Eyeworld

September 2017 • Ophthalmology Business 13 specialist. Selecting one who under- stands ophthalmology is particularly advisable, as they not only know how AdWords functions and the best strategies for creating high-ranking ads but also how those strategies should be adapted to incorporate an eye-related business' needs. Others who think that consistently adjust- ing and maintaining an AdWords account is too large of a commitment to handle in-house may outsource all of their AdWords efforts to online ad- vertising consultants. With the help of those who specialize in analyzing the digital market and its resources, the consumer, and the current state of a business, a business can simplify the process of developing the most effective strategy. OB References 1. Desktop search engine market share. Net Market Share. June 2017. Accessed July 17, 2017 from www.netmarketshare.com/search- engine-market-share.aspx?qprid=4&qpcus- tomd=0. 2. Rosenberg, Eric. The Business of Google (GOOG). Investopedia. Aug. 5, 2016. Accessed July 17, 2017 from www.investopedia.com/ articles/investing/020515/business-google. asp?lgl=rira-baseline-vertical. space. Bidding is simply selecting how much a business is willing to pay for their ad to be interact- ed with over a certain period of time. This bid is just one of several factors that Google's algorithm considers when selecting winners and ranking ads on a SERP. There are several ways people interact with ads and therefore several bidding options. The bidding op- tion an advertiser selects depends on what an ad is designed to do (convince people to visit a website, view a logo, watch a video, etc.). Cost-per-click bidding, in which an advertiser pays only when the ad is clicked, is the default bidding option businesses see when making an ad, and it is often a good start- ing strategy. Other options include cost-per-impression, cost-per-view, cost-per-acquisition, and more. Example: –CPC budget: $16/day for LASIK quiz ads • Ad ranking: Ads that are ranked higher, based on Google's complex algorithm, appear closer to the top of a SERP, making them more visi- ble to people searching and, there- fore, more likely to receive clicks. Higher ranking is determined by analyzing an ad's quality score, bid, and other ad features. The auction and ranking system create compe- tition to ensure that the best, most relevant ads are rewarded. Once advertisers are confident they understand the basics of placing ads, they should begin to utilize the analytic features to review ad strategy results, make adjustments, and opti- mize the return on their investment. Online advertising is constant- ly changing. While it may yield a significant profit if done well, an ophthalmic business must dedicate time and resources appropriately. Many businesses achieve this profit by enlisting the help of an AdWords how all of its features work together. Even advertisers who have used Ad- Words before can benefit from taking a step back to review a simplified overview of this ad placing system. • Campaign setup: One way to proactively keep an AdWords campaign from becoming overly complicated is to tailor it to match a business' goals and to focus on the features most relevant to it. AdWords allows businesses to do this by breaking campaigns into a hierarchy of components: a campaign name, ad group, ad type, and ad sub-type. A campaign name generally represents the general subject of the ads within it, such as a business' service or product. An ad group divides a campaign into more specific subject categories and allows the advertiser to select keywords for each group. Keywords are words or phrases that people are most likely to look up when searching for specific products or services. Ad type determines details such as where the ads can appear to consumers on Google's advertising networks, as well as in which formats they can be present- ed. Finally, a sub-type determines how many settings and options are available to use for a campaign. Example: –Campaign: LASIK –Ad group 1: LASIK quiz Keywords: LASIK, laser surgery, LASIK surgeon Missouri, etc. –Ad group 2: About LASIK Keywords: LASIK, laser eye sur- gery, cost, LASIK procedure, etc. –Ad type: Search network –Ad sub-type: All features • Auction and bidding: These terms relate to how a business gets its ads to appear on a SERP, among other places. AdWords runs an auction every time it has an ad space avail- able, allowing advertisers to place bids for their ads. The winner's ad will show at that moment in that Mr. Chase Rabourn is the digital marketing manager in charge of overseeing and man- aging the social media accounts and online marketing campaigns for all Medical Con- sulting Group clients. He can be contacted at crabourn@medcgroup.com. Mr. William Rabourn is founder and managing principal of Medical Consulting Group in Springfield, Missouri. He can be contacted at bill@medcgroup.com. About the authors

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