of the population in your area.

To get set-up with a campaign please contact me at bshaver@dentalinbound.com

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com

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