In addition to the organic listings, there is the opportunity to purchase listings on the first page of given search phrases through pay-per-click (PPC) advertising. These listings are in the top shaded area and along the right side of given searches. Many people immediately turn away from PPC advertising saying “I never click on those listings.” Unfortunately, they assume that because they don’t, nobody does. Keep in mind, PPC ads are Google’s primary revenue generator. It can and does work.
Some benefits of PPC advertising:
1.Immediacy – your listings can appear much more quickly than organic listings.
2.Geo-targeting – you can limit your exposure to geographic area, much like direct mail.
3.Budgeting – you can set a specific monthly spend budget to manage your expenses.
4.Flexibility – you can adjust to seasonal elements in your practice or market. Get more exposure when you want it, cut back on when you don’t need it.
Keys to High PPC ROI
Although some do very well with PPC advertising, the majority find that they spent a lot of money and got nothing for it. Why? There are definitely strategies in PPC advertising that will enhance your ability to make PPC profitable. This includes keyword phrase selection, bidding levels, how your ads are written, and your descriptions.
Probably most important is the landing page visitors come to, after you paid for them to click on your listing. This is yet another reason you must have an effective website. In addition, you may want to consider utilizing specialized PPC landing pages. They have been proven to increase lead conversion. The key is to make sure you utilize a professional, certified Google Ads specialist, rather than trying to do this yourself.
