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PAID SEARCH
ADVERTISING
SHOULD YOU
SUPPLEMENT YOUR
SEO WITH PPC ADS?
SEARCH ENGINE OPTIMIZING YOUR WEBSITE
IS CRUCIAL TO YOUR PRACTICE ’S ONLINE
VISIBILITY .
BUT IF YOU WANT TO ACCELERATE YOUR
TIME TO RESULTS , MAKE THE VERY TOP OF
THE AGE , AND/OR COMPLEMENT YOUR SEO
STRATEGY , PAID SEARCH , OR PPC
ADVERTISING , IS YOUR ANSWER .
I N TRODUCT ION
SECTION ONE
SECTION TWO
WHAT IS PAID SEARCH?
THE FIRST RESULTS ON THE
FIRST SEARCH RESULTS PAGE ,
BELONG TO ADVERTISERS WHO
PAY GOOGLE FOR THE
PRIVILEGE .
PAID SEARCH ADS LOOK JUST
LIKE ORGANIC SEARCH
RESULTS ; THE ONLY REAL CLUE
IS THE LITTLE GREEN “AD” TO
THE LEFT OF THE URL .
PAID SEARCH RESULTS CAN
ALSO INCLUDE INFORMATION
NOT AVAILABLE ON ORGANIC
RESULTS , LIKE SPECIALTY ,
HOURS OF OPERATION , AND
—PARTICULARLY VALUABLE
—THOSE TREASURED REVIEW
STARS THAT OTHERWISE ONLY
APPEAR IN LOCAL RESULTS .
32 PERCENT OF SEARCHERS CL ICK ON THE F IRST
RESULT , WITH 60 PERCENT CL ICK ING
SOMEWHERE IN THE TOP 3 RESULTS .
AND THE TOP IS PRIME SEARCH RESULTS REAL ESTATE
YOU GET TO THE TOP - THE REAL TOP .
IT SPEEDS YOUR WAY THERE .
IT CAN BE TARGETED .
IT PROVIDES INSTANT GRATIFICATION
THE ROI IS HIGH .
T H E A D V A N T A G E S O F
P A I D S E A R C H
SECTION THREE
SECTION FOUR
2 3 1H O W P A I D S E A R C H W O R K S :
YOU BID ON
KEYWORDS .
GOOGLE DOES
MATH .
YOU PAY PER
CLICK .
YOU BID ON
KEYWORDS
P i c k o p t i m a l k e y w o r d s — “ m i d t o w n
M a n h a t t a n n u t r i t i o n i s t , ” “ g o o d
d e r m a t o l o g i s t f o r k i d s ” — a n d t e l l G o o g l e
h o w m u c h y o u ’r e w i l l i n g t o p a y t o b e t h e
f i r s t r e s u l t s h o w n t o s e a r c h e r s .
1SECTION FOUR
GOOGLE DOES MATH
I f y o u a n d a n o t h e r a d v e r t i s e r a r e c a l l i n g d i b s o n t h e
s a m e k e y w o r d , G o o g l e p e r f o r m s a n " a u c t i o n " t o d e c i d e
w h o g e t s t h e t o p s p o t .
G o o g l e f a c t o r s i n y o u r q u a l i t y s c o r e t o d e t e r m i n e h o w
r e l e v a n t a n d u s e f u l y o u r a d w i l l b e t o t h e s e a r c h e r a n d
s e a r c h t e r m , a l o n g w i t h y o u r b i d , t o a s s i g n a n a d r a n k .
2SECTION FOUR
3 YOU PAY PER CLICK
Y o u d o n ’t h a v e t o p a y f o r y o u r a d s w h e n t h e y ’r e
d i s p l a y e d — j u s t w h e n t h e y ’r e c l i c k e d . S o i f y o u w i n
t h e a u c t i o n a n d y o u r a d i s d i s p l a y e d , b u t d o n ’t g e t
a n y t r a f f i c . . . y o u ' r e n o t o u t a n y m o n e y .
SECTION FOUR
SECTION FIVE
AND IF YOU FEEL LIKE YOU
MIGHT BE CHEATING A
LITTLE BIT BY BUYING YOUR
WAY TO THE TOP OF THE
RESULTS PAGE , YOU ’LL FIND
THAT THE FEELING PASSES
ONCE NEW PATIENTS START
RINGING YOUR PHONE .
LEARN MORE AT WWW .PATIENTPOP .COM/BLOG
CONTACT US AT SALES@PATIENTPOP .COM