… and because we optimize based on data from 1000’s of campaigns, our costs are lower although we compete on the same keywords.
Here are some metrics that we check daily through our website manager.
Special guidelines for medical websites. When marketing for medical practices you have to adhere to special guidelines ensuring the information you provide is correct and doesn’t mislead the readers, but the real trick is to continuously improve on the metrics that matter.
CTR or click through rate should be above 10% (the global standard is 4%). Google charges per impressions or CTM so you want to make sure that the number of users that click on your ad are above 10%, as it will make your CPC or cost per click go down.
Quality score. Google is in the business of relevancy so you want to make sure that your quality score is high, this not only requires you to improve point 1-4 above, it also requires you to and make sure that the content on the site is fresh and up to date.
Negative keywords, exact matches and phrase matches. We make sure to continuously add to our list of the 100’s of negative keywords, such as “find job” or “how to start” that we don’t want to pay for and make sure that we have specific ads and suitable extensions for any exact or phrase keyword that converts well.