10 Ophthalmology Business • September 2017
by Chase Rabourn and William B. Rabourn II
Reaching more patients with Google
AdWords search engine marketing
to correctly incorporate them into an
ophthalmic business' online market-
ing strategy without getting lost in
the jargon. Doing so could signifi-
cantly improve marketing return on
investment and attract more of the
right patients at the right time.
marketing, pay-per-click advertising,
cost-per-click, search network and
display network ads, and Google
AdWords are some of the most
frequently repeated terms, as well as
some of the most important to on-
line advertising success. That is why
it is so important to learn what these
terms—especially Google AdWords—
mean, how they are related, and how
O
nline advertising is
a crucial yet highly
complicated task, a
fact that more and
more ophthalmic
businesses are coming to realize as
they follow patients online. One of
the most difficult aspects of online
advertising is sorting out its highly
similar terminology. Search engine
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