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PPC:SwimmingwithSharks?
8Ques6onsforGrillingYourPPCProvider
Payperclick(PPC)isaproventoolforfillingyourpa8entpipeline.
PPCBenefits
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
FishingforaNewTac8c?
Visibilitywhenyoursitefailstoshowinorganic
searchresults
Controlyouradver6sing
budget&assessROI
Targetpeopleatthemoment
theyaresearching
Immediateresultsinvisibility
andconversions
Butwhenventuringintothesewaters,werecommenddonningasharksuitbecause...
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Youwillwantprotec8onfrompoorlydesignedorimplementedPPCcampaignsthatsiphonmoneyoutofyourpocket.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Wealsorecommendtakingadeepdiveintoanaly8csforPPCcampaignsthat"look"tobewhoppers.
Tooo[en,campaignsaresetupforeye-poppingresults,butwhenyoulookbelowthesurfacethenumberslook,well,fishy…
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Fishstories…Doyouknowwhereyourclicksarecomingfrom?AreyoupayingforclicksinCaliforniawhenyouprac8ceinNewYork?
Yes,we’veseenPPCproviderschumthewatersinfarawayponds.Butthattac8cwon’tlandaboatloadofconversionsinyourlocale.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Tes6ngtheWatersofPPC?First,grillyourPPCproviderwiththefollowingques8onstoseeifyouhaveasharkontheline.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
8Ques6onstoAskYourPPCProvider
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
HowdoyoudefinePPC“success”?
TheCorrectAnswer:Success—thekindthatgivesyouareturnoninvestment(ROI)—isnotclicks.
Real”success”requiresconnec8ngallthedotsfromclickstoactualpa8ents.Wequan8fysuccessby:
ü Trackingbothclicksandconversionsü Qualifyingconversionstocullduplicates,
abandonedphonecalls,andpeoplewhodonotanswerfollow-upemails.
ü Followingqualifiedleadsun8ltheybecomepa8ents.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Afull-servicePPCprogramgivesyouthedata-driventrackingthatholdsyourclicksaccountabletotheboeomline.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
DoyouusesoPwarelikeWordStreamorAdSpiketoautomatemycampaign?
TheCorrectAnswer:No.
YouwantyouraccountmanagermonitoringyouraccountdailybecausePPCfluctuateslikethestockmarket.
Thisweek’stopconver8ngkeywordsmaybeflopsnextweek.Or,abidthatsnagsthetopadslottoday,maycauseyouradtodropoutofsightnextweek.
Ifyouleaveacampaignrunningin"setitandforgetit"modeonautomatedso[ware,youputyourreturnoninvestmentatrisk.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
PPCisnotlikeacrock-pot.Youcan’tcookupawinningPPCrecipe,thensetitandforget.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
HowoPendoyoureviewPPCaccounts,keywords,andnega6vekeywords?
TheCorrectAnswer:Atleasteverythreedays.
AnythinglongercancausewastefulspendinginthefluidworldthatisPPC.YourPPCprovidershouldbemonitoringtrafficregularlyto:
ü Trackemergingkeywordswithahighreturninclicksandconversions.
ü Iden8fyandfilteroutkeywordsthatcauseyouradtoappearinirrelevantconsumersearches.
ü Strategicallyusenega8vekeywordstoprotectyourbudgetfromirrelevantclicksthatdrainyourbudget.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
BecausePPCmarketsfluctuatedaily,muchlikethestockmarket,PPCisnotaslamdunk.
Tosqueezeoutthemaximumreturn,campaignsneedtobemonitoredandtweakedregularly.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Doyouofferin-houserepor6ngforcampaigns?
TheCorrectAnswer:Yes.That,andmore.
Toensurethatyougetwhatyoupayfor,youwantaPPCproviderwhoprovidesasummaryreportandthird-partydatafromtheadver8singplajormtobackitup.
Summary"in-house"reportsaresuscep8bletospin.Youneedneutralthird-partyrepor8ngtoensureyourcampaignbenefitsyou.
It’saredflagifyouaren’tgivenaccesstoyourplajorm’sdashboard.Youhavetowonder,“Whynot?”
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Ourmantra:Trust,butverify.
Accesstoyouradcampaign’sthird-partyrepor8ngwillverifyordebunkyourPPCprovider’ssummaryreport.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Isyouradver6singbudgetaseparatelineitemfromthemanagementfee?
TheCorrectAnswer:TheonlycorrectanswerisYES.
Donotworkwithacompanythatonlysuppliesa"budget"withoutaseparatelineitemformanagementfees.
Withseparatelineitems,youwillhaveaclearpictureofhowmuchisspentonmanagementandhowmuchonthekeywordbidsthemselves.
Howelsecanyoutellhowmuchmoneygoestoward“managing”yourcampaignsandhowmuchgoestothePPCadsthemselves?
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Ifmanagementfeessiphonmostofyouradbudget,theremaynotbeenoughmoneyle[overtofundarobustPPCcampaign.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
HowmuchdoIneedtospendtostartaPPCcampaign?
TheCorrectAnswer:Theycan'ttellyou.Atleastnotrightaway.
That’sbecauseyourPPCproviderneedstofirstanalyzeyourcompe88onandkeywordstodetermineaviablebudgetforyourmarket.
Inflexiblepackageprogramscanfailtoadapttoaggressivemarkets,whereaminimumthresholdmayexisttobecompe88ve.Ifapackageprogramfailstoreachthebar,youcouldbefrieeringmoneyawayinacampaignbuilttofail.
However,thePPCcompanywillgladlypocketthemonthlymanagementfees.
TodeterminewhatasuccessfulPPCcampaignwillcost,yourproviderneedstoperformanaudittoreachadata-drivenassessment.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Notwoclientsarealike.Notwomarketsarealike.
Don’tworkwithanagencythatusesthesame“packagedeal”foreveryone.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
WherewillyourPPCadsappear?
TheCorrectAnswer:Onmul6pleplaVorms(Google,Bing,andsocialmedia).
Today'spaiddigitalmarke8ngissomuchmorethanGoogle'sAdWords.AsavvyPPCprovideriscurrentinallavailableprogramsandplajorms,whichincludessocialmedia.
Infact,socialmediaadver8singallowsyoutouseamuchfinersievetobeeertargetyouraudience.Anaddedbonusisthatsocialmediaadver8singcostssignificantlylessthanGoogleAdWordscampaigns.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Thereareprosandconstoeveryadplajorm.YourPPCprovidershouldunderstandthenuancesofeach.
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
IfIswitchagencies,whathappenstomycampaignsandtherepor6ng?
TheCorrectAnswer:Wewillreadilytransfercampaignsovertoyourcontrol.
Werecommendworkingonlywithcompaniesthatsayyouownthedata,includinghistoricalrepor8ng,andagreetohandoveryourcampaignwhenyoupartways.
Unlikemanyagencies,wedon'tbelieveinholdingyourdataoryourprogramhostage.
KeyTakeaway
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
OnlyworkwithPPCprovidersthatsayyouownthedata,nowandforever.
ProTips
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Ifthepromiseofpayperclickhaseludedyou,takenoteoftheseProTips:
• APPCauditisthefirststepindevelopingdataandac8onableinsighttosparkinnova8oninPPCmarke8ng.Withoutdata,youriskthrowingawaysignificantsumsonineffec8vePPCcampaigns.
• Bewareyour"frenemy"Google.Googleisabusinessandwhetherornotaclickgeneratesareturnforyou,itmostdefinitelywillforGoogle.ItisuptoyoutoensurethatyourPPCinvestmentissetupcorrectly.
• Trust,butverify.Transparencyallowsyoutoverifytheunderpinningsofyourcampaign.YourPPCprovidershouldgiveyouaccesstoyouradplajorm’srepor8ngsystemsoyoucanverifytheresults.Whywouldn’tthey?
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
ProTips
Do You Need a PPC Agency?
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
Obviously,thefirstques8oniswhetheryoureallyneedadedicatedPPCagency.Mostprac88onersrealize:
ü Theylackthe6metomanagetheirPPCaccount(s)in-house.
ü Theylacktheexper6setoeffec8velymanagepaidsearchcampaigns.
ü Theiragencydoesn’tspecializeinPPCorlackstheskillsandbandwidthtomaximizereturn.
Are You Looking for Answers?
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
ü Areyoulookingtotakeadvantageoftheimmediacyandflexibilitythatonlineadver8singoffers?
ü Orareyous8llresearchingyourop8ons?Eitherway,wearehappytoansweryourques6ons.
Wecanalsoexplainthenewestop8ons,suchassocialmediaads,whicharegrowinginpopularityandarelessexpensivethanPPCads.
Feelfreetocall(800)[email protected]
WouldYouLiketoKnowMore?Manyprac66onersfindthepromiseoftheInternetelusive.Butoverthecourseof20years,we’veprovenmany8mesoverthataproperlydesignedonlinestrategygrowsyourprac8ce.
Ifyou’res6llsearchingforasolu6on,considerjoiningtheleadinghealthcareprovidersthathavetakeadvantageofouronlineexper8se.Justcallusat(800)606-0003orvisitourwebsite.
www.EinsteinMedical.com
EinsteinMedical|6675MesaRidgeRoad,#101,SanDiego,CA92121|Phone:(858)459-1182
