What Are Google Ads and How Can They Help My Dental Practice?

By Anna L. Davies

If you’re looking for ways to generate new patients for your dental practice by using Google, you may have heard of Google Ads. Google Pay-Per-Click (PPC) is a simple method for your practice website to appear when a prospective patient searches and convert them into a valuable patient.

What is Google PPC Advertising and How Does it Work?

Google Ads are based around keywords that businesses bid on so they can show up at the top of a search result. Whoever bids the most money for key phrases will show up as the first result (up to four results are shown) with the small “Ad” indication. Every time one of these ads are clicked on Google’s Search Engine Results Page (SERP), the business pays a preset fee.

For example, a dental practice may use the phrase “Family Dentist” so they can show up as the first result when a patient searches for “Family dentist Tallahassee Florida.”

Google Advertising is a form of pull marketing, which means that Google Ads target patients with a goal in mind who are trying to find a certain service or product. It is also conversion-driven, meaning that the end goal is to “convert” searchers from potential patients to actual paying patients. As such, you can theme your Google Ads around services or a general goal.

Do My Google Ads Appear Anywhere Else?

Along with showing up on the SERP, your Google Ads can also show up in the Google Map results. Your Google Business Profile will show up as one of the first three results.

Why Does My Practice Need Google PPC?

PPC advertising gets you in front of the patients you want because you can build a unique audience based on demographics, along with specific geographical areas you want to target.

Do Google Ads Work for Dentists?

Google Advertising is one of the most effective ways to reach your potential patients at the exact moment they are searching for certain keywords.

How Do I Get Started with Google PPC?

Work with your marketing partner to discuss your PPC goals. A few factors to consider when building your strategy are:

  • Services that generate revenue for your practice.
  • Services you’d like to promote.
  • What kind of patients you’d like to target.

Establishing a Sustainable Budget

Dentists that invest a minimum of $1,500 per monthly ad campaign see more calls, contact forms and scheduled appointments. Data will show that prospective patients are consistently searching for keywords related to dentistry at all hours of the day. The higher the budget you set, the more clicks you will receive.

Written by Anna L. Davies, digital marketing specialist at Whiteboard Marketing, with assistance from Michelle Yeauger, pay-per-click specialist. Whiteboard Marketing is a national digital dental marketing agency that provides data-driven solutions to help grow your practice. Schedule a consultation call with us to get started, and sign up for our monthly newsletter for more marketing tips.

How Coalition’s Incident Response Helps Reduce Risks During a Cyber Attack

By Leeann Nicolo with Coalition Inc.

Traditional cyber insurance protects businesses from the impact of a cyber breach after it occurs. However, what if cyber coverage could actually help reduce the risk of an attack before it happens? 

As cyber incidents increase across the globe — cyber claims severity rose 56% for small businesses last year — reducing the risk of an attack proactively is critical to reducing overall business risk. 

Enter: Coalition’s Incident Response (CIR)

Driven by a team of technical experts, incident responders, forensic specialists, and security engineers, Coalition provides security across the lifecycle of a business, elevating the ability to respond to bad actors, including a security support center to help prevent attacks before they happen — and respond more effectively if they do.

From ransomware to reputational impacts, CIR solved 46% of incidents reported to Coalition last year —  without additional costs or using up policyholder deductibles. Even more consequential, CIR helped many policyholders prevent cyber incidents last year, as Coalition’s insureds experience less than one-third the frequency of claims compared to the broader cyber insurance market (based on 2020 and 2021 National Association of Insurance Commissioners [NAIC] report data).

The incident timeline: investigate, remediate, communicate

When a cyber incident does occur, policyholders should be encouraged to report the incident to their insurance provider immediately. 

Reporting an incident gets the ball rolling and alerts all necessary vendors and experts to mobilize, with the goal of reducing the overall impact of the incident. Coalition’s Claims team responds immediately to help determine what services to activate, from forensics specialists to a breach coach, and/or a PR firm to manage crisis communications. 

