Chapter 9: Advanced Strategies for Orthodontists

Using PMAX Ads and Map Pack Ads

Google’s Performance Max (PMAX) Ads and Map Pack Ads are newer tools that can help orthodontists reach more patients and streamline their advertising efforts. Here’s how you can leverage them

Performance Max Ads (PMAX)

Performance Max is an automated campaign type that allows you to reach your audience across all of Google’s channels, including Search, Display, YouTube, Gmail, and Discover, using a single campaign. Unlike traditional Google Ads campaigns that require you to create individual ads for each channel, Performance Max automates the process, making it easier for you to drive more conversions while minimizing manual optimization work.

Why PMAX Ads Are Valuable for Orthodontists

• Automation Across Multiple Channels: PMAX ads enable you to reach users across all Google channels in one campaign. This means your orthodontic ads could show up in Google search results, as banner ads on other websites, in YouTube videos, or even in Gmail inboxes. By using all of Google’s networks, you can capture patients wherever they are online.
• Targeting Specific Actions: PMAX campaigns are optimized toward specific conversion goals, such as form submissions, phone calls, or appointments. For orthodontists, this could mean configuring your PMAX campaign to prioritize conversions like a consultation booking or new patient sign-ups.
• Easy Setup and Automation: PMAX campaigns require less time and effort to manage compared to traditional campaigns. Google uses machine learning to analyze performance across channels and optimize for the best results, freeing you up to focus on other aspects of your practice.

How to Set Up PMAX Ads

• Define your goals clearly (e.g., lead generation or patient appointments).
• Upload creative assets like images, videos, and text that will be used across different platforms.
• Set your campaign budget and bidding strategy (e.g., maximize conversions).
• Review the performance insights Google provides to monitor and adjust the campaign as needed.

Map Pack Ads

The Google Map Pack is a valuable feature in local search results. When users search for “orthodontist near me” or “braces in [city],” the Map Pack shows a list of local practices, including a map with business names, reviews, and contact information. Getting your practice to appear in the Map Pack is essential for local visibility and is driven by local SEO as well as local ads.

Why Map Pack Ads Matter

• Local Intent: When people search for orthodontic services, they often look for nearby providers. Appearing in the Map Pack increases your visibility in local searches and positions your practice as a nearby, accessible option.
• Clickable Information: The Map Pack allows users to easily click through to your business profile, call your office, or even request directions. This immediate accessibility makes it a powerful way to drive phone calls and foot traffic to your practice.
• Targeting Location: Google Ads allows you to specifically target areas around your office with Map Pack Ads. By adjusting your targeting radius, you ensure that your ads appear for users within a certain proximity of your practice, maximizing your ad spend.

How to Leverage Map Pack Ads

• Set Up Local Campaigns: Use Google Ads to set up local campaigns specifically designed to target users in your area. These campaigns help ensure that your practice appears in the Map Pack when relevant searches are made nearby.
• Optimize Google My Business (GMB) Listing: To appear in the Map Pack, it’s crucial that your Google My Business profile is fully optimized. Make sure your business name, address, phone number, and hours are accurate and consistent across all platforms. Encourage happy patients to leave positive reviews, as these reviews directly impact your visibility in the Map Pack.
• Use Location Extensions: Google Ads allows you to add location extensions to your ads, which can show your practice’s address and a link to your Google Maps listing. This makes it easier for potential patients to find your location directly from your ads.