Once a user has searched for something on Google, it’s time for the bidding to take place. This is how Google decides which ads will display for a given search and limited ad spaces. Google is trying to find the most relevant ad for whatever the user is looking for. One of the most important things Google looks at is your quality score which, according to WordStream, is defined as “Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Your quality score depends on multiple factors including click-through rate, relevance of each keyword to its ad group, landing page quality, relevance of your ad text, and your historical AdWords account performance.”Your quality score is Google’s way of deciding which ads make the most sense for the given search result.
Unfortunately, only Google knows the weight of each factor so it can be hard to pinpoint exactly what causes a low-quality score. It is generally assumed that the click-through rate has the most significant impact on your quality score. A solid rule of thumb with most digital marketing efforts is to make sure you’re going after the right target audience with content and ads that actually match what they’re looking for.
One of the benefits of PPC is you know, to the penny, how much it cost to bring in that new patient. Our team will review calls to ensure that the callers are relevant, and you'll be able to access the calls for training purposes as well.
Each month, you'll receive a report that allows you to review the cost of each campaign as well as the results achieved. We'll make recommendations or offer insights in your marketing coaching calls so you know what else we can do to improve your new patient numbers.