CPC, CTR, CTA. Given the plethora of TLAs — that’s three-letter acronyms to the rest of us — that get tossed around by digital marketers these days, it’s no wonder many doctors leave their promotional efforts to their web team or marketing agency. After all, your time is probably better spent on consultations, procedures, and general practice management.
And that’s okay — but only to a point because you can’t determine if you’re getting your money’s worth if you don’t have at least a general idea of what your team is doing on your behalf. Consider search advertising, the seemingly mysterious system that puts your practice’s ad — and/or your competitors’ — next to searchers’ organic results. As this infographic from ReachLocal explains, there’s a method to making them effective:
Clearly, you have better things to do than set appropriate CPC (cost per click) rates, analyzing CTRs (clickthrough rates) and designing CTAs (calls to action). But it’s still worth acquiring a general understanding of them because it’s exactly these (and related factors) that determine who sees your ads, how likely they are to click on them, and what they do once they arrive on your website.
Effective search advertising can pay off in clicks, conversions, and new clients
Understanding how search advertising works can help you determine if your online marketing is accomplishing its goals or not. With a well-conceptualized strategy, your ads should appear when potential patients conduct relevant searches; their clicks should bring them directly to the pages that will provide them with the information they seek, and the presence of a clear call to action should entice them to want to take the next step.