Utilizing pay-per-click, also known as PPC, advertising is one of the most effective ways for a website to gain actionable traffic quickly. PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it is a way to buy visits to your website, as opposed to “earning” them organically by being found in search engines.

PPC for dermatologists can be used to build a solid base of consumer traffic in little time. It is a great advertising tool that does not require a buildup of time to generate and direct traffic to your website. Unlike organic search engine marketing, PPC brings customers to your site right away as your advertisement can be fashioned at one of the top “paid” spots of a search engine result page, where it will be seen right away. For PPC, advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click”. Due to the nature of keywords and the role they play in this paid search model, pay-per-click advertising can also be referred to as keyword advertising.

Google Adwords is the world’s most popular PPC advertising system. The Adwords platform allows businesses to create ads that appear in Google’s search engine using specific keywords and phrases. As a pay-per-click model, advertisers/users bid on those keywords in an auction format and pay each time a prospective customer clicks on an advertisement containing those specific words. There is a distinct advantage to using this targeted lead model if you are looking for fast traffic as it provides an almost immediate audience and customer following. The best way to see success for your pay-per-click marketing campaign is to pick the most commonly searched for keywords, known as “high volume” keywords, that are relevant to the location and services you provide.

This PPC model is very effective for targeting customers in location specific regions, allowing you to focus on specific cities, states, and localities. Another targeting feature Adwords provides with its PPC service is called radius targeting. Here you can identify and specify a precise radius from your business you would like to cover, in order to reach any potential customers within that radius. Further customization includes the ability to exclude distant regions, such as other countries.

While this is a pay-per-click model, meaning that you pay a fee each time your ad is clicked, it can be very cost effective; for example, paying $3 for an ad a potential customer clicks on may generate a nice profit if that customer books an appointment for your dermatology services that results in a $300 of service provided. Adwords makes this service easy to budget as well. They allow you the ability to control the amount of money you spend per day through their word bidding model. This feature allows advertisers to efficiently manage their advertising budget and know exactly what they are getting for their bids. A robust and effective marketing tool, PPC can generate tremendous amount of web traffic to your website if managed adequately and productively.

PPC for dermatologists is not a cookie-cutter approach, as trends in certain markets can vary. That is why it is always good to have a partner on your side to ensure proper targeting and phrase selection when running a campaign.