PPC just got social!
G
oogle has recently updated its terms and conditions, allowing ‘shared endorsements’, which means that your Google reviews and +1’s could appear alongside adverts.
This is fantastic news for advertisers; users will now see endorsements for products, in addition to photos of friends that like the same products and services, which will differentiate advertisers from their competitors.
Although, this update does raise concerns for privacy. Google have already stated that this feature will not be available to under 18’s and it is giving users the option to turn this setting off within the shared endorsements settings page. However, many users may not be aware of this and a casual +1 could be used to inadvertently sell products without them realising.
Facebook was the first company to try something similar by converting likes into ads under the banner of sponsored stories. However, many Facebook users were angry that their likes were being used without their permission.
I think that despite the privacy issues, this new feature could really be used to a dental practice’s advantage. If the practice has lots of good google reviews and these are highlighted within their adwords campaign, it can only be a good thing. This will most certainly help to improve click through rate, which in turn improves Quality Score and the overall success of the account in the Google Adwords PPC auction.
If you would like further information about how pay per click and social media could benefit your practice, give Dental Design a call on 01202 677 277 who will be happy to help you.
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