Google Adwords – hype or ripe?

I asked Krishan Joshi of Dental Focus to give me some feedback, after I met a dentist who was investing thousands in Ad-words.

“Hi Chris

AdWords is important but has to be done right.

Yes, the big boys can spend £5-10k per month on AdWords without blinking an eye – they’ve been doing this for years and are used to it. Others would have a sleepless night trying to compete against them just for 1 day.

It’s great to use AdWords to get top rankings immediately and to dominate the 1st page of Google.

Firstly, your website needs to impress and convert – otherwise it’s a waste of money to start.

Secondly, your website needs to show that you are either:

1. the cheapest on the block and you get the price-hunter ‘masses’ converted

2. the expert for a specific treatment on the block and you get the discerning converted

3. the best value for money – that’s what your ‘branded experience treatment packages’ have to shout

4. you target the keywords + location phrases everyone uses at the ‘end’ of the online sales process – targeting those who know what they want AND where they want it.

5. target the high end, big cases only with best ROI

… or pick & mix any of the above…

Thirdly, you need to keep analysing your AdWords and optimising it – getting rid of the 20-50% of non-converting, expensive keyphrases.

I’ve posted something similar on my blog – hopefully this will help.


Krishan Joshi
aka The Master
Internet Marketing Director

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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.