Connect with us


Nancy Rausman: How To Click With Google Ads




advice from Nancy Rausman

Why your search for local marketing success
might end with the online giant

This article originally appeared in the March 2015 edition of INVISION.

If you’ve ever thought about pay-per-click ads, you probably have a lot of questions — and the first one might be, “How can I be sure my ad will even be seen among the 31 million results for ‘eye exam’ on Google?” Surprising as it may seem, Google pay-per-click (PPC) advertising can be a highly effective form of local marketing. Here are five reasons:

it’s budget-smart: You select a spending amount, and once that amount is reached, Google stops showing the ad.

people are looking for you: With keyword-based campaigns, you attract visitors genuinely interested in your product or service. So when people search for an eye exam, eye doctor or vision therapy in your area, they find you. it’s super targeted: You choose the audience you want to target (such as radius around your office, ZIP code, age, gender etc.). higher visibility: Especially in areas with a lot of competition vying for the top search results on organic (non-paid) search, PPC can give you a chance to show up as an ad on the first page, whether or not your website already appears in the top results. clear roi: Since you can track your results, you can clearly measure your return on investment to see if PPC worked for you. How do you get started with PPC? In short, the process involves writing an ad, then specifying which keywords trigger the ad, who sees it, and how much you want to spend. Here are eight steps toward a successful campaign: know your goal. Do you want to promote a specialty service? Do you want to fill your appointment book? Build a campaign around your main goal. set a budget. Know what you want to spend, but keep an open mind (and wallet) based on what Google recommends you spend for the best results. select smart keywords. Google AdWords tools (and similar apps)can help you see what terms your potential patients are searching for. bid on keywords. This is where strategy comes in. More popular keywords will require a higher bid, but may bring in a bigger ROI. write attention-grabbing headlines. PPC is an advertisement after all, so you need an ad that will entice users to click. create a landing page. When a user clicks the ad, they should land on a professional, optimized page where they can take action. Here’s a page promoting eye exams created for a client by EyeCarePro: Monitor your campaign. Getting the right language and keywords may take some trial and error. You’ll need to track your results to see what works and what doesn’t and make changes accordingly. Calculate your ROI. Measure clicks and how many clicks turned into patients. Figure out how much each patient cost. Now go back to step 1 and make improvements so you can lower your new patient acquisition cost!


PPC can be a lot of work, which is why many business owners hire a digital marketing expert to run their campaigns. But a successful campaign can increase your exposure, drive more traffic to your site, increase your patient base and grow your profitability.

Nancy Rausman is managing editor at EyeCarePro, providing ECPs with educational content that helps them advance their practices through technology, management strategies and digital marketing. EyeCarePro is one of the leading providers of online marketing and practice improvement services in the optometric industry. Contact her at








The Best Overall Progressive Lens, Now Powered by AI

Engineered with Behavioral Artificial Intelligence and utilizing new XR-motion™ technology, Varilux XR series goes beyond prescription and eye physiology to consider the patient’s visual behavior and design a progressive lens that respects how
their eyes naturally move.

Varilux XR series comes in two versions, Varilux® XR design and Varilux® XR track. The Varilux XR track lens provides an additional level of personalization by incorporating the exclusive Near Vision Behavior Measurement, providing up to 25% more near vision width3 according to the patient’s need, so patients get the highest level of customization.

Discover Varilux XR series and enjoy instantly sharp vision in motion4 and seamless transitions from near to far.

For more information, visit here.

Promoted Headlines





Get the most important news and business ideas for eyecare professionals every weekday from INVISION.



Most Popular