Generating traffic through organic traffic using the methods of search engine optimization (SEO) may be the best way to grow your practice. Paid search, such as pay per click, YouTube ads and Facebook boosts, may be a great alternative to organic search. Paid search may also be a consideration to augment existing organic traffic.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Paid Traffic | Pay Per Click, YouTube and Facebook Boosts.” You can find us on iTunes.
Pay Per Click
When searching or “Googling” something, we are presented with as search engine results page (SERP). This is a result of our search.
Regardless of the search engine which is used, we are presented with a list of both paid advertising and organic search results (area C in the image).
Paid advertising on a SERP include pay per click ads appearing to the side of the organic results or larger so-called banner ads stretching across the top of a results page (areas B and A respectively in the image).
Pay per click ads appear only when certain keywords are used in the search. The advertiser selects those keywords to initiate the display of the ad.
Advertising on YouTube works much the same way as pay per click. Ads appear depending upon the keywords you enter to search for videos and the subject matter of the video content you are selecting. Your viewing history also has some influence to the type of advertisements which appear.
Russ gives some pretty persuasive reasons why Facebook advertising gives you the best ROI (return on investment) for your advertising dollar.
Facebook is better able to target your ads than other advertising platforms. How does Facebook do this?
Advertising Versus Marketing
Traffic resulting from your content marketing efforts (i.e. organic traffic resulting from your SEO efforts) is unique in several ways. You are more valuable, credible and trustworthy to your organic traffic due to your content.
Listen why advertising traffic should be considered only after your have made progress with your organic traffic and may be better at “selling” certain services over others.
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