PAY PER CLICK.
Pay Per Click or PPC is an online advertising model in which advertisers pay each time a user clicks on their ads.
There are several different types of PPC; the most common type is paid search ads. These ads appear when people search for services online using a search engine like Google, especially when performing buyer intent searches, meaning that they're looking for services or products.
This could be anything from a mobile search (someone looking for a "bariatric surgeon near me" on their phone) to a local service search on a laptop (someone looking for a doctor in their area).
How Does Pay-Per-Click Advertising Work?
For ads to appear alongside the search engine result page results, advertisers cannot simply pay more to ensure that their ads appear more prominently or above their competitor’s ads.
Instead, ads are subject to an Ad Auction algorithm, an entirely automated process that Google and other search engines use to determine the relevance and validity of advertisements that appear on their results page. The automated algorithm is why so many practices waste their marketing budget on ads that do not work!
Need help with a PPC campaign? Book a no-obligation chat with a trusted marketing advisor today.
The Dirty Little Truth About PPC!
The only thing less lucrative than PPC is full-blown gambling! Now, don't get us wrong, every once in a while, you'll hit the jackpot on the penny slots. The bells ring, the lights flash, and for a moment, everyone around you gets excited! The truth is the house (in this case, Google) always wins.
Now, we'll admit that ads are one of the easiest ways to get traffic to your site and patients through the door if you are looking for instant gratification.
As a long-term strategy, there are better options.