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 .

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