Google Ads
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Digital Marketing for Medical Tourism
What do Puerto Rico, Spain, Thailand, and Arkansas have in common? Medical tourism. Or rather, the combination of high quality medical care, low costs, and beautiful scenery that makes a place suitable for medical tourism. Medical tourism is the increasingly common practice of choosing a place like Little Rock or San Juan for elective surgery.…
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Digital Ads for Medical Practices
Marketing for medical practices can be complex. It can also be different from traditional advertising. Digital ads for medical practices rarely center on low prices and seasonal sales. You can’t expect to create demand for knee replacement surgery with an exciting ad campaign. But digital ads, like Google Ads, are actually perfect for doctors and…
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Is It a Sign — or Behavioral Targeting?
One of my students told me a story about his wife. She was thinking about going to cosmetology school, and had been researching online. He got a call from her the next day, because she had been on Facebook and an ad for cosmetology school had popped up. “It’s a sign!” she said. Actually, it…
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Keywords: It’s Complicated
Once upon a time, the relationship between search engines and keywords was simple. People would type a word into the search box and the search engine would simply show all the pages with that word, probably in chronological order. You can still see this type of simple search engine on most internal site searches. Then…
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Setting Your Google Ads Budget
One of the great advantages for Google Ads is that you can set your own budget and pay only for actual interactions with prospective customers. With traditional print or broadcast advertising, you will pay the asking price or you may be able to negotiate a price but you cannot set your own price. You pay…
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CPC Quality Scores
Tami Dowers, who was the paid search person at a company where I served as the organic search person, once told me that Google Ads is like an auction where whether you get the chair depends not only on what you’re willing to pay but also on how the chair will look in your living…