Pay Per Click (PPC)

Pay per click (PPC) advertising can be a vital part of your internet marketing efforts. If you are at the top of Google without paying for it (results from great SEO), or not, you may want to use pay per click advertising. If done correctly, the benefits outweigh the costs significantly. We know of plenty of surgeons with great stories from PPC campaigns. Our favorite is the 51 cent facelift. That was the cost of acquiring the new patient through PPC.

Things to Avoid with PPC when Considering:

1. Third Party Company: Most companies (company X) will charge you for the PPC campaigns through their company. This essentially means that you are paying them to manage you PPC campaign…you pay them, they pay Google for you. This is the most common mistake we see and a huge benefit of NKP Medical Marketing. What ends up happening is you are paying Google .75 cents a click, and then company X $1.25. There is no reason you should pay a company this way, it only reduces your marketing dollars. If you are going to use a company on a monthly basis, pay them a set monthly fee and pay the search engine (ie. Google, Yahoo, MSN) directly. PPC is easy to set up and too many cosmetic surgeons and dentists are taken advantage of by this method of “let us do it for you”. The best way to know if you are doing it correctly is to check your credit card statement. If you are being billed by Google, Yahoo or MSN/Bing then you are okay. If you are being billed by Company X, you are likely spending a lot more money and getting much fewer results. Ask us about our targeted PPC campaign set up. This involves ZERO work on your side, and is free for you as well.
2. Going after national terms: This is a very easy thing to avoid. A common mistake is when you are buying the adwords, you target the entire United States accidentally versus just your specific market. What ends up happening is you are paying for clicks from patients 2,000 miles away. Some practices do this on purpose, most want to avoid it. Google makes it very easy to set up a local campaign. We can show you how to do it quite easily.
3. Bidding Wars: Google has set the adwords management up much like a Casino. When I am on it, it really feels like I am at a black jack table, being asked if I want to double down. A very common mistake is making quick, rash decisions in reference to the amount of money you are bidding and paying for every single click you get. I know of a couple surgeons that always post a $10 per click maximum on all bids. What this means is that you need to bid $10.01 to be number one. Google does not tell you what the maximum bid is which makes it a bit of a guessing game. However, if you bid $1.01, the other surgeons ($10 max bid dr) bid automatically gets risen to 1.02. It will go on like this until you hit 10.01. This is a confusing subject, but very important. It is very easy to increase your marketing dollars being spent without seeing any additional results. We have a couple articles that discuss this in detail and can email the PDF directly to you. Let us know if you want to read it. If you would like us to teach you more about Pay Per Click advertising contact us directly here or call our offices. It is free, no hassle, etc. Ask for our special report on the 10 must know things to greatly increase your Pay Per Click exposure and conversion. This can save you tons of money and also greatly increase your exposure!