Eyeworld

12 Ophthalmology Business • September 2017 remain Google's top priority. 2 In an effort to stay competitive, the AdWords tool allows businesses to: • Reach out to potential consumers within a few miles of a business or broadcast ads to entire regions or countries. • Target types of people, which is valuable for ophthalmic businesses looking to target specific groups of patients, such as the average LASIK or cataract patient. • Track how many people are shown a business' ads, visit the website, or call the business. • Tweak ads and test changes to see if they work better. • Adjust the budget whenever need- ed with no contract, so businesses can end a campaign any time without cancellation fees. However, it is because of these and many other helpful features that so many businesses struggle to actually use AdWords. With so many options available, advertisers quickly become overwhelmed. Simplifying the process In the same way that an ophthalmic business is most successful when its management team fully understands how the practice runs, an AdWords campaign will generate the best re- sults when those in charge of it know Google AdWords: While individ- ual websites can host a variety of PPC ads, the most common form of PPC advertising involves search engines. Google AdWords is arguably one of the most effective SEM programs. It is designed to help businesses be seen across the web via a variety of PPC ads, including display, video, search, and app ads. Overall, the goals of AdWords are to attract new website visitors, grow online sales, encourage consumer calls, increase brand aware- ness, and keep consumers coming back for more. Google AdWords' lead generating potential Google AdWords is an SEM leader and is highly recommended for ophthalmic businesses for several reasons. Perhaps its most obvious strength is the size of its audience. With a 77% marketing share lead over competing search engines according to a 2017 report by Net Market Share, Google is not only the most used search engine but a leader whose popularity continues to rise. 1 In addition to holding the largest audience, Google has ensured that its AdWords SEM platform is one of the best. The bulk of Google's total revenue comes from its advertising service, meaning that maintaining and improving AdWords is and will Demystifying the digital jargon Search engine marketing: Although search engine marketing (SEM) is technically defined as the process of gaining traffic and visibility from search engines through both paid and unpaid efforts, it has become more commonly used to describe paid search activities. For this reason, it is often used interchangeably with the term "pay-per-click" (PPC) adver- tising. Pay-per-click and cost-per- click: Pay-per-click (PPC) is an adver- tising model designed to drive traffic to websites when an ad is clicked. An advertiser pays a publisher either a fixed amount of money per click, or (more often) they pay per click based on a fixed daily budget. With the daily budget system, click values are determined by things such as compe- tition and search volume. Cost-per-click (CPC) is a term people often incorrectly use in place of PPC advertising, when in fact CPC is not actually an advertising model but a metric that measures cost per click. CPC is just one part of PPC advertising or SEM. Search network and display network ads: Search network ads appear on a search engine results page (SERP). Display network ads are displayed on other websites across the internet. continued from page 10 USA • CHINA • INDIA • KOREA • ASIA PACIFIC

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