In my last post about Search Engine Marketing (SEM), I introduced the concept of Pay-Per-Click (PPC), which is used to place paid ads on search engines.  The Search Engine Optimization (SEO) process involves a K and 4 Cs (Keywords, Code, Content, Connections, and Citations).  The PPC process involves a K plus 2 Cs  – Keywords, Copy, and Content.

The keywords and web content are essentially the same as used in the SEO process.  By copy, I am referring to the ad copy that is served up when someone searches on one of your keywords.  These 3 elements fit together as follows:

• Keywords – grouped together in logical fashion into PPC ad groups.  For example, groups should be focused on a single medical specialty, or specific diseases and conditions that you treat.  Each ad group has its own ad(s).
• Ad Copy – the ad copy should be matched to the keywords in the ad group to maximize the value of the clicks.  Each ad can link to any specific web page. In general, you should use two ads per ad group.  Monitor the results from each, and when one is providing results that are clearly superior, eliminate the ad that is not performing as well, and create a new option to test against the winner.
• Web Content – by linking ads to web content that closely matches the ad copy and therefore the keywords that people are searching on, you will maximized the ROI on your ad buy.

Once your campaign is set up with ad groups linked to appropriate pages, you will need to monitor your bid rate to make sure you are appearing on the first page of results.  In general, the higher your rank, the more clicks you will get – although in some cases, the first few positions can be much more expensive than the next several ad positions.  Depending on your budget, your goals, and the level of competition, you may not be able to afford the number one spot for all of your keywords.   If this is the case, you should focus on the best deals out there, which are probably not the most obvious words and phrases.

I will delve further into the PPC process in the future.  If you are in a rush to get your campaign going and need more help right away, check out our WebForDoctors Search Engine Marketing Audit Service.