The bidding starts once a user has searched for something on Google. There is limited ad space, so Google looks for the most relevant ad for whatever the user is searching for.
To determine which ads will display, Google looks at 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.”
Google uses your quality score as a way of deciding which ads make the most sense for the given search result. Quality score is based on multiple factors including relevance of each keyword to its ad group, click-through rate, landing page quality, relevance of your ad text, and your historical AdWords account performance. Marketers assume that the click-through rate has the most significant impact on your quality score, but unfortunately, only Google knows the weight of each factor. This makes it hard to pinpoint exactly what causes a low-quality score.
A good rule of thumb with your digital marketing strategies is to make sure you’re targeting the right audience with content and ads that match what they’re looking for.
Dental PPC offers the benefit of knowing exactly how much it costs to bring in that new patient. Our team will also ensure that you’re receiving relevant calls that you can access and review for training new team members.
Each month, you’ll participate in marketing coaching calls and you'll receive a report with the cost of each campaign as well as the results achieved for your review. Our team will also make recommendations or offer strategies during monthly calls so you can make decisions on what to do to increase your new patient numbers.