Pay Per Click (PPC) is a form of Internet advertising in which advertisers pay every time their advertisement is clicked on the search engines. Advertisers generally pay based off the cost of an individual keyword relevant to their target market. All three major search engines currently offer Pay Per Click marketing. Google’s PPC system is known as Google AdWords™ while Bing and Yahoo share the same advertising platform called Search Alliance™ or Microsoft adCenter™.
PBHS initially sets up a consultation where one of our Google AdWords Qualified Individuals determines your advertising strategy, define your goals and educate you about what makes PBHS the leader in Medical and Dental PPC advertising.
What you pay for each click on your desired keywords will range depending on the maximum amount you are willing to pay for a single click and what is known as a Quality Score. The Quality Score metric is a whole integer between 1 and 10, 10 being the maximum possible score that can be assigned. The Quality Score ranks your campaign’s landing-page based off its relevancy to the specific word that you are advertising under. Other companies generally don’t tell their clients the Quality Scores of the keywords that they are advertising under because they want to keep them a secret. PBHS takes pride in creating sound, profitable, and high ROI Pay Per Click campaigns so we make our campaign strategies very transparent and straightforward to our clients.
How do you track return on investment (ROI)?
Every step along the prospective patient’s buying cycle is tracked, everything from the initial click on your advertisement all the way through the phone call to your office. Is tracked and recorded. On our initial phone consultation PBHS and you will brainstorm what different niches to advertise under and create targeted landing pages for. We track how many times your advertisement was seen compared to how many times it was clicked, this comparison is what is known as a Click Through Rate (CTR). The CTR allows us to test and improve multiple advertisements at the same time while we check to see what ones are most engaging to your target market. Once the visitor has clicked your advertisement they are placed onto your targeted landing page and "funneled" into making a decision. PBHS’ targeted landing pages are designed to engage and funnel the visitor into contacting your practice via 1 of the 2 email contact forms or the numerous occurrences of your tracked phone number.
What is a landing page and what is it used for?
A landing page is different than a microsite and your regular website in many ways. A landing page is generally a single page that doesn’t allow visitors to navigate around and is specifically targeted for the keywords you are advertising. A microsite is generally a small website that is separate from your main website that allows visitors to navigate around but is used to tracked the visitor’s actions. PBHS chooses to use landing pages rather than your existing website or a microsite because every option you give a visitor to stray away from your end goal (phone call or email) equals fewer leads. Our Landing pages are professionally designed to match your website and branding strategy.
What is a call tracking number and what is it used for?
PBHS realizes that tracking the efficiency of your online advertising dollars is one of the most important and overlooked aspects of a successful campaign. We have found a solution that allows leads that are generated by your search engine marketing efforts to be tracked and recorded. PBHS call tracking places a unique phone number, either local or toll-free on your landing page that visitors call. This phone number routes the caller directly to your practice’s regular phone number in return allowing us to monitor call volumes and allow your practice to listen to the recorded leads for quality and front office productivity.
PBHS charges a flat monthly management fee to manage Pay Per Click campaigns. The majority of the larger companies that manage PPC campaigns make you decide on a monthly budget to spend directly with them. Since there are really 2 components to a PPC campaign (management fee + keyword costs) PBHS has decided to be completely transparent with these numbers allowing our clients to see exactly how much individual keywords are costing them. Larger companies make their money from what is known as a percentage of spend system where they take a portion of your overall budget and out it directly into their pocket. A flat management fee allows PBHS to provide a service for much less than our competition does with higher returns.
PBHS has been building websites and offering marketing solutions for medical and dental practices since 1996. This allows our pay per click specialists to become niche focused and extremely familiar with the services and products that you offer. While many companies specialize in PPC advertising there is a big advantage in having PBHS create your targeted Pay Per Click campaign too! Our PPC specialists are certified by Google to create, optimize, manage, and market Google AdWords™ and Microsoft adCenter™ accounts. We understand that Pay Per Click advertising is a generally complex process and have created simple, high yielding PPC packages that can accommodate practices from 1 doctor and 1 office all the way to multi-specialty practices with 50 doctors and 50 offices.