PPC Advertising

PPC advertising has revolutionized marketing for plastic surgeons. Imagine one single click that acts like the yellow pages, TV, and a virtual visit to your practice all on the same platform. If you are not using CPC advertising, we can assure you that you several steps behind your competition. It is the most powerful tool to get patients to your practice.

Bidding on PPC: The Devil is in the Details

With PPC advertising however, you must know what you are doing, or it can be expensive. When you have an ad out on the Internet, it’s competing with every other ad out there, therefore, you had better pay close attention to the following:

• Is this key word too vague (like “facelift”) and do I need to add negative key words
• Is my landing page effective, have I tested it using landing statistics on pictures, title, and text?
• Have I tested my ads against competitive ads?
• Are my ads well written emphasizing the keyword?
• Are my conversions costing me too much?

The Better Your Ad, the Less It Costs

Your cost per click is dependent upon how many people see your ad and click on it, relative to the efficacy of competitive ad sponsors’ willingness to match your cost per click. Sounds complicated? It’s not. Let’s take an example. Let us say that whenever someone sees your ad, 5% of the viewers are willing to click on it to see what you are offering. Google knows that whatever you are willing to pay for one click on your site, if they show your ad, they have a 5% probability of cashing in that amount. So, if you are willing to pay $5.00 per click, the maximum Google will earn by showing your ad is 25 cents ($5.00 x .05). Or, in other words, they are going to have to show your ad 20 times to earn $5.00. However, if there is another competitive ad and they are willing to pay only pay $2.00 (to simplify this example we will not complicate this explanation with additional advertisers), but their CTR (click through ratio) is only 2.5%, then Google does another calculation for them also ($2.00 x .025 = 5 cents an impression) and determines how much you should pay for a click based upon the effectiveness of your competition (there are other factors we are not considering like minimum cost per click).

In this example, if your competition is willing to only pay $2.00 and they have a 2.5% CTR, then you will pay half of what they pay per click or $1.00 plus a few cents extra if you want to get better placement. So, even though you bid $5.00, you might only pay slightly more than a dollar if your ads, key word strength, targeting, landing page, etc. are better than theirs.

The PPC Learning Curve Can Be Expensive

In the realm of plastic surgery, where certain key words can cost $20 a click, this can quickly become expensive for amateurs. If you have not done this before, and start your campaign with a $20,000 ad budget, you can easily lose $10,000 per month, especially initially, before your ads have been properly tested. For many low volume key words, it takes 6-12 months before you can statistically evaluate ad performance. With us, you achieve your goals immediately rather than you having to wait for months of trial and error results. This is because all our ads, key words, and campaigns are already being used, so Google knows exactly what the click through ratios (CTR) are and therefore, your results are immediate.

Are You Really Paying For PPC, or Something Else?

There are many per click companies who offer CPC campaigns, but what they don’t tell you is how much they mark up their key words they buy from the search engines. For example, they will ask you to set a campaign goal of $5,000.00, $10,000 or $20,000 a month, but they never tell you what their margins are. Are they marking them up 50, 100, or 200%? You just don't know. We tried all the big players with some of our clients and the results were always the same; our leads from our campaigns came in at 2-3 times less than theirs.

We Can Now Guarantee a Maximum Cost of $50 per Lead

We know Plastic Surgery better than any other Google PPC advertiser and therefore, we have developed keywords and phrases after years of experience. Secondly, and most importantly, we use referral sites to get traffic to your practice because patients prefer referrals than "self-referrals." As a result, prospective patients will be more likely to click on our ads than one of your cds. This results in a higher CTR and therefore, a lower cost per click that we pass on to you.

PPC advertising is our forte. We can bring in campaigns at a lower cost than anyone, which will significantly improve your profit margins. Call us to find out how we can help you, and have a look at a success story that says it all.