Jargon Buster – What is Pay Per Click?
In this day and age even the most technologically phobic Dentists probably would have heard of the term ‘Pay per Click’ – but it is my guess that relatively few understand fully how beneficial pay per click advertising can be, the costs involved and how it compares to other forms of advertising that may be competing for your budget.
What is PPC?
A Pay per Click campaign involves producing targeted advertisements which are shown in the sponsored listings to the right of the organic results. Advertisers select keywords which will trigger the Ads to show in the search results and pay a budgeted amount when a potential customer clicks through on the Ad, which then takes them to a specific page on the website. Google Adwords is Google’s flagship advertising product and the most popular PPC advertising method.
The benefits of using Google Adwords
The main benefit of using Google Adwords over other forms of marketing and advertising is that you get what you pay for – advertising costs are only accrued when a potential customer clicks on the Ad and links through to your Practice’s website. Together with the analytics tools and reports which allow the campaign to be monitored, refined and optimized for better return on investment, Google Adwords is a fantastic way of driving traffic to your website and gaining new patients.
Return on Investment:
Using Adwords for Pay per Click campaign allows you to measure and improve your return on investment: a range online tracking tools are integrated which measure ad effectiveness in driving traffic to your website so you can understand what’s working, what’s not, and which adjustments you can make to maximize your investment. The reports provide all the stats you need to monitor your campaign’s performance – including information on every click, visit, e-mail and web form submission.
Adwords Costs
PPC campaigns have a tremendous level of control over budgets and costs. You can set a maximum daily budget to help manage costs over the month and specific amounts you willing to pay per click which the AdWords system will never exceed.
For more information about PPC advertising and how it can help your business, please call 01202 677277 to speak to one of our advisers.
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