Part 2: Creating PPC Ads to Attract Your Ideal Eye Care Patients

Pay-per-click advertising is a rewarding, yet overwhelming tactic if not managed properly. In our last post, we discussed how to create pay-per-click advertisements and eye-catching landing pages. For this second part, we’ll dig a little deeper into what makes up a successful PPC campaign.

The efficiency and effectiveness of your keyword choices in the Google AdWords bidding system not only depends on your experience and how much time you want to spend managing it, but also how many others are also bidding on your chosen keywords. For instance, when setting up an AdWords account, you have the option to perform automated bidding, which takes a majority of the work off your hands. It is the easiest option, but it is not the most efficient. It does not maximize your return-of-investment (ROI), because Google’s goal is different than your own. It wants you to spend as much money as possible, while instead, you should be trying to maximize your ROI.

On the other hand, if you decide to choose the live or managed option, you will need to constantly keep track of your campaigns since the results they bring in are always changing. The live option is beneficial because of the depth of control it allows and the opportunity it gives you to find the most valuable visitors to target. However, it is difficult to set up and requires an in-depth knowledge of how AdWords works, which makes it challenging for a beginner.

On top of managing your campaign, you also need to keep track of your quality score. The quality score is an estimate of the quality of your ads, keywords, and landing pages. When your campaign has a high score, you will receive lower prices and better ad positions. The higher the quality score, the less expensive the keywords are going to cost you, so you want to make sure that you're tracking that very efficiently and improve your quality score as much as possible. It is important to note that quality score changes every time someone completes a search. It can be difficult to manage. Keeping this mind, you may want to consider having it professionally managed, as managers have the experience necessary to improve quality score, as well as work around nuances that most self-run campaigns are not able to get on their own.

Finally, be aware that if you set up a campaign that runs well and attracts more new clicks to your ads and less to your competitors, it may cause your competitors to change their actions to become more competitive. It is common to find that people set up accounts that run well at first, and the reason they run really well at first is because nothing has changed. Once your practice has jumped into the game and your competitors start to lose traffic, they will have to change their strategy. In order to run an effective AdWords campaign, it is necessary to always adjust your strategy to find what has the best conversions.

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