#176: Tactical Tuesday: Using PPC to Refine your Ad Strategy

<p><strong>OVERVIEW:</strong></p> <p><span style="font-weight: 400;">Jason A. Duprat, Entrepreneur, Healthcare Practitioner and Host of the</span> <em><span style= "font-weight: 400;">Healthcare Entrepreneur Academy</span></em> <span style="font-weight: 400;">podcast talks about pay-per-click (PPC) advertising and why you may want to consider utilizing it for your business. He provides insight on the terminology and reviews the steps to ensure a successful PPC campaign. </span></p> <p><strong>EPISODE HIGHLIGHTS:</strong></p> <ul> <li><span style="font-weight: 400;">Intent-based searches allow businesses to target people who are in certain phases of research and/or the buying process.</span></li> <li><span style="font-weight: 400;">There are more than 6 billion searches across search engines per day worldwide. Google alone processes 3.8 million searches per minute.</span></li> <li><span style="font-weight: 400;">PPC is more affordable than traditional marketing methods such as TV, radio or billboards. </span></li> <li><span style="font-weight: 400;">Identify your goals upfront. Do you want to build brand awareness? Do you want to capture ROI on your ad spend? Do you want to generate leads?</span></li> <li><span style="font-weight: 400;">Jason explains the terminology associated with PPC: cost per click (CPC), cost per mille (CPM), click-through rate (CTR) and cost per acquisition (CPA).</span></li> <li><span style="font-weight: 400;">When you utilize PPC, you can target prospects based on geography, demographics, devices used, time of day and keyword searches. </span></li> <li><span style="font-weight: 400;">Google Display allows businesses to use affiliated websites as virtual billboards, providing access to 90% of internet users worldwide.</span></li> <li><span style="font-weight: 400;">There are five steps for creating a successful PPC campaign.  One, establish goals. Two, choose your target methods. Three, determine the ad spend. Four, analyze results. Five, use the results to further refine the ad strategy. <