Cost Per Click (It’s Not All About Your Bid!)

It’s that time of year when we all start (really) thinking about next year’s budget, and the smart ones are planning their 2019 marketing spend by now.

I get so many questions at lectures and from clients about  SEM, also known as Pay Per Click (PPC), Google AdWords, and paid search.  Done correctly SEM is VERY effective in driving traffic to your site, and eventually your practice.

I started this with thoughts on budget because SEM is frankly, not cheap when done effectively. One click for “Cosmetic Dentist” in Indianapolis can cost $30! Let’s talk about how you can impact your cost per click (CPC).

First a few terms:

Ad Rank

Google wants its users to have a good experience, so they consider the words in your ads and the content of the page on your site that people land on to score the relevance of your ad to the term or phrase that was searched.

The more your ad matches with what’s on that page, the higher your ad rank will be.  This means you’ll show up higher in the search results and pay less for the click.

This Ad Rank is determined by multiplying your Quality Score by your bid.  Then you CPC is calculated as illustrated here:

Image credit: Netsertive

Quality Score – based on ad copy and landing page relevance to the search

That’s why landing pages on your website for each of your key services are so important.  Sending clicks to these pages will increase your relevance, and your quality score, lowering your costs dramatically.

As Google says, be relevant, be compelling and drive traffic to pages that match what you promise in your ad.

Also, keep an eye on your hosting service.  If your landing pages are taking ages to load, that’s hurting you – again looking for that “good experience”

The great news here is that the top spot doesn’t go to the practice that wants to pay the most – quality is rewarded!

Remember:

  • Fresh, relevant content
  • Ad copy that matches the search
  • Pages that deliver on what the ad says

To learn more about Digital Marketing for your practice or to connect with some of the best people in SEM, contact us.