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How Your PPC Campaigns Work

  • Date: September 28, 2012
  • Author: eDentalImage
  • Comments: 0

PPC anyone? If you’re already running an internet dental marketing campaign, you’ve probably heard the term. PPC, or Pay Per Click, refers to paid advertisements that show up at the top and sides of the search engine results pages. The ads are directly related to the organic search results, because they are triggered by keywords the user is typing into the search bar.

This is where PPC management tools come in. Most online dental marketing campaigns use both PPC and SEO in search engine marketing. PPC managers are tools and programs that SEOs and web developers use to find and research keywords, ‘bid’ on them, and manage them as part of an overall dental PPC ad campaign.

Here’s how we use it:

  • We start by using a keyword tool to research your best keywords and search terms. Create a list of your best keywords to target and include in your ad campaign.
  • Your best keywords will most likely be 3, 4 or even 5 words long, and target a very specific audience. This way you save money by not competing for highly popular search terms and you easily attract visitors looking for something very specific- for instance a dentist office in one particular neighborhood of a city.
  • Create some ads! We’ll create a few versions to split up your budget. That way we can test all of them and see which aspects of the ads draw the most attention and clicks.
  •  Stay relevant. Just like in dental SEO, where websites must achieve credibility with the search engines over time, PPC tools need to know that a PPC campaign is credible and useful to users. For example, Google AdWords does this by rating campaigns on their “QualityScore”.

When running a PPC campaign, it’s best to get expert help. Seriously! If you aren’t creating the best dental ads or targeting the right keywords, you could wind up losing a lot of money quickly, with no return on investment and a persistent low rating to boot. Need more help? It’s ok, the realm of keywords and dental PPC can be tricky and confusing. Contact eDentalImage for a free consultation today!

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