The Coalition team will walk an insured through an investigation and remediation of the incident, while also working on all points of critical communication simultaneously. Here’s the Coalition Incident Response timeline as seen through an investigate-remediate-communicate lens: 

  1. Investigate what happened, to determine the tactics and techniques used by the threat actor during the incident. Building off of the insured’s Active Risk Assessment — a scan of how the insured’s network is seen on the dark web, so all vulnerabilities are visible — CIR collects and analyzes forensic artifacts and system logs to dive into what vulnerabilities may have enabled the incident and how the business can react to protect itself. This includes determining if the business has available backups and utilizing tools to have oversight and block the threat actors from gaining more access. Were any previous vulnerabilities noted and not patched? Were all the potential protections implemented in good time? While Coalition’s in-house team leads the investigation of the cyber incident, based on its complexity, third-party specialists could be also called in to supplement Coalition’s expertise. 
  1. Remediate for both the short- and long term. While remediation steps are informed by the investigation, this step happens alongside the investigation. The goal here is to act quickly in order to minimize the damage. CIR recommendations will be based on what is known and learned about the business, as well as on protection implementations recommended to them during earlier stages of the Active Insurance life cycle.  For example, if the business has viable backups in place for all of their critical data, CIR can guide the business through a process that avoids interacting with the bad actor and gets them back online more quickly. As a general rule of thumb, offline backups offer the greatest chance of survival during a cyber incident, because they’re unreachable to the threat actor. Online backups are often also seized or locked up by the threat actors along with your network. The CIR team guides insureds through the entire process of restoring from backup, from negotiation, to testing encrypted data, and finally (if necessary) paying the threat actors for a decryption key to regain control of the network. Remediation is also a time during which CIR will make network recommendations for the future. These may include: 
    • Multi-factor authentication (MFA), the electronic authentication of two or more pieces of evidence in order to be granted access to a website or application 
    • Endpoint detection response (EDR), software installed on all servers and endpoints, designed to stop ransomware and identify unusual behavior in an application
    • Network segmentation, a strategy that provides limited network access to employees, based on job qualifications, tasks or seniority. This helps businesses reduce network access. 
  1. Communicate the technical details. CIR will act as the business’s technical expert during the incident’s communication process. This includes communicating with the bad actors if necessary, but also providing the appropriate technical detail to include in internal and external communications about the incident.  For example, depending on the regulatory laws in effect in the states in which the business operates, CIR will provide guidance on what needs to be communicated to anyone with breached data. CIR can also work with the policyholder to provide an accurate understanding of how much the claim will cost based on the remediation necessary and forensic investigation that took place.

Very often during and after a cyber incident, it’s important to engage a special public relations firm that deals with cyber incidents and their crisis communications needs. Coalition’s cyber coverage includes this service, and such a team is engaged if necessary by the CIR team as well. 

Coalition Incident Response is active

Coalition’s Active Insurance goes beyond a cyber insurance standard, playing an integrated role in your business’ cybersecurity across its lifecycle. It’s like combining the safety features of a vehicle — reverse backup sensors or automatic braking — with the post-accident coverage. 

Coalition’s Active Insurance approach consists of Active Risk Assessment, which takes place before the policy is written, Active Protection during the policyholder period, and Active Response, a post-breach response. All three phases of this lifecycle provide a continuous feedback loop of the business’ current risk level and vulnerabilities.

To report a cyber incident, Coalition policyholders can reach CIR here.

To learn more about Active Insurance, download the Coalition Active Insurance eBook.

Reprinted from Coalition Inc. Visit coalitioninc.com/blog to view the rest of the content on Coalition’s blog.

Chew on This: Dental Supply Best Practices with TDSC.com

Do you ever wonder what drives the cost of dental supplies? Want to know how to best keep supply costs low or if we should expect another shortage of personal protective equipment? Were you aware that all Florida Dental Association (FDA) members are part of a group purchasing organization and eligible for exclusive discounts?

FDA Executive Director Drew Eason gets answers to all these questions and more during his “Chew on This” interview with representatives of TDSC.com, powered by Henry Schein. Watch the interview!

Learn more by visiting TDSC.com and, if you’re attending FDC 2022, stop by the TDSC booth (Booth 430) to meet the TDSC team and play a game to win. 

5 Strategies to Hire Great Staff for Your Dental Practice

By Anna L. Davies, Digital Marketing Specialist at Whiteboard Marketing

Like every industry, dental offices are facing staffing shortages. According to the American Dental Association, more than 80% of dentists say the recruitment process is extremely challenging.

Finding the staff and talent you need can feel overwhelming. Here are five strategies to help you recruit staff to your practice.

Strategy #1: Use Your Website to Hire New Staff

“Your website, if optimized, can be one of your most valuable recruitment tools,” says Sean White, CEO and owner of Whiteboard Marketing. “Prospective employees look through websites to get a feel for day-to-day life in your office.” In fact, the second most-visited page on a website is your team page.

To optimize your website for staff recruitment, work with your web developer to:

  • Add a careers page to your website so prospective employees can easily find postings.

This helps qualified, prospective employees find essential information about your practice and available positions.

Add individual pages for each job posting linked from the careers page. This makes the job posting easy for prospective employees to locate and help search engines like Google show your webpage when people search for dental jobs near them.

Strategy #2: Use Facebook to Attract New Staff

“With 71% of the U.S. population currently using Facebook, finding your best candidate is just a job post or advertisement away,” says White. “For our dental clients, we have had the most success recruiting quality candidates for front desk and office manager positions.”

Work with your social media manager to:

  • Post open positions on your Facebook business page.

Include the link to your careers page so prospective employees can go to your website and learn more.

After posting, boost this post to reach a wider audience. It will appear on your Facebook business page, in the “Jobs bookmark” and on Marketplace.

Facebook provides easy steps when boosting a job post. The platform considers job ads a “special category” and has a strict non-discrimination policy with limited audience segmentation capabilities.

  • Advertise open positions with Facebook ads.

Facebook advertising allows you to run your hiring ads longer than a boosted post. Use high-quality team images, positive messaging and strong calls to action.

For example, if you’re looking to hire a dental assistant in the Fort Lauderdale area, you can target Fort Lauderdale as your ad radius and people with “dental assistant” as an occupation or interest on their profile.

  • Join your area’s Dental Peeps Facebook group.

Dental Peeps is a private Facebook group for dental staff. Ask your staff to post on the wall and encourage others to apply.

Strategy #3: Post on Key Job Search Websites

Accounting for more than half of all online job postings, job websites serve as the primary recruiting source for employers and employees.

Indeed is the No. 1 job site in the world with more than 250 million active unique users each month,” says White. “Because every dental market is different, research the best site for your area.”

Consider using:

Strategy #4: Ask Your Employees to Refer Potential Staff

According to CareerBuilder, 82% of employers say their best employees come from referrals.

“Employee referral programs are one of the most effective and efficient recruitment strategies you can implement,” says White. “Your current team members understand your practice, patient philosophy, culture and work ethic. They also have the best idea of peers who may be a great fit for your business.”

Motivate your staff to refer employees through an organized incentive program. Some incentive ideas include cash, gift cards or extra vacation days. You also can ask team members to review your practice on hiring websites.

Strategy #5: Maintain an Inventory of Potential Employees

As you navigate the hiring process, you will collect resumes of qualified candidates. Keep these resumes on file for future opportunities at your practice.


Whiteboard Marketing is a national dental marketing agency, based in Dublin, Ohio. With more than 17 years of experience, Whiteboard Marketing creates unique, customized solutions that attract, acquire and retain patients for your practice.