Have you ever thought about starting a Pay Per Click campaign? If so, do you wonder what to do to get started or how to influence click rates to really get your consumer’s attention? Pay Per Click can be daunting to figure out unless you are dedicated to it full-time. Deciding on the right marketing message is a start, but modifying that message through trial and error is critical as well. Knowing what days of week and what times of day will yield the most results for your demographic is also critical.

At Advice Media, we know how to manage Pay Per Click campaigns for you. One thing we have found that is backed up by some big league research is that offers draw clicks. The goal of a Pay Per Click campaign is to get a patient into your office and have them purchase a procedure. However, to get them that far you must show them something that grabs their interest and makes them click on your ad. Once they have clicked, what they see and read must be compelling enough to make them call your office, schedule an appointment, show up for that appointment and pay for a procedure.

Free and discount offers tend to be the most successful ads you can run for getting people in the door. This is our experience and it is backed up by some interesting research just conducted by none other than Google itself. Google conducted a broad survey to find out what kind of information consumers found appealing and what their click through rates would be for certain types of ads. Offers and discounts topped the list with 2/3 of respondents saying that they considered offers and discounts to be useful or very useful.

To design a successful campaign, first you must know your prospective customer base, then you must know their online activity patterns, then you must know what to present them to grab their interest. Offers and discounts should be one of your most important tools for doing that.

Connecting consumers with plastic surgeons has been our job since 1998. We constantly seek ways to make it easier for consumers to find the professionals they need. To that end, Advice Media pioneered the use of IP technology to deliver profiles of plastic surgeons to our website visitors through the Featured Practice module. Every visitor to each of our plastic surgery websites sees a picture and a short description of surgeons close to them on almost every page of the website. Consumers can still search via name, state, city or zip code, but they can also click directly through to the full profile of plastic surgeons near them through our Featured Practice module.

We offer this service to plastic surgeons at no additional charge! Some of our competitors offer extra cost “premium” listings or offer the ability to purchase a slot on the homepage. Our philosophy is and always has been that we should do everything we can to help our consumers and our plastic surgeons come together. To that end, we offer our Featured Practice module for free on almost every page of our websites. Take a look at these three home pages to see what we mean

• Breast Augmentation and Breast Implants
• Liposuction and Tummy Tuck
• Facelift and Rhinoplasty

The right rail on each of the pages above shows 3 of the 10 closest plastic surgeons in our database to the visitor. The 10 are rotated through on a random basis 3 at a time. On page refresh, the system assigns a new random 3 from the 10.

Click through to most of our content pages and you will see this Featured Practice module in the same location on the right rail. This consistency of presentation means that consumers always know where to look for it. In addition, we are helping plastic surgeons to build brand recognition on every single page of our sites by displaying their brand in the Featured Practice module. Research shows that branding works and ultimately leads to more patients and a more successful practice. But that’s a topic for a future post!