As soon as a patient searches for something on Google, it’s time for the bidding to take place. This is how Google decides which ads will display for a given search in the limited ad spaces that are available. Google tries to find the most relevant ad for whatever the user is looking for. One of the most important factors in this is your quality score which, according to WordStream, is defined as Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Your quality score depends on multiple factors including click-through rate, relevance of each keyword to its ad group, landing page quality, relevance of your ad text, and your historical AdWords account performance.” This is how Google’s decides which ads make the most sense for the given search result.
Unfortunately, only Google knows the weight of each factor affecting your quality score, so it can be hard to pinpoint exactly what causes a low number. However, it is widely accepted that click-through rate has the greatest impact on your quality score. A solid rule of thumb with medical paid search is to make sure you’re going after the right target audience with content and ads that actually match what they’re looking for.
One of the benefits of PPC is that you know exactly how much it costs to bring in a new patient. Our paid search team will review calls to ensure that the callers are relevant, and you'll be able to access the calls for training purposes as well.
Each month, you'll receive a report that allows you to review the cost and results of your paid search campaign. We'll make recommendations and offer insights in your marketing coaching calls so you know what else we can do to improve your new patient numbers.