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Paid Search Advertising: The Next Marketing Step for Your Business?

Paid Search Advertising: The Next Marketing Step for Your Business?

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Posted on 10-03-2012


Organic vs. Paid Search for Your Dental Practice

The white-colored results which take up the majority of Google’s Search Engine Results Pages (SERPs) are referred to as organic search results. As an example, if you are searching for “dentist in Irvine,” Google will rely on certain factors to return a page that reflects results including dentists in Irvine. These relevant results show up organically due to Google’s algorithm.

Organic Search Results in Google

Paid search results are easy to spot because they are the top two or three results highlighted in pale yellow at the top of every Google SERP.  Searches that appear in this highlighted box are based on an advertiser who is paying for that top placement.

Paid Search Results in Google

Additionally, when you look to the right of each SERP, you will see a list of formatted ads next to the organic search results. Each paid search result will include a title, link and description containing two lines of text.

These ads will list the address with a link to the business location. If you see Google+ Local’s star ratings, these ads use Ad Extensions for their formatting, which is typically more costly for the advertiser.

Ad Extension for Paid Ads in Google

Putting PPC to Work for Your Dental Practice’s Online Advertising

Paid search results are used for advertisements in Google called Pay Per Click or PPC. For example, when a user clicks on your dental advertisement when searching for a “dentist in Irvine,” then you pay for that Google click because Google is sending search traffic directly to your website relevant to the search query.

One of the exciting benefits of PPC is that your Google ad may appear on SERPs thousands of times and reach a very large audience of users. Yet, you only have to pay for traffic that comes to your website directly from the Google SERP.

To create an ad for your dental business, you will need to set up an account with Google Adwords. This is the advertising platform Google uses which will allow you to create, edit and manage any of your PPC campaigns. If you already have a Google account, then you can register for Google Adwords.

If you are interested in what paid search and SEO efforts can do for your dental practice, call us at 1-800-IMATRIX (1-800-462-8749) and speak to one of our DentalMatrix Internet Consultants to find the right web marketing package for your business. We will provide a free website consultation and provide guidance as you get started on your next PPC advertising campaign.

